At Zillow Unlock 2026, James Dwiggins spoke with Jeremy Hoffman, Zillow’s CFO and COO, about the future of real estate, consumer empowerment, and the evolving role of the real estate agent. Hosted by James Dwiggins and Keith Robinson, the Real Estate Insiders Unfiltered podcast continues to explore the issues shaping the real estate industry.
A Growth Mindset in a Challenging Market
One of the conversation’s biggest takeaways was the difference between reacting to a difficult real estate market and using it as an opportunity. Hoffman described a conference filled with professionals asking how they could grow their share rather than retreat.
That mindset matters for every real estate broker, real estate brokerage, and individual agent. Market conditions influence real estate prices, real estate trends, and the amount of real estate for sale, but growth-oriented professionals can still find ways to serve clients more effectively.
The focus should remain on helping buyers and sellers understand real estate listings, navigate real estate financing, and make informed decisions about real estate taxes and real estate laws.
Consumers Want More Information
Hoffman explained that Zillow’s long-term mission has centered on consumer empowerment. Buyers and sellers want information while researching from home, but they also need trusted professionals once they move from the digital world into the physical process of buying or selling.
That creates an important opportunity for every real estate agent. Technology can provide data, but agents provide advice, context, and personal guidance. Selling a home is an infrequent and significant event, so clients need someone who can help them understand their options.
This is especially relevant for agents thinking about their personal brands, referrals, and how they appear when consumers search for real estate agents near me or real estate companies near me.
AI Can Make Agents More Effective
Artificial intelligence is changing how consumers search for homes and analyze information. Hoffman believes people will continue enjoying the dreaming and shopping experience because they want to explore everything available in the market.
AI can make that process more conversational and informative. It may help consumers ask better questions before contacting an agent, creating more informed buyers and sellers.
For professionals, real estate technology can also reduce administrative work. Hoffman pointed to Follow Up Boss as an area where AI can help agents save time. Agents want to spend more time with clients—not writing call notes or sorting through a CRM.
The future of technology should not replace the relationship. Instead, it should help the real estate agent become more productive, efficient, and responsive.
Transparency Is Moving Forward
The conversation also addressed fragmented marketplaces and the future of MLS data. Hoffman’s central point was clear: consumers will continue demanding more transparency and information.
Whether someone is researching real estate investing, learning about real estate investing for beginners, exploring a real estate franchise, or comparing a NextHome real estate franchise with other options, accessible information will remain important.
This applies across real estate blogs, real estate podcasts, real estate books, real estate courses, and real estate events investing discussions. Anyone interested in investing in real estate, real estate investment real estate brokerage, or evaluating NextHome will benefit from staying informed.
The best path forward combines transparency, useful technology, and trusted human guidance. That is the opportunity ahead for real estate professionals, and the reason Real Estate Insiders Unfiltered, James Dwiggins, and Keith Robinson continue examining the future of the industry.
