Introduction 

What if the top sites you use to find rentals weren’t actually competing? That’s what the Federal Trade Commission (FTC) claims happened in early 2025 when Zillow allegedly paid Redfin $100 million to step away from the multifamily rental advertising business. 

The FTC’s lawsuit says this deal didn’t just remove a rival — it reduced competition in the rental market, potentially driving up costs for landlords and limiting visibility for renters. (FTC.gov) 

For San Antonio’s fast-growing housing market, this isn’t just national news — it could ripple straight into how local properties are marketed and discovered. 

What the FTC Says Happened 

According to the FTC complaint, Zillow’s agreement with Redfin included more than just a payout. 

• $100 million payment: The FTC says Zillow transferred $100 million to Redfin in February 2025 as part of a deal to exit multifamily rental advertising. 

• Non-compete clause: Redfin allegedly agreed not to compete in that segment for up to nine years, giving Zillow long-term dominance. 

• Contract cancellations: Redfin reportedly ended partnerships with other advertisers and redirected those clients to Zillow. 

• Workforce coordination: The FTC also claims Redfin laid off employees and then cooperated with Zillow in rehiring select staff. 

The agency argues these actions amount to an illegal restraint of trade under the Sherman and Clayton Acts, saying they “eliminated Redfin as a competitive threat” and “dismantled the potential for innovation and price pressure” in the rental advertising space. 

Zillow denies wrongdoing, saying the agreement was “pro-consumer” and increased listing visibility. Redfin also disputes the allegations, maintaining that it complied with antitrust laws. (Reuters) 

Why It Matters in San Antonio 

San Antonio’s rental market has been booming — especially in neighborhoods like Alamo Ranch, Stone Oak, and near Lackland AFB. More than one-third of residents rent, and platforms like Zillow and Redfin dominate local property searches. 

If Zillow gains even more control of multifamily rental advertising, the effects could include: 

• Higher ad costs for property managers and landlords who rely on online exposure. 

• Reduced visibility for smaller or independent listings not optimized for Zillow’s platform. 

• Less innovation in rental search tools and fewer competitive options for renters. 

Essentially, fewer players could mean higher costs and less choice — something San Antonio’s high-growth rental market can’t afford. 

What This Could Mean for You 

For Landlords & Property Managers 

• Keep your listings on multiple platforms — not just Zillow. Use MLS, Apartments.com, and social media to maintain visibility. 

• Review your marketing spend. If listing fees rise, consider alternative advertising channels or direct outreach. 

• Track lead quality. If inquiries drop despite similar marketing budgets, platform changes could be to blame. 

For Renters 

• Use more than one app. Combine Zillow searches with local Facebook housing groups, HotPads, and apartment websites. 

• Ask about direct availability — some smaller landlords might skip listing on big platforms if fees increase. 

• Keep notifications active on several services to catch listings that aren’t syndicated everywhere. 

For Real Estate Agents & Leasing Professionals 

• Diversify your digital strategy — strengthen your own site SEO and leverage local networks. 

• Educate clients about how antitrust changes might affect listing visibility. 

• Stay agile — if courts restrict Zillow’s operations, platforms may change quickly. 

What Comes Next 

The FTC is asking the court to void parts of the Zillow-Redfin agreement, restore Redfin’s competitive independence, and bar both companies from similar future arrangements. 

The case could take months — possibly years — to resolve. But the outcome will likely set a national precedent for how real estate tech companies can collaborate or compete. 

Even before the verdict, the spotlight could pressure platforms to adjust how they manage listings, partnerships, and ad pricing — and that could trickle down to every major housing market, including San Antonio.

Expert Insight 

“Control over online listings is control over visibility — and that affects everything from how fast a property rents to what renters pay. This case shows how national tech battles can quietly shape our local housing market.” 
— Tami Price, Realtor® | Greater San Antonio

Key Takeaways 

• The FTC says Zillow’s $100 million deal with Redfin illegally reduced competition in rental advertising. 

• Zillow and Redfin deny wrongdoing. 

• If the FTC wins, it could change how listings are syndicated and priced across the U.S. 

• In San Antonio, landlords, renters, and agents should start diversifying marketing strategies now. 

Conclusion 

The FTC’s lawsuit against Zillow and Redfin is more than corporate drama — it’s a reminder of how fragile competition can be in online real estate. For a growing city like San Antonio, where digital visibility drives leasing, this case could reshape how properties reach renters. 

Frequently Asked Questions

Q: Does this affect homes for sale? 
A. Not directly — the FTC’s complaint targets multifamily rental ads, not residential home sales. But any precedent could influence how real estate platforms partner in other markets. 

Q: Will this make rentals cheaper? 
A. Possibly, but only indirectly. If competition increases and ad costs drop, some landlords might pass on savings. 

Q: How soon could we see changes? 
A. Legal proceedings could stretch into 2026, but market behavior may shift earlier as companies respond to scrutiny.

Want to stay ahead of these market shifts or rework your rental strategy? 
Contact Tami Price — your San Antonio real estate expert keeping a close eye on every development that shapes our market.