Online real estate platforms have become the starting point for most homebuyers. And while they’re convenient, there’s a lot happening behind the scenes that most buyers don’t know. With the recent Zillow lawsuit and ongoing questions about how these platforms operate, it’s more important than ever to understand your rights, the red flags, and how to protect yourself during the biggest purchase of your life.

First, here’s what most buyers don’t realize:

Zillow, Redfin, Realtor.com, and similar platforms are lead generation companies—not consumer protection companies. Their primary job isn’t to educate you or guide you. Their job is to sell your information to agents and lenders who pay them for access.

That doesn’t make them “bad,” but it does mean buyers need to be aware of how these systems work and what to watch for, especially now that Zillow is facing multiple lawsuits involving referral practices and transparency concerns.

Let’s break down the biggest things buyers should know.

1. You Have the Right to Choose Your Own Lender (and Most People Don’t Know This)

This is one of the most important rights buyers have—and one that gets violated far too often.

Yesterday I told a client, “You know you can pick any lender you want, right?” She was stunned. She said, “I thought I had to use whoever my agent told me to use.”

You absolutely do not.

You have the legal right to choose your: • Lender • Title company • Insurance agent • Attorney

No agent, platform, or builder can force you to use their preferred vendor. They can recommend, but they cannot require.

If you ever feel pressured, that’s a red flag. A real estate professional should guide you, not box you into a choice that benefits them more than you.

2. Not Every “Premier” or “Top Rated” Agent Is What They Appear

Just yesterday, a client sent me a screenshot of a Zillow partner agent, and it showed that agent as a "Top Agent" but they haven't closed any sales in the past 12 months.  My client asked "How can an agent be a top agent when they're not closing any deals?"

Because on platforms like Zillow, agent visibility and rating is often based on: • How much they pay • How quickly they respond • How well they convert leads

It’s almost never based solely on experience or consumer outcomes.

This is why a buyer might click “Request a Tour,” thinking they’re contacting the listing agent, and instead be connected to whichever agent paid for leads in that ZIP code. It’s a system designed for lead assignment, not accuracy.

This doesn’t mean those agents aren’t good—but you should know why you’re being connected to them.

3. Beware of Steering Toward In-House Lenders

Some platforms—and some agents—have financial agreements in place involving referral fees or shared revenue. And while transparency rules have tightened, steering still happens.

Red flag warnings: • An agent who gets annoyed when you mention another lender • Pressure to apply with “their” lender immediately • Claims that using anyone else will delay or sabotage the deal

Legally, no one can penalize you for choosing your own mortgage provider. If someone tells you otherwise, get a second opinion immediately.

4. “Estimate” Tools Are Often Not Accurate

Those mortgage payments, taxes, or monthly homeowner’s costs shown online? They’re often missing key details or using outdated data.

These tools are designed to keep you browsing—not to give you a full financial picture.

Before making decisions based on an online estimate, talk to a lender who can break down actual numbers for your specific situation.

5. If You Use Online Platforms, Use Them Wisely

Online platforms are an amazing resource when you understand what they’re built for. Use them to: • Explore neighborhoods • Compare home styles • Track price changes • Save favorites • Review historical listing data

But when it comes to mortgage guidance, financial decisions, or choosing who represents you in one of the biggest transactions of your life, rely on real professionals—not algorithms.

Final Thoughts

Online real estate tools aren’t going anywhere, and they’re incredibly convenient. But buyers deserve transparency. You should always feel empowered to choose the lender, agent, and professionals who are truly working in your best interest—not the platform’s.

If you ever have questions, want a second opinion, or need guidance before committing to an agent or lender, my team at Lending Heights Savannah is here to help you navigate everything with clarity and confidence.