Lead generation is the lifeblood of the real estate business. It’s no surprise, then, that there are a large number of companies selling leads to real estate agents, teams, and brokers. Lead generation companies typically charge a subscription price for customers in exchange for providing leads, usually within a specified geographic area. Some lead-generating companies only provide leads, while others also provide customer relationship management and other features.
Zillow is a well-known brand, not just with real estate agents, but with the public in general. The Zillow Premier Agent program offers real estate agents the opportunity for visibility on the Zillow home search platform in their market as well as buyer leads from their market.
In this Zillow Premier Agent review, we’ll look at some of the pros and cons of the Premier Agent program, take a closer look at its features, and even see how it stacks up against its competitors.
Founded in 2006, Seattle-based Zillow is a consumer-facing platform that provides data on residential properties and assists consumers in connecting with local professionals who can assist them with their real estate transactions. As the most-visited real estate site in the country, Zillow offers a full suite of marketing and lead-generation tools for real estate agents.
The Zillow Premier Agent program is designed to connect agents with motivated buyers, helping agents grow their business, as well as providing them with tools and resources to help them convert those buyers into clients.
Check out this short video introduction of Zillow Premier Agent below!
When potential homebuyers view properties on one of the Zillow Group real estate platforms, they have the option to contact an agent or request a tour of a property.
In that instance, the potential lead will be connected with a Zillow Premier Agent who is paying to have their profile and contact information advertised in that ZIP code.
Zillow refers to these leads as connections. Once a potential home buyer inquires about a listing shown on Zillow or Trulia, Zillow verifies, typically by phone, that the lead is actively looking to buy or sell.
Once verified, Zillow connects the potential buyer with one of the Premier Agents in that ZIP code. By introducing the two parties, Zillow says its Premier Agent program meets the increasing expectation of on-demand service among consumers, while also setting the stage for the agent to nurture and then convert the connection.
The frequency of leads that any particular agent within that ZIP code receives is based on the share of that ZIP code that he or she has purchased.
The agent then has the ability to reach out to the connection and add the lead’s contact information to their customer relationship management system, either on Zillow or the CRM software platform of their choice.
The term, “Zillow Premier Agent” is used to describe those real estate professionals who advertise on the Zillow Group of websites, which primarily includes Zillow and Trulia. In exchange for purchasing a share of ZIP codes in their target market or markets, these agents are provided with branding and exposure to what has become the most-viewed real estate marketplace in the country.
As a Zillow Premier Agent, you also have the ability to identify your real estate business as part of the Premier Agent program on other media. For example, you can note that you are a Zillow Premier Agent in your email signature or on your website.
In addition to its advertising program for generating real estate leads, Zillow offers a resource center that includes everything from business plan templates to helpful tips on social media marketing.
There are a number of useful features available through Zillow at no cost. These can be accessed simply by creating your free real estate profile on Zillow. Doing so will give you the ability to claim your listings, add photos and videos to your feature properties, generate data reports, and make use of Zillow’s client relationship manager (CRM).
Zillow even allows agents with free profiles to add Zillow 3D Home® virtual tours to their listings for free, using its app available for iOS or Android™. According to Zillow, listings with 3D home tour videos get 37% more views and sell 14% faster. You can also share the video you create on your website, local MLS listing, or social media.
Looking beyond the free features, the Zillow Premier Agent program takes things to a whole new level. By subscribing to the Zillow Premier Agent program, you can receive enhanced Zillow features, including lead generation, advertising, additional photos, video, third-party integrations, and more.
Let’s take a closer look at what’s in store when you opt for a Zillow Premier Agent subscription.
Advertising as a Premier Agent helps to generate leads, while also gaining exposure for the agent on the highest-viewed real estate website in the U.S. Premier Agents also benefit from premium placement on Zillow Group platforms, multiplying the opportunity to generate leads. About 73% of homebuyers select the first agent they interview, so the Premier Agent program seeks to put Premier Agents front and center with a connection by phone when a prospective buyer reaches out through the platform.
