- Zillow attracts over 200 million monthly unique visitors, making it a top platform for real estate lead generation.
- Zillow Premier Agent costs vary widely, from a few hundred to several thousand dollars per month, depending on market competition.
- Agents using Zillow Premier Agent must optimize response times—leads contacted within five minutes have a much higher conversion rate.
- Zillow Flex allows agents to pay based on closed transactions rather than upfront fees, reducing financial risk.
- Effective lead management and follow-up strategies are crucial for maximizing return on investment from Zillow advertising.
Zillow is one of the most powerful platforms in real estate, attracting millions of buyers and sellers each month. For agents looking to generate real estate leads, Zillow Premier Agent offers a way to get in front of this massive audience. But is it worth the cost? This guide breaks down the pricing, benefits, drawbacks, and strategies to help agents maximize their return on investment (ROI).
Just How Big is Zillow’s Reach?
Zillow dominates online home searches, making it a crucial platform for real estate lead generation. According to Zillow Group’s annual report, the platform sees over 200 million monthly unique visitors, many of whom are serious buyers and sellers (Zillow Group, 2022).
The significance of Zillow’s reach extends beyond just website traffic. Most users who visit Zillow are actively engaged in home searches, using the platform’s listings, mortgage calculators, and market insights to make informed decisions. A study by the National Association of Realtors (NAR) found that 97% of homebuyers used the internet at some point during their home search, with a significant percentage relying on Zillow.
For real estate agents, this presents a major opportunity—getting in front of motivated buyers and sellers who are already using Zillow to find their next home.
What is Zillow Premier Agent?
Zillow Premier Agent is a paid advertising program that connects real estate professionals with prospective buyers and sellers. Unlike organic leads that might trickle in through personal branding or referrals, Premier Agent guarantees exposure within specific ZIP codes.
When an agent signs up, they receive lead opportunities through Zillow’s contact forms, property listing inquiries, and agent directory searches. These leads are typically more transaction-ready compared to cold leads from other marketing channels.
Types of Zillow Premier Agent Programs
There are two main ways agents purchase lead access through Zillow:
- Standard Lead Buying – Agents pay for a share of the leads emerging from their chosen ZIP codes. Costs are determined by ZIP code demand and competition.
- Zillow Flex – Instead of paying upfront for leads, agents pay a referral fee only when a successful transaction closes. This model reduces financial risk but requires agents to convert at a high rate.
Each model has pros and cons. Standard pricing provides predictable lead flow but requires an initial investment, while Zillow Flex allows agents to defer payment but at a higher cost per closed deal.
How Much Does Zillow Premier Agent Cost?
The cost of Zillow Premier Agent depends on several factors, including location, competition, and lead volume. While some agents may spend just a few hundred dollars per month, others in competitive markets like Las Vegas, San Francisco, or New York may need to invest thousands of dollars within their designated ZIP codes.
Factors That Affect Costs
- Market demand: High-population areas with active buyers and low housing inventory tend to have more expensive leads.
- ZIP code exclusivity: The more agents competing for a ZIP code, the higher the advertising costs.
- Lead volume: Higher exposure means more leads, but it also comes at a premium price.
For instance, an agent targeting a high-end Los Angeles neighborhood might pay $50–$200 per lead, while an agent in a quieter rural area could secure leads for significantly less.
To ensure a positive ROI, agents must calculate the cost per deal closed rather than just the price per lead. If an agent spends $2,000/month on Zillow leads but only closes one $500,000 sale per quarter, the program may not be cost-effective unless that sale’s commission outweighs monthly expenses.
How Does Zillow Premier Agent Work?
Once subscribed to Zillow Premier Agent, agents start receiving real estate leads from multiple sources:
- Homebuyers requesting information on specific properties.
- Sellers looking for an agent to list their home.
- Leads from Zillow’s “Agent Finder” directory where buyers and sellers search for top-rated agents.
The Importance of Speed in Lead Conversion
Agents who respond to Zillow leads within five minutes are significantly more likely to convert prospects into clients. The reason? Buyer intent is highest at the moment of inquiry, and a slow response gives competitors the chance to step in first.
A study by InsideSales.com found that contacting a lead within five minutes increases conversion rates by 100x compared to waiting just 30 minutes.
7 Key Features of Zillow Premier Agent
- Exclusive leads – Agents secure visibility in selected ZIP codes.
- Zillow CRM – Built-in tools help agents manage, track, and follow up on leads.
- Third-party CRM support – Sync leads with platforms like BoomTown or Follow Up Boss.
- Automated follow-up tools – Texts, emails, and reminders keep prospects warm.
- Consumer insights tracking – Agents see how buyers interact with property listings.
- Enhanced branding – Premier Agents appear more prominently in local searches.
- Zillow Flex availability – Agents have the option to pay per transaction instead of upfront.
Pros & Cons of Zillow Premier Agent
Pros
- High exposure to motivated homebuyers and sellers.
- ZIP-code targeting ensures lead exclusivity.
- Built-in CRM and automation help streamline client management.
- Promotes an agent’s branding on Zillow’s high-traffic platform.
Cons
- Can be expensive, particularly in competitive locations.
- Some leads may be low intent or only researching.
- Conversion depends on quick follow-up and persistent engagement.
- Over-reliance on Zillow instead of building organic brand authority.
9 Tips to Maximize Your Results on Zillow Premier Agent
- Respond to new leads within five minutes for the highest conversion rates.
- Optimize your Zillow profile with professional images, reviews, and content.
- Use an external CRM to organize leads beyond Zillow’s interface.
- Leverage automated responses to maintain engagement.
- Test multiple ZIP codes to find the most cost-effective areas.
- Nurture past Zillow leads—not all are ready to transact immediately.
- Monitor Zillow analytics to adjust ad spend and refine strategies.
- Balance Zillow leads with SEO, local branding, and social media for a hybrid approach to lead gen.
- Test the platform for 3–6 months before making a long-term commitment.
Zillow Premier Agent Alternatives
If the cost and competition of Zillow Premier Agent aren’t ideal for your strategy, consider these alternatives:
- Realtor.com Connections Plus – A pay-per-lead system similar to Zillow.
- Facebook & Google PPC Ads – Custom ad targeting based on user demographics.
- Homes.com advertising – Another real estate listing site with lower agent competition.
- Local SEO & blog content marketing – Drive organic visibility in your desired area.
- Agent referral networks – Leverage real estate teams or partnerships.
Successful agents often combine sources—not relying on Zillow alone but mixing organic marketing, referrals, PPC ads, and listings exposure.
Is Zillow Premier Agent Worth It?
For agents who actively engage with their leads, Zillow Premier Agent can be a profitable investment. The key is having a strong follow-up system, a clear budget plan, and a strategy for lead conversion.
Top-performing agents, like Steve Hawks in Las Vegas, use Zillow advertising to consistently capture high-value leads. However, Zillow Premier Agent is not a passive lead source—success requires persistence, automation, and data-driven marketing.
If you’re ready to scale and can afford the upfront investment or Flex commission model, Zillow Premier Agent could be the key to unlocking consistent real estate leads.
Citations
- Zillow Group. (2022). Zillow Annual Housing Market Report. Retrieved from Zillow website
- National Association of Realtors. (2023). 2023 Home Buyers and Sellers Generational Trends Report. Retrieved from NAR website
- Inman News. (2023). The Cost of Real Estate Leads: Zillow, Realtor.com and Alternatives. Retrieved from Inman website