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What's with all these big corporations making shell companies that look pro-consumer and helpful?

For you agents out there that wonder why consumers end up using referral sites to find agents, sometimes they don't even realize they are doing it.

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Someone sent me a video from the company "Its Home" and asked me to look into it. It fronts as a free mortgage rate shopping tool and pro consumer views, but in the disclaimer talks about how Rocket Mortgage is their biggest client. Go one paragraph further and the next paragraph states that It's Home is owned by Rocket Holdings. Had I not looked at the small legal disclaimer, I would have never known. Which is weird considering the CFPB recently put out a warning about stuff like this. Not to mention the next step will likely be to push you to Rocket Homes.

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Same can be said for Home and Money (subsidiary of BoomTown). They come across pro-consumer, but push everyone to My Agent Finder to collect referral fees.

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The Real Estate Witch Blog (owned by Clever) pushes people to Clever.

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Shouldn't there be more clarity on who actually owns these companies and what their end game is with your data?

submitted by /u/LaterWendy
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source https://www.reddit.com/r/RealEstate/comments/12zjklo/whats_with_all_these_big_corporations_making/
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