Not only does the Zillow Premier Agent CRM track leads from its own platform, but it can also organize your leads from multiple third-party platforms in one place. Tech Connect is Zillow’s application programming interface (API) that connects ZPA to other real estate lead generation websites. This makes it a one-stop shop for following up with leads rather than constantly switching between multiple platforms or losing track of valuable lead opportunities.
Zillow’s built-in customer relationship management tool (CRM) is fairly robust and makes it convenient to keep track of your Zillow connections throughout the transaction, from connect to close. Managing your contacts in Zillow’s built-in CRM also means you will be able to create custom reports based on client data collected through the platform.
Those reports are made possible because Zillow says its CRM for Premier Agents provides insights on homebuyers by letting you monitor which homes clients view as well as which listings they save.
You can also send automated task reminders, keep notes on your connections and group your leads according to a number of different variables. Zillow’s CRM conveniently enables Premier Agents to utilize templates, along with automated follow-up and drip campaigns, directly from the CRM.
The Zillow Premier Agent program guarantees premium placement of your listings on Zillow as well as partner sites like Trulia. Exposure on these platforms can give a boost to your lead generation efforts and help to build brand recognition for your real estate business. When you post an exclusive listing as a Premier Agent, you will then claim your listing. Your photo, contact information, and reviews will appear in a prominent spot at the top of your listing.
No listings? No problem! As a Zillow Premier Agent, your contact information will be placed prominently on listings that have not been claimed within the specific ZIP codes.
You are automatically added to unclaimed listings in your chosen ZIP code, giving you more opportunities to generate leads. Zillow notes that this placement is particularly advantageous for new agents who have not built their own real estate network or their name recognition yet.
About a third of agents say they spend the majority of their time out of the office, whether at showings, client meetings, or other functions. Having a reliable app to operate your business on the go is extremely critical to the success of your real estate business.
The Zillow Premier Agent mobile app does just that. As a Premier Agent, you’ll be able to use the Zillow app to track your leads, then continue to nurture your connections via text, email, or call. The app makes it easy to manage your tasks and update your statuses directly from your smartphone or tablet, ensuring you don’t miss a notification.
It’s hard to know whether your investment in marketing tools such as Zillow is paying off if you don’t have the data analysis to make that determination. Luckily, Zillow Premier Agent offers a return on investment (ROI) calculator to keep track of your marketing investments. The calculator can figure commission, ROI of your Zillow Premier Agent subscription, net profits, and even which ZIP codes within your Premier Agent markets are your best performers.
Having this data on hand can help you determine when and where to increase or decrease your marketing investments so that you realize greater conversion rates. This may turn out to be something as simple as realizing one of your ZIP codes is far outperforming the others, so you decide to divert more of your money toward that ZIP code.
Zillow is the number one real estate and rental website in the U.S. in terms of popularity, boasting approximately 245 million unique visitors every month. With so many consumer users, the benefits of exposure on this top real estate site are obvious.
The Zillow Premier Agent program offers a number of features real estate agents can use to generate more leads for their business. While there are a number of companies offering lead generation for a fee—not to mention many ways to generate leads at little to no cost—Zillow has the corner on providing exposure on a mammoth platform that sees the most country of any other real estate site.
In addition to exposure and leads, Zillow offers a full library of resources that agents can tap into at any time.
The Zillow Premier Agent program provides subscribing realtors with the opportunity for exposure on the number one real estate search engine in the country. But that kind of exposure comes with an often-hefty price tag, depending on your targeted market.
If you’re looking to get your feet wet with Zillow, but aren’t sure about the cost, you might want to begin by building a free profile on the Zillow platform and highlighting your listings. Known as Zillow’s basic, or listing agent program, Zillow will provide you with a profile on its platform and the ability to post your real estate listings.
