In an effort to reconnect real estate agents with past clients who might be looking to buy or sell again, Zillow has launched Zillow Pro, a premium membership for any and all real estate agents. It lets agents invite buyers and sellers they are working with to collaborate on Zillow, unlocking insights and tools for more personalized client experiences.
With 235 million average monthly unique users and 70% of actual buyers and sellers in the U.S. on Zillow today, most of a real estate agent’s past clients are already browsing homes on Zillow, often without a clear path to take the next step. If agents could see those signals and act on them, they could show up at the right moment with the right information, giving buyers and sellers the guidance they need when they need it.
The Zillow Pro membership equips agents with exclusive tools built to help them meet clients and work together seamlessly. Agents can invite any buyer or seller in their network to collaborate with them on Zillow, and once that contact accepts, agents get visibility into their Zillow activity along with the tools to help them know when and how to best reach out. Nearly 20,000 agents have already used Zillow Pro in its beta version, and buyers working with agents who have a membership are 80% more likely to meet with their agent face-to-face and 50% more likely to move forward in their search.
“Real estate runs on relationships, and we see time and again the agents who win are the ones who show up at the right moment with the right information,” said Cynthia Taylor, senior vice president of product at Zillow. “Now any agent can have the tools and visibility to do that across their entire business. This is our commitment to helping agents get more out of the platform where their clients are browsing, dreaming and planning.”
The My Agent collaboration tool brings agents into the shopper’s Zillow experience, giving agents real-time insight into what that shopper is browsing, saving and searching in their area. That intelligence helps agents deliver timelier and more relevant outreach by using Follow Up Boss automatic prioritization and tailored message suggestions. Consumers who connect through My Agent convert at more than four times the rate of those with inferred relationships, the company said.
Shoppers, in turn, see their agent across Zillow listings in their local market as they search and can easily message or book a tour with their agent, staying connected without ever leaving their Zillow search.
Powered by AI, the “Likely to List” feature helps agents spot properties in their existing Follow Up Boss database that may be coming to market soon, giving agents a reason to reconnect with past contacts who may be interested in selling.
Branding, outreach and day-to-day workflow round out the agent’s tool kit. A premium Agent Profile gives agents a differentiated presence on Zillow, with custom branding, photos and video. AI automatically surfaces the most engaged contacts, generates personalized outreach and gives agents instant context on a contact’s history so they always know who to call and how to help. In supported MLS markets, agents can also search listings, share properties with buyers and track engagement without leaving Follow Up Boss — with their branding on every listing link they send. Combining these tools in a Zillow Pro membership, agents get a complete system for staying visible, informed and connected with clients.
