Part of the Agency Agreement Decoder™ framework
This post expands on my YouTube episode, This post expands on my YouTube episode, Zillow Touring Agreements: Consumer-Friendly or Buyer Trap? Both the video and this article are part of The Agency Agreement Decoder™ framework within the Real Talk Home Buyer Success Series™ — a step-by-step education system designed to help homebuyers understand what they’re being asked to sign before they commit to their agent.
After the new home-buying rules took effect following the 2024 NAR Settlement requiring written buyer agreements before home tours, it looked like Zillow had the perfect solution: a short, simple form that let buyers start house-hunting quickly, and without long-term commitment or cost.
But was this a brilliant move benefitting consumers … or just a ploy to keep Zillow’s touring business alive?
This post unpacks what the Zillow Touring Agreement really is, why it exists and whether it’s a win for buyers.
What the Zillow Touring Agreement Is (and Isn’t)
On its face, this agreement is a short-term, non-exclusive document that lets an agent unlock a few doors for you — but it’s missing the key ingredient of a true representation agreement: compensation.
Consumers were thrilled with the idea of free services, but without a defined compensation clause, the agent can’t legally be paid for representing the buyer, and therefore, no client relationship is formed.
No client relationship means no fiduciary duties – no confidentiality, no loyalty, no obligation to act in the buyer’s best interest.
And the agent paired with a buyer with on Zillow? They aren’t matched because they’re the best local fit. They’re matched because they paid Zillow to be matched. More often than not they won’t be hyper-local experts who truly understand the specifics of the buyer’s target neighborhood.
Listing agents and sellers aren’t hip on these agreements either. When they see a buyer show up with a “touring agreement,” they don’t see a serious, represented buyer. They see a browser or, worse, someone with questionable motives for seeing the property.
Why Zillow Created the Touring Agreement
The 2024 NAR Settlement required a written agreement before an agent could show an MLS-listed property if the agent intended to be paid for their services.
This represented a huge shift in how home tours worked and friction in Zillow’s business model because their revenue depends on buyers clicking that “Schedule A Tour” button.
If agents can’t show homes without a written agreement, that button becomes a problem. And in the early days, a lot of agents and brokers did not yet have representation agreements in place.
So Zillow introduced the Zillow Touring Agreement, describing it as a “solution to help agents and buyers navigate industry changes.”
In reality, the agreement was about protecting Zillow’s pipeline — keeping the touring process frictionless so Zillow could continue to pass off “leads” to paying agents.
The Touring Agreement was never meant to serve as a real Buyer Broker Agreement — and in fact never could, because Zillow isn’t a broker.**
What The Zillow Touring Agreement Really Means For Consumers
Regardless of Zillow’s motives for launching the Zillow Touring Agreement, were these agreements a win for buyers? Not even a little — and here’s why.
When a buyer signs a Zillow buyer touring agreement, they are unprotected. Without the compensation clause to form the professional client relationship, consumers are not hiring anything more than a door opener.
And even that door opener is free to tell the seller and/or listing agent any personal details shared by the touring buyer. 😱
Meanwhile, because Zillow agents never intended to work for free, they generally showed up at touring appointments with a real buyer broker agreement, pressuring buyers to sign those agreements on the fly with no opportunity to review or negotiate them.
And don’t forget, that Zillow agent might not even know the buyer’s target market well, or be the wrong agent for a buyer for a dozen other possible reasons.
No, in my opinion as a consumer attorney and broker, Zillow’s Touring Agreement is really quite detrimental for homebuyers, despite the hype about being a sensational innovation for both agents and consumers.
A Smarter Alternative To Zillow Touring Agreements
I understand the appeal of browsing properties on Zillow and clicking a button to see some homes.
It feels efficient — and hey, you’re only going to be committed for seven days anyway, right? Not when that Zillow agent shows up with a 10- to 20-page Buyer Broker Agreement that commits you for a lot longer — and you don’t even know that agent yet.
As efficient as the Zillow process feels, there is a better way.
Start with the agent, not the properties. Make a plan to intentionally find, vet and hire the exact right agent for your unique situation before looking at properties. Why go on a blind date with a Zillow agent who brings a wedding ring?
Use Buyer Agent Game Plan™ to develop your strategy to find, vet, and hire your unicorn agent. Then you will be in a position to happily sign a real representation agreement to cement a relationship with your perfect agent. This is a much smarter strategy than rolling the dice with an unknown Zillow agent.
Already found your ideal agent but still skittish? Create your own lightweight, short-term Touring Agreement following the strategies in Agency Agreement Decoder™. Create a real client relationship for whatever duration you want to start with.
Lay your foundation with Buyer Agent Game Plan™, and set yourself up for home-buying success with Agency Agreement Decoder™.
Build Your Own Touring Agreement
Still want to go the Zillow route? Bring your own short term Touring Agreement and tell the agent that is what you’ll sign, not the mystery agreement they turned up with.
Use Agency Agreement Decoder™ to write your own touring agreement with the template provided in the course.
FAQ: What Buyers Are Asking Right Now About Zillow Touring Agreements
Do Zillow Agents work for Zillow?
No. Zillow is a publishing company. Zillow Agents pay Zillow for introductions to buyers. While Zillow is licensed as a broker in some states, this is more about access to listings to advertise, rather than providing brokerage services.
Does signing a Zillow Touring Agreement mean I have an agent?
No. You have a door opener. Quite literally, the agent who turns up will not even answer more than basic questions because they are not insured to have those conversations with non-clients, and you are not a client under a Zillow Touring Agreement.
Can I bring my own Buyer Broker Agreement to a touring appointment?
Yes. Whether your appointment is with a Zillow agent or another agent you connected with, these agreements are 100% negotiable and you can bring your own.
** While Zillow is licensed as a broker in certain states, this is more about access to listings to advertise, rather than providing brokerage services.
Put These Insights Into Action
🎓 Enroll in Agency Agreement Decoder™ → AgencyAgreementDecoder.com
Learn how to build and negotiate the Buyer Broker Agreement you actually want—using real examples and markup guidance.
🧾 Download the Core 5 Clauses Checklist™ → RealTalkLearning.com/Core-5-Checklist
Know the clauses you must review before signing any representation agreement.
📘 Upgrade to the Core 5 Fast Action Workbook™ → RealTalkLearning.com/Core-5-Workbook
Turn the checklist into your negotiation playbook.
Related Posts:
The Complete Guide To Buyer Broker Agreements
Do You Really Have To Sign A Buyer Broker Agreement?
Buyer Broker Agreement Essentials
The 5 Core Clauses Every Buyer Broker Agreement Should Include
Buyer Broker Agreements in the Wild: Real Examples Explained
How to Read and Decode Your Buyer Broker Agreement