The real estate landscape has changed completely over the decades, and the Internet has played a huge role in transforming the way properties are sold and purchased. Zillow and Trulia, two of the largest online real estate names, have become the most sought-after platforms for property listings, with millions of homebuyers and sellers flocking to them. At first glance, these platforms appear to be an excellent way for realtors to get visibility and leads.

But here’s the bitter reality—Zillow and Trulia are not serving you. They’re serving themselves.

Real estate brokers and agents are not only feeding these sites with their listings but also paying substantial fees for visibility, only to have their leads hijacked and redirected to competitors.

If you’re a realtor, it’s time to ask yourself—are these websites making you grow, or are they keeping you stagnant? Let’s break it down.

How Zillow & Trulia Are Holding You Back?

Many realtors believe that listing their properties on Zillow and Trulia will give them the exposure they need. However, the reality is that these platforms are not built to support agents—they are built to profit from them. From diverting traffic away from your own website to forcing you to pay for visibility on your own listings, Zillow and Trulia are systematically undermining your brand.

1. Stealing Your Brand & Traffic

When you put a property on Zillow or Trulia, you may feel like you’re getting exposure. And you are—but not for your brand. You’re actually sending traffic to their site, making them rank higher in search engines.

Consider it. Homebuyers looking for houses in your local market aren’t visiting your real estate website; they’re visiting Zillow or Trulia. And when they arrive, what do they find? A listing with several agents listed, competing broker ad units, and calls to action that tell them to remain on the site rather than responding to you.

Your hard work—professional photos, detailed descriptions, and market expertise—is feeding Zillow’s SEO strategy. You’re building their empire, not your own.

2. Paying for Visibility on Your Own Listings

Zillow and Trulia aren’t just listing platforms; they’re pay-to-play marketplaces. Realtors often have to pay premium fees just to appear prominently on their own listings.

If you don’t pay for Zillow’s advertising plans, your name may not even be the primary contact for your own property. Buyers instead view a list of agents—usually those who have paid Zillow for the privilege. That means potential clients who were interested in your listing may be sent to another agent who had no role in securing that listing.

In short, you’re not just competing for buyers—you’re competing against Zillow’s business model itself.

3. Capturing & Reselling Leads

This is where things get even trickier. Zillow and Trulia capture lead information from buyers who express interest in a property. But instead of passing that lead directly to the listing agent, they often sell it to other agents who pay for their lead generation programs.

This means:

· A lead interested in your listing may never find its way to you.

· You may end up purchasing a lead that rightfully belongs to you.

· Zillow and Trulia are making money on the leads that your listings create.

Realtors using these sites to get leads are actually leasing their own success. As soon as you quit paying, your visibility is gone.

The Cost of Dependency

Most agents will defend their expenses on Zillow and Trulia by saying it generates leads. But is it worth it?

Let’s put it into perspective:

· Zillow Premier Agent pricing varies from $20 to more than $100 per lead, depending on the market. In competitive markets, these prices rise through the roof.

· Most agents spend $3,000 to $5,000 a month on Zillow leads, and conversion rates are still low.

· Even after spending thousands, there’s no guarantee that you’ll receive high-quality leads that turn into sales.

Instead of investing in your own brand, you’re lining Zillow’s pockets.

Beyond the monetary cost, the long-term impact is worse:

· You’re not building your own real estate listing website or audience.

· You’re reinforcing a cycle where buyers associate Zillow with real estate—not you.

· You’re losing control over your own business growth.

Why Creating Your Own Site is the Way to Go?

If Zillow and Trulia are cannibalizing your business, what else is an alternative? Easy—regain control with your own IDX realtor website.

An IDX (Internet Data Exchange) site enables realtors to place MLS listings on their own site. That is:

· Homebuyers looking for homes in your region end up on your site, not Zillow’s.

· You create direct leads, maintaining client relations in your control.

· You enhance your SEO, ensuring your brand is easier to find.

By creating your own real estate listing site, you move away from paying for space on another’s platform to investing in an asset that appreciates your business.

How BidHom Empowers Brokers & Agents?

If you’re looking to take control of your digital presence, BidHom is built for real estate professionals who want more than just a listing page.

Here’s what makes BidHom different:

· Custom IDX Website for Realtors: Showcase your properties while keeping buyers on your own platform.

· Real Estate Auction Platform: Sell properties through online auctions, driving direct engagement and higher conversion rates.

· Lead Ownership: All your questions go to you, not someone else.

· Brand Building Tools: Build your brand with custom domains, SEO tools, and analytics.

Rather than spending thousands on temporary Zillow leads, invest in a real estate listing website that creates long-term equity for your business.

In a Nutshell

Zillow and Trulia may appear to be necessities, but in fact, they’re operating at real estate professionals’ expense. From charging exorbitant fees for visibility to selling premium leads multiple times, these sites prioritize their own profit over your success.

Too much dependence on these sites by brokers and agents comes with the risk of losing their brand, their traffic, and eventually, their autonomy.

The better news? You don’t require Zillow to succeed. With your own IDX website for realtors and with tools such as BidHom’s real estate auction website, you can be fully in charge of your online life.

Stop leasing your success. Own it. Develop your brand. Regain your business.