What happens when you click “Request a Tour” button on a real estate website like Zillow or Redfin?
In most cases, Zillow instantly connects you to an agent you’ve never met and who may be new to the industry. That agent splits a significant portion of their commission with Zillow. As of August 2024, they may ask you to sign a legally binding buyer broker agreement before you step inside.
Most people shopping for a home in Sacramento start the same way: scrolling Zillow or Redfin late at night, falling in love with a listing, and tapping that bright button that says “Request a Tour”. It feels convenient. It feels harmless. It’s just a tour, right?
One click can set off a chain of events. It affects who represents you, how well they represent you, and how much you pay.
This isn’t a knock on technology or on the idea of searching for homes online as those tools are genuinely useful. But understanding what happens after you click that button is something every buyer deserves to know before they do it.
You’re Not Getting “the Best Agent Available” When You Request a Tour on Zillow, You’re Getting the Next Agent in the Queue
When you request a tour through Zillow or Redfin, the platform doesn’t search its database for the most experienced, most qualified agent in your area. It routes your inquiry to whoever is next in their referral rotation.
Zillow’s program, called Zillow Flex, markets itself to newer agents as a way to build business without upfront costs. Industry sources call it an ideal entry point for new agents without a large marketing budget. The experience gained is framed as “nearly as valuable as a commission check.” Redfin operates similarly, routing buyer inquiries to agents in their partner network.
This doesn’t mean every agent you reach this way is bad. Some are talented and motivated. But these programs are built for agents who need leads, not agents who’ve earned them. Experienced, high-volume agents rarely need to pay a platform for business. They already have more than enough.
The agent who picks up your inquiry may have their license, their enthusiasm and their best intentions. What they may not have is the transaction history, the local market knowledge, or the negotiation experience needed to protect your interests in a competitive Sacramento market.
The Commission Split and Why It Affects You Directly
Here’s the part that directly affects your bottom line as a buyer and shapes everything about how you’re served.
Under the 2024 NAR settlement, buyers are responsible for their agent’s commission, unless they can negotiate for the seller to pay. That makes the quality of who you hire more important than ever because your money is on the line.
When a Zillow Flex agent closes a deal, Zillow takes 20% to 40% of their commission as a referral fee. On top of that, most agents split their remaining commission with their brokerage. Do the math and that agent may net less than half of a standard commission
That financial reality has consequences. Not because agents are greedy, but because time and attention follow compensation. An agent earning a fraction of a normal commission on a transaction is operating under a very different set of pressures than an agent who has built a sustainable business on referrals and repeat clients.
I’ve seen this play out in real transactions more than once. Some clients overpaid for a home because their agent never pulled comparable sales or explained what the market actually supported. Others wrote offers above list price with no competing offers on the table.. And a few wanted to cancel a deal with legitimate reasons to walk away, yet felt pressured to stay in it. These aren’t isolated incidents. They’re patterns that emerge when representation is rushed, underpaid, or inexperienced.
A Federal Lawsuit and a Wharton Study Say the Same Thing
If the patterns described above sound concerning, a University of Pennsylvania Wharton professor and a federal court both agree they’re worth examining seriously.
The Academic Research
In March 2026, Fox Business reported on a study by Professor Jerry Wind of the Wharton School at the University of Pennsylvania. His finding is striking: only 0.3% of users understood that clicking “Contact an Agent” or Request a Tour on Zillow would not connect them with the listing agent. Not 30%. Not 3%. Three tenths of one percent.
The study’s conclusion states that Zillow’s interface design systematically deceives consumers about a fundamental aspect of the homebuying process. Buyers believe they are reaching out to the agent who listed the home. Instead, they are being routed to agents who pay Zillow for access to their information and who allegedly have financial incentives to steer them toward Zillow’s own mortgage products.
Professor Wind also highlighted the leverage Zillow holds over its affiliated agents: agents who fail to refer buyers to Zillow Home Loans risk losing access to their leads entirely. That’s not a neutral platform connecting buyers with agents. That’s a structured financial ecosystem designed to maximize Zillow’s revenue at every step of your transaction. Zillow disputes these findings. The company maintains buyers are always free to choose any lender.
