RealTrade’s Vision for a Better Real Estate Industry: A Response to the Real Estate 'Portal Wars'
Published by Ryan Poole, Founder and CEO at RealTrade on
Apr 30, 2025 11:58:44 AM
The Real Estate 'Portal Wars'
Recent news in the real estate industry has been dominated by talk of 'Portal Wars' —a hot topic that highlights a truth I've witnessed firsthand in my 25+ years as a real estate agent: the industry is at a pivotal crossroads. Platforms like Zillow, with their lead-selling model and control over listings, have long dictated how agents, buyers, and sellers connect. But their approach—monetizing leads and selling prospective buyers and sellers to the highest bidder and obscuring the listing agent’s role—creates barriers, not bridges. At RealTrade we’re not fighting a war. We’re building a revolution—a transparent, agent-empowered, consumer-first marketplace that redefines real estate for the better.
As a veteran agent, I’ve felt the frustration of systems that prioritize profit over people. Zillow’s recent ban on pocket listings, framed as a push for transparency, doesn’t address the core issue: their business model profits by selling leads off agents’ hard-earned listings, often diverting buyers to paid partners instead of the listing agent. This isn’t transparency—it’s a transaction tax on agents and a roadblock for consumers. RealTrade does things differently. Our platform is built on a simple principle: agents own their listings, and buyers and sellers deserve direct access. On RealTrade, the listing agent’s contact information is front and center. Buyers can send direct messages or post questions right on the listing, and agents respond in real time. No middleman, no sold leads, no nonsense.
The RealTrade Way
Transparency is our foundation. Unlike Zillow, where finding the right agent can feel like a gamble, RealTrade lets buyers and sellers search for top agents or other real estate professionals organically, harnessing the wisdom of our 3,000+ real estate professionals. Our social media platform—think LinkedIn, but exclusively for real estate—lets users post questions, share listings, and crowdsource knowledge from agents, lenders, title companies, and more. This isn’t just a marketplace; it’s a community where your network is your net worth. Agents build their online presence, connect with clients, network with service providers and other agents and showcase their expertise, while buyers and sellers get answers fast, from the source.
We’re also shaking up the status quo with innovation. RealTrade is developing a “First Look” feature, allowing agents to upload properties for sale before they go onto the MLS. This gives agents a powerful tool to market directly to buyers and the RealTrade network of agents, ensuring their listings stand out in a crowded market. It’s a game-changer that challenges Zillow’s grip on listing visibility and puts control back in agents’ hands and all while providing buyers a place to search for homes they cannot find anywhere else and get a “First Look” at properties for sale in their area.
RealTrade's Business Model
Our business model reflects our commitment to fairness. Unlike Zillow, we don’t profit by selling leads. Instead, we generate revenue through innovative, optional services: a $10/month premium agent subscription boosts and differentiates listings that a premium agent has as premium and the agent is labeled with an exclusive badge as a premium agent. For the $10 a month subscription they also receive their own AI assistant that can help them write newsletters, blog posts, email campaigns and property descriptions. Talk about innovative! We also provide mortgage calculators, and seller net sheets for premium agents amazing tools that agents can use everyday.
Our business model for service providers is also straight forward with an affordable subscription model. Title companies, lenders, real estate attorneys, contractors and etc. can network with and offer their service to the RealTrade network and build lasting relationships with agents, buyers and sellers. We also have enterprise solutions for large developers like new construction projects that want to promote their project to the RealTrade network. Agents can join RealTrade for free, network with our growing community, and only pay for premium features if they choose. This model empowers agents without exploiting their listings.
Final Thoughts
The 'Portal Wars' are a symptom of an industry ready for change. After 25 years as an agent, I founded RealTrade four years ago because I believe real estate can be better—for agents who deserve to shine, for buyers and sellers who crave clarity, and for service providers who want to build meaningful connections. We’re not just another platform; we’re a movement to make the industry more transparent, equitable, human, and better.
I invite you to join us in the revolution. Visit RealTrade, sign up, explore our marketplace and social platform, and see the difference for yourself. Reach out to me directly with your questions—I’m passionate about making real estate better, and I want to hear your thoughts. Together, we can build an industry that works for everyone.
Sincerely,
Ryan Poole Founder and CEO of RealTrade
📧ryanpoole@realtrade.io
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