Zillow Group
Zillow Group operates the largest US online real estate marketplace, connecting home buyers, sellers, renters, agents, and mortgage borrowers through its Zillow platform and subsidiary brands Trulia, StreetEasy, Hotpads, Follow Up Boss, and Aryeo, monetizing primarily via agent advertising and emerging transaction-based Preferred Agent fees.
- Company typePublic
- Founded2006
- HeadquartersSeattle, United States
- Headcount5,001–10,000
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Zillow Group does
Zillow Group, Inc. is a publicly traded (NASDAQ: Z, ZG) US-based digital real estate holding company headquartered in Seattle, founded in 2006. The company operates an integrated housing marketplace connecting home buyers, sellers, renters, and real estate professionals through its primary Zillow platform and a portfolio of subsidiary brands including Trulia, StreetEasy, Hotpads, Follow Up Boss, and Aryeo. The platform reaches 239 million average monthly unique users and recorded 2.5 billion visits in Q2 2026, making it the dominant online consumer real estate destination in the United States.
The product portfolio spans the full housing lifecycle: Zillow and its marketplace brands serve listing discovery and search; Zillow Premier Agent and the newer Preferred Agent program provide agent lead generation and transaction-based monetization; Zillow Home Loans provides mortgage origination; Zillow Closing provides closing services; Zillow Rentals provides rental listings and tour booking; and Zillow Pro provides AI-enabled CRM tools to agents. Supporting technology includes acquired scheduling technology (ShowingTime, acquired 2021 for $500 million), anti-fraud and identity verification (Renthentic, acquired February 2026 for $3.4 million), and AI features spanning listing image analysis, recommendation engines, and a Google Gemini integration for conversational tour booking.
Zillow generates revenue primarily through advertising sold to real estate agents, supplemented by transaction-based fees from the Preferred Agent model, rental advertising, and mortgage origination. Q2 2026 revenue was $772 million, up 18% year-over-year, with full-year 2026 guidance of $2.92B-$2.96B. Adjusted EBITDA was $176 million in Q2 2026 (23% margin). The company is in transition: shifting the agent monetization model from upfront advertising to a transaction-based Preferred Agent model (targeting over 75% of connections by end of 2026) while executing roughly 700 layoffs across two rounds in 2026 to reduce cost. Zillow faces material regulatory challenges including an FTC antitrust lawsuit regarding its $100 million Redfin arrangement (trial set August 24, 2026) and multiple securities class action lawsuits.
Zillow Group firmographics
Firmographics- Name
- Zillow Group
- Legal name
- Zillow Group, Inc.
- Website
- https://zillowgroup.com
- Company type
- Public
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Zillow Group operates the largest US online real estate marketplace, connecting home buyers, sellers, renters, agents, and mortgage borrowers through its Zillow platform and subsidiary brands Trulia, StreetEasy, Hotpads, Follow Up Boss, and Aryeo, monetizing primarily via agent advertising and emerging transaction-based Preferred Agent fees.
- Ownership category
- akta.pro rank
Zillow Group industry classification
Industry- Product category
- Online Real Estate Marketplace
- NAICS
- Offices of Real Estate Agents and Brokers (5312)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Marketing Automation, CRM & Lifecycle Messaging (BPAMALAE)
- akta.pro secondary industry
- Customer Journey Orchestration & Campaign Management (BPAFAFAF)
Keywords
Where Zillow Group is headquartered
LocationHeadquarters
- HQ city
- Seattle
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Zillow Group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Premier Agent Advertising: Agents pay Zillow for advertising and leads on the platform, with shift toward Preferred Agent model where agents pay upon successful transaction closing rather than upfront
- Preferred Agent Transaction Model: New monetization model where agents pay Zillow upon successful transaction closing, expected to deliver over 30% greater monetization per connection
- Rentals: Rental segment showing 31% growth to $209 million in Q2 2026, driven by property manager listings
- Mortgage: Mortgage segment with 95% purchase loan origination growth, $84 million revenue in Q2 2026
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Zillow Preferred Agent - transaction-based pricing |
| Subscription | Monthly | Zillow Pro premium membership for agents |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels6 records
Zillow Group product offering
Product offeringCore offering
Zillow Group operates an integrated online real estate marketplace connecting home buyers, sellers, renters, real estate agents, property managers, and mortgage seekers through its Zillow platform and acquired brands including Trulia, StreetEasy, Hotpads, Follow Up Boss, Aryeo, and ShowingTime. The company monetizes primarily through agent advertising (Premier Agent and the new Preferred Agent transaction model), rental listing fees, mortgage origination (Zillow Home Loans), and closing services (Zillow Closing), supported by Zillow Pro AI-enabled CRM memberships for real estate professionals.
Product overview
Zillow Group operates a multi-brand platform architecture consisting of a primary Zillow marketplace supplemented by acquired brands (Trulia, StreetEasy, Hotpads, Follow Up Boss, Aryeo) and integrated service modules (Zillow Premier Agent, Zillow Pro, Zillow Closing, Zillow Home Loans, Zillow Rentals). The platform connects home buyers, sellers, renters, and agents through web and mobile interfaces, supported by acquired technology assets including ShowingTime scheduling and Renthentic anti-fraud verification systems. The company is transitioning to a Preferred integrated transaction model and expanding AI-powered features including Zillow Pro's AI-enabled CRM tools.
Differentiator
Problem solved
Functional benefit
Products and services
- Zillow (main marketplace) Primary online real estate marketplace platform serving home buyers, sellers, and renters with property listings, search, tours, and integrated mortgage and agent services.
