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Zillow rolls out Zillow Pro for agents to track client home search activity
The nationwide membership integrates Zillow’s browsing signals into agents’ workflows via My Agent and its Follow Up Boss CRM, which Zillow says improves conversion rates.
Zillow has launched Zillow Pro, a nationwide premium membership that connects its large consumer audience to real estate agents’ existing client databases, with the goal of helping agents reach buyers and sellers at the right moment.
According to HousingWire, the My Agent collaboration tool and a Follow Up Boss integration let agents invite contacts to connect on Zillow and then see real-time browsing, saving, and searching activity in a shopper’s local area. Zillow Pro is available to any agent, even if they do not advertise on Zillow.
Zillow said nearly 20,000 agents used Zillow Pro during its beta. It also reported that 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 framed the rollout as a response to a market with home sales on track for another flat year and mortgage rates hovering near 6.5%. The company also said consumers who connect through My Agent are converting at more than four times the rate of those with inferred activity, and that CRM data helps surface high-intent contacts and message suggestions.