Zillow brings its consumer insights directly to agents with Zillow Pro membership

Rhea-AI Summary

Zillow (NASDAQ:Z) launched Zillow Pro, a nationwide premium membership for real estate agents that brings consumer insights from Zillow directly into agents’ workflows. Agents can invite any buyer or seller to collaborate, then view their Zillow activity and use AI tools to prioritize and personalize outreach.

Nearly 20,000 agents used Zillow Pro in beta. According to Zillow, buyers working with Pro agents are 80% more likely to meet in person and 50% more likely to advance their home search, while My Agent connections convert at over four times inferred relationships.

Positive

• Nationwide launch of Zillow Pro premium membership for agents
• Access to activity signals from 235 million average monthly unique users
• Beta data: Pro agents’ buyers 80% more likely to meet face-to-face
• Beta data: Pro agents’ buyers 50% more likely to move forward in search
• My Agent connections convert at more than 4x inferred relationships
• AI-powered Likely to List tagging and outreach within Follow Up Boss CRM

Negative

• None.

News Market Reaction – ZG

+3.36%

+3.36% Session close to close

In the Jul 9 session, ZG gained 3.36%, reflecting a moderate positive market reaction.

Data tracked by StockTitan Argus on the day of publication.

Market Context

Launching Zillow Pro ties agent workflows directly to Zillow’s 235 million-user audience and higher ...

Analysis

Launching Zillow Pro ties agent workflows directly to Zillow’s 235 million-user audience and higher conversion metrics for connected clients. Prior product and data launches saw modest stock reactions, while elevated short positioning remains a factor to watch around execution risks.

Key Figures

Average monthly users: 235 million Buyer/seller penetration: 70% Beta agent users: 20,000 agents +5 more

8 metrics

Average monthly users 235 million Zillow platform reach

Buyer/seller penetration 70% Share of actual U.S. buyers and sellers on Zillow

Beta agent users 20,000 agents Agents that have used Zillow Pro beta

Face-to-face likelihood 80% more likely Buyer meetings with agents using Zillow Pro

Search progression likelihood 50% more likely Buyers moving forward in search with Zillow Pro agents

Mortgage rate level 6.5% Market mortgage rates referenced in article

Conversion uplift 4 times My Agent connections vs inferred relationships

52-week price range $29.03–$90.22 ZG 52-week low and high pre-headline

Historical Context

5 past events · Latest: Jul 07 (Neutral)

Pattern 5 events

Date	Event	Sentiment	24h Move	Catalyst
Jul 07	Market report release	Neutral	-0.8%	June 2026 housing report showing higher sales and modest inventory growth.
Jun 30	Partnership news	Neutral	-0.1%	Data partnership with GoDaddy on Most Entrepreneurial Cities list.
Jun 23	Product launch	Neutral	+0.3%	Launch of personalized moving hub and related buyer tools.
Jun 18	Rental market report	Neutral	+0.6%	Update on rental affordability, rents, and concessions on Zillow platform.
Jun 16	Market analysis	Neutral	+2.5%	Paint Color Analysis linking interior colors to offer price differences.

24h Move is the share-price change in the day after each event; other market factors may also have contributed.

Pattern Detected

Recent Zillow news items have produced relatively modest single-day price moves, without a clear directional pattern.

Key Terms

crm

1 terms

crm financial

"No other platform can deliver the combination of a world-class customer relationship management (CRM) system"

Customer relationship management (CRM) is the set of tools, practices and software companies use to track and manage interactions with customers and potential customers, like an organized digital address book combined with a sales coach. It matters to investors because effective CRM systems can boost sales, improve customer retention and lower marketing costs, which directly affects revenue growth and profit margins — key drivers of a company’s value.

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

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Agents can now invite buyers and sellers they already know to collaborate with them on Zillow, unlocking insights and tools to help create more personalized client experiences and more business

SEATTLE, July 9, 2026 /PRNewswire/ -- With 235 million average monthly unique users¹ and 70% of actual buyers and sellers in the U.S. on Zillow® today,² 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. And when agents are better connected to the clients they've already built relationships with, everyone wins — agents grow their business and consumers get a more responsive, more personal experience throughout their search.

Zillow has launched Zillow Pro℠, its premium membership for any and all real estate agents, nationwide to make this possible. The membership equips agents with exclusive tools built to help them meet clients where they already are — on Zillow — 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.³

In a housing market where sales are on track for another flat year and mortgage rates are once again near 6.5%, agents are competing harder for every transaction. The relationships an agent builds over years are foundational to their business. But being kept in mind across a large client base is hard, and most agents have no way of knowing when someone in their network starts getting serious about a move. That closed door is where opportunities are lost.

"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."

It starts with My Agent, a collaboration tool that brings agents into the shopper's Zillow experience. When a consumer accepts an invitation to My Agent, agents get real-time insight into what that shopper is browsing, saving and searching in their area. That intelligence helps agents deliver more timely and 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.⁴

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.

