Zillow controls 70% of renter leads. That should scare you.
In this monologue, Peter Lohmann warns landlords about the extreme reliance on Zillow for rental leads, noting that Zillow supplies over 70% of leads that convert into signed leases. He argues that this concentration creates a critical business risk: if Zillow were to restrict or alter its platform, landlords could lose their primary source of tenants. Lohmann outlines possible policy changes Zillow could impose, such as mandating the use of Zillow’s rental application (which omits criminal history and credit checks), requiring a standard lease, or banning certain security deposit arrangements and risk mitigation fees. He emphasizes that Zillow could simply block listings that don’t comply, leaving landlords unable to lease homes effectively. The overall message is a cautionary call to recognize Zillow’s power and consider diversifying lead sources.
