The Zillow Hypocrisy Part 2: What They Said Then vs. What They Say Now
The Zillow Hypocrisy – Part 2 of 2: When Profits Shift, So Does the Truth
By Bobby Freeman | McCoy Freeman Group at Compass 
Zillow recently claimed that sellers could lose money if they don’t list their homes on the MLS. Sounds helpful, right? But let’s take a closer look at the timing — and the motivation behind that message.
Because when Zillow stood to profit from off-market deals, they were all for them. Now that they can’t? They’re warning sellers against them.
Let’s Talk About Zillow’s iBuying Era
Between 2018 and 2021, Zillow bought more than 20,000 homes through its iBuying program — and the majority of those homes were never listed publicly on the MLS.
Sellers were encouraged to skip the open market and sell directly to Zillow. No public exposure. No multiple offers. Just a fast, quiet deal — because that’s how Zillow maximized control and profit.
But now that Zillow has exited the iBuying business, they’ve shifted their messaging. They’re warning homeowners that selling off the MLS could hurt their bottom line.
So… What Changed?
When Zillow was making money from off-market homes, it was called efficient. Strategic. Smart.
Now that agents and brokerages are using similar strategies — like private exclusives or targeted pre-marketing — Zillow says it’s “risky.”
Let’s be honest: this isn’t about consumers. It’s about control.
Only One of These Can Be True
If Zillow’s new research is right, then their entire iBuying strategy was flawed — and they knowingly encouraged sellers to take less.
But if that off-market approach made sense for sellers at the time… then today’s messaging is just a convenient pivot to protect their platform, not homeowners.
Here’s the Real Question:
If Zillow has a financial motive behind what listings it supports or suppresses…
why should they be the ones telling sellers what’s best for them?
Sellers deserve honest, transparent choices — not shifting narratives based on corporate profits.
And that’s what I’m here to provide.
– Bobby Freeman
Realtor | McCoy Freeman Group at Compass