In 2025, Zillow finds itself at the center of multiple lawsuits that could reshape how real estate platforms operate. The legal challenges target two core aspects of Zillow’s business: its Premier Agent program and its ShowingTime scheduling platform. At stake is not just Zillow’s reputation—but the future of agent visibility, consumer trust, and platform accountability in the real estate industry.
1. The Heart of the Allegations: Agent Steering
The most prominent lawsuits allege that Zillow’s Premier Agent program misleads consumers by steering them toward agents who pay for placement, rather than those best suited to serve their needs. Plaintiffs argue that this creates a “pay-to-play” environment where visibility is purchased, not earned.
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Premier Agent is Zillow’s lead generation system, allowing agents to pay for placement on listings.
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Consumers clicking “Contact Agent” may be routed to a paid advertiser—not the listing agent or a local expert.
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The lawsuits claim this violates consumer protection laws by obscuring the nature of the agent relationship.
For agents, this raises questions about fairness, transparency, and the ethics of lead distribution. For consumers, it challenges assumptions about who they’re contacting and why.
2. ShowingTime and the Antitrust Angle
Zillow’s ShowingTime platform, which manages home tour scheduling, is also under fire. Plaintiffs claim that ShowingTime limits access for non-paying agents, creating barriers to competition and potentially violating antitrust laws.
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ShowingTime is deeply integrated into Zillow’s listing ecosystem.
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Allegations suggest that agents outside the Premier program face restricted access or visibility, making it harder to schedule showings or compete for buyer attention.
This part of the lawsuit touches on broader concerns about platform gatekeeping—where tech companies control access to essential tools in ways that may disadvantage smaller players.
3. Industry Context: A Year of Reckoning
These lawsuits arrive in the wake of the National Association of Realtors (NAR) commission settlement, which already shook the foundations of agent compensation and consumer disclosure. Together, these legal actions reflect a growing demand for:
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Greater transparency in how platforms match agents with buyers
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Clearer disclosures about paid placements and advertising
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Fair access to scheduling tools and listing data
If courts side with the plaintiffs, Zillow—and potentially other platforms—may be forced to revise their algorithms, disclosures, and monetization models.
4. Zillow’s Response and Defense
Zillow has denied any wrongdoing. The company maintains that:
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Premier Agent is a transparent advertising product, not a deceptive steering mechanism.
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Consumers are aware they’re connecting with paid advertisers.
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ShowingTime is a neutral scheduling tool that enhances efficiency for agents and buyers alike.
Zillow is preparing to defend its practices vigorously, but the legal process could take months—or years—to resolve.
5. What It Means for You
Whether you’re an agent, broker, or property owner, these lawsuits signal a shift in how real estate platforms are scrutinized. Key takeaways:
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Agents should review how their visibility is affected by platform algorithms and paid placements.
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Brokerages may need to reassess lead generation strategies and consumer disclosures.
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Consumers should be aware of who they’re contacting and how agent matches are made.
The outcome of these cases could redefine the balance between advertising and authenticity in real estate tech—and reshape the expectations buyers and sellers bring to the table.
-Brooklee Han, Housingwire, November 10, 2025
