Real estate agents have been under a spotlight—and under pressure. Headlines, lawsuits, shifting rules and shrinking margins have left many wondering who is actually in their corner. Zillow Works For Agents answered that moment with a clear, B2B-first promise: we work for you.

The campaign showed up where agents live and work—LinkedIn, Instagram, YouTube, email, industry press, UNLOCK, and Las Vegas OOH—with social‑first films, carousels, and creator-style content that put agents at the center while seamlessly weaving in tools like Showcase and Premier Agent. The tone was direct and respectful, pairing emotional validation with clear proof that Zillow helps agents win better leads, stronger branding, control over their business, but most importantly winning agents trust.

In its first five months, Zillow Works For Agents delivered 200M+ impressions and 360k+ site visits, while brand social drove a 60% engagement rate—an 81% month‑over‑month lift. Among agents, brand preference and consideration rose, and those who recalled the work were significantly more likely to say Zillow supports their business beyond leads alone—proving the creative didn’t just meet the moment, it moved the relationship.