Zillow Premier Agent Review: Is It Right for Your Real Estate Business?
Gina is a licensed real estate salesperson, experienced trainer, and former high school educator of 1,000+ learners. She writes for Fit Small Business with a focus on real estate content.
Aloun Khountham is a contributor to Fit Small Business. Her real estate experience stems from over five years as a New York City real estate operations executive focused on implementing processes, procedures, and new technology solutions designed to help agents succeed.
This article is part of a larger series on Real Estate Lead Generation and Marketing.
Zillow Premier Agent is one of our top real estate lead generation companies earning a 4.72 out of 5 rating. We researched dozens of companies and evaluated their lead generation features, customer reviews, pricing, and ease of use through 24 criteria to determine the best lead gen options for real estate agents and brokers. Based on this information, as well as analysis of Zillow Premier Agent reviews, we encourage agents and brokers who specialize in buyers to utilize the Zillow Premier Agent platform to capture qualified leads.
Overall Score:
4.72 / 5
What We Like
- Dashboard to track team performance
- Can see what other agents are spending in specific ZIP codes
- The agent client relationship manager (CRM) allows teams to custom route leads based on desired filters
What's Missing
- Zillow Premier Agent cost per lead can get expensive depending on ZIP code and competition
- Leads generated can be non-responsive
- Buyer leads are not exclusive
Recommended For
- Ideal for real estate agents who prefer to represent buyers rather than sellers
- Recommended for agents without a large sphere of influence to help with referral leads
- Best for rental agents who want to venture into real estate sales
Not Recommended For
- Agents who are unable to manage leads at all hours of the day
- Agents who have low lead conversion rates
- Agents with a limited budget
- Purchase ZIP codes: Cost is determined by market demand and agent competition within a selected ZIP code, but typically about $20 to $60 per lead
- Zillow flex: 25% to 35% referral fee paid to Zillow for closed transactions
Zillow Premier Agent Reviews: What Users Think of Zillow Premier Agent
Users who left positive Zillow Premier Agent reviews enjoyed the concierge aspect of the platform. They said phone calls are vetted before being transferred to an agent, and they have access to a buyer’s search information when they receive a lead. Many reviews mentioned that the platform is a large investment, but the more money you’re willing to put into the available services, the more leads and deals you will eventually close. The mobile application notifications are also extremely helpful in notifying agