Key facts
- Zillow Pro is a new premium membership for real estate agents.
- It provides agents with real-time visibility into their clients' activity on Zillow.
- The My Agent tool allows agents to invite contacts to connect on the platform.
- Integration with Follow Up Boss CRM helps identify high-intent leads.
- A 'Likely to List' AI feature flags potential sellers.
- The service aims to help agents re-engage with past clients and leads.
Zillow has introduced Zillow Pro, a new nationwide premium membership aimed at real estate agents. This service allows agents to gain direct visibility into their clients' browsing and search behavior on Zillow, leveraging the platform's extensive consumer audience.
Agents can invite contacts to connect via the My Agent collaboration tool. Once a connection is established, agents receive real-time insights into what shoppers are viewing, saving, and searching for in their local markets. This data is intended to help agents prioritize outreach and tailor their communications.
The platform integrates with Follow Up Boss, Zillow's owned customer relationship management system, to automatically identify high-intent contacts and suggest personalized messages. Zillow reported that consumers connected through My Agent convert at more than four times the rate of those with inferred relationships.
A new AI-powered feature called 'Likely to List' is also part of Zillow Pro, designed to identify properties in an agent's database that may be preparing to go on the market. This aims to provide listing agents with opportunities to re-engage with former clients or leads considering a sale.
Zillow Pro also includes an enhanced Agent Profile for improved branding. The company positions the offering as a comprehensive system for branding, outreach, and workflow management, particularly relevant in a subdued housing market where client retention and reactivation are priorities.