New Zillow Pro Tells Agents When Their Contacts Start House Hunting Again

Zillow has rolled out Zillow Pro, a nationwide premium membership designed to give real estate agents direct visibility into their clients’ activity on Zillow and tools to act on those signals.

The launch brings Zillow’s consumer data and collaboration tools directly into agents’ day-to-day workflows at a time when home sales are on track for another flat year and mortgage rates hover near 6.5%.

With 235 million average monthly unique users and 70% of actual buyers and sellers in the U.S. using Zillow, the company said most agents’ past clients are already on the platform but often without a clear next step toward a transaction.

Zillow Pro, announced Thursday by Zillow Group, Inc., is available to any agent, whether or not they currently advertise on Zillow. Nearly 20,000 agents used Zillow Pro during its beta period, according to the company announcement. Buyers working with Zillow Pro agents were 80% more likely to meet their agent in person and 50% more likely to move forward in their search, Zillow said.

“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, in the release. “Now any agent can have the tools and visibility to do that across their entire business.”

How Zillow Pro works

The core of the membership is My Agent, a collaboration tool that pulls agents into the consumer’s Zillow experience. Agents can invite any buyer or seller in their network to connect on Zillow. Once a consumer accepts a My Agent invitation, the agent gains real-time insight into that shopper’s behavior — including what they are browsing, saving and searching in their area.

Those signals are intended to help agents prioritize outreach and tailor their communication. Zillow said My Agent data connects with Follow Up Boss, the customer relationship management (CRM) platform it owns, to automatically surface high-intent contacts and suggest messages. Consumers who connect through My Agent are converting at more than four times the rate of those with inferred relationships, according to the company.

On the consumer side, shoppers who accept an invitation see their agent branded across Zillow listings in their local market and can message or book a tour with that agent directly from their search experience.

CRM integration and ‘Likely to List’ signals

Zillow is positioning Zillow Pro as a way to merge its audience data with CRM workflows. With a membership, agents can send My Agent invitations to any contact in their Follow Up Boss database. The goal is to keep agents visible to past clients and sphere contacts who may quietly be returning to the market.

A new premium feature called “Likely to List” uses artificial intelligence to tag properties in an agent’s Follow Up Boss database that may be preparing to come to market. Those prompts are designed to give listing agents a reason to re-engage with former clients or leads who could be considering a sale.

Branding and positioning in a slow market

Zillow Pro includes a premium Agent Profile that allows for enhanced branding with custom visuals and video. Zillow said the package is designed as a full system for branding, outreach and workflow, rather than a standalone lead product.

For housing professionals, the launch underscores how portal data is increasingly being integrated into CRM and marketing automation. As transaction volumes remain subdued, retaining and reactivating past clients has become a priority. Tools that show when a known contact starts browsing homes again, or appears likely to list, can help agents focus time and marketing spend on the highest-intent relationships.

This article was generated using HousingWire Automation and reviewed by a HousingWire editor before publication.