Despite an increasingly online and digital world, one thing has not changed: People overwhelmingly choose to work with real estate agents. And not just that — as tech innovation has increased, consumers' desire for an agent to guide them through the transaction has grown along with it.¹

At Zillow, it's our goal to give the people helping consumers get home — agents — the time and tools to deliver great experiences. In 2025, Zillow shipped practical innovations for agents that remove busywork, sharpen follow-up and make listings more attention-grabbing and immersive.

The result: Zillow's agent innovations saved agents over 85 years of time this year.² That's time agents can use to build their brand, serve clients better and grow their businesses.

Here's a look at what we built together, why it matters and what's next.

Personalized follow-up that writes itself

For all the technology in real estate, success still comes down to consistent follow-up. But remembering every conversation, drafting every message and logging every note takes time — and a lot of it. That's where Follow Up Boss' AI has quietly reshaped the agent experience.

Through Follow Up Boss, Zillow introduced a suite of intelligent features that act like a personal assistant built into the CRM. Smart Messages suggest polished, contextual texts and emails based on what leads are doing and saying so agents are never starting from scratch. Call Summaries automatically transcribe and highlight key points from every conversation, while Suggested Tasks prompt the right next steps just seconds after agents hang up.

At its core, great follow-up is about serving the consumer — understanding what they need and guiding them at the right moment. When AI connects the dots across dozens of calls, texts and emails, agents get a clearer understanding of what each client needs and when they need it. Instead of combing through 30 different messages or trying to recall what was said weeks ago, agents can respond with timely, tailored guidance that reflects a client's actual behavior and goals.

"I love the Smart Lists and automations inside of Follow Up Boss to be able to customize things to exactly what I need to see for the purpose that I have, whether it's just my daily workflow, servicing clients, or holding agents accountable," said Spencer Argueta, lead of Elevate Realty LLC in St. Louis. "Follow Up Boss, when it's used the correct way, saves my agents time so they can spend more time with their clients."

These tools don't just save agents time. Agents also report higher engagement from clients who benefit from more relevant conversations, better recommendations and faster progress toward the next step in their home journey.

A more engaging listing

Agents know every listing is a story that needs to capture buyers' attention. This year, Zillow transformed how that story gets told. With SkyTour, agents can now give buyers an entirely new perspective: an immersive, drone-like 360° view that lets them "fly" around a property to see its lot, layout and surroundings from any angle.

That sense of depth and discovery continues with Virtual Staging, an AI-powered feature that lets shoppers instantly reimagine a room in different design styles — from modern to coastal to midcentury — or see it completely cleared of furniture to imagine the possibilities.

Showcase now also includes a video feature, allowing agents to display a short, captured video directly in the listing's hero carousel. This richer, more dynamic first impression gives buyers another powerful way to understand a home's layout and flow, gives sellers the modern marketing they expect and helps agents further stand out in a competitive market.

Together with listing performance insights for Showcase listings that show exactly how buyers are engaging, these innovations turn listings into a more immersive, data-informed experience. 

Buyers feel the difference, with clearer visuals, more context and a deeper understanding of a home before they ever step inside. Sellers get elevated marketing for their home that drives better outcomes, like selling faster and for more. And agents using Showcase on the majority of their listings are winning more listings than agents who aren't.*

And because these interactive elements are built right into Showcase listings, agents can bring more elevated listings to market and track their performance without extra time. Agents can take that time previously spent on compiling interactive media options or digging for data and put it back into the client experience.

What to expect next year

The story of 2025 isn't just about individual tools; it's about the way they're coming together. This fall, Zillow announced Zillow Pro, a first-of-its-kind suite of products designed to help agents build their brand and grow their business.

Zillow Pro brings together Zillow and Follow Up Boss, allowing agents to invite any contact into a collaborative relationship that gives agents persistent branding and insight into how their contacts are searching on Zillow. Interactions and insights flow into FUB's AI to prompt the next best action. And with every update, the system gets smarter, surfacing insights that help agents anticipate what clients need and when they need it.

"The thing I think I'm most excited about is helping the agents understand the value of [Zillow Pro] and how powerful it can be for them to be able to get the level of insight from people that they might have written off, they might think are not as serious, or they might think are more serious than they thought they were," said Isacc Guzman, chief growth officer with Space Real Estate Team in San Diego. "If [agents] are more informed about the behaviors and the patterns of what the consumer is doing, what their client is doing, they're just going to give them a better overall experience."

Zillow Pro represents the next evolution in real estate toward a more connected, intuitive and collaborative real estate experience for agents and their clients. We can't wait for agents to experience it in 2026.

All of these innovations support the same goal: helping agents deliver exceptional client experiences. When agents have the time and the tools to deliver more personalized, timely, and informed service, it sets off a powerful flywheel — happier clients, more repeat and referral business and more time available for the high-value activities that grow careers and keep deals moving.

¹Zillow Consumer Housing Trends Report

²Zillow Internal analysis of time savings