Tour Connections: What They Are and How to Win

To meet evolving customer demands, Zillow is always seeking new ways to connect agents with engaged buyers searching for their dream home. We provide a way for buyers to directly request home tours and indicate their preference for in-person or video chats at the tap of a button.* For agents, this simplifies getting that first meeting with a new connection. 

To further simplify how agents can schedule in-person or virtual meetings, we’re piloting an integration with ShowingTime, a showing management provider, in select markets.  

As with any connection, keep the buyer’s expectations in mind when working with people who’ve requested a tour. Understanding the buyer’s goal is the key to providing a seamless experience and building rapport.

Watch an overview of the improved tour connection experience and get tips for leveraging virtual tools and working with your clients right now:

https://youtu.be/WO0uzlE4l4w

How tour connections work

Let's walk through how tour connections work and what steps you can take to make the most of these interactions.

Step 1: A buyer requests a tour.

When a buyer finds a home they want to tour on Zillow or Trulia, they select a date and preferred tour time, indicate their preference for an in-person or video chat, and then submit their contact info.

Step 2: Zillow confirms the request.

After a buyer makes a tour request, we confirm they’re available and looking to buy.

If the buyer is not ready to speak to an agent, they’re considered a nurture lead and distributed to agents based on share of voice. You can find and follow up with these leads in the Zillow Premier Agent app.

Step 3: We find an available Zillow Premier Agent.

We call agents based on share of voice and availability. You’ll receive an automated phone call asking if you’re available and would like to be connected. This message will also let you know if the buyer prefers an in-person or video chat. If you have any questions, you can simply press 0 to speak to a connection specialist before being connected.

If you decline this or any connection, you will not lose your place in line for the next call.

Step 4: The connection is yours.

If you are available to take the connection call, you’ll then be connected live by phone with the buyer to discuss tour options and timing.

Tips:

• During your first conversation, your likelihood to convert the lead to a connection increases if you can set up an appointment to view homes — virtually or in person. Read more about winning the first conversation in a virtual world.
• Familiarize yourself with your options for providing high-quality video or virtual chats.
• For in-person tours, suggest meeting at another location before continuing on to the property.
• Try to keep the day of the requested tour. Changing an appointment may create a poor experience for the buyer, and that could impact your customer experience score.

For ShowingTime pilot participants, after you accept a tour connection, you’ll get a push notification on your phone with the buyer’s information and the property they’d like to tour. Accepting the tour connection automatically prompts us to send a scheduling request to ShowingTime. If the request is accepted through ShowingTime, you’ll receive confirmation as soon as the booking is complete. If the request is pending or declined, just proceed and schedule the tour as you have done in the past. After the tour is scheduled, a 30-day My Agent relationship is automatically created with your connection.

Step 5: Keep track of tour leads in the Zillow Premier Agent app.

For video tour requests, the follow-up notification is: “This lead requested a video chat. Follow up now.”

For in-person tour requests, the follow-up notification is: “This lead requested a property tour. Please confirm the details.”

A critical step in converting a connection to a client is having a follow-up conversation after a tour, whether that’s done virtually or in person. Ask your connection their communication preferences and keep the conversation moving forward.

Tips for making the most of tour connections

1. Tailor your approach as necessary

Every market and customer is different, and we encourage you to personalize your approach with customers in a way that’s sensible for everyone. If you live in an area where visiting homes is feasible — and if you and the seller are comfortable with you visiting the home — here are some options you may consider: 

• Live video chat: You go to the home and video chat with your client live. 
• Pre-recorded video chat: You go to the home, film the tour, send it to clients and follow up by phone after. 
• In-person tours with distancing: Be sure to limit physical interactions and allow for safe social distancing. Check with your broker or local MLS for additional guidance specific to your area.

When in-person tours are not permitted or there are concerns about doing them safely, consider working with the listing agent to source a video chat or help the seller record one. It may also be possible for the seller to walk you and the buyer through the home via Zoom or another video conference service. 

2. Build relationships when tours aren’t possible

If visiting a home isn’t feasible, you can still meet with customers virtually to build rapport and help guide their home search.

“In today’s market, there’s a unique opportunity, more so than ever before, to connect with customers in a very genuine and human way,” says Zillow Premier Agent Dave Ness of Denver, Colorado.

However you decide to proceed with customer interactions, here are some tips for delivering a great experience:  

• Take time to understand your customer’s needs and preferences. 
• Determine the best next steps to support a buyer’s home search during this time. 
• For any virtual meetings, show up like you would for a face-to-face one. Be professional, warm and authentic. 

For example, a virtual consultation can be an effective, personalized way to establish a relationship. You can even “co-browse” listings together, particularly those with virtual tours, to get to know your buyer’s needs and keep their home search moving forward.

For guidance on what we’re hearing from other agents about working with clients virtually, read this guide.

To learn more about how ShowingTime is being integrated into the tour connection process, take a look at this one pager about tour connections. 

Thank you for your partnership and flexibility, and most importantly, thank you for your continued commitment to help buyers find their way home.

Additional resources:

• ShowingTime Pilot Integration Streamlines Tour Scheduling
• Using Technology to Work With Clients Virtually
• Free Script: Win the First Conversation in a Virtual World

*In-person tours may not allow for safe social distancing or comply with public health orders. Check with your broker or local MLS for additional guidance specific to your area.