“Useful leads, but the CAC war swallowed the upside”

I used Zillow ads while running an AI-native real estate brokerage. We bought each customer lead, routed prospects over text, arranged home tours with hourly showing agents, and coordinated with listing agents. The workflow produced about $550k of commission in one year, but the result still turned into a real estate advertising CAC fight we did not think we could win. Zillow can feed a brokerage funnel, but in my experience the platform kept enough leverage that it did not feel like a durable independent acquisition channel.

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