Let’s talk Zillow.
Nothing stirs up more drama among agents. If you joined BAM’s recent webinar, “The New Way to Get Listings in 2025,” you saw it firsthand. Some agents came after me for “saying nice things” about Zillow.
Here’s the irony: Zillow doesn’t always like what I say about them, either. They’ve hated things I’ve written—like when I called them out for becoming obvious and dirty in their approach to dominating the real estate market.
But emotions don’t win listings. Strategy does. Too many agents are stuck complaining and getting emotional about Zillow instead of using it to their advantage. It’s what I call Zillow Derangement Syndrome:
Unfortunately, that’s exactly what’s holding a lot of agents back.
The Stats Don’t Lie
We all know Zillow isn’t going anywhere. Sixty-two percent of all real estate web traffic flows through their portal. Consumers Google “Zillow” more often than they Google “real estate.”
Now, this isn’t about liking Zillow. It’s about understanding how to leverage their dominance without letting it own you.
If your strategy is to rant about Zillow at listing appointments or promise things like, “I’ll get your house on Zillow,” you’re doing it wrong.
And you’re losing listings because of it.
Let’s break down common mistakes agents make when it comes to Zillow—and what to do instead.
What NOT to Do With Zillow
We all know (or have been) an agent guilty of at least one of these:
Mistake #1: Using Zillow as a crutch.
Walking into a listing appointment and saying, “I’ll get you on Zillow,” is not a strategy. Every seller already knows their property can land on Zillow with minimal effort. If that’s your big selling point, you’re essentially telling them you have nothing unique to offer.
Mistake #2: Treating Zillow like the enemy.
Some agents love to bash Zillow in front of clients—and they especially love to complain about Zestimates. But the majority of buyers use Zillow, and sellers know it.
If you’re ranting about Zillow, you’re signaling to clients that you’re out of touch with how buyers find homes today. Instead, educate consumers about portal estimates and what it means for their property.
Mistake #3: Blindly adopting (or completely ignoring) Zillow’s tools.
Zillow’s products, like Flex partnerships or Showcase, aren’t for everyone. They don’t fit for every agent or for every market.
The mistake is either blindly jumping into them without a clear strategy—or ignoring them entirely. The best agents know how to evaluate the products, decide what fits their business, and use that knowledge—and those tools—to stand out during listing appointments.
What Every Agent Should Be Able to Articulate About Zillow
If you don’t know how to talk about Zillow intelligently, your competition will—and they’ll win. Here’s what every agent should be able to communicate in a listing appointment:
#1—The Role of Zillow in Buyer Behavior
Six out of 10 buyers are using Zillow. That’s a fact. Sellers want to know how their property will stand out on the platform that drives most buyer traffic. Can you explain how to optimize views and saves? Can you show them case studies proving it works? If not, you’re at a disadvantage.
#2—The Psychology of Views and Saves
Views and saves aren’t just numbers; they’re a form of social proof. Buyers are drawn to homes that are trending on Zillow. Sellers care about these metrics because they create urgency and demand. Imagine walking into a listing appointment with a clear plan to maximize these numbers. That’s not just a pitch—it’s a strategy.
#3—Zillow Showcase Product
For those who use Zillow Showcase, it’s essential to leverage it in your listing presentations. Can you explain how Zillow Showcase drives traffic? Do you have examples where views and saves doubled compared to non-Showcase listings? This isn’t about whether you like Zillow—it’s about proving you understand how to get more eyes on a property.
Stop Complaining, Start Strategizing
You have two choices. You can complain about referral fees, the Zestimates, or whatever else gets under your skin. Or you can learn to leverage it.
The agents winning in 2025 are the ones who walk into appointments with a plan. They’ve done the work. They’ve shot the videos, optimized the listings, and figured out how to use Zillow as a tool rather than a scapegoat.
Because the agents who do? They’re the ones winning the listings, dominating the market, and beating their competition.
