Zillow launched Zillow Pro nationwide on July 9, making the paid membership available to agents whether or not they advertise on Zillow. Nearly 20,000 agents used the product during its beta period.
The platform is designed to help agents identify when buyers and sellers already in their database become active on Zillow. It uses My Agent, Follow Up Boss, and a Premium Agent Profile to connect consumer search activity with follow-up and branding tools.
How Zillow Pro tracks client activity
Agents can invite buyers, sellers, past clients, and other contacts in their network to connect through My Agent. The contact does not need to have originated as a Zillow lead.
After the consumer accepts, the agent can see that contact’s Zillow browsing, saving, and search activity in the agent’s market. The consumer sees the connected agent across listings in the agent’s service area and can message the agent or request a tour through Zillow.
The activity feeds into Follow Up Boss, which can prioritize contacts, produce summaries, and recommend outreach, according to the Zillow Pro product page. Consumers must accept the invitation before an agent can view their activity. In an internal analysis of matched contacts, Zillow found that buyers working with Zillow Pro agents were 80% more likely to meet with their agent and 50% more likely to move forward in their search.
Confirmed My Agent contacts converted at more than four times the rate of contacts with inferred relationships. Zillow said the difference may reflect the higher intent of people who actively confirm an agent relationship rather than an effect caused by the feature.
How Likely to List flags prospects
Zillow Pro also includes an AI-powered Likely to List tag. The feature flags properties associated with database contacts that may be coming to market.
The tag is a prospecting signal, not confirmation that an owner plans to sell. Listing agents can use it to identify past clients or homeowners who may be worth contacting, but any outreach should still be based on the existing relationship and current local market information. Because the signals run through Follow Up Boss, agents using another CRM must also account for the work and cost involved in changing systems.
Zillow Pro pricing and contract terms
Zillow does not publish a standard nationwide price on its public product page. Agents are directed to contact sales, and pricing is specified in each customer’s order based on the selected tier and number of seats.
The Zillow Pro terms set a default initial term of 12 months unless the customer’s order states otherwise. Billing occurs monthly, and the subscription renews month to month after the initial term.
Cancellation must generally be submitted at least 30 days before the next billing date. Later notice can result in another monthly charge. Ending the subscription before the initial term expires can trigger a termination fee equal to the monthly subscription charge multiplied by the number of unbilled months remaining.
Zillow Pro uses per-seat pricing, and all agent seats on the account must be Zillow Pro seats. Mixed Zillow Pro and Follow Up Boss-only configurations are not allowed. Moving into a higher tier starts a new initial term. Agents should obtain the total price, contracted seat minimum, renewal terms, and any optional product charges in writing before calculating potential return on investment.
Which agents may benefit
Zillow Pro is separate from Premier Agent advertising, which focuses on paid exposure and consumer connections. Agents do not need to purchase Premier Agent advertising to buy Zillow Pro.
The membership is also becoming the primary route for consideration for Zillow Preferred, the successor to Flex. However, Zillow Preferred remains invitation-only, and purchasing Zillow Pro does not guarantee admission.
Agents already using Follow Up Boss and maintaining a substantial sphere may have the shortest path to adopting the platform. Teams using another CRM should weigh migration work, per-seat pricing, and contract requirements against the appointments, signed agreements, and closed transactions Zillow Pro produces. Zillow’s beta figures are benchmarks, not a forecast of individual results.