Zillow Rentals Begins Rolling Out Actively’s AI Sales Agents

AI agents target fragmented sales data

Zillow Rentals, part of Zillow Group, operates a direct sales organization serving property management companies across SMB, mid-market, major market and enterprise segments. The company said seller productivity and broader customer engagement are priorities for its leadership.

During the pilot, Actively’s agents worked alongside Zillow Rentals representatives and continuously analyzed their territories. Reps can manage territories containing up to 200 property management companies, with account information distributed across Salesforce, Databricks, conversational intelligence tools, Slack, external signals and email.

According to the announcement, generic AI copilots were already helping with tasks such as meeting preparation and post-call follow-ups. Zillow Rentals identified three remaining gaps: fragmented account context, a lack of proactive recommendations and limited collaboration between managers and sellers.

Persistent account context and recommended actions

Actively said its account agents maintain live context and state for each customer across internal and external data. The system is designed to give representatives, operations teams and leaders a shared view of contracts, properties, performance and prior conversations.

Each morning, a seller receives a short list of customers to focus on, an explanation of why they matter and a proposed next action. Examples in the announcement include an email, addressing renewal risk or pursuing an upsell opportunity. The actions are prepared for approval, rather than described as fully autonomous changes to customer accounts.

Actively said its persistent background agents are trained for go-to-market reasoning and adjusted to Zillow’s context. The company reported recommendation and action approval rates of 80%+, a figure that comes from Actively’s announcement.

The platform also gives managers tools to run pipeline cadences, identify execution gaps and collaborate directly with representatives on their territories.

Zillow plans a broader Sales Hub

Actively said Zillow went live within a week of systems integration, while representatives saw initial wins within 24-48 hours. At the end of the 4 week pilot, the company reported meaningful increases in upgrades and churn preventions in A/B testing with non-pilot cohorts. These results are claims made in the announcement.

Following the pilot, Zillow Rentals is extending Actively to more teams. Zillow’s internal AI and product group is also extending Actively’s agent intelligence and memory through its APIs to create a “Sales Hub”, described as a one stop command center where every seller and leader will begin the day across acquisitions and customers.

“Sales Hub is a critical bet for Zillow, and we needed a partner who could accelerate our build,” Kedar Kulkarni, lead PM for Zillow’s AI GTM project, said in the announcement. The planned hub would place the shared account context and proactive recommendations at the center of daily sales work, while the rollout tests how broadly the pilot’s approach can support Zillow’s sales organization.