Actively Deploys Proactive AI Agents for Sales Productivity at Zillow Rentals

The agreement expands Actively's deployment beyond a pilot and includes Zillow's development of a Sales Hub using its technology.

Rhea-AI Summary

Actively AI announced an agreement with Zillow Rentals, part of Zillow Group (Nasdaq: Z), to roll out sales agents. The rollout follows a four-week pilot and is expanding to more Zillow Rentals teams. Zillow's internal AI and product team is also extending Actively's agent intelligence and memory through its application programming interfaces to build a Sales Hub for sellers and leaders.

The agents maintain customer account context and suggest actions for sales representatives to approve. Actively reports recommendation approval and action rates of 80%+. Zillow went live within a week of systems integration. Actively also reports increased upgrades and churn preventions during the pilot's A/B testing against non-pilot groups, without quantifying those increases.

Positive

• Minor point. Forward-looking: it has not happened yet and may not happen.Zillow Rentals agreement expands Actively's sales-agent deployment to more teams following a four-week pilot.

Negative

• None.

Key Figures

Approval and action rates: 80%+ Pilot duration: 4 weeks Time to initial wins: 24–48 hours +1 more

Approval and action rates

80%+

Actively's recommendations for Zillow

Pilot duration

4 weeks

Zillow Rentals pilot with A/B testing against non-pilot cohorts

Time to initial wins

24–48 hours

After reps began using Actively

Time to go live

Within a week

After systems integration

Key Terms

apis, a/b testing

2 terms

apis technical

"extending Actively's agent intelligence and memory via its APIs"

APIs are sets of rules that let different software systems talk to each other, like standardized doorways that let apps, data services and websites exchange information without needing to be rebuilt each time. For investors, APIs matter because they speed product development, enable digital partnerships and data feeds, create new revenue or cost savings, and introduce operational or security dependencies that can affect growth and risk.

a/b testing technical

"increases in upgrades and churn preventions in A/B testing"

A/B testing is a controlled experiment where two versions of a product element — for example a webpage, email, or app feature — are shown to different groups to see which one performs better on a chosen metric, like clicks or purchases. For investors, A/B testing matters because it reveals how small changes can increase customer engagement, lower marketing costs or boost sales, offering concrete evidence of a company’s ability to improve growth and efficiency, much like a taste test revealing the preferred recipe.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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Zillow's AI and product team is extending Actively's agent intelligence and memory via its APIs to build a "Sales Hub," a command center for every seller and leader.

NEW YORK, Nov. 10, 2026 /PRNewswire/ -- Actively AI, the AI GTM platform for sales teams, today announced that it is working with Zillow Rentals, part of Zillow Group (Nasdaq: $Z), to begin rolling out its AI agents across its sales teams. The agreement follows a pilot in which Actively's proactive agents worked alongside Zillow Rentals reps, continuously analyzing their territories and driving actions that move deals and customers forward each day.

Jami Thomas, VP Sales of Zillow Rentals, commented: "The best sales teams will run on proactive agents that take care of everything around the conversation, so sales pros and leaders can focus on customers. Actively delivered real value within weeks and we're excited to keep building on the partnership."

Zillow Rentals runs a large direct sales organization selling to property management companies across SMB, mid-market, major market and enterprise segments.

The Opportunity/Challenge:

Seller productivity and scaling engagement across customers is a top priority for Zillow Rentals leadership.

While sellers were using generic AI copilots to help with low-hanging fruit like meeting prep and post-call follow-ups, three gaps hindered a step-change increase in outcomes:

1. Fragmented Context. Reps manage territories of up to 200 property management companies. For a given account, context lives across Salesforce, Databricks, conversational intelligence, Slack, external signals, and email to develop a perspective on  contracts, properties, performance, and past conversations.
2. Lack of proactive capability. Existing tools and AI copilots simply were chat-based interfaces that relied upon the rep to frame the right prompt, foresee the risks themselves to ask what to derisk, etc. There was no proactive solution constantly mining the rep's territory to automatically tee up the next best action.
3. Lack of leader & rep multiplayer ability. Because context was spread within many tools and scattered, leaders struggled to easily identify gaps in sales execution and automatically flag opportunities for coaching, intervention, or accountability.

Why Actively:

Actively answered each gap by building GTM-specific account agents that:

1. Maintain agent memory on each customer. Actively efficiently maintains live context and state on every account across internal and external data, accumulating and maintaining as a foundation for reps, ops, and leaders to always be up to speed.
2. Proactively deliver & execute high quality next best actions. Every morning, a rep gets a short list of customers to focus on, why, and the next action (email, renewal risk, upsell opportunity, etc.) teed up for approval. This is powered by Actively's persistent background agents trained on GTM-specific reasoning and fine-tuned to Zillow's context to deliver recommendations with 80%+ approval and action rates.
3. Provide manager & rep collaboration in platform. Managers, on top of this shared account context, can now more effectively run pipeline cadences, identify execution gaps, and directly collaborate with reps on driving their territories forward.

Crucially, with Actively's extensible platform and forward deployed engineering team, Zillow was able to go live within a week of systems integration, reps saw initial wins within 24-48 hours, and at the end of the 4 week pilot, Actively delivered meaningful increases in upgrades and churn preventions in A/B testing with non-pilot cohorts.

As Kelly McCauley, Director of Sales, describes, "Actively helps us sell smarter by spending less time on researching and more time having the right conversations that drive deals."

What's Next:

Following the successful pilot Zillow Rentals is rolling out Actively to more teams. Furthermore, Zillow's internal AI and product team is extending Actively's agent intelligence and memory via Actively's APIs to build a "Sales Hub", a one stop command center where every seller and leader will begin their day across acquisitions and customers.

Kedar Kulkarni, lead PM for Zillow's AI GTM project, stated: "Sales Hub is a critical bet for Zillow, and we needed a partner who could accelerate our build. Actively brings a strong, forward-thinking AI team and a high-quality product that's helping us move faster."

About Actively AI

Actively AI is an applied AI company focused on go-to-market teams. Its proactive agents build pipeline, win deals, and expand customers, with shared context and collaboration between reps and leaders. Samsara, SentinelOne, Klaviyo, and Abnormal AI use Actively to turn tokens into revenue.

For more information, visit actively.ai.

Michael Rivo
Actively AI
michael.rivo@actively.ai 

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SOURCE Actively

FAQ

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What is Actively AI deploying at Zillow Rentals?

Actively AI is rolling out sales agents to more Zillow Rentals teams after a four-week pilot. The agents maintain account context and prepare recommended actions for representatives to approve. Zillow's internal AI and product team is also using Actively's technology to build a Sales Hub for sellers and leaders.