Power play: Zillow is flexing its considerable muscle to defend itself, stop what it sees as bad behavior, and take a strong moral stand to maintain a fully open and transparent marketplace. Finances aside, this move is aligned with Zillow’s values.
Zillow is effectively forcing agents to make a choice, but the ultimate deciding force in this battle isn’t the portal, the brokerage, or the agent – it’s the consumer.
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And this move is precisely and strategically aimed at that critical juncture, forcing agents to explain to a home seller why their listing will never be on Zillow, the country’s most popular real estate website, if they decide to list in a private network.
For months people have been asking who could possibly stop the rise of exclusive inventory.
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While all eyes were on NAR, the obvious answer was in plain sight: the consumer.
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And Zillow’s move is aimed squarely at pulling them into the discussion.
What to watch: Quite simply, the following chart, which shows the total number of Compass Private Exclusives and Coming Soon listings.
