Zillow Pro Offers Agents Real-Time Buyer Activity Insights

Zillow launched Zillow Pro nationwide on Thursday, a premium membership service designed to provide real estate agents with direct visibility into their clients' activity on the Zillow platform. This new offering aims to equip agents with tools to act on consumer signals, particularly relevant during a period of flat home sales and mortgage rates near 6.5%. Zillow highlighted its significant user base, stating that 235 million average monthly unique users and 70% of U.S. buyers and sellers utilize Zillow, suggesting most agents' past clients are already active on the platform.

During its beta phase, nearly 20,000 agents utilized Zillow Pro. According to Zillow's announcement, buyers working with agents subscribed to Zillow Pro demonstrated an 80% higher likelihood of meeting their agent in person and a 50% increased probability of advancing their home search. Cynthia Taylor, senior vice president of product at Zillow, stated that the service empowers agents to "show up at the right moment with the right information" across their entire client base.

The core feature of Zillow Pro is "My Agent," a collaboration tool that integrates agents into the consumer's Zillow experience. Agents can invite clients to connect on Zillow, and upon acceptance, gain real-time insights into browsing, saving, and searching behaviors within specific areas. This data is intended to help agents prioritize outreach and personalize communications. Zillow also noted that My Agent data integrates with Follow Up Boss, Zillow's owned customer relationship management (CRM) platform, to automatically identify high-intent leads.