Z
illow’s strategy has evolved from a consumer‑first platform to a comprehensive partner for the entire real‑estate ecosystem. COO Jun Choo explains that the company realized its success is tied to the professionals who facilitate transactions, not just the buyers and sellers who use the site. By investing in tools for all agents—regardless of whether they purchase leads—Zillow aims to streamline the entire process and ultimately benefit end users.
Key points from Choo’s interview with Real Estate News:
* **Industry‑wide focus** – While consumers remain the North Star, empowering agents improves the experience for buyers and sellers. Over the past three years, Zillow has shifted its strategy to serve the whole industry, not just paying customers.
* **AI‑powered solutions** – Zillow has introduced artificial‑intelligence tools that reduce repetitive tasks for agents, allowing them to concentrate on high‑value activities. Choo sees AI as transformative but incremental, and plans to embed it across more products.
* **Unlock conference expansion** – The annual Unlock event, traditionally an invite‑only leadership forum, will now welcome 2,500 real‑estate professionals. Held Nov. 3‑5 in Las Vegas, the conference will feature practical sessions, peer discussions, and celebrity speakers to help agents navigate market challenges.
Zillow’s journey began in 2006 in Seattle as a consumer‑oriented home‑search site, giving buyers and sellers access to data once exclusive to agents. Over time, the company recognized that enhancing the consumer experience required better tools for the professionals who serve them. Choo, who joined Zillow in 2015 via the Trulia acquisition and previously led real‑estate software, notes that most agents interact with Zillow without paying for leads. Therefore, Zillow must partner with all agents to truly support homebuyers and sellers.
Choo emphasizes that AI will not replace agents but will augment their work. Early results show agents spending less time on routine tasks and more on client relationships. Zillow’s commitment to the industry is also evident in its educational initiatives—providing market insights, growth strategies, and lead‑conversion training—culminating in the expanded Unlock conference.
In summary, Zillow’s new direction focuses on:
1. **Supporting every agent** – regardless of lead‑purchase status.
2. **Leveraging AI** – to simplify workflows and add value.
3. **Educating and engaging** – through broader access to industry events.
By aligning its resources with the needs of real‑estate professionals, Zillow aims to strengthen the entire transaction chain and deliver a better experience for consumers.
