The ongoing battle between Compass and Zillow highlights a conflict in the real estate industry regarding how homes are listed online. Compass has implemented a three-phased marketing approach that prioritizes privacy and selective exposure before making listings public. In response, Zillow plans to ban these private listings, arguing that transparency is essential for truly understanding a property's value. Redfin is expected to follow suit, suggesting that both parties, while claiming to prioritize consumer interests, may instead be motivated by their own business advantages.
Zillow and Redfin say they are for transparency in the market, which is good for both homebuyers and sellers. The only way to know a home's true price, they argue, is to advertise it as broadly as possible.
Brian Boero, chief executive of 1000watt, a marketing agency for residential real estate companies, says their pro-consumer stances are largely just messaging. These companies are using the consumer as almost like a human shield here to protect their business interests.
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