The Federal Lawsuit
In September 2025, plaintiffs filed a class-action lawsuit against Zillow and affiliated companies in U.S. District Court in Washington. Hagens Berman leads the case
The lawsuit alleges that Zillow’s practices are not simply indifferent to buyers’ interests, but that Zillow “actively schemes to subvert them.”
What makes this case particularly significant is its sources. Twelve current and former real estate agents and loan officers have provided insider information about Zillow’s alleged practices. According to the lawsuit, the alleged conduct includes:
What the Insider Witnesses Allege
- Deceptive agent promotion. Zillow allegedly promotes Flex agents as “Top Agents” on its platform based solely on their participation in the Zillow Flex program, not on their actual experience, transaction history or local expertise. A buyer looking at that “Top Agent” badge has no way of knowing what it actually represents.
- “Burn and churn” incentives. Zillow allegedly incentivizes agents to move quickly through clients at the clients’ expense, prioritizing transaction volume over client outcomes.
- Confidentiality violations. Zillow allegedly requires Flex agents to use its ‘Follow-Up Boss’ platform. This lets Zillow monitor agent-buyer communications, potentially violating the agent’s duty of confidentiality.
- Misleading loan costs. Zillow Home Loans officers allegedly misrepresent or omit key details about closing costs, leading buyers to pay more than expected or lose the home entirely.
It’s important to note that these are allegations in an active lawsuit — they have not been proven in court. But taken together with Professor Wind’s independent academic research, the picture that emerges is consistent: a platform built around the appearance of consumer service that may prioritize its own revenue over your interests as a buyer.
If you purchased a home through a Zillow-connected agent since 2019 and believe they did not properly represent your interests, you can learn more about the lawsuit at hbsslaw.com/cases/zillow-agent-class-action.
The bottom line for Sacramento buyers: the concerns raised in this post aren’t speculation. They are now the subject of both peer-reviewed academic research and active federal litigation.
The NAR Settlement Changed the Rules and Many Buyers Don’t Know It
In August 2024, a landmark settlement by the National Association of Realtors changed how buyer representation works across the country. One of the most significant changes: the NAR settlement now requires agents to have a signed buyer broker agreement
That means the moment you schedule a tour through Zillow or Redfin and an agent shows up to unlock that door, they are very likely going to ask you to sign an agreement right there, before you walk in.
For many buyers, this comes as a surprise. You thought you were just looking at a house. Now an Agent asks you to sign a contract with someone you’ve never spoken to, know nothing about and had no say in choosing.
That agreement matters. In real estate, the concept of “procuring cause” means that the agent who first introduces you to a property and initiates an unbroken chain of events leading to a sale can have a legal claim to representation and to compensation. The agent who showed you that house first, even once, may have established a professional relationship with legal implications before you’ve had a single real conversation about your goals.
What About Zillow’s “Touring Agreement”?
Zillow has attempted to address this with what they call a “touring agreement” – a limited-services document meant to cover just the showing. But legal experts have raised significant questions about whether these short-form agreements actually satisfy the full intent of the NAR settlement rules, which appear to contemplate a single, comprehensive agreement that includes compensation terms. The bottom line for buyers: read carefully before you sign anything, and understand that “just a tour” now comes with paperwork.
Your Money Leaves Sacramento — and Doesn’t Come Back
There’s another dimension to this conversation that doesn’t get talked about enough: where the money goes.
When you work with a local Sacramento agent built on relationships and referrals, they reinvest that professional fee right back into the community. It funds their mortgage, their kids’ activities, and the local vendors, photographers, and stagers they hire. It circulates in the local economy.
When every transaction sends a referral fee to an out-of-state tech corporation, that money leaves Sacramento. Zillow is a Seattle-based corporation. Redfin, prior to its acquisition, was also Seattle-based. The referral fees they collect from Sacramento transactions don’t come back to our local neighborhoods.
This isn’t about being anti-technology or anti-progress. It’s about understanding that the real estate transaction is one of the largest financial events in most families’ lives. How that transaction gets routed and compensated carries real implications for both the buyer’s outcome and the community they’re buying into.
