Zillow Group

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.

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

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

• Real estate marketplace
• Online property listings
• Rental search platform
• Mortgage lending services
• Agent advertising platform

Headquarters

HQ city

Seattle

HQ country

United States

HQ region

North America

Offices1 record

Markets served

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

1. 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
2. Preferred Agent Transaction Model: New monetization model where agents pay Zillow upon successful transaction closing, expected to deliver over 30% greater monetization per connection
3. Rentals: Rental segment showing 31% growth to $209 million in Q2 2026, driven by property manager listings
4. Mortgage: Mortgage segment with 95% purchase loan origination growth, $84 million revenue in Q2 2026

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core 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

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability8 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Redfin CorporationcoreStrategic or Co-development Partner · 11 February 2025Zillow 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.
• ShowingTimecoreStrategic or Co-development Partner · 1 October 2021Zillow 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)minorStrategic or Co-development PartnerZillow 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

Direct 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

• Xx.com/zillowgroup
• Facebookfacebook.com/Zillow
• LinkedInlinkedin.com/company/zillow
• Instagraminstagram.com/zillow

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries12 records

Funding overview

Funding rounds5 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A7 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Zillow Group