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The race to control the client journey just got a new player

May 14, 2025

Splits and Caps Daily: Action for Agents

May 14, 2025

📈 Market Move:

Consolidation Continues

Movoto, one of the few home search sites not named Zillow or Realtor.com, just got scooped up by mortgage lender Lower. And yes, this smells a lot like Rocket buying Redfin — because it is.

Why should you care?

Lower isn’t just buying traffic. They’re stitching together a full funnel — from search to mortgage — with agents in the middle. That’s either a partnership or a power shift, depending on how you play it.

Movoto’s president says they’re “battling giants” and that Lower values agents “at the same level we do.” Sounds good. But keep your eyes open — when lenders own the top of the funnel, they also own the client relationship.

Your move?

  • If you work leads from Movoto, expect smoother integration with lending… and more brand presence from Lower.

  • If you’re watching the space: this is another signal that the future is end-to-end platforms. Speed, ease, and control matter more than ever.

Bottom line: Don’t just watch these moves — adapt. Because whoever controls the experience, controls the deal.

🌟Quote of the Day:

"Success isn’t owned. It’s leased. And rent is due every day." — J.J. Watt

⚡ Quick Win:

Voice Vibes: Did an open house this week? Text every attendee with a short voice note instead of a boring email. Voice feels personal, unexpected, and human. The response rate will shock you.

🎉 Fun Fact of the Day: 

Founding Flipper: George Washington Flipped Homes. The first U.S. President was also a low-key house flipper. Bought land, built property, sold at profit. Martha married into a side hustle king.

📚 Book Recommendation:

“Show Your Work!” by Austin Kleon—“Don’t be a genius in the dark. Be a generous amateur in public.”

Most people wait until they’re “ready” to share. That’s dumb. Kleon says: hit publish now, even if it’s messy. Especially if it’s messy.

This book is like a 10-step permission slip to stop overthinking and start building in public — whether you're a real estate agent, a content creator, or just someone with a brain and a phone.

You don’t need to be an expert. You need to be visible.
You don’t need to go viral. You need to show up.

Read this if you:

  • Post once every 6 months and wonder why you’re invisible

  • Think “marketing” is a dirty word

  • Want clients to come to you instead of chasing them like it’s prom night

Bottom line: If you don’t show your work, no one knows you exist. Period.

Show Your Work!: 10 Ways to Share Your Creativity and Get Discovered

If you’re coasting, you’re probably going downhill.

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