The Power of People
How to Compete with Zillow and Embrace Disruption
Worried about disruption in the real estate industry? You’re not alone. Agents everywhere are asking how to compete with Zillow, what tech changes mean for their careers, and whether robots will replace them. In this episode, we tackle those fears head-on and remind you why the power of people still matters most.
We share personal stories, industry insights, and practical strategies for staying confident and relevant—no matter how the market evolves. Learn how to shift your mindset from fear to empowerment, so you can thrive in any market.
What Is Disruption, Really?
Disruption doesn’t mean the end—it means evolution. We break down Brian Buffini’s definition of disruption: “to change the traditional way an industry operates, especially in a new and effective way.” Think Netflix, Uber, and now, Zillow. These tech changes are meant to make things easier for consumers—but that doesn’t mean real estate agents are obsolete.
The Fear of Being Replaced
Yes, there’s a lot of talk about how real estate agents might get replaced by apps, AI, or big tech. But the truth is, consumers still need guidance. Computers can’t walk a property, catch red flags, or explain pricing nuances. That’s why understanding how to compete with Zillow is about knowing—and showing—your value.
Zillow Is a Tool, Not a Threat
Zillow isn’t evil. It’s just a business, and a smart one. But it’s not always accurate. We share Zillow memes and real-life stories that show how Zestimate data can mislead buyers and sellers. It’s your job to explain how pricing works—and why local expertise matters more than an algorithm.
You’ll also hear how we talk clients through discrepancies between a Zestimate and a professional CMA. These are key conversations if you want to build trust and win listings.
New Tech, New Opportunities
From OpenDoor to Amazon selling prefab homes, there’s no shortage of tech players in the real estate game. But most of them still need a human to walk a buyer through the process. We discuss how some companies (like Ribbon or Rex) try to simplify buying or selling—but they can’t replace a warm-blooded expert who knows your market.
Market Knowledge = Your Superpower
One of the best ways to stay competitive? Know your market. Learn how to interpret data. Help clients understand what it really means when a home sells in one day or why one house is priced higher per square foot than another. If you’re a newer agent, focus on building that knowledge now—it’s your best defense and your best asset.
The Rise of iBuyers and Cash-Only Services
We explain how iBuyers work, why they’re not always a good deal for sellers, and how to explain their downsides in your listing appointments. Brian Buffini suggests you ask sellers, “Would you mind if I bought your house for the same offer they gave you?” This helps them realize how low the offer actually is—and how much equity they’re giving up.
Disruption Is Also Happening Inside the Industry
Recruiting models, cloud brokerages, and team branding are shifting how agents build their businesses. We open up about the recruiting pressure some agents face and how real estate is becoming a side hustle for some, instead of a full-time service career. We challenge this mindset and share our honest thoughts on broker support, personal branding, and why the human element still matters most.
Use Tech to Your Advantage
Instead of fearing tech, use it. From email automation to digital CMAs, there are endless tools that make your job easier. Embrace social media, set up profiles on Zillow (even if you’re not paying them), and make sure your online presence is consistent. Google your clients, check tax records, and be proactive. Your professionalism will stand out when you combine people skills with smart tech use.
In Summary: You’re Not Being Replaced
Knowing how to compete with Zillow isn’t about becoming a tech wizard—it’s about doubling down on what Zillow can’t do. That means guiding clients, offering local knowledge, and building real relationships. Technology will continue to change the real estate landscape, but the agents who stay educated, confident, and service-focused will not just survive—they’ll thrive.
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