Zillow makes this step easy by enabling you to “claim” your MLS listings from its site. The irony of that, of course, is that your own local MLS is what Zillow tapped in order to populate its site, but at least you aren’t spending anything. And, the best part? The public view of any listing you claim shows you as the listing agent, providing a way for the potential buyer to contact you via email or the phone number you have provided.
Zillow is the most well-known, most used real estate site. From that standpoint, no other real estate site can compare. But its lead generation process is a bit different compared to most other lead-generation websites. So, how does it compare with its competitors? Let’s take a closer look:
BoomTown is a full-featured platform, including a consumer-facing IDX website, CRM, and an in-house digital marketing agency that is at the heart of its paid lead generation. BoomTown is one of the most expensive lead-generation platforms out there.
Its main plan is about $1,500 to set up and then $1,500 a month thereafter. The kicker? That doesn’t even cover the paid leads, which can set you back at least another $1,000 a month. Agents who are successful with BoomTown can easily spend five figures per month. A 12-month contract is required.
While some agents love the look of a BoomTown website and all the platform has to offer, this isn’t a good choice if you prefer a customizable website. You also won’t be a fan if content marketing is more your style. While an estimated 25% of the top agents in the country use BoomTown, the question is whether that success stems from the work of experienced agents or the platform.
REDX gets high marks for its pricing, mostly because of its “don’t pay for what you don’t need” pricing.
Unlike Zillow Premier Agent where nearly all the leads are buyers, the focus for REDX users is on motivated sellers. REDX provides expired listings, pre-foreclosures, FSBO, and for rent by owners. It also claims to deliver hard-to-find contact information and offers a Power Dialer feature that helps its subscribers reach more contacts more quickly.
Like Zillow Premier Agent, REDX backs its services with online training, tutorials, and access to customer service. REDX differs from Zillow Premier Agent also in that users find it easy to use right out of the box. Zillow Premier Agent requires a call to one of their representatives to get started.
Expired leads and geo-leads start at $59.99 per month. For-sale-by-owner leads and pre-foreclosure leads start at $39.99 a month, while for-rent-by-owner leads can be had for $79.99 monthly.
Based in Arizona, Bold Leads is used by about 6,000 agents nationwide. Unlike Zillow Premier Agent, Bold Leads provides both buyer and seller leads, and the leads are exclusive. Bold Leads works by placing ad campaigns on social media platforms like Facebook and Google, then draws in customers who have clicked on the ads.
These contacts funnel to a customized real estate site where their contact information is captured. Leads are nurtured through it CRM.
Bold Leads also offers automated follow-up and other real estate marketing tools. It includes a complete line of coaching and training as well. Its popular Professional package starts at $399 per month with a minimum ad spend of $250.
Market Leader delivers both seller and buyer leads. The platform has been around since 1999 and serves over 250,000 subscribers. It’s used by some of the top brokerages in the industry. Reviews are positive for the most part, though as is the case with nearly every lead-generation platform, there are some common complaints that leads aren’t always reliable.
The company offers two lead-generating products. One provides a set number of exclusive leads each month. Known as Leads Direct, the leads are generated through its pay-per-click advertising. The other is a home value request site that passes the customer information on to the subscribing agent. Both services guarantee a specific number of leads each month.
Like Zillow Premier Agent, Market Leader also offers a number of other features, including integration with other platforms, CRM, mobile app, marketing automation, and a customizable website.
Market Leader also offers agents Market Leader Professional, which is essentially a bundle of its features, including a customizable website, marketing, and CRM. Pricing varies depending on location and setup requires a call to Market Leader sales reps.
One of the biggest differences kvCORE has from Zillow Premier is that it targets brokerages or even entire franchises rather than individuals or teams. Costs range from $499 to $1,800 monthly, depending on the number of users, while set-up ranges from an additional $999 to $1,800. It requires a 12-month commitment.
kvCORE provides an IDX website, email campaign capabilities, online marketing, reports, agent accountability features, a mobile app, and lead nurturing. The websites are completely customizable and include a lead-generating page. Its CRM has a built-in artificial intelligence tech that is able to respond via text, email, or voicemail. kvCORE also offers the ability to assign leads to various individuals.
