What Really Happens When You Click "Contact Agent" Online

Anda Plavnieks Realtor, MD

As a real estate professional, my highest duty is protecting my clients, their equity, and their homes. But recently, after reading about a fellow agent’s eye-opening experiment with major real estate aggregators, I wanted to share a harsh reality about how big-tech real estate portals actually operate behind the scenes.

A top listing agent went onto one of the country’s largest real estate portals, pulled up one of her own active listings, and clicked the button every home buyer clicks: “Ask a Question / Schedule a Showing.”

She entered her contact information, assuming—as any reasonable seller or buyer would—that her inquiry would be routed directly to the seller's agent.

What actually happened next should give every home seller pause.

The "Magnets & Merchants" Playbook

Within seconds, her phone and inbox were inundated—and not by an agent who knew a single detail about the house:

1. Instant Loan Pitch: Her inbox immediately received an automated email selling financing options.

2. Competing Listings: The portal sent an automated message suggesting three "similar" homes nearby—properties owned by other sellers whose agents paid to place them on their listing page.

3. The Call Center: A minute later, she received a phone call from an outsourced call center worker, with a barking dog in the background, who had zero knowledge of the home and was reading off a basic script.

   
   

If you are a home seller, ask yourself: Is this who you want representing your multi-hundred-thousand- or multi-million-dollar home?

How Big-Tech Portals Actually Work

Most sellers assume search engines exist to showcase their property to buyers. In reality, portals operate on a "Magnets and Merchants" model:

• The Magnet: They pull in property data, photos, and listing details provided for free by local agents and Multiple Listing Services (MLS). They add unverified algorithms (such as automated valuations) to drive traffic.

• The Merchant: Once a buyer clicks "Contact Agent," the portal monetizes that buyer's intent by selling their contact information as a "lead" to third-party agents, lenders, or call centers who paid for advertising space.

The buyer thinks they are calling the listing expert. The seller thinks the portal is showcasing their home. In reality, the portal is selling the lead—and the seller’s representation gets diluted in the process.

You Have a Choice in How Your Home Is Marketed

Selling a home is a major financial event. You enter a fiduciary relationship with your agent to get direct expertise, calm executive guidance, and maximum leverage—not to have your home turned into a lead-gen board for third parties.

This is why Seller Choice and hyper-local strategy matter:

• Direct Representation: When buyers inquire about a home through curated, agent-led strategies, they talk directly to the professional who knows every detail, finish, and local nuance.

• Controlled Positioning: By taking advantage of phased marketing strategies (such as testing pricing privately before going public on aggregators), you prevent third-party algorithms from starting public "Days on Market" timers or broadcasting automatic price-cut histories that buyers use against you.

The Bottom Line

Whether you are in Garrett Park, Kensington, Bethesda, Chevy Chase, or Derwood, or anywhere across Montgomery County, MD, how your property is introduced to the market should always be your choice—not dictated by big tech algorithms looking to monetize your listing.

Before listing your home, ask your agent how they manage inquiry routing and pre-market exposure. Your home's value deserves more than just an automated call center response.

If I were in that position, I would arrive well-organized and prepared, with every checklist in hand. Drawing from my background in eldercare and executive experience, I would ensure that you receive unmatched patience, care, and practical problem-solving for every detail.

I'm here to guide you :) Anda