Zillow is giving property marketers a smarter way to read the rental market, and a bigger megaphone to boot

For years, property managers trying to understand why a unit wasn't leasing had to do something resembling detective work. Making sense of rental performance data meant piecing together reports from multiple sources, waiting on scheduled exports, and trying to draw conclusions from snapshots that were already out of date.

Today, Zillow is launching a fundamentally reimagined version of its Zillow Account Portal experience - one that replaces that reactive workflow with a live, interactive dashboard built for the people actually making day-to-day leasing decisions. And with the launch of Extend℠: Social, Zillow is now putting listings directly in front of renters on Instagram, Facebook, and TikTok, built, targeted, and managed by Zillow, so that property managers can meet renters where they are and pivot strategy on the fly.

Together, they add to the growing list of ways Zillow's rental partner platform has leveled up for partners.

What's new in the dashboard

The revamped experience is organized across five tabs: Overview, Market Data, Renter Data, Ad Spend, and Industry Reports, drawing on Zillow's proprietary platform data and macroeconomic data from Moody's Analytics. Property marketers can now benchmark vacancy rates and rent trends against third-party economic data without leaving the platform.

A new interactive map surfaces nearby competing listings and new construction activity. The Renter Data tab (new to the platform) shows which keywords and amenities renters in a given market are actually searching for, along with demographic data such as median income and pet search behavior.

A proactive insights panel flags listing-quality gaps in real time: missing 3D tours or photos and incomplete amenity data. And a redesigned export function produces polished, partner-ready PDFs and CSVs that can go directly to property owners without cleanup.

The through-line is a shift from reporting on what happened to surfacing what to do next.

The dashboard is included for all partners advertising on Zillow. No additional cost, no limits on exports or report sharing. Property teams can pull and distribute findings across their organization as needed.

Extend: Social

Extend℠: Social is a new product category for Zillow Rentals. Multifamily partners can activate paid social campaigns across Instagram, Facebook, and TikTok as a direct add-on to their existing package - no agency, no in-house social team, no technical setup required. Zillow builds and manages the campaigns, handling everything from ad creation to impression optimization across platforms.

Ads are auto-generated carousels built from real-time listing data, meaning there's no creative lift on the partner side. Every ad is served under the Zillow brand, giving properties built-in credibility the moment they appear in a renter's feed. Targeting is built in: Meta campaigns run within a 15-mile radius of a property, while TikTok uses designated market area targeting to reach renters in the right geography.

The two products are designed to work as a loop: use the analytics dashboard to identify which units need more traffic, then dial up Extend: Social to reach renters on the platforms where they're already scrolling.

Extend℠: Social is available for properties with an active Signature or Premium package. Starting May 4, partners will also be able to track impressions and clicks by platform directly within the Zillow Account Portal.

Why this matters for renters

When property marketers have better data, renters feel it. Fewer incomplete listings, more relevant ads, and properties that are actually marketed to match what renters in a given area are searching for. The experience gets better on both sides of the transaction.

What's Next

Today's launch is just the beginning. Zillow will continue to evolve the platform based on how partners use it, with more updates coming later this year. For now, we're focused on getting partners into the new experience, learning from how they use it, and sharing what we find along the way.

If you're a multifamily property manager and want to learn more, get in touch with a Zillow Sales Professional.