August 11, 2025 | 2 Minute Read
Hunting for real estate deals on Zillow used to be a slog—hours spent sifting through listings for that rare gem. But with the right strategy and a powerful (free!) keyword list, you can now uncover investment properties faster and smarter.
Understanding Zillow’s Game Plan
Zillow is the go-to real estate platform in the U.S., but its often misunderstood. Let’s break it down:
- The MLS Connection: When sellers hire real estate agents, their properties are listed on the Multiple Listing Service (MLS), a private database for licensed agents. Zillow pulls these listings and makes them public, alongside For Sale By Owner (FSBO) properties.
- Empowering Buyers: Since 2006, Zillow has shifted power to buyers, letting them browse listings, view photos, and research comparable sales without an agent. However, agents are still key for showings, offers, and closings.
- How Zillow Profits: Zillow is free for users, but it earns big through advertising. Agents pay for leads when you click “Contact Agent”—often connecting you to a paid advertiser, not the listing agent.
Despite its focus on retail buyers, Zillow is a goldmine for investors—if you know where to look.
Finding Distressed Properties
Contrary to popular belief, the MLS isn’t just for move-in-ready homes. Distressed properties and motivated sellers often appear on Zillow, making up 5–10% of listings. The challenge? Filtering out the noise to find these deals. That’s where Zillow’s keyword search tool comes in.
Step 1: Master Zillow’s Keyword Search
Zillow’s keyword filter lets you search property descriptions for specific terms. To access it:
- Search a location on Zillow.
- Click “More” in the filters.
- Scroll to the keyword search box.
Enter terms like “fixer-upper,” “must sell,” or “as-is” to zero in on distressed properties or motivated sellers. For example, searching “pool” in Tampa, FL, pulls up listings with “pool” in the description—perfect for targeting specific property features or seller situations.
Step 2: Use Strategic Keywords
To streamline your search, I’ve compiled a master keyword list from analyzing thousands of distressed listings. These keywords are grouped into nine categories based on seller or agent intent: DOWNLOAD THE KEYWORD SEARCH LIST
- Investor Appeal: handyman, fixer-upper, investor special
- Disclosure of Issues: as-is, seller to make no repairs
- Downplaying Issues: TLC, diamond in the rough, hidden gem
- Major Issues: fire damage, foundation issues, condemned
- Won’t Pass Financing: cash only, no FHA
- Motivated Seller: must sell, bring all offers, priced to sell
- Distress Situations: foreclosure, bank-owned, probate, estate sale
- Creative Financing: owner financing, rent to own
- Buy & Hold Terms: tenant occupied, cash flow, rent ready
Pro Tips
- Act Fast: Distressed properties move quickly. Call and make an offer as soon as you find a promising listing—time kills deals.
- Build Agent Relationships: Long-term connections with listing agents lead to repeat deals. Focus on trust, not just the transaction.
- Use the “Double Dip” Technique: Skip the buyer’s agent and contact the listing agent directly, offering them the buyer-side commission. This incentivizes them to prioritize your offer.
Target Underpriced Listings
Beyond keywords, you can find deals by targeting underpriced properties. Compare listings to the average sold prices in the area to uncover hidden opportunities.
Start Hunting Smarter Today
Zillow isn’t just for retail buyers—it’s a powerful tool for investors who know how to use it. With the keyword search and my master list, you can cut through the clutter and find distressed properties and motivated sellers in minutes.