E
rrol Samuelson, Zillow’s Chief Industry Development Officer, said the housing market may be sluggish, but there are strong reasons for optimism. He stressed the sector’s essential role in society and urged agents to adopt a growth mindset—those who embrace new technology will pull ahead.

    Samuelson explained Zillow’s newest ChatGPT integration as a move from keyword search to conversational interaction. Users simply describe their needs—such as a fenced backyard for a large dog or a finished basement—and the system turns that dialogue into precise listings. This conversational AI cuts through the funnel, revealing deeper consumer needs early and speeding the path from inquiry to match.

    The company’s “super app” envisions a fully digital transaction ecosystem. Over 90 % of buyers now prefer a seamless, online experience. Agents would use Zillow Workspace to manage leads and collaborate, while clients interact through the Zillow app, creating a unified interface for all parties. Samuelson predicts that within five years, buying or selling a home will be predominantly digital and highly personalized, delivering a “magical” experience for consumers.

    Zillow’s AI strategy focuses on freeing agents from repetitive tasks, positioning AI as a partner that offers suggestions while the agent retains final decision authority. The synergy of human insight and AI capability, he said, will distinguish top performers.

    Regarding IDX regulations, Samuelson noted that the rules were written before smartphones and AI. He called for updates that preserve core principles—such as MLS attribution—without prescribing specific platforms. Without such flexibility, protective rules could stifle innovation and lock out new technologies.

    The Playmakers podcast, hosted by Andrew Flachner of RealScout, explores these industry shifts with leaders shaping real estate’s future. All viewpoints belong solely to the podcast creators and guests.