What to Look for in a Buyer’s Agent Instead
So what should you do instead of clicking Request a Tour on Zillow? Be intentional about who you choose to represent you before you ever schedule a showing.
When vetting a buyer’s agent, look for:
- Transaction volume and tenure. Look for at least 8 years of experience, consistent production, and ideally a spot in the top 10% of agents in the market. This means they have navigated multiple market cycles, dealt with difficult negotiations, and know how to protect your interests when things get complicated.
- Neighborhood-specific knowledge. Sacramento’s neighborhoods vary dramatically in pricing, inventory patterns, and buyer competition. An agent who specializes in Sacramento neighborhoods can tell you things about a specific street that no algorithm can.
- A track record of negotiation. Ask how often they successfully negotiated a contract below list price. Ask what kind of repairs they negotiated. Ask how often they get credits for their clients. Ask what happens when a deal goes sideways. The answers will tell you a lot.
- A business built on referrals. Agents who don’t need to buy leads from platforms have earned their clients the old-fashioned way by doing exceptional work and having people recommend them.
Used correctly, the buyer broker agreement requirement is actually a good thing. It forces an important conversation about who your agent is, what they’ll do for you, and how they’ll be compensated. Use that moment to choose deliberately, not to sign with whoever showed up because you clicked a button.
Frequently Asked Questions
Does it cost me more to work with an experienced local agent vs. one connected through Zillow or Redfin?
Not necessarily and in many cases, working with a skilled negotiator actually saves you money. A buyer’s agent professional fee is typically negotiated as part of the overall transaction and an experienced agent who negotiates effectively on price, repairs, and terms can more than offset their fee. The more important question isn’t what the agent costs — it’s what an inexperienced agent might cost you in overpayment or missed protections.
Can I use Zillow or Redfin to find homes and still choose my own agent?
Absolutely. These platforms are useful search tools. The problem isn’t browsing listings on Zillow or Redfin, it’s using the built-in tour request buttons to connect with an agent. Search freely, save favorites, set up alerts — then contact a vetted agent directly to schedule showings.
What is procuring cause and why does it matter to me as a buyer?
Procuring cause is a real estate and legal concept that refers to the agent who initiated the series of events that led to a home purchase. If an agent shows you a home and you later purchase that property, that agent may be able to claim they were the procuring cause of the sale and are entitled to compensation. This is why, under the new NAR settlement rules, agents will ask you to sign a buyer broker agreement before touring. It’s a reason to choose your agent intentionally before your first showing, not after.
Is it a bad idea to use an agent I found through Zillow?
Not automatically, but it depends on factors most buyers don’t think to check. The agent assigned to you when you Request a tour on Zillow may be competent and motivated. What you can’t assume is that the “Top Agent” label on their Zillow profile reflects actual experience. According to a 2025 federal lawsuit, that designation may be awarded based solely on participation in the Zillow Flex program, not on transaction history or local expertise. Before you commit, ask how many deals they’ve closed this year, how long they’ve been licensed, and how well they know your target neighborhood. Better yet, verify their numbers. More than 10 transactions in the past year and more than 50 total is a solid baseline.
Buying a home is one of the most consequential financial decisions you’ll make. The agent by your side should be someone you chose, not someone an algorithm assigned because you tapped a button at 10pm on a Tuesday.
If you’re thinking about buying in Sacramento’s Pocket-Greenhaven, Land Park, Curtis Park, East Sacramento, Midtown/Downtown, Elk Grove, Natomas, West Sacramento or surrounding neighborhoods, I’d love to have a straightforward conversation about what the process actually looks like — before you sign anything, before you tour anything and on your terms.
Katie Butler | Better Homes & Gardens Real Estate
Sacramento Specialist | Top 2% Realtor | 12+ Years Experience
📞 916-616-2856
🌐 sacdreamhome.com
Sources:
https://www.joincrossviewrealty.com/blog/are-zillow-flex-leads-worth-it-for-new-agents
https://www.hbsslaw.com/cases/zillow-agent-class-action
https://www.zillow.com/preferred/pricing/
https://www.foxbusiness.com/real-estate/penn-professor-says-zillow-systematically-deceives-consumers-about-agent-connections
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