In this episode of The Real Thought Exchange, powered by NSAR, Roger Boutilier (CEO, Nova Scotia Association of REALTORS®) and Sandi Carroll (NSAR President) sit down with Errol Samuelson, Chief Industry Development Officer at Zillow, to unpack what AI, portals, and evolving business models really mean for working REALTORS® in North America.
They explore why AI won’t replace agents, how technology can actually strengthen the value of a REALTOR®, and why cooperation, transparency, and the MLS remain core to a healthy marketplace—especially as new models and private listing networks emerge.
In this episode, we discuss:
- Why real estate is uniquely protected from being replaced by AI—and how agents who embrace AI will outperform those who don’t
- How Zillow has used AI for years, from Zestimates and computer-vision floor plans to Zillow AI Mode and agent tools like Zillow Pro
- How AI can help REALTORS® serve clients better, communicate smarter, and work more efficiently
- Why MLS cooperation and transparency are worth defending, and how private listing networks can actually hurt sellers, buyers, and small brokerages
- The thinking behind Zillow Preview and how “preview-style” listings can build excitement and give agents better pricing and staging insights
- Why the human side of real estate—emotion, trust, local expertise, and guidance through a high-stakes decision—can’t be replaced by technology, only enhanced by it.
Chapters
0:00 – Errol’s opening thoughts: curiosity vs fear with new technology
0:50 – Introductions: Roger, Sandi, and Errol
1:17 – Errol’s real estate tech journey & early MLS innovation
2:20 – Joining Zillow and career background
2:54 – Zillow’s growth and brand in Canada
3:59 – Zillow’s traction, traffic & engagement in the Canadian market
4:32 – Canadian vs US consumer viewing patterns
4:50 – How long Zillow has been using AI & where it shows up
5:20 – Zestimate, computer vision, and AI-generated floor plans
5:58 – Introducing Zillow AI Mode and conversational home search
6:25 – Beyond beds/baths: search by lifestyle, commute, neighbourhood context
6:42 – How AI Mode refines results by learning what matters to the consumer
7:20 – Agent-side AI tools: Zillow Pro and consumer insights
8:20 – Using AI to re-engage past clients (Follow Up Boss, AI-written emails)
9:15 – Why AI emails get higher response rates than handwritten outreach
10:01 – How Zillow prioritizes product development (start with problems, not tech)
11:16 – Finding real consumer pain points: research, surveys, buyer/seller emotions
12:33 – Why you listen for needs, not just feature requests
13:18 – Why Zillow is focused on US & Canada (MLS, cooperation, transparency)
14:00 – The rise of private listing networks in the US
14:43 – Why “truly private” listings should be rare (celebs, judges, etc.)
15:17 – Research: how off-MLS deals can cost sellers tens of thousands
16:00 – Why private networks are bad for buyers, small brokerages & fair housing
18:11 – The MLS as a unique North American advantage and trust layer
19:15 – Fraud in rentals vs MLS-listed sales, and why compliance matters
19:49 – Introducing Zillow Preview
20:05 – What Zillow Preview is: a “movie trailer” for listings
21:14 – How agents can gauge interest and adjust pricing/staging pre-MLS
21:23 – Predicting days-on-market at different price points using preview data
22:28 – Brokerage partnerships and industry excitement around Preview
23:38 – “What’s next for Zillow?” – staying focused on transparency & access
24:10 – Why more people than ever choose to work with agents
25:07 – Trends: AI, low-cost brokerages, and the rise of agent teams
27:45 – CREA’s work on professionalism and industry standards in Canada
28:15 – Final industry thoughts from Errol: why he still loves real estate
29:12 – Advice to agents nervous about AI: lean in and experiment
30:21 – Why real estate is uniquely resistant to full AI replacement
31:16 – On Zillow’s 20-year journey and being a “household name”
32:39 – Closing thanks & wrap-up
Learn more about NSAR:
Website: https://www.nsrealtors.ca/
Education & courses: https://www.nsrealtors.ca/
Facebook: https://www.facebook.com/nsarREALTORS
LinkedIn: Nova Scotia Association Of Realtors
Instagram: @nsarrealtors
About Errol Samuelson:
Errol Samuelson is the Chief Industry Development Officer at Zillow, with more than 30 years of experience in real estate technology. Based in Vancouver, he began his career working on next-generation MLS systems with Telus and went on to hold leadership roles across multiple real estate tech companies, including serving as President of realtor.com. At Zillow, where he has spent over a decade, Errol focuses on using technology—especially AI, data, and consumer research—to make real estate more transparent, efficient, and consumer-friendly, while empowering agents with better tools and insights.
Learn more:
About Errol: https://www.zillow.com/news/our-leaders/errol-samuelson/
LinkedIn: https://www.linkedin.com/in/errol-samuelson-0a8b3a1/
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