Zillow recently dropped the kind of data that makes listing agents pay attention—and Tom Toole is already turning it into seller conversations that convert and build trust.
On Tuesday’s episode of Hot Sheet, Tom broke down Zillow’s recent analysis on how views, saves, and shares directly impact how fast a listing goes pending—and how much over asking it can sell for.
But this isn’t just about numbers on a screen. For agents, it’s about using third-party validation to guide pricing discussions, address seller concerns, and show real-time value.
Here’s what the data says, how Tom’s using it in his business, and the exact scripts you can steal to handle “Why isn’t my home selling?” before it even comes up.
What Zillow’s Data Actually Shows
Zillow’s platform is where buyers are searching—and sharing—homes every day. That engagement isn’t just a vanity metric. It’s a lead indicator of what’s likely to happen next.
Here’s what Zillow’s data says:
When a listing has…
- 250 views per day → It typically goes pending within 7 days
- 500+ views per day → More likely to sell above asking
- 5 saves per day → Typically leads to an accepted offer in 7 days
- 10+ saves per day → Listing is likely to sell above list price
- 10 shares per day → Most go pending in a week
- 20 shares per day → Tends to result in an above-list sale
This is third-party data sellers trust—and Tom’s using it to move conversations forward.
Redfin.com sends out a report like this to listing agents where they say ‘Hey, we predict your home’s going to sell and it’s going to get a lot of interest.’ This is the same sort of information that Zillow’s using. I think it’s really smart. I like having data that’s not just people coming through, and it gives you predictable analysis from a third party, which means it’s validating your opinion.
Scripts You Can Use With Sellers
This data is only powerful if you know how to work it into the conversation. Tom recommends bringing Zillow metrics into the servicing phase, not just the listing pitch.
When the listing is sitting and the seller is frustrated:
“I’ve got some data here that’s going to help. We’ve only had five favorites and we’ve been on the market 20 days. We might need to revisit pricing or rework the marketing strategy.”
When showing value in your weekly update:
“I’m tracking the daily Zillow activity on your home. That includes how many people are viewing, saving, and sharing it. These are indicators of interest—and we’re below the benchmark for homes that are selling quickly. Let’s talk about next steps.”
When handling the ‘What are you doing to sell my home?’ question:
“I’m monitoring your listing’s engagement in real time. Zillow tells us homes with 250+ views and 5 saves a day sell in a week. We’re not there yet—but we can change that with better positioning and updated marketing.”
Final Takeaways for Agents
This isn’t just another stat drop—it’s a new way to communicate value. Use Zillow’s daily engagement metrics to:
- Set better expectations up front
- Reframe tough conversations when the listing isn’t moving
- Validate your strategy with trusted third-party insights
- Show sellers you’re proactive, data-driven, and results-focused
When sellers ask, “What’s happening with my listing?”, don’t just guess—show them the data.
