Consumers getting power to shop

SAN FRANCISCO -- There's a lot of talk about providing more transparency to consumers in real estate transactions, but delivering on those promises can be a complex undertaking, according to online providers who are attempting to crack the "black box" in lending and settlement services.

"Transparency is not as simple as turning on the lights," said Dave Gibbons, Zillow.com's director of community relations, and the man responsible for "keeping the peace" on Zillow Mortgage Marketplace.

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