How Zillow's App in ChatGPT expands listing reach and protects industry rules
Posted on Oct 9, 2025
Zillow launched an app inside ChatGPT that brings MLS-sourced listings - with broker and MLS attribution - into conversational search. For real estate pros, this opens a high-intent channel where consumers can browse homes, explore neighborhoods, and take action without losing compliance or control.
What's new
Consumers can now ask ChatGPT about homes, neighborhoods, or affordability and get real-time Zillow results. When they're ready to tour, connect with an agent, or start financing, those next steps happen within Zillow's existing flows.
How it works inside ChatGPT
- To invoke: Users can say "Zillow, show me homes for sale," or ChatGPT may recommend Zillow for relevant housing prompts.
- Users can refine results with natural prompts like "find one with a finished basement."
- For clarity, users should specify for-sale vs. rentals. If not clear, it defaults to for-sale (area detail carousels can show both).
What shoppers see
The experience renders a Zillow-controlled display inside ChatGPT. It includes maps and photos, core facts, broker and MLS attribution, and required disclosures - presented as an interactive view that keeps compliance intact.
Listing coverage
- Included: rentals, agent-represented, for sale by owner, foreclosure, and auction listings.
- Not included in this iteration: new construction sourced from builders, StreetEasy building pages, and listings in Canada.
- More listing types and features are planned, with adherence to industry rules.
Compliance and data governance
- Zillow built the app with MLS rules and safeguards at the core, maintaining IDX compliance and full attribution.
- Zillow controls which fields are displayed and applies guardrails to prevent prohibited fields from surfacing.
- Data comes from Zillow's existing MLS agreements; this is an extension of Zillow's app experience.
- The experience supports industry standards and strengthens visibility of MLS listings in AI-driven discovery.
Privacy and data handling
- OpenAI does not receive an MLS data feed from Zillow and cannot train on IDX data.
- Chat history (user prompts) stays with ChatGPT, but it does not retain what Zillow displayed in the app.
- When invoked, OpenAI sends limited context for the request; Zillow returns compliant results within the Zillow App display.
- No personal information is shared with Zillow by OpenAI.
Connection requirements
To use Zillow within ChatGPT, users must connect the Zillow App to their ChatGPT account. This does not connect a user's Zillow account; it only enables the Zillow App to respond, with no personal information passed to Zillow.
Why this matters for agents, brokers, and MLSs
- Expanded reach: Listing visibility now extends into one of the most-used AI platforms.
- Agent-first workflow: Tour requests, leads, and financing inquiries still flow through Zillow's existing channels, keeping agents central.
- Data integrity: Full broker and MLS attribution, IDX compliance, and protections are preserved.
Practical actions to take now
- Audit listing accuracy and completeness: price, beds/baths, high-quality photos, and standout features that translate well to conversational search.
- Strengthen response workflows: ensure rapid follow-up on Zillow leads originating from ChatGPT.
- Coordinate with your MLS on attribution and compliance questions; confirm branding and disclosures meet requirements.
- Coach teams on prompt-friendly language: highlight features consumers ask for ("finished basement," "walkability," "ADU potential").
- Track channel performance: monitor lead quality and conversion from ChatGPT-originated sessions within your existing Zillow reporting.
Key takeaways
- ChatGPT becomes an additional entry point to Zillow's compliant ecosystem - not a replacement.
- Zillow owns the in-ChatGPT display, protecting MLS data and IDX standards.
- Professionals gain exposure to a large audience while keeping attribution, rules, and workflows intact.
If you want a deeper look at MLS data standards, review resources from the Real Estate Standards Organization (RESO) here: reso.org.
Teams upskilling on prompt quality and AI-assisted workflows can explore practical ChatGPT resources here: Complete AI Training - ChatGPT.
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