ChatGPT + Zillow, what it means to you

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First I want to wish all my Canadian friends a very happy Thanksgiving. I hope you get time with family, good food, and a moment to recharge.

Well, I am sure you heard the big news last week. Zillow is now a real estate app in ChatGPT. People can ask the chat for homes and see Zillow results right there in the conversation. Right now, this mostly affects our colleagues in the U.S., but it’s only a matter of time before similar apps and integrations start showing up here in Canada too.

Here is a quick breakdown,

The issue in plain English
Zillow connected its home search to ChatGPT. Buyers can type natural questions like show me four bedroom homes near a great coffee shop with a fenced yard and sunset views. ChatGPT passes the request to Zillow and shows matching listings in the chat. The matching depends heavily on what is written in the public remarks. It does not rely on private MLS only fields and it does not reliably read your photos.

Is it good or bad for agents
Mostly good if you adapt. It creates another top of funnel channel where buyers start their search. It does not replace an agent’s core value such as pricing strategy, negotiations, due diligence, and contract guidance. The risk is simple. Listings with thin or generic public remarks may not surface in these ask style searches. Strong remarks win more visibility.

What it means to agents

  1. Treat public remarks as your primary signal to AI driven search.
  2. Use specific nouns buyers actually ask for, when compliant. Examples include walk to coffee, near park or trail, sunset view, main floor primary, EV charger, fiber internet, separate entrance, legal suite, covered deck, heated floors, three car garage, workshop, pool, pickleball, cul de sac.
  3. Add clear proximity cues where rules allow and keep Fair Housing and local board policies front of mind.
  4. Describe standout features that photos show but words often miss such as built ins, vaulted ceiling, butler pantry, mudroom, outdoor kitchen.
  5. Keep it factual and scannable. Cut the fluff.

What to do this week

  1. Audit your active and coming soon listings.
  2. Rewrite public remarks to include accurate, compliance safe, keyword rich details.
  3. Add simple location and lifestyle cues that match how buyers actually ask questions.
  4. Build a short seller explainer that shows how you optimize remarks for AI powered search.

On another note, as AI tools like ChatGPT continue to evolve, you’ll also want to make sure you’re easily discoverable as a local expert. Work on the SEO of your website, the keywords in your social media bios and descriptions, and keep your Google Business profile up to date. The goal is simple, when people or AI tools look for the top agent in your area, you want your name to come up first.

Note for Canada
Zillow’s ChatGPT connection is US focused today. The trend is global. Buyers will keep using AI to search. Clear, detailed public remarks will help your listings get found on any portal that adds similar features.

Wishing you a productive week ahead.