Like Zillow, Realtor.com is a consumer-facing website used primarily by prospective homebuyers looking for their next home. Like Zillow Premier Agent, Realtor.com offers buyer leads, but there are some key differences. Known as Connections Plus, the basic Realtor.com lead-generating service uses its website to capture leads, then sends them out to multiple subscribing agents within a geographical territory.
You need to be quick on the draw to be the first agent to contact the prospect. Luckily, features like automatic email responses can help you reach the lead first. You can also opt for their service providing exclusive leads, but it will cost you considerably more.
On average, Realtor.com costs slightly less than Zillow, though prices vary by region. It averages around $200 per month for non-exclusive leads and $1,000 per month when you own the territory.
But to find accurate pricing information and get a quote for your area, you’ll have to contact a sales rep from Realtor.com directly.
Zillow Premier Agent offers a number of lead management features. But, there are a lot of choices when it comes to generating leads and advertising your real estate business. The following questions and answers can help you make an informed decision when it comes to Zillow Premier Agent.
Although some third parties have estimated the average cost for the Zillow Premier Agent program to be about $200 a month or between $20 to $60 per lead, these averages are difficult to estimate.
The reason why pricing is so challenging is due to the cost of subscribing to the Zillow Premier Agent program will vary from ZIP code to ZIP code, each with its own individual plan and price point. This is why Zillow requests that interested agents complete a contact form on their site or give Zillow a call at 855-657-6611, rather than quoting a price on its website.
Pricing for Zillow Premier Agent varies depending on the area, average home price, and competing agents in that area. There's no monthly minimum or signup fee.
As you might expect, ZIP codes that generate a lot of real estate traffic come at a premium and often have a waiting list.
No matter their budget, real estate agents who subscribe to the Premier Agent program are purchasing a share of voice within that ZIP code. When a homebuyer comes onto the Zillow or Trulia platform and requests to be put into contact with an agent, they are connected to one of several agents based on the agent’s share of voice.
If your spend puts you within the top three agents for that ZIP code, you also receive exposure on Zillow’s directory of real estate professionals.
Bottom line? The more you pay, the more you play.
Becoming a Zillow Premier Agent is really as easy as signing up. The caveat, however, is that your zip code needs to be available. You will need to call Zillow customer service for pricing and to complete your sign-up.
You may need to start with a lower-cost ZIP code in a nearby market. You can then ask your Zillow rep to contact you when your targeted ZIP code becomes available.
Yes, Zillow offers an app for its Zillow Premium Agent program. The Zillow Premier Agent App enables the user to do most of the same tasks that they would if at their desktop.
Premier Agents with a current contract can cancel their agreement prior to the end of their current term but are subject to an early termination fee equal to twice the monthly minimum spend stipulated in their contract.
Please contact your business consultant if you wish to cancel your Premier Agent Advertising.
If you have canceled your Zillow Premier Agent contract, expect your Zillow Premier Agent account to revert to a free profile.
For questions about your account's status, contact Zillow customer service through the help desk contact form.
Zillow is the largest real estate search engine on the internet. Attracting more than 36 million visitors per month, Zillow Premier Agent (ZPA) can help you get more views and leads, but is it worth the cost? There are a lot of lead-generation platforms out there, but not all can consistently generate high-quality leads.
That's one of the complaints that Zillow Premier Agents have had. However, those sites that are more consistent in their leads are also considerably more expensive.
It becomes a balance between budget and high-quality leads. Zillow Premier Agents is a good starting point as long as you are willing to truly nurture the leads and have the budget to put volume in your favor. If you are looking for leads that are as close to 100% valid, expect to be disappointed. But, you can also expect to pay considerably more elsewhere.
If you want to get a feel for Zillow, start with their free profile and get to know the agent side of the site before making the decision to invest.
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