A little real estate “behind-the-scenes” fact that surprises many buyers: when you click Tour This Home or Contact Agent on sites like Zillow, you’re not always being connected directly to the listing agent. Often, you’re routed to an agent who pays for advertising placement in that ZIP code or on that listing.
I recently saw this play out in real time. Buyers I was working with tried to save time by scheduling a showing for themselves through Zillow. When we arrived at the property, it felt like a scene from an old Western showdown: cars pulling up from different directions, agents stepping out one by one, everyone trying to figure out who was there to show the house. Standing in the driveway were the listing agent, the Zillow lead agent, me, and my buyers. Thankfully, everyone had a good sense of humor about it, but it perfectly illustrated how confusing the process can be for consumers.
To be clear, nobody had done anything wrong. Many excellent agents use these platforms successfully, and they can be helpful tools for buyers browsing the market. The confusion comes from the fact that most consumers assume they’re contacting the person directly connected to the property when that often isn’t the case.
The takeaway? If you already have an agent you know and trust, it’s usually easiest to send them the property and let them coordinate the showing. It keeps communication clear, avoids confusion, and makes the process smoother for everyone involved.