7 takeaways from Zillow’s New Construction Forum

At this year's New Construction Forum, top builders and Zillow leaders from across the country came together to tackle the big questions shaping the future of homebuilding and homebuying. The conversations spanned marketing, culture, buyer preferences, AI, the latest housing market trends and product innovation.

Here are seven takeaways from the event that stood out, with practical insights for builders across the country.

1. Today's buyers are searching for all home types

Today's buyers don't separate new construction from resale. They're exploring every option across multiple platforms, often months before they ever walk into a sales office.

According to the Zillow Consumer Housing Trends Report 2025, 82% of prospective buyers consider new construction (the highest share in years), and a majority (52%) actually prefer it. Yet, 39% of buyers who prefer new construction still end up buying existing homes, often due to concerns about location, quality or perceived cost.

• Key insight: Buyers start their search months before visiting a sales office, and are more interested in new construction homes than ever. This means builders who proactively bust buyers' myths about new construction and showcase the certainty, quality and lifestyle their homes offer can convert more buyers now than ever.

2. Screen appeal is the new curb appeal

First impressions now happen on a screen, not at the model home. Zillow Consumer Housing Trends Report 2024 survey data finds nearly all buyers (94%) use at least one online resource in their search, and 81% use Zillow specifically. More than one in five new construction buyers first found their home on a Zillow Group site or app - a figure that's doubled in just four years.

The New Construction Forum highlighted that immersive visuals - like 3D tours, interactive floor plans and high-res photography - are no longer "nice to have," but essential. During his session, Zillow's Senior Sales Director of New Construction, Bryan Mecsey, shared that listings with interactive floor plans drive 40% more page views, 49% more saves and 47% more shares compared to similar listings without them.

Zillow's coming-soon Builder Showcase product, previewed at the event, is designed to supercharge screen appeal: it offers premium visual layouts, interactive media and even virtual staging that lets buyers personalize spaces in real time. These features aren't just for show - Showcase listings used for resale homes have seen more page views, saves and shares and are more likely to go pending within 14 days, selling for 2% more on average than other similar nearby non-Showcase listings on Zillow.

• Key insight: Immersive media not only drive more engagement online, they shorten the path from click to contract. Buyers who can visualize living in a home before ever stepping foot inside are more likely to schedule a tour, reach out to sales teams and ultimately make an offer. For builders, investing in high-quality visuals is no longer a marketing expense - it's a revenue driver that accelerates absorption and strengthens pricing power.

3. Social media is where home buyers and builders connect

Social media has become a critical part of screen appeal for builders, not just as an ad channel but as a way to authentically connect with buyers. Today's buyers - across all generations - aren't just scrolling for inspiration; 37% use social media as a resource in their home search, whether to research the process, find builders or explore communities.

The most effective builders are moving beyond repurposed ads and instead creating platform-native content, like creator-led tours of their communities or trend-driven posts, that feels real and relevant to their audience. In a world where attention is fragmented and buyers make split-second decisions, showing up authentically on social media can be the difference between being scrolled past and being saved for a second look.

Zillow's VP of Brand, Product & Integrated Marketing, Beverly Jackson, summarized this sentiment perfectly during her session: "Authenticity will win the game every day, all day and twice on Sunday."

• Key insight: Social media is not an ad network. It's a culture engine. Builders who empower local sales teams to build their own social presence - think TikTok walk-throughs, Instagram Reels or Pinterest design inspiration - outperform those who treat social as a one-way broadcast. In today's market, authentic engagement and platform-native storytelling are essential for capturing buyer attention and driving real results.

4. Data is fuel for sharper strategy

The right data doesn't just measure performance - it shapes design, pricing and marketing. Builders are using insights from what buyers save, share and search for to inform everything from finishes to floor plans.

For example, Zillow's home trends expert Amanda Pendleton shared that features like olive green kitchens or navy blue bedrooms can command thousands more in sale price.

• Key insight: Use consumer behavior as fuel. What buyers save, share and search for should directly influence how you design, price and market your homes. Zillow Senior Economist Orphe Divounguy says builders should also leverage Zillow's engagement metrics - like "engaged shoppers per listing" - to identify markets with pent-up demand and optimize their marketing spend.

5. Zillow is keeping new construction front and center for buyers

Zillow is investing in tools that make it easier for buyers to discover, evaluate and ultimately choose new construction.

Features like natural language search let buyers search in their own words ("Homes 30 min drive from Millennium Park"), making it easier for them to find exactly what they want - and for builders to show up in those searches.

Zillow Home Loans' BuyAbility℠ tool, now integrated into new construction listings, allows buyers to shop based on their target monthly payment and see real-time, personalized affordability estimates. This not only helps buyers feel more confident, but also delivers more qualified leads to builders.

• Key insight: By integrating immersive media, smarter search and affordability tools into the new construction journey, Zillow is helping builders stand out and connect with buyers earlier and more effectively. Builders who leverage these tools can turn online interest into real-world action - and ultimately, more sales.

6. Partnerships with agents accelerate outcomes

The panel with builders and agents made one thing clear: When builders treat agents as strategic partners, homes move faster and reputations grow stronger.

Agents can offer real-time market feedback, help builders adapt pricing and finishes, and act as an extension of the builder's brand. Programs like M/I Homes' Select Agent initiative, which rewards and educates top agent partners, were highlighted as best practices.

• Key insight: Strong partnerships aren't about transactions - they're about creating alignment, building trust and turning agents into an extension of your sales and marketing engine. This approach not only accelerates sales but also creates a better experience for buyers, who benefit from a unified, knowledgeable team.

7. Innovation and culture are competitive edges

It's not just about tools, it's about how teams work. The leadership fireside chat with Zillow's Chief People Officer, Dan Spaulding, and Vice President and General Manager of New Construction, Libby Cooper, underscored that intentional, inclusive culture is a true business driver.

"We believe in innovation. We believe in trying to be the best that we can be, and we believe in experimenting," said Spaulding. "And I think that has made us a lot better as a leadership team."

Investing in culture and innovation isn't just good for employees. It's a competitive advantage that helps companies adapt quickly and sustain growth, even amid market headwinds.

• Key insight: Builders are encouraged to codify expectations, leverage AI to boost efficiency and design for connection - whether teams are in the field or distributed across the country. Trust isn't a perk; it's a performance driver.

Building the future together

The 2025 New Construction Forum made one thing clear: The future of homebuilding belongs to those who embrace change, meet buyers where they are, invest in digital-first experiences and build strong partnerships across the industry. By leveraging data, prioritizing immersive media and screen appeal, and fostering a culture of innovation, builders can not only navigate today's challenges but also unlock new opportunities for growth.

As the market continues to evolve, the most successful builders will be those who act early and adapt quickly - putting the buyer at the center of every decision. Zillow is committed to being a partner on that journey by helping builders stand out, stay ahead of the curve and grow the audience of buyers who don't just consider - but choose - new construction.