- Zillow Premier Agent
Quantifiable outcome
- Over 30% greater monetization per connection with Preferred Agent model vs previous advertising model
- +4 more outcomes
Companies that use Zillow Group
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles5 records
Zillow Group technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability8 records
Feature3 records
Zillow Group partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Redfin CorporationcoreZillow paid Redfin $100 million in February 2025 for what was publicly framed as a strategic partnership, though the actual arrangement involved Redfin exiting its multifamily rental advertising business, transferring customer contracts to Zillow, agreeing to a nine-year non-compete, and sharing competitively sensitive information. The FTC sued both companies on September 30, 2025, alleging antitrust violations. A federal judge denied dismissal on May 6, 2026, and trial is set for August 24, 2026.
- ShowingTimecoreZillow completed its $500 million acquisition of ShowingTime, a scheduling app used by real estate agents, amidst ongoing federal regulatory review. The FTC extended the review period but did not further delay the deal. Zillow expressed optimism about the deal's potential to improve the home touring process.
- U.S. Census Bureau (Opportunity Project)minorZillow is participating in a 12-week federal tech sprint with the U.S. Census Bureau's Opportunity Project to reduce friction for rural buyers seeking to build on empty lots.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
Zillow Group competitors and assessment
Company assessmentDirect peers
- Redfin Corporation: Direct competitor in online residential real estate marketplace and brokerage. Recently entered a contested $100M arrangement with Zillow involving multifamily rental advertising exit and 9-year non-compete, making it both a peer and a counterparty in ongoing antitrust litigation.
- Realtor.com (Move, Inc.): Operated by Move, Inc. (a News Corp subsidiary), Realtor.com is the closest direct competitor to Zillow in the online residential real estate listings and lead-generation marketplace, monetizing primarily through agent advertising and connections.
- Homes.com (CoStar Group): CoStar Group's residential portal and emerging challenger to Zillow, leveraging CoStar's commercial real estate data moat to enter the residential agent advertising market and directly contesting Zillow's Premier Agent share.
- Compass: National real estate brokerage with an agent-facing technology platform that competes for agent mindshare and listing inventory. Compass's private listing network and tech-forward brokerage model directly overlap with Zillow's Premier/Preferred Agent value proposition.
- Opendoor: iBuyer and end-to-end home transaction platform offering cash offers, agent services, and mortgage. Operates a competing integrated housing experience that overlaps with Zillow's super-app ambitions, especially in mortgage and transaction services.
- Rocket Homes (Rocket Companies): Rocket Companies' real estate marketplace integrates directly with Rocket Mortgage, competing head-to-head with Zillow Home Loans and the Zillow Premier/Preferred Agent funnel for purchase mortgage-originated leads.
Broad incumbents
- eXp Realty: Large cloud-based real estate brokerage with significant agent count and proprietary technology stack. Competes with Zillow for agent relationships and listings, though its core business is brokerage commissions rather than advertising marketplace monetization.
- CoStar Group: Dominant commercial real estate data and marketplace operator expanding into residential via Homes.com. Competes with Zillow at the platform/marketplace layer and has the capital to invest heavily in residential agent acquisition.
Emerging players
- Offerpad: iBuyer focused on direct home purchases and resales, with adjacent renovation and listing services. A smaller-scale emerging player compared to Zillow and Opendoor, but addresses the same integrated transaction thesis in select markets.
- Better.com: Digital-first mortgage lender pursuing an integrated home purchase experience. Competes with Zillow Home Loans on mortgage origination and increasingly on the agent connection layer that anchors purchase conversion.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Zillow Group social profiles
Digital presenceZillow Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Zillow Group leadership team
Management profileNumber of profiles
Profiles11 records
Zillow Group subsidiaries and ownership
Company hierarchySubsidiaries12 records
Zillow Group funding detail
Funding detailFunding overview
Funding rounds5 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Zillow Group M&A and investment
M&A and investmentM&A7 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Zillow Group
What does Zillow Group do?
Zillow Group operates an integrated online real estate marketplace connecting home buyers, sellers, renters, real estate agents, property managers, and mortgage seekers through its Zillow platform and acquired brands including Trulia, StreetEasy, Hotpads, Follow Up Boss, Aryeo, and ShowingTime. The company monetizes primarily through agent advertising (Premier Agent and the new Preferred Agent transaction model), rental listing fees, mortgage origination (Zillow Home Loans), and closing services (Zillow Closing), supported by Zillow Pro AI-enabled CRM memberships for real estate professionals.
Is Zillow Group a public or private company?
Zillow Group is a public company. It is classified as public and is currently operating.
When was Zillow Group founded?
Zillow Group was founded in 2006. It employs 5,001 to 10,000 people.
Where is Zillow Group based?
Zillow Group is headquartered in Seattle, United States, in the North America region.
How does Zillow Group make money?
Four revenue lines are on record. Premier Agent Advertising is the primary driver. The others are preferred Agent Transaction Model, rentals and mortgage.
Who are Zillow Group's main competitors?
Direct peers on record are Redfin Corporation, Realtor.com (Move, Inc.), Homes.com (CoStar Group), Compass, Opendoor and Rocket Homes (Rocket Companies). Broad incumbents are eXp Realty and CoStar Group. Emerging players are Offerpad and Better.com.
Does Zillow Group have an API?
No public API is recorded for Zillow Group.
What industry is Zillow Group in?
Zillow Group's product category is Online Real Estate Marketplace. Its primary akta.pro industry code is BPAMALAE, Marketing Automation, CRM & Lifecycle Messaging, with a secondary code of BPAFAFAF, Customer Journey Orchestration & Campaign Management. Its NAICS code is 5312 and its SIC code is 7310.