>They ended up selling ads to Realtors rather than opening up a new way for owners to sell their homes directly.

Doesn't it always go that way with goals like that?

How many times have we seen "automated recruiting" platforms pop up, only for them to pivot a year later into selling access and ads directly to recruiters.

The market for "middle-men" seems to always be thriving when there's little to do and much to gain.