From Business Insider:
Pretty much every potential homebuyer looks for houses on the internet, scouring listings for the right facade and envisioning their couch in glossy photos of empty living rooms. A lot of the time, that digital touring pays off: The National Association of Realtors recently found that about half of purchasers end up finding the winning property online. For many house hunters, the never-ending cyberquest for that dream home includes a stop (or many) at Zillow.
If you count yourself among the 221 million monthly visitors who scan Zillow or one of its affiliated portals, like Trulia, you probably won’t notice any change in your home-scrolling habit on June 30. But it’s an important date for the biggest name in home search. Behind the scenes, Zillow is using its vast machinery to fight a battle that could determine where you find your next house — and whether it even appears on Zillow at all.
Starting Monday, Zillow will be banning home listings that have been marketed publicly by a real estate agent — which includes everything from planting a for-sale sign in the front yard to posting on Facebook — without being shared in the local databases that feed home listings to the rest of the real estate industry, including Zillow and other search websites, within one business day. The move is part of a broader fight over “exclusive inventory” or “hidden homes” — basically, properties advertised in some places but not others. In an attempt to seize more control over their listings, agents at some real estate brokerages have been advertising homes in internal databases or posting them only on their own websites, out of reach of the search portals.
While the fight has been going on for a few years, things have recently turned especially ugly. Compass, the largest real estate brokerage in the US by sales volume, sued Zillow in federal court last week over the new blacklist, and industry execs have spent months trading barbs via social media, speeches, and email blasts that reached thousands of agents across the country.
The back-and-forth leaves homebuyers and sellers in a weird spot. I’ve spent months talking to people around the industry about the hidden listings issue, and I’m left with one big conclusion: If you decide to hire an agent (which most people do), you should go into that relationship with open eyes. The rules of the game are changing. Consumers need to make sure they know exactly what they’re getting from their agents and how much they’ll be paying for those services. Buyers’ agents should also be able to explain how they’ll navigate a shifting landscape in which some listings may become harder to find.
Big companies are squabbling because they need your clicks, your home listings, and, ultimately, the commission checks that flow from your deal. Whether you’re a buyer or seller, your business is especially valuable right now. It can be daunting, but the upheaval may be advantageous if you play your next home transaction correctly.