Investing

Zillow Vs. Opendoor: Zillow’s Risk-Free Ad Tollbooth Over Opendoor’s Asset-Heavy House-Flipping Machine

Zillow (NASDAQ: ZG | ZG Price Prediction) posted $46 million in net income last quarter while Opendoor Technologies (NASDAQ: OPEN) lost $173 million. Zillow runs a digital tollbooth on home search traffic. Opendoor buys houses with cash, holds them, and…

By Alex Sirois

Published July 9, 2026, 1:15pm ET · 2 min read

This post may contain links from our sponsors and affiliates, and Flywheel Publishing may receive compensation for actions taken through them.

A person's hand, wearing a dark suit sleeve, points towards a large, glowing white house icon on a dark, digital background. Below the hand, smaller white house icons are arranged in a row. White arrows rise upwards from these houses and the lower part of the screen, indicating growth. Several white percentage symbols (%) are scattered among the arrows. The background has subtle blue light particles, giving it a futuristic or technological feel. — The image illustrates the interplay of financial trends, such as interest rates and market growth, impacting the housing sector, as a hand points towards a prominent house icon amidst rising arrows and percentage symbols. © Real estate investment concept. Analyzing mortgage loan home and insurance real property mortgage. interest rate, Investment planning. Person touch house icon with growth graph on virtual screen. (Shutterstock.com) by A9 STUDIO

Zillow (NASDAQ: ZG | ZG Price Prediction) posted $46 million in net income last quarter while Opendoor Technologies (NASDAQ: OPEN) lost $173 million. Zillow runs a digital tollbooth on home search traffic. Opendoor buys houses with cash, holds them, and hopes to resell fast.

Ad Dollars Flow In. Inventory Sits on the Books.

Zillow’s $708 million in Q1 revenue grew 18.4% year over year, powered by three engines that never touch a deed. Rentals climbed 42% as multifamily listings scaled to 76,000 properties. Mortgage revenue jumped 56%, with purchase loan originations up 96% to $1.5 billion. CEO Jeremy Wacksman told investors the platform is “embedding AI throughout the real estate experience in ways that make Zillow increasingly indispensable.” Believable, given 220 million monthly unique users keep showing up.

Opendoor’s story hinges on operations. Revenue fell 38% to $720 million as homes sold dropped to 1,921 units. Yet new CEO Kaz Nejatian argues the machine is finally tuned: aged inventory over 120 days collapsed from 51% to 10%, and acquisition contracts topped 5,000, the highest since 2022. Gross margin nudged up to 10.0%. Progress, but the operating cash burn hit negative $246 million.

A Tollbooth Versus a Warehouse

Lens	Zillow	Opendoor
Core Bet	SaaS agent tools, rentals, mortgage leads	Buying and reselling homes for cash
Balance Sheet Exposure	Minimal; ad marketplace	Heavy inventory plus $193M current convertibles
Q1 Profitability	$182M adjusted EBITDA	$49M adjusted net loss

Zillow’s 73.3% gross margin lets management repurchase stock aggressively: 13.5 million shares bought for $626 million in the quarter. Opendoor, meanwhile, took a $105 million RSU charge tied to Nejatian’s arrival. Different worlds.

What Decides the Second Half

Housing itself remains soft. Existing home sales sit at 4.17 million annualized, and housing starts just fell 15.4% month over month. I will be watching whether Zillow’s Enhanced Markets, now 49% of connections, keep pushing agent monetization higher. For Opendoor, the tell is whether Q2 hits adjusted EBITDA breakeven and whether the 5% to 7% contribution margin range holds when cohorts mature.

Why I Lean Toward Zillow, With Eyes Open

Personally, I favor Zillow here. A capital-light platform compounding mid-teens revenue growth with real cash generation is easier to underwrite than a house-flipper still burning cash. The stock is down 54.2% over the past year, which stings, yet the FTC trial and legal headwinds feel priced in at a 14 forward P/E. Opendoor is a genuine turnaround story, and its 795.68% one-year rally shows what happens when a busted stock finds a pulse. But I want more quarters of proof before betting on the warehouse over the tollbooth. If you like variance and believe Nejatian’s cohort math, Opendoor fits. If you prefer durable margins, Zillow is the cleaner read.

Contact [email protected] for any questions or corrections.

1INVESTMENTS ARE NOT FDIC INSURED • ARE NOT BANK GUARANTEED • MAY LOSE VALUE

Brokerage and Active investing products offered through SoFi Securities LLC, member FINRA(www.finra.org)/SIPC(www.sipc.org).2The probability of a member receiving $3,000 is 0.028%. If you don’t make a selection in 45 days, you’ll no longer qualify for the promo. Members must fund their account with a minimum of $50.00 to qualify. The probability percentage is subject to decrease. Members are only eligible for the Stock Award promotion upon opening their first brokerage account; subsequent cash brokerage accounts are ineligible for the promo, including for members with multiple accounts.

3Other fees, such as exchange fees, may apply. Please view our fee disclosure to view a full listing of fees.

4There are limitations with fractional shares to consider before investing. During market hours fractional share orders are transmitted immediately in the order received. There may be system delays from receipt of your order until execution and market conditions may adversely impact execution prices. Outside of market hours orders are received on a not held basis and will be aggregated for each security then executed in the morning trade window of the next business day at market open. Share will be delivered at an average price received for executing the securities through a single batched order. Fractional shares may not be transferred to another firm. Fractional shares will be sold when a transfer or closure request is initiated. Please consider that selling securities is a taxable event.

Alex Sirois

Alex Sirois is a financial writer with experience spanning both retail and institutional investing. He has written for InvestorPlace and held roles at BNY Mellon and Bernstein, giving him a perspective that bridges Main Street portfolios and Wall Street analysis.

Alex holds an MBA from George Washington University and has built his career across multiple industries, including e-commerce, education, and translation — a breadth of experience that informs how he breaks down complex financial topics for everyday investors. His writing is conversational, actionable, and grounded in long-term, buy-and-hold investing principles.

At 247 Wall St., Alex focuses on delivering analysis that is both accessible and useful, with a clear emphasis on helping readers make more informed decisions with their money.

All articles →