How to Use Zillow’s 10 Most Popular Search Terms to Boost Your Listings

What were people browsing for homes most curious about on Zillow in 2023? Finding a garage.

Given that hundreds of millions of Americans look up homes on Zillow each month, it doubles as a powerful search engine. We recently analyzed 250 billion search requests, and “garage” finished as 2023’s most popular Zillow search term. Other phrases like “walk-in closet” and “family room” also ranked near the top.  

Knowing what people are searching for can help you drive more views to your listings. Read on for the full list of Zillow’s most popular search terms, along with insights about how often they appeared in listing descriptions.

The top 10 search terms on Zillow

While some people may have their sights set on trendy home features like sensory gardens or pickleball courts, the most popular searches of 2023 largely consisted of classic amenities:

1. Garage
2. Backyard
3. Fireplace
4. Walk-in closet
5. Patio
6. Open floor plan
7. Pool
8. Family room
9. Basement
10. Granite counters

The list is a useful reminder that many buyers and renters are focused on the basics. They’re trying to answer questions like: Where will I park my car? Will I have ample storage? Will my kids have enough space to play?

Once the basics are covered, then they might start exploring more unique characteristics based on where they’re looking to live. For example, “tennis court” was one of the most-searched features in Naples, FL, and “mountain views” ranked near the top in Colorado Springs, CO. (See other notable search terms in 30 metro areas across the U.S.)

How agents can use this search data

To dig a little deeper, we analyzed how often the most popular search terms appeared in listing descriptions in 2023 compared to 2022. The goal was to see how closely listing description copy choices aligned with the latest Zillow search trends.

Results were mixed. Half of the terms were used more frequently, led by a significant jump of 3.7 percentage points for “family room.” And half were used less often, most notably “fireplace,” which dropped 0.9 percentage points. Across millions of annual listings, even fractions of a percentage point can make a big difference.

On a regional level, some interesting shifts emerged. In the Northeast, Midwest, and West, the share of listings with the word “pool” held flat; in the South, however, its frequency jumped 1.4 percentage points. A similar regional split was true for open floor plans; its frequency in listings in the South surged 1.7 percentage points. 

Of course, you’re limited by whatever amenities exist in the client’s home. Someone either has a pool or they don’t. But you may be able to optimize listing descriptions for more Zillow search traffic by referencing this data before you start writing. Highlight those classic features like garages, backyards, family rooms, and basements rather than assuming people will find them in the photo gallery.

Be mindful of word choice as well. For example, based on the data, including “patio” in a listing description might serve you better than “terrace,” “deck,” or “porch.” Mentioning a “basement” could resonate more than “cellar.” And “family room” may benefit you more than “playroom” or “library.”

Lastly, even though “garage” was 2023’s most popular Zillow search term, it is not the same thing as a car port, so steer clear of using them interchangeably. Any agents who happen to be car port enthusiasts can rest easy for now.