Context with Mike DelPrete Jun Choo: Customer Problems First
Apr 8, 2026
Jun Choo, Zillow COO known for building agent tools and mortgage services. He recounts a launch that taught empathy. He explains why mortgage services are built on trust. He outlines prioritizing customer problems, Zillow Preview’s 10% commission share, and practical AI use for better search and lead qualification.
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Market Based Pricing Backfired Because It Changed Agent Workflows
- Jun Choo launched market-based pricing for Premier Agents and added a connections platform to ensure agents could take calls before sending leads.
- Agents hated being forced to change workflows because half their leads had gone unhandled and Zillow underestimated agent psychology and routines.
Mortgage Success Depends On Trust Not Just Rates
- Zillow Home Loans' core challenge is trust between agents and loan officers rather than just rates or product specs.
- Zillow shrunk loan officer rosters to build deeper trust, requiring loan officers to work with fewer, high-productivity agents.
Prioritize Salient Customer Problems Over Immediate Revenue
- Zillow prioritizes product resources by customer problem salience and long-term stickiness rather than immediate revenue.
- The company believes solving a real need creates loyalty and that business models can be adapted later to capture value.