Agents gathered in Las Vegas to explore the latest trends, tools, and strategies to power their businesses

SEATTLE, Oct. 16, 2024 - Zillow’s annual Unlock Conference returned to Las Vegas from September 30 to October 2, bringing together Follow Up Boss and ShowingTime+ users, and Zillow Premier Agent partners. With over nearly 1,500 agents in attendance, the invite-only event generated discussions on key topics like private listings networks, consumer insights on how they view agent services, and how to get the most out of products like Showcase and Follow Up Boss to supercharge agents’ businesses.

In today’s dynamic real estate landscape, agents are navigating challenging markets, changing consumer behaviors and new industry policies. Zillow’s Unlock conference offered agents from across the country a competitive edge, granting early access to consumer insights, hands-on training of the latest technology, and exclusive tips from industry experts. Agents were able to dive deep during hands-on workshops, see a sneak peek of key insights from the 2025 Consumer Housing Trends Report, hear about Zillow's view on industry change, and learn what consumers think about agent's value and playbooks to win more listing business. Zillow also released its Ode to the Agent video at Unlock, highlighting the important role agents play for homebuyers and sellers everywhere.

“Unlock embodies Zillow’s commitment to agents, today and in the future,” said Racquel Russell, Vice President, Agent Programs at Zillow. “Even with all the recent innovations in real estate tech, more buyers and sellers use an agent today than they were four years ago. Nearly all buyers (83%) and sellers (93%) elect  to work with an agent–powering those agents with the best possible technology, data, and tools helps us to win together.”

Over the course of three days, expert guests shared exclusive best practices through interactive programming, trainings and sessions including topics:

• How the Super (AI)gents Win
• The Future of Financing
• Demystifying Today’s Housing Market
• Win More Listings with a Strong Lifecycle Marketing Strategy
• What Today’s Buyers and Sellers Want

“Zillow’s Unlock conference gave me strategies and invaluable insights for me and my team that will help grow my business now and for months to come,”  said Jake Mullins, president and managing broker, Dwelli Real Estate. “Meeting other top agents from around the country and sharing best practices left me energized and ready to take Dwelli to the next level  with resources and products like Zillow Showcase and Follow Up Boss.”

Interior designer and best-selling author Nate Berkus discussed the agent’s role in the home design journey, while seven-time Olympic gold medalist Allyson Felix spoke with Senior Vice President, Agent Sales, Soumya Tulloss, about building a champion mindset and the parallels between athletic excellence and leadership in real estate.

Attendees celebrated at the Unlock Halftime Party at Allegiant Stadium, with live music entertainment, networking, and activations.

Zillow’s Unlock Conference 2024 marks its seventh year hosting the event, with plans to expand in 2025. 

About Zillow Group: 

Zillow Group, Inc. (Nasdaq: Z and ZG) is reimagining real estate to make home a reality for more and more people. As the most visited real estate website in the United States, Zillow and its affiliates help people find and get the home they want by connecting them with digital solutions, dedicated partners and agents, and easier buying, selling, financing and renting experiences. 

Zillow Group’s affiliates, subsidiaries and brands include Zillow®, Zillow Premier Agent®, Zillow Home Loans℠, Trulia®, Out East®, StreetEasy®, HotPads®, ShowingTime+℠, Spruce® and Follow Up Boss®. 

All marks herein are owned by MFTB Holdco, Inc., a Zillow affiliate. Zillow Home Loans, LLC is an Equal Housing Lender, NMLS #10287 (www.nmlsconsumeraccess.org). © 2023 MFTB Holdco, Inc., a Zillow affiliate.