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Direct monetization through agent subscriptions and higher engagement metrics can drive revenue visibility; early traction signals (20k beta users) and strong conversion metrics support a fundamental uplift, though timing depends on broader agent adoption and market conditions.
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Zillow unveiled Zillow Pro, a nationwide premium membership for agents that enables invites to collaborate with buyers and sellers on Zillow. Early beta shows roughly 20,000 agents using the service, with buyers connected through My Agent converting at over four times the rate of non-connected relationships and higher face-to-face meetings. In a flat housing market with 6.5% mortgage rates, this could deepen engagement and monetize agent relationships over time.
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