2025, Issue No. 13

Who’s Actually Winning? Compass, Zillow, or You?

Let’s talk about the fight everyone in real estate is watching. Compass suing Zillow over copycat agent tools, algorithmic targeting, and behind-the-scenes data tactics.

Cool story. But here’s the real question:

Do you really think either of them are building tools to help you win?

These platforms aren’t investor-focused. They’re data-first machines designed to:

• Sell leads to agents
• Push eyeballs to sponsored listings
• Control pricing perception

Sound familiar? It’s the same playbook Big Tech runs in every industry, extract attention, monetize the backend, and leave the actual value creators (agents, brokers, investors) fighting over scraps.

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🧠 But here’s the part that matters:

This lawsuit is exposing what many of us have felt for a long time:
Real estate is no longer about the neighborhood. It’s about the algorithm.

Buyers don’t drive around looking for “For Sale” signs anymore. They don’t call your cousin’s friend who’s an agent. They scroll, they click, and an AI decides what they see next.

Zillow knows this. So does Compass.

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So what does this mean for you, the investor?

It means control your own data, or get played by someone else’s funnel.

If you’re buying real estate but relying on public portals to find deals, you’re already late.

If you’re not building your own pipeline (direct to agent, direct to seller, direct to lender), you’re not playing to win — you’re playing not to lose.

Let me give you a real example:

Last week, a client brought me a duplex deal he locked through a simple direct mail campaign. Zillow still showed it as “off market.” We underwrote it and funded in 8 days.

No competition. No bidding war. Just strategy.

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And that’s exactly why I built my own deal intake system.
📥 Borrowers come direct.
No middlemen. No algorithms. No games.

Because when you remove noise, you move faster.
And speed is equity.

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Final thought:

Compass vs. Zillow is a great headline. But the real story is this:

In this market, the people who own their inputs, (their capital, their deal flow, their strategy) are the ones who walk away with the most upside.

That’s who I work with. That’s who I lend to.

And just so you know. Every month we spend thousands in advertising to get in front of serious investors. That’s probably how you landed here.
We don’t rely on portals. We build pipelines.
And if you’re reading this, you’re already in it.

🟡 Let me know if you’re building something real.
🟢 We’ll help you fund it, fast, discreet, and intelligently structured.

💌 From Alanna & Her Team

If you’re reading this, it’s not by chance.
We spend real money every month to reach serious investors, the ones who are ready to move when the timing’s right.

Let’s keep it simple:
If you’ve got something worth funding, I want to hear about it.

— Alanna Avalone
Private Lender | Brickell Int’l

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