Zillow Group (Nasdaq: Z and ZG) has launched Zillow Pro, a premium membership for real estate agents, making it available nationwide after a beta period in which nearly 20,000 agents participated.

The membership allows agents to invite buyers and sellers in their existing networks to collaborate through a feature called My Agent. Once a contact accepts the invitation, the agent gains visibility into that person's Zillow browsing activity, including homes they are saving and searching, along with tools for outreach and scheduling.

According to Zillow's internal analysis, buyers working with agents who have a Zillow Pro membership are 80% more likely to meet with their agent in person and 50% more likely to move forward in their home search. Consumers who connect through My Agent convert at more than four times the rate of those with inferred relationships, though Zillow notes this likely reflects higher intent among buyers who actively confirm an agent relationship.

The membership also includes a feature called "Likely to List," which uses AI to identify contacts in an agent's Follow Up Boss database whose properties may be coming to market soon. Additional features include a premium agent profile with custom branding, AI-generated outreach suggestions, and listing search within Follow Up Boss in supported MLS markets.

"Real estate runs on relationships, and we see time and again the agents who win are the ones who show up at the right moment with the right information," said Cynthia Taylor, senior vice president of product at Zillow.

Zillow states that 235 million average monthly unique users visited its platform in 2025, and that 70% of active buyers and sellers in the U.S. use Zillow, based on a December 2025 comparison with Comscore data.

The membership is available to any agent regardless of whether they currently advertise on Zillow.