Industry News

Consumers getting power to shop

More to transparency than 'turning on the lights'

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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,'s director of community relations, and the man responsible for "keeping the peace" on Zillow Mortgage Marketplace.The biggest mistake that's made when providing consumers with access to information previously hidden from view is the potential that it will create confusion, rather than clarity, Gibbons said in a presentation at the Real Estate Connect conference in San Francisco.The Zillow Mortgage Marketplace -- which allows consumers to submit anonymous requests for loan quotes to thousands of mortgage originators -- offers algorithms employing "smart math that makes sense of the tr...