{"id":3994,"date":"2023-02-15T23:37:32","date_gmt":"2023-02-15T23:37:32","guid":{"rendered":"https:\/\/preprod.realtrends.com\/blog\/2023\/02\/15\/zillows-housing-super-app-vision-takes-shape\/"},"modified":"2025-03-13T02:49:16","modified_gmt":"2025-03-13T02:49:16","slug":"zillows-housing-super-app-vision-takes-shape","status":"publish","type":"post","link":"https:\/\/preprod.realtrends.com\/blog\/2023\/02\/15\/zillows-housing-super-app-vision-takes-shape\/","title":{"rendered":"Zillow\u2019s ‘housing super app’ vision takes shape"},"content":{"rendered":"\n

A year after revealing its plans to create a \u201chousing super app<\/a>,\u201d Zillow<\/strong>\u2019s vision is becoming clearer. Since infamously shuttering its iBuying program<\/a> in November 2021, Zillow has refocused itself on its \u201cFive Growth Pillars<\/a>\u201d:  financing<\/a>, touring<\/a>, seller solutions, enhancing partnerships and integrating services.<\/p>\n\n\n\n

After 12 months of homing in on these areas of growth and improvement, and launching several new products<\/a> in its test markets of Atlanta, Denver, Raleigh and Phoenix \u2014 as well as announcing a partnership with former arch rival Opendoor<\/strong><\/a> \u2014 Zillow\u2019s end goal of creating a platform for a seamless home buying experience from first searches through closing has started to take shape.<\/p>\n\n\n\n

\u201cWe do believe mover customers really want this magic application that integrates all of these disparate pieces of the move,\u201d Rich Barton, Zillow\u2019s CEO told investors and analysts on the firm\u2019s fourth-quarter 2022 and full-year 2022 earnings call Wednesday evening. \u201cIt seems very logical to us that we ought to bring that all into a single application experience where we plug partners and services into that app in order to make that move much easier and more efficient and more enjoyable. We are really focused on building out what I would call a reference platform of sorts in these test markets to get it working so we can prepare to scale nationwide.\u201d<\/p>\n\n\n\n

The firm hopes that these new offerings, as well as a more integrated platform, will allow the firm to grow its share of transactions from 3% to 6% by the end of 2025.<\/p>\n\n\n\n

In the meantime, Zillow is also dealing with a cooling and volatile housing market<\/a>. But despite the headwinds created by the housing market conditions, the firm had a better fourth quarter and full year 2022 than in the year prior.<\/p>\n\n\n\n

During the fourth quarter of 2022<\/a>, Zillow generated $435 million in revenue, down 19% year over year. However, the firm\u2019s net loss of $72 million was markedly better than the $261 million loss recorded in Q4 2021. <\/p>\n\n\n\n

For the full year 2022, revenue was also down, dropping 8% year over year to $2.0 billion, but the net loss for the year was down from $528 million in 2021 to $101 million in 2022.<\/p>\n\n\n\n

The firm attributes much of these differences to the impact of shuttering its iBuying program at the end of 2021.<\/p>\n\n\n\n

As Zillow looks ahead to 2023 and beyond, executives are committed to fine tuning the programs it is trialing in its test markets and scaling them nationwide.<\/p>\n\n\n\n

\u201cWe like the quality and pace of the products we are shipping,\u201d Barton said. \u201cIt feels like we are building momentum.\u201d<\/p>\n\n\n\n

One product executives are very optimistic about is Zillow Home Loans<\/strong>. According to Barton, in Q3 2022, there was a 15% adoption rate of Zillow Home Loans in the product\u2019s test market of Raleigh. In Q4, this number jumped to 20%.<\/p>\n\n\n\n

\u201cEven with a relatively low level of awareness of Zillow Home Loans, millions of customers on Zillow raised their hands for financing help last year, a testament to our brand and audience scale,\u201d Barton said.<\/p>\n\n\n\n

Executives said improving the home touring experience will be one of the firm\u2019s primary goals in 2023.<\/p>\n\n\n\n

\u201cWe are excited about the early signs coming out of Atlanta, which show real-time touring enables higher connection rates and higher customer propensity to work with our Premier Agent partners, which we expect to drive benefits up and down the funnel, delivering high intent customers to our partners,\u201d Barton said. \u201cAs a result of the early data we are seeing, we expanded this offering across Atlanta and are rolling out the product to our other three test markets.\u201d<\/p>\n\n\n\n

Despite the slower market conditions, Zillow and Barton remain optimistic about the firm\u2019s future and it ability to achieve its end goal.<\/p>\n\n\n\n

\u201c2023 is a consequential year for us, and it is all about making progress on our initiatives through product launches and market rollouts so that we can further expand and scale into 2024,\u201d Barton said. \u201cAfter a year of significant people-related and other expense reductions in 2022, we are now investing during a very difficult housing market. While others retrench, we see real opportunity for growth.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Despite slower housing market conditions, Zillow posted strong financial results to end 2022 and has plans to focus on further growth in 2023.<\/p>\n","protected":false},"author":34740,"featured_media":4822,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3255],"tags":[],"coauthors":[1760],"class_list":["post-3994","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-archive"],"acf":[],"yoast_head":"\nZillow's 'housing super app' vision takes shape<\/title>\n<meta name=\"description\" content=\"Despite slower housing market conditions, Zillow posted strong financial results to end 2022 as the firm focuses on further growth.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/preprod.realtrends.com\/blog\/2023\/02\/15\/zillows-housing-super-app-vision-takes-shape\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Zillow\u2019s 'housing super app' vision takes shape\" \/>\n<meta property=\"og:description\" content=\"Despite slower housing market conditions, Zillow posted strong financial results to end 2022 as the firm focuses on further growth.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/preprod.realtrends.com\/blog\/2023\/02\/15\/zillows-housing-super-app-vision-takes-shape\/\" \/>\n<meta property=\"og:site_name\" content=\"RealTrends - 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