Why Real Estate Agents Must Watch Privacy Policies — Especially After Zillow’s New Data Moves

In today’s digital real estate environment, nearly every transaction, client communication, and marketing effort runs through third-party platforms—CRMs, showing schedulers, e-signing tools, and MLS-connected systems. But few agents stop to ask: Who actually owns and has access to all that data?

Two recent articles — one from the Pennsylvania Association of Realtors (PAR) and another from Notorious R.O.B. — serve as a wake-up call for every real estate professional. Together, they reveal how changing privacy policies and corporate acquisitions can reshape who controls your client and transaction data—sometimes without you realizing it.

1. The Privacy Policy Wake-Up Call

The PAR article emphasizes that privacy policies aren’t just legal fine print—they’re living documents that evolve over time. When dotloop (owned by Zillow Group) updated its policy several years ago, it included a retroactive data-sharing clause with affiliates unless users opted out before the deadline. That’s a textbook example of why real estate professionals can’t “set it and forget it.”

Every app you use—whether for showings, document signing, client management, or marketing automation—defines how your information is collected, stored, shared, and monetized. Each policy revision can change the rules overnight.

2. The Zillow Group Connection: A Growing Web of Platforms

The Notorious R.O.B. article focuses on Follow Up Boss (FUB)—a leading CRM recently acquired by Zillow Group. While FUB stated that its operations would remain independent, the company’s updated privacy policy gives Zillow Group broad access to agent and consumer data stored in the system.

Under the new policy, Zillow Group can access, use, or “scrape” your customer data. FUB may share personal information with Zillow Group and its affiliates (known as “ZINC affiliates”) for “service optimization,” “product research and development,” and “internal business operations.”

In practical terms, this means your client and lead data—the lifeblood of your business—may now be visible and usable by Zillow Group companies for their own internal or marketing purposes.

Zillow’s ecosystem already includes or is integrated with:

• dotloop – digital forms and e-signing
• ShowingTime – showing management and feedback
• Bridge Interactive – MLS data and API services
• Follow Up Boss (FUB) – CRM and lead management
• Zillow Premier Agent – lead generation
• Zillow Rentals, Trulia, StreetEasy, and HotPads – listing portals

Additionally, Lone Wolf Technologies—a transaction management and brokerage-back-office provider—has built integrations with Zillow Group that allow data to flow between systems for transaction coordination and lead tracking.

When these platforms connect, Zillow Group effectively sits at the center of multiple data pipelines—collecting information about listings, transactions, leads, and communications that originate with you and your clients.

3. Why This Matters for Agents

For many licensees, convenience has replaced caution. But as corporate consolidation deepens, your independence—and your clients’ privacy—can quietly erode.

• Data Ownership: Once uploaded, your contacts, communications, and transaction records may no longer be exclusively yours.
• Cross-Platform Profiling: A single parent company can analyze user data across multiple tools to target consumers, predict behavior, or adjust marketing strategies.
• Client Trust: Buyers and sellers expect that their personal details will be used only for their transaction—not mined for unrelated marketing.
• Regulatory Exposure: State privacy and consumer data rules continue to evolve. If your vendor changes its terms, your disclosure obligations might shift as well.

4. What You Can Do Right Now

Here’s a short checklist to stay in control of your data and maintain client trust:

1. Audit your tools. List every CRM, e-sign, or marketing platform that stores client information.
2. Read each privacy policy. Look for affiliate data-sharing and ownership clauses, and note when the policy was last updated.
3. Protect client information. Share only what’s necessary; avoid uploading sensitive data like IDs or financial documents to cloud platforms that don’t guarantee confidentiality.
4. Opt out when possible. Many vendors quietly enable data sharing by default. Check your account settings for opt-out options.
5. Review policies regularly. Set a reminder to revisit your vendors’ privacy policies at least twice a year.

5. The Bigger Picture

The real estate technology world is consolidating quickly. Each new acquisition connects more data under a handful of corporate umbrellas. By understanding privacy policies—and making deliberate choices about which tools you use—you protect both your clients’ confidentiality and your competitive edge.

Bottom line: Zillow Group’s acquisition of Follow Up Boss isn’t just a business headline—it’s a reminder that your data is your business. Read the fine print, know where your data goes, and remember that “privacy policy” is not a one-time checkbox—it’s an ongoing responsibility.

Disclaimer: This article is provided for informational purposes only and does not constitute legal advice. Real estate professionals should consult with their broker, attorney, or compliance officer regarding specific data privacy obligations and vendor agreements.

Sources: Pennsylvania Association of Realtors; Notorious R.O.B. (Rob Hahn). Used for educational commentary under fair use.