We believe that the best way to empower our members is through knowledge, collaboration, and open dialogue. That’s exactly what we brought to the table in the latest episode of the House Keys podcast, hosted by SAR’s own Cam Villa, featuring a conversation with Dirk Killingsworth, Director of Industry Affairs for Zillow on the West Coast.
Dirk brought both candor and insight to a wide-ranging conversation that explored Zillow’s evolving role in the industry, the importance of MLS cooperation, and why building relationships with local REALTORS® and associations matters now more than ever.
Zillow: A Tool, Not a Threat
A major theme of the conversation was demystifying what Zillow is and isn’t. Dirk made it clear: “Zillow is a tool.”
Initially known for the Zestimate—which has generated plenty of passionate feedback from REALTORS® over the years—Zillow has evolved into a powerful multi-tool for agents and consumers alike. From its Premier Agent program and mortgage tools to economic research and marketing resources, Zillow now offers a broad array of platforms that REALTORS® can leverage to better serve their clients.
And most importantly, Dirk emphasized that Zillow’s business success is directly tied to the health of the industry. “Rising tides lift all boats,” he said. “If the industry does well, Zillow does well.”
A REALTOR® at Heart
Dirk’s background is rooted in real estate. His mother was a broker and association board president in the Sacramento area, and Dirk himself became a licensed broker in 1992. He’s done it all—tract homes, custom homes, commercial property, rural land. His experience lends him a deep understanding of REALTORS®’ day-to-day challenges, and he brings that to his role advocating for better communication between the industry and tech platforms.
He also reminded our members that Zillow should be a conversation starter, not a replacement for professional insight. “Zillow has never been in the house,” he said, encouraging REALTORS® to take charge of pricing conversations using their expertise.
Cooperation with MLS and Associations
A highlight of the episode was the discussion about Zillow’s relationships with MLSs and associations. Dirk shared that Zillow is now a dues-paying member of over 30 MLSs in California alone. This shift has brought Zillow under the same IDX compliance rules as any broker, fostering a stronger partnership with local organizations.
“If you’re not talking, you can’t understand each other,” Dirk explained. Open dialogue allows for transparency, and even when there’s a disagreement, it leads to better outcomes.
He shared examples of Zillow stepping up to support the industry—including during MLS outages—helping agents manually update listings to ensure clients weren’t left in the dark.
Educated Consumers Benefit Everyone
One surprising insight? Zillow data shows that over 85% of sellers and 75% of buyers still use an agent—and that number is growing. Dirk believes that when consumers use tools like Zillow to educate themselves, it leads to faster, smoother transactions. “It probably takes them less time to transact,” he said, “because the agents and brokers don’t have to educate them as much.”
Zillow’s aim is to support that journey, from first rental to forever home. And with tools like BuyAbility and research backed by firms like Case-Shiller and Harris Poll, they offer a wealth of insight REALTORS® can use, free of charge.
Dirk’s Connection to Sacramento
Dirk’s connection to the Sacramento Valley runs deep. A Del Oro High School graduate whose mom ran a real estate office in Loomis, Dirk fondly recalls broker tours, pest inspections, and yes—those good old-fashioned flyer runs. He even shared that his mom, at 86, still does a few deals a year.
“Real estate is generational for me,” Dirk shared. And that sense of tradition, paired with innovation, perfectly captures what SAR stands for.
Final Thoughts: Consumers Are the North Star
Dirk left us with one powerful takeaway: At Zillow, “consumers are our North Star.”
By putting the consumer first—prioritizing data transparency, professional representation, and fair compensation—Zillow aims to make the entire industry stronger. And that’s a mission REALTORS® can align with.
We thank Dirk Killingsworth for joining us and for his continued partnership with SAR. We encourage all members to connect with Dirk when he visits, attend future SAR events, and, of course, stay tuned for more episodes of the House Keys podcast.
After all, these conversations move our industry forward—together.