"The client wants to be on Zillow. Everybody is on Zillow," said Lisa Ryan, vice president of agent services at Exquisite Properties in San Antonio. "Zillow Pro membership allows us to be more intentional with keeping that relationship and nurturing it as well."

No other platform can deliver the combination of a world-class customer relationship management (CRM) system with insights from the largest online audience of home shoppers in the country. With a Zillow Pro membership, any agent — whether they advertise on Zillow or not — can extend My Agent invitations to any contact in their Follow Up Boss database.

Listing agents get a meaningful edge with the new "Likely to List" tag, a Zillow Pro premium feature. Powered by AI, Likely to List 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.

Powerful tools for 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.

Along with Zillow Preview^SM and Zillow Showcase^SM, as well as consumer tools like its AI mode, Zillow is building a richer and more connected experience for everyone in the transaction. Buyers move from browsing to action, sellers reach the right buyers earlier and agents have the tools to guide their clients from preparation through closing.

Agents can learn more and get started at zillowpro.com.

About Zillow Group:
Zillow Group, Inc. (Nasdaq: Z and ZG) is reimagining real estate to make home a reality for more and more people.

As the most visited real estate app and website in the United States, Zillow connects hundreds of millions of consumers with innovative technology, trusted agents and loan officers, and seamless digital solutions. With industry-leading tools and resources, Zillow supercharges real estate professionals so they can grow their businesses and deliver exceptional client experiences. For renters and housing providers, Zillow offers not only a robust marketplace but a set of end-to-end products and services to streamline applications, leases, payments and more.

Zillow's ecosystem spans the entire home journey — from dreaming and shopping to renting, buying, selling and financing.

Zillow Group's affiliates, subsidiaries and brands include Zillow^®, Zillow Premier Agent^®, Zillow Home Loans^®, Zillow Rentals^®, Zillow^® New Construction, Trulia^®, StreetEasy^®, Out East^®, HotPads^®, Follow Up Boss^®, ShowingTime^®, dotloop^® and Zillow^® Closing.

All marks herein are owned by MFTB Holdco, Inc., a Zillow affiliate. Zillow Home Loans, LLC is an Equal Housing Lender, NMLS #10287 (www.nmlsconsumeraccess.org). © 2026 MFTB Holdco, Inc., a Zillow affiliate.

(ZFIN)

¹ Zillow data, full-year 2025.
² Zillow Group monthly unique visitors divided by "real estate" unique visitors (as defined by Comscore) for December 2025.
³ Based on Zillow internal analysis comparing matched contacts with and without a My Agent Relationship.
⁴ Internal analysis suggests this reflects the higher intent of buyers who actively confirm an agent relationship, rather than the relationship status itself driving conversion.

 

View original content to download multimedia:https://www.prnewswire.com/news-releases/zillow-brings-its-consumer-insights-directly-to-agents-with-zillow-pro-membership-302821007.html

SOURCE Zillow

FAQ

What is Zillow Pro membership and how does it help real estate agents (NASDAQ:Z)?

Zillow Pro is a premium membership that gives real estate agents collaboration tools and client insights on Zillow. According to Zillow, agents can invite buyers and sellers to connect, see their activity, and use AI-powered outreach to time follow-ups effectively.

How does the My Agent feature within Zillow Pro work for Z stock investors’ agent clients?

My Agent lets consumers accept an invitation that links their Zillow shopping directly to their chosen agent. According to Zillow, agents then see real-time browsing, saving, and searching activity, helping them prioritize contacts and send more relevant messages through Follow Up Boss integration.

What performance lift did Zillow report from Zillow Pro beta agents?

According to Zillow, nearly 20,000 agents used Zillow Pro in beta, showing higher client engagement. Buyers working with Zillow Pro agents were 80% more likely to meet face-to-face and 50% more likely to move forward in their home search compared with non-Pro relationships.

How does Zillow Pro’s Likely to List feature benefit listing agents using Z stock’s platform?

Likely to List is an AI-powered Zillow Pro feature that flags properties in an agent’s Follow Up Boss database that may come to market. According to Zillow, this gives listing agents reasons to reconnect with past contacts who could be considering selling in the near term.

Can agents use Zillow Pro even if they do not advertise on Zillow (NASDAQ:Z)?

Yes, Zillow Pro is available to any real estate agent, whether they advertise on Zillow or not. According to Zillow, these agents can still send My Agent invitations to any contact in their Follow Up Boss database and access collaboration and insight tools.

What tools for branding and workflow are included in a Zillow Pro membership?

Zillow Pro includes a premium Agent Profile with custom branding, photos, and video, plus AI-driven contact prioritization. According to Zillow, agents can search listings, share properties, and track engagement in supported MLS markets within Follow Up Boss, with their branding on each shared link.