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June 15.2025
3 Minutes Read

Why Compass CEO Reffkin's Anti-Zillow Campaign Matters for Real Estate Agents

Compass CEO Reffkin discussing anti-Zillow campaign strategy.


Reffkin’s Backlash Against Zillow’s Hypocrisy

Compass CEO Robert Reffkin is no stranger to controversy, especially when it comes to dealing with real estate industry giant Zillow. This time, he has taken his criticisms to social media, specifically using Instagram and LinkedIn, where he has made a series of pointed remarks against the company’s recent policy shifts regarding off-market listings. According to Reffkin, Zillow is guilty of harboring hypocrisy regarding its stance on listings that don't go through the Multiple Listing Service (MLS).

Zillow's Shift in Strategy: A Closer Look

In his Instagram post, Reffkin pointed out that from 2018 to 2021, Zillow engaged in aggressive purchasing as part of its iBuying operations, acquiring over 20,000 homes that were marketed off the MLS. This practice, he argues, underlines a contradictory stance: “When Zillow was making money buying homes off the MLS, it supported off-MLS sales. Now, that it can’t profit from leads on those off-MLS listings, they say it’s bad for homeowners to list off the MLS.”

Such statements encapsulate his frustrations with Zillow’s apparent change of heart, questioning the validity of their research which claims homeowners fare worse financially without the MLS. Reffkin's post has generated significant engagement, with brokers chiming in to support his claims. Advocates argue that Zillow exploits sellers for its benefit and turn to Reffkin as a voice of resistance against corporate practices that compromise sellers' interests.

The Importance of Authenticity in Real Estate

The social media response from real estate professionals highlights a growing discontent among agents towards Zillow’s operational tactics. Many agents feel Zillow prioritizes its revenue over the needs and rights of sellers and buyers. The dialogue sparked by Reffkin invites the industry to question what authenticity means in the dynamic landscape of real estate, particularly as technology enables quicker transactions often at the expense of the individual seller.

Multiple Perspectives: Understanding Zillow's Strategy

However, not all voices align with Reffkin's. Some industry insiders defend Zillow's strategies, stating that it allows broader access to potential buyers. A comment opposing Reffkin pointed out that once Zillow acquires a property, renovations are performed before re-listing. This process ensures that the listing is credible and accessible to all, suggesting that Zillow's model operates with transparency.

Opponents of Zillow’s methods argue it can disenfranchise brokers and buyers who prefer more personalized real estate interactions and contend that corporate-driven strategies essentially replace traditional, relationship-based models with one-size-fits-all solutions, potentially harming the overall market.

Future Implications for Real Estate Brokerage

Reffkin’s powerful messaging goes beyond just defending his company; it’s indicative of the larger battle within the real estate sector over control of transactions and client relationships. As technology continues to influence the way homes are bought and sold, the underlying question remains: will this shape a more collaborative environment, or will it lead to tensions fueled by corporate interests?

Reffkin's continued outreach and his emphasis on traditional broker practices represent a desire to reclaim autonomy within the real estate market. Whether industry leaders can unify behind these ideals remains to be seen. Can the brokerage community adapt to integrate modern technology while upholding the beliefs and practices that prioritize the homeowner?

Taking a Stand: The Call to Action for Agents

As real estate agents and professionals, the call to action is clear: stay informed and engaged in discussions about industry practices, actively seek opportunities to advocate for transparency and ethical tactics within your own brokerages, and remember that your influence can shape the future of real estate. Join conversations on platforms like Instagram or LinkedIn to voice your thoughts and help craft an industry that aligns better with the needs of both sellers and buyers.


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01.16.2026

New Charges Against Alexander Twins: A Look at Their Impact on Real Estate

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01.16.2026

2025 Existing-Home Sales Miss Previous Year's Pace: A 1K Margin Shortfall

Update Existing-Home Sales Show a Modest Uptick But Fall Short The real estate market in the United States experienced a very slight increase in existing-home sales towards the end of 2025, marking a pivotal moment for homebuyers. According to the National Association of Realtors (NAR), December saw existing-home sales rise by 5.1 percent month-over-month, achieving a seasonally adjusted annual rate of 4.35 million units. However, despite this positive monthly trend, the total number of homes sold in 2025 was 4.061 million—just shy of the 4.062 million sold in 2024, resulting in the lowest annual sales figure since 1995. What Factors Affected Home Sales? Several specific conditions influenced the tightening of sales, including record-high home prices and persistently high mortgage rates. NAR Chief Economist Lawrence Yun noted, “2025 was another tough year for homebuyers, marked by record-high home prices and historically low home sales.” While sales figures saw modest improvements, low inventory continued to strain the market. December inventory fell 18.1 percent year-over-year to just 1.18 million units, reflecting the continuous challenge posed by tight housing supplies. Improving Trends as the Year Concluded Despite the overall disappointing figures for 2025, there remains a cautious optimism for the future. Danielle Hale, Chief Economist at Realtor.com, expressed hope for 2026, citing decreases in mortgage rates and improvements in home affordability as potential positive developments. The expectation is that these factors could lead to an improved environment for prospective homebuyers, especially with mortgage rates remaining stable around their lowest levels in over a year, contributing to an easing of financial pressures. Future Predictions: A Path Toward Recovery? Looking ahead to 2026, analysts predict a gradual rebound in the housing market. The recent quarter showed improvements as homebuyers took advantage of lower rates, particularly those who would have typically entered contracts in the preceding months of October and November. According to Cotality's report, 2025 heralded a year of moderation and rebalancing in the market. Their data indicates that the number of home listings began to increase, which might provide more opportunities for buyers, although concerns over housing affordability still loom large. The Investment Landscape: Opportunities Amidst Challenges Investor participation in the housing market also saw an uptick in 2025, driven in part by traditional buyers retreating due to high prices. Investors accounted for roughly 30% of home purchases, substantially influencing the types of homes being sold and the pricing dynamics. The interplay between investor strategies and traditional buyers will shape the market significantly as we move into 2026. Moreover, many homeowners are opting to hold on to their properties longer due to high interest rates, thus constraining supply even more. Strategies for Real Estate Agents For real estate agents navigating this complex landscape, focusing on educating potential buyers regarding market conditions and financial options is essential. As the market stabilizes, leveraging technology for better marketing and client engagement, as well as adapting to regional trends, can provide an edge. Understanding the nuances of investor behavior may also allow agents to better position homes for sale, both in terms of price and selling strategy. Conclusion: Guarded Optimism Ahead As 2026 unfolds, the real estate market is anticipated to move toward a more balanced state, although challenges remain. Real estate agents should stay informed about mortgage trends and emerging inventory levels to offer the best advice to their clients. Improving market conditions coupled with strategic engagement can empower agents to guide buyers effectively through decisions in this evolving landscape. Real estate professionals should also monitor local policies that might impact the market and adjust their strategies accordingly, as regional trends vary widely across the country.

01.16.2026

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