Skyline’s April Realtor’s Workshop DeepDive Podcast
(Analysis of April 5, 2025 article) Source : Zillow's analysis of user engagement metrics (views, saves, shares) as predictors of time on market and sale price for residential real estate listings.
Executive Summary:
A recent Zillow analysis of home sales over the past two years has identified key user engagement metrics on its platform – daily views, shares, and saves – as strong indicators of how quickly a home is likely to sell and whether it will sell above the asking price. The research pinpoints specific "magic numbers" for these metrics that sellers and agents can monitor to gauge buyer interest and potentially expedite the sales process. Understanding and leveraging these signals, along with highlighting attractive home features, can be crucial in a market where pending home sales are down.
Key Findings and Insights:
1. Correlation Between User Engagement and Speed of Sale:
Daily Views: Listings averaging at least 250 daily views tended to reach a pending sale status within one week, with 75% selling within two weeks.
Daily Shares: Listings shared 10 or more times per day also predominantly went pending within a week.
Daily Saves:The "magic number" for daily saves was five, at which point listings "typically accept an offer in a week."
When average daily saves exceeded 50, homes tended to go pending in just three days.
Listings averaging less than one save per day remained on the market for over a month.
1. Correlation Between User Engagement and Sale Price:
Daily Saves: Achieving 10 or more daily saves indicated a higher likelihood of selling for more than the list price. The price-to-list ratio continued to improve with increasing saves.
Daily Views: Listings with 500+ daily views "often sold for more" than the asking price.
Daily Shares: A majority of homes with 20 or more daily shares also sold above the seller's asking price.
1. Strategies for Increasing User Engagement:
Zillow suggests that sellers can "pique shopper interest by drawing attention to attractive home qualities" to increase daily views and saves.
Highlighting "modern features," such as outdoor showers and soapstone countertops (based on previous Zillow research), can boost sales.
"Spotlighting popular features within a listing can increase consumer engagement, helping the home sell faster and at a higher price."
Key Quotes:
"Listings with at least 250 daily views tended to reach a pending sale status within one week, and 75% sold within two weeks."
"If shoppers added a property to their 'Saved Homes' portal, it was also likely to perform better. The researchers found that the 'magic number' for daily saves was five, at which point listings 'typically accept an offer in a week.'"
"When average daily saves exceeded 50, homes tended to go pending in just three days."
"If a home received 10 or more daily saves, it was likely to sell for more than list, with the price-to-list ratio continuing to improve as saves increased."
"Listings with 500+ daily views 'often sold for more' than the seller's asking price..."
"...spotlighting popular features within a listing can increase consumer engagement, helping the home sell faster and at a higher price."
Implications and Recommendations:
For Sellers and Agents: Actively monitor Zillow listing metrics (views, saves, shares) to understand the level of buyer interest. These metrics can provide early indicators of a listing's performance.
Pricing Strategy: Low engagement (below the identified "magic numbers") might suggest a need to re-evaluate the listing price or enhance the property's appeal. High engagement, particularly in saves, could indicate potential for receiving offers above asking price.
Listing Optimization: Focus on highlighting popular and attractive features in the listing description and photos to drive higher views and saves.
