The David Greene Show

Episode 117: Sell More Homes in 2026 – The Exact Game Plan Top Agents Are Using
Date: February 24, 2026
Host: David Greene
Guest: Chris Lloyd

Episode Overview

In this episode of Real Talk Real Estate, David Greene and guest Chris Lloyd dissect the evolving landscape of real estate in 2026, with a key focus on recent Zillow lawsuits, changes in industry norms, and actionable advice for agents to thrive in a rapidly shifting market. The duo pull back the curtain on industry controversies, discuss the agent's fiduciary duty, and explain how top agents are adapting their strategies to sell more homes despite legal challenges and industry drama.

Key Discussion Points and Insights

1. Building Agent Confidence and Training Success

[00:58 – 02:48]

• Chris shares success stories from recent team training, emphasizing real-world problem-solving and the importance of customizing approaches to tough conversations (e.g., price reductions or over-asking offers).
• David: "Those are tough when you don't feel like you're equipped with the right script or the right approach...But when you know what tool to use, what to say, how to go in there and how to frame it, it's so much easier." (02:06)

2. The Great Zillow & MLS Debate: Should Early Listings Be Public or Private?

[03:13 – 07:27]

• David introduces the ongoing battle involving Zillow and Compass over whether agents must list properties on the MLS immediately or can privately market them first.

• David: "There's a big battle going on between if agents will be able to market a property as for sale before it goes into the MLS..." (03:16)

• Chris’ Take: Not every seller wants maximum exposure; sometimes speed or privacy trumps price. Agents must understand and honor seller objectives.

  • "I believe that what is in the seller's best interest is what the seller says they want...As long as the seller is presented with all their options, I believe it's the agent's job to accomplish the goal of the seller." (06:05)

• David’s Perspective: For most, MLS offers the best result. But, "if you want to reserve the right to be stupid, this is America. And gosh darn it, you should be allowed to be stupid." (07:27)

3. The Fiduciary Duty vs. Industry Conformity

[08:00 – 14:24]

• David recalls how following MLS norms or peer pressure can conflict with the agent’s fiduciary responsibility to clients.
• He narrates examples where breaking the “norm” (e.g., presenting pre-inspections, accepting early offers) increased seller outcomes but drew ire from other agents and MLS officials.
  • "You're a fiduciary to your client. If your client wants to do it, as long as it's not illegal or unethical, you can do it. And the MLS and the Zillows...will try to pressure you because they like to think they have the power, but you got to remember, they don't." (13:45)

4. Resistance to Change and Inefficiency in the Industry

[14:24 – 15:58]

• Chris highlights how some agents and MLS systems are slow to adapt, causing friction in cross-MLS transactions and reinforcing counterproductive practices.
  • "The resistance to change within the real estate industry is strong...We've had resistance showing homes in different MLSs from listing agents whose fiduciary duty is to sell that house for as much as possible as quickly as possible... blows my mind." (14:24)

5. Client Empowerment: Why Agents Should Always Explain “Why”

[15:58 – 26:02]

• David and Chris stress that agents should be transparent, encourage clients to ask "why," and never just adhere to the status quo.

• They share stories where questioning traditional tactics or "highest and best" approaches led to better outcomes for clients.

  • David: "If you can't explain to me why, either you are lying to me or you're not intelligent or you're just not articulate. Which none of those are really okay if you're a real estate agent..." (18:34)

• Notable anecdote: The myth that listing agents can't disclose offer prices persisted long after the contract language required secrecy was removed – agents kept following old habits without understanding their origins.

6. In-Depth Breakdown: The Zillow Lawsuit & Lead Referral Drama

[26:02 – 39:32]

How Zillow’s Lead System Works (and Why It’s in Legal Trouble)

• Chris details the class action lawsuit against Zillow for allegedly misleading consumers with the "contact agent" button by routing inquiries to other agents paying for leads (and a 40% referral fee to Zillow)—contributing to inflated commissions.
  • "They believe...Zillow misled consumers into believing that they were going to get contact information to the listing agent, but instead their information was sold to buyers' agents..." (26:14)

Escalation: RESPA Violations and Zillow Home Loans

• Zillow incentivized agents to push buyers toward using Zillow’s own mortgage company (Zillow Home Loans), threatening to cut agents off from lead programs if they didn’t meet quotas. This potentially violates the Real Estate Settlement Procedures Act (RESPA).

  • Chris: "If they weren't closing enough deals that closed with a Zillow Home Loans loan officer, they could be cut from the program. That is what they're alleging happened." (31:40)

• David explains why this is a serious conflict: “How could you possibly provide a fiduciary to your client...You're putting agents in a horrible position.” (38:42)

Legal Ambiguity and the Fight for Transparency

• Discussion on whether RESPA covers ongoing referral quotas, not just individual transactions. Both agree this case could have widespread implications for referral-based business models.

Who’s Really Behind the Lawsuit?

• David speculates on industry intrigue: could competitors (such as Compass) be fueling these lawsuits?
  • "What would be juicy would be if...Compass was behind the entire lawsuit. And then Zillow goes after Compass for something, and we just watch the King Kong versus Godzilla in real estate." (40:09)

7. The Changing Face of Real Estate and Need for Agent Excellence

[40:09 – End]

• David laments the move from community-rooted, relationship-based real estate to a landscape dominated by impersonal tech companies and mega-brokerages.

  • “I wish we could go back to mom and pop shops...Instead of what it is now, that's just so gross. It's all about where the lead came from and who's getting paid and how the marketing went and shoving it in your face on social media and...you never know if they're any good or if they're not good.” (41:05)

• Call to action: Agents must double down on real, relationship-based business to protect clients and preserve the integrity of the industry.

Memorable Quotes & Moments

• David: "If you want to reserve the right to be stupid, this is America. And gosh darn it, you should be allowed to be stupid." (07:27)
• Chris: "Oftentimes, agents just do what's comfortable. And here's why I think that's dumb." (21:15)
• David: "Your client owns that house. You are representing your client. The MLS is a tool that you can use to get them a good offer. You don't have to get bullied by them." (13:45)
• Chris: "[Real estate training] calls are fantastic because agents come with actual problems...and we figured out how to work through that situation with the seller so that we can get them closer to their goals." (01:24)

Important Timestamps

• [03:13] – Zillow vs. Compass MLS Listing Drama Introduced
• [06:05] – Discussion of Sellers’ True Objectives
• [13:45] – Fiduciary Duty vs. MLS/Platform Pressure
• [18:34] – Why Agents Should Always Explain “Why”
• [26:02] – Breakdown of the Zillow Lawsuit (Contact Agent Button, Referral Fees)
• [31:40] – Zillow and Follow Up Boss: Quota-Driven Mortgage Referrals
• [38:42] – RESPA Challenges and Agent Ethical Dilemmas

Final Takeaways

• Adaptability & Knowledge: Agents who ask “why” and master the rules can better serve clients, outmaneuver less-informed competitors, and avoid risky groupthink.
• Fiduciary Comes First: Industry guidelines and big platforms cannot override the duty to act in clients’ true best interests.
• Watch the Lawsuits: The evolution of class action suits like the one against Zillow will shape how leads, referrals, and commissions work—agents must keep up to protect themselves and their clients.
• Relationship Matters: With big tech’s growing dominance, the human touch and genuine expertise of agents will be a critical differentiator.

Connect with Chris Lloyd:
Instagram: @chrislloyd_realestate

Connect with David Greene:
Website: www.davidgreene24.com

Next week: An even deeper dive into the Zillow vs. Compass saga and what it means for agents nationwide.