Zillow report: Agents want tech that saves brainpower

Core Insights - Ease of use has become the primary factor for real estate agents when selecting new technology, surpassing cost and time savings [2][3] - Nearly half of the agents now use AI tools daily, indicating a significant shift in the industry's workflow dynamics [4][5] Technology Adoption - Agents typically manage their workflows across two to four different tools weekly, despite the availability of innovative solutions that could streamline their processes [2] - AI tools like ChatGPT, Gemini, and Claude are increasingly integrated into agents' daily routines, with team agents using them more frequently than independent agents [4][5] Cognitive Load and Workflow Management - The fragmentation of workflows across multiple platforms leads to a drain on mental energy, which could otherwise be directed towards client service [3] - Tools that simplify tasks and reduce cognitive load are essential for agents to focus on building relationships and providing strategic guidance [3][6] Zillow Pro Platform - Zillow Pro is set to launch as a unified platform that integrates essential tools for agents, enhancing their efficiency and effectiveness [7][8] - The platform aims to reduce the mental load associated with managing disparate systems, allowing agents to concentrate on client service and transaction closure [8] Financial Literacy and Client Engagement - Many agents report that new clients often overestimate their home affordability, highlighting a gap in financial literacy that agents need to address [8][14] - Zillow Home Loans' verified pre-approval and the Buyability tool are designed to empower consumers by providing clearer insights into their financial capabilities [9][14] Relationship Building - Relationships remain the most significant driver of business for agents, with most new leads coming from their existing network [14] - Agents utilize comparable home data to set listing prices, with a majority relying on price history and market statistics to inform their decisions [14]