Zillow Pro℠ launched nationwide, and the headline feature lets agents connect one-on-one with the buyers and sellers they already know.
The Zillow platform pulls in 235 million average monthly unique users, and 70% of actual buyers and sellers in the U.S. are on it. Most of an agent’s client base is already browsing there.
Here’s how the new collaboration tool works, and what it produced during its beta run before this week’s nationwide rollout.
How Direct Collaboration Works
The feature is called My Agent, and it starts with an invitation. An agent invites a client already in their network to collaborate on Zillow. Once that client accepts, the agent gets real-time visibility into their activity on the platform, including what they’re:
- Browsing
- Saving
- Searching
That activity feeds into Follow Up Boss®, where it drives automatic prioritization and tailored message suggestions. Agents know who to reach out to and roughly what to say when they do.
The client side works both ways. Once connected, a client sees their agent attached to listings across their local Zillow search. They can message that agent directly or book a tour without ever leaving the platform.
My Agent is open to any agent with a Zillow Pro membership, whether they currently advertise on Zillow or not.
Cynthia Taylor, senior vice president of product at Zillow, framed the feature around what already separates top-performing agents.
“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.”
What Direct Collaboration Is Producing
Zillow ran My Agent through a beta period before opening it nationwide, with nearly 20,000 agents using Zillow Pro during that time. Buyers working with a member agent were 80% more likely to meet that agent face to face. Those same buyers were 50% more likely to move forward in their search.
So far, the data show clients connected through My Agent converted at more than four times the rate of clients Zillow could only track through inferred relationships.
Here’s how that translates into today’s real estate landscape. Home sales are on track for another flat year, and mortgage rates are back near 6.5%. Agents competing for fewer transactions have more reason to activate the relationships they’ve already built.
Lisa Ryan, vice president of agent services at Exquisite Properties in San Antonio, pointed to what the membership solves for agents managing a large client base.
“Zillow Pro membership allows us to be more intentional with keeping that relationship and nurturing it as well.”
For an agent sitting on a large contact list with no system for staying visible, this membership could be worth a look. Learn more at zillowpro.com .
