Portals, brokers and even trusted voices like Dave Ramsey, take their cut. A closed deal can be worth up to 40% of an agent's commission, or $10,000$12,000 on a $1 million home, just for an introduction. Zillow thrives on free brand traffic, while everyone else pays $2,000$3,000 per customer to compete. That moat is why new ideas never pencil. Why there's no price competition