Zillow is increasingly becoming central to the lives of home buyers, home sellers, and real estate professionals. Here’s what’s changed in 2025 and how it’s benefiting your company.
Zillow tightened its grip on the real estate industry last year as it continued to build its brand into a do-it-all suite of consumer-facing listings and agent-centric tools. That effort helped the company earn $2.58 billion in revenue.
In an earnings report released Tuesday, the company estimated that an estimated 80% of residential real estate transactions involve agents using Zillow products. Zillow also noted that the company continues to grow much faster than the industry as a whole.
The company generated a profit of $3 million in the final quarter of 2025 and a profit of $23 million for the year, the report said. These gains were driven by growth across the company’s segments.
Zillow’s sales revenue increased 11% to $475 million in the quarter and $1.7 billion for the year.
The rental division remains the fastest growing segment of the company’s revenue, increasing 45% year-over-year to $168 million in the quarter. This growth is primarily driven by multifamily rentals.
Mortgage revenue grew at the second-fastest pace, reaching $57 million in the quarter, up 39% year-over-year. Loan originations for the quarter were $1.5 billion.
Traffic to portals within Zillow’s suite of sites increased 8% during the quarter, with an average of 221 million monthly unique users. Total visitors increased 2% to 2.1 billion in the quarter.
The company’s business model relies on providing tools and features such as Follow Up Boss, dotloop, and Showcase listings, as well as collecting fees on transactions that occur on Zillow.
Usage of Zillow’s Showcase feature will more than double in 2025, with 3.4% of new listings using it in the fourth quarter, a report revealed on Tuesday. Agents who pay for Showcase have access to virtual staging and other features aimed at increasing the visibility of their listings.
Zillow began selling Zillow Pro memberships last year in a sort of test phase. Membership includes Follow Up Boss, the option to purchase showcase listings by list, and a pass to becoming a Zillow Preferred agent (rebranded last year from Zillow Flex).
“Right now we’re in early testing and beta, not in any particular market, just rolling it out to a set of partners in the early stages,” Zillow Chief Financial Officer Jeremy Hoffman told Inman in an interview Tuesday. “We aim to expand nationwide in the second half of this year.”
Hoffman said the company is testing artificial intelligence capabilities in large-scale language models built into the app to assist consumers while searching for a home.
This follows the company’s partnership with Open AI last year to integrate Zillow home search within ChatGPT.
Chief Executive Officer Jeremy Waxman said on a call with investors Tuesday that the company’s listing policy, which prohibits listings if they are publicly offered for more than one day outside the MLS, is working and curbing the proliferation of private listing networks.
“The reason it’s small is because the majority of sellers and agents don’t want that,” Waxman said. “Agents don’t want to limit exposure or take longer to sell a home.”
On Friday, a judge ruled in favor of Zillow in its legal battle with Compass. Compass filed suit to prevent Zillow from enforcing its listing policy, which covers Compass’ non-MLS marketing strategies.
Waxman also suggested that Rocket’s Super Bowl ads were actually beneficial for Zillow.
“As a category leader, we tend to benefit from promotion by other companies in the category because we have very strong brand awareness as well as brand preference,” Waxman said. “I just saw it this weekend.”
Zillow currently has $1.3 billion in cash and investments, according to Tuesday’s earnings report.
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