A good client and friend of mine mentioned something casually the other day that sent my realtor senses into high alert. He’d seen a house in his neighborhood and wanted to get a closer look. So he did what millions of buyers do every day: he went to Zillow and clicked the contact agent button.
Simple enough, right? Here’s the thing: that button almost certainly didn’t connect him to the listing agent.
That Button Goes to an Advertiser, Not Necessarily the Listing Agent
This surprises a lot of people. Zillow is, at its core, an advertising platform. Agents pay to have their contact information appear prominently on listings, including listings that aren’t their own. It’s a legitimate way to grow a business, and plenty of good agents do it. But when you click “Contact Agent” on a Zillow listing, you’re typically connected to whoever purchased that advertising spot, not the agent who actually listed the home.
It’s been the subject of real scrutiny. A lawsuit was filed arguing that the interface misleads consumers into thinking they’re reaching the listing agent. You can read more about it here.
Why This Matters for Buyers
When you reach out through Zillow, the agent on the other end often knows little about the home you're interested in. They’ll do their best to help, but often they’re starting from scratch, just like you. In some cases, you might wait hours for a response, get passed around, or end up working with someone you’ve never met and didn’t choose.
There’s also something subtler going on. Once you submit that form, your contact information becomes a lead. You may hear from multiple agents. That’s not necessarily bad, but it’s worth knowing that’s what you signed up for.
What to Do Instead
If you’re seriously interested in a property and want to speak with the listing agent, the listing agent’s information is usually right there on Zillow if you know where to look. Scroll toward the bottom of Zillow’s listing page or simply search your browser for “Listed by” and it should pop right up. From there, you can contact the listing agent directly.
Of course, if you already have a buyer’s agent, just send them the link and let them set up the showing. Having your own agent in your corner can be a major advantage and means someone is actually looking out for you through the whole process.
The Real Story Behind My Friend’s Visit
Here’s the part that stuck with me: when I asked my friend why he didn’t just call me, he said he didn’t want to bother me with a house he wasn’t that interested in. He was just curious to see it.
I hear this more than you’d think. People don’t want to feel like they’re wasting an agent’s time. But looking at a house, even a longshot, is exactly what we’re here for. That’s how you figure out what you actually want.
So if you see something in Mt. Airy, Chestnut Hill, Germantown, or anywhere in Northwest Philly and you’re curious, just reach out. That’s what agents are for.
Henry is a Philadelphia-based REALTOR® serving buyers and sellers in Northwest Philadelphia and Montgomery County, PA. Questions? Get in touch.