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Did the title of this article upset you? Good — it should, because that’s the subtle, yet clear, message Zillow has been sending to consumers while our industry has been busy fighting itself.
Over the past several years — and especially the past few months — while we’ve debated policies, filed lawsuits, bickered over the Clear Cooperation Policy (CCP) and splintered into competing business models, Zillow has quietly and methodically positioned itself as the central hub of the real estate transaction.
Let’s be honest: They didn’t outsmart us — they simply outlasted our unity.
Divide and conquer
Zillow’s strategy has been brilliant opportunism. By capitalizing on the lack of cohesion among Realtors, they’ve stepped into the void as the “consumer champion,” filling in the gaps that we left wide open.
While industry leaders argue over Clear Cooperation, exclusives and listing timelines, Zillow shows up with a polished statement about “transparency” and positions itself as the savior for buyers and sellers.
Errol Samuelson, Zillow’s chief industry development officer, recently said:
“We will continue to advocate on behalf of the consumer. It’s the right path for the industry, and we know the companies that will succeed are those that deliver for consumers, not those that put their own interests ahead of the needs of the homebuyers and sellers they purport to represent.”
Let’s pause for a moment. Who is he talking about when he says “those”?
He’s talking about you. He’s talking about real estate professionals
This is a textbook example of Zillow elevating its public image while disempowering the perception of agents. It’s subtle, but make no mistake — it’s strategic.
By framing themselves as “pro-consumer,” they are implying Realtors are “self-serving.” This weakens us in the eyes of the public … and strengthens Zillow’s grip.
Zillow’s latest chess move
As I’m sure you’re aware, NAR recently came out with another new MLS listing option called the “MLS Option with IDX Feed Delay” (a ridiculous and confusing rule from NAR that I recommend agents not even bring up on a listing appointment). In response to NAR’s new policy, Zillow published its own Listing Standards Policy, which only added to the confusion.
The big question many people have is: “Does Zillow’s threat to ban listings apply to NAR’s new IDX Feed Delay policy?”
Every press release and communication from Zillow so far does not make this point clear.
Recently, Errol Samuelson posted on Zillow’s LinkedIn page to supposedly address this confusion, but if you read it, like I have (several times), it still isn’t clear.
So, I asked myself: Why doesn’t Zillow simply say, in print, “NAR’s new MLS Option with IDX Feed Delay is exempt from our banning policy”?
By the way, I’ve received a lot of calls from people I respect in our industry telling me that Zillow has verbally told them that NAR’s new policy is exempt from Zillow’s ban threat … but again, back to my question:
Why don’t they tell the consumer this clearly in their printed policy?
Why do they say one thing privately to the real estate community but leave it vague for the public? Well, I finally figured it out. Here it is: Because vagueness is the strategy.
By being unclear, Zillow gets to say to the consumer: “We’re pro-consumer. NAR isn’t.”
While at the same time having personal conversations with us, they say: “We’re your partner; we got your back.”
You see — if they clearly told consumers that NAR’s new policy is compliant under Zillow’s standards, they’d be showing public support for NAR. But that’s not their strategy.
Their strategy is, while NAR and the Realtor community are bogged down with ridiculous rules and fighting each other, to make Zillow shine as the “pro-consumer advocate.”
They’re using this entire situation as another opportunity to elevate themselves as the consumer’s hero, while subtly implying that Realtors are only out for themselves.
Here’s the worst part: There are industry leaders today who are hailing and applauding Zillow.
Zillow’s not just playing chess — they’re playing us.
Zillow’s real endgame: Total control
While we’ve been distracted by policy fights, lawsuits and finger-pointing, Zillow has been executing a master plan to become the dominant force for all real estate needs — just like Zillow co-founder Rich Barton created Expedia to take over travel.
Zillow isn’t just a listings portal anymore. It’s taken billions in agent-paid ad dollars and used them to build a vertical empire:
- Dotloop: transaction management
- ShowingTime: appointment setting and access control
- Follow Up Boss: CRM and lead nurturing
- Aryeo: listing media management
- VRX Media: photography and visual content
- Spruce: title and escrow services
Piece by piece, Zillow has inserted itself into every stage of the real estate transaction.
And they did it using Realtor money.
How we take back our industry
We don’t need outrage. We need action. Here’s how we start:
1. Stop feeding the beast
If you’re still giving Zillow your ad dollars, stop. Would you pay your competitor to out-market you? That’s exactly what’s happening.
2. Update MLS photo policies
MLSs need to allow the listing agent’s contact info in the final photo. One simple change — and buyers will know exactly who to call. No confusion. No third-party reselling leads. Real leads, going back to the real listing agent.
By the way, to all those real estate companies who would like to increase their bottom line and sell more of your listings, this one change would certainly accomplish that.
3. Get involved in MLS and association committees
Rules aren’t made online — they’re made in meeting rooms. Volunteer. Vote. Speak up. Push for agent-first, consumer-friendly policies.
4. Audit your brokerage tools
Before you hand another dollar to Zillow, use what you already have. Most agents are sitting on incredible marketing tools provided by their brokerages that they aren’t even using.
5. Embrace grassroots marketing
Neighborhood open houses, YouTube listing videos, Instagram ads, Facebook groups, direct mail with lead capture, door knocking and attending garage sales, just to name a few, are all valid ways to get in front of potential clients. You don’t need Zillow to reach buyers. You need creativity, relationships and hustle.
Zillow doesn’t have to be the villain. But they are definitely not our savior. They are a tech company with shareholders — not stakeholders in your career.
This isn’t about banning Zillow. It’s about balancing the power. It’s about remembering that we are the industry, not the platforms that repackage our work.
It’s time to take it back.
Correction: A previous version of this article included a quote attributed to Brian Boero, Co-Founder of 1000watt. Upon further review, we discovered this quote was misattributed and does not accurately reflect Boero’s published statements or views.
Darryl Davis is the CEO of Darryl Davis Seminars. Connect with him on Facebook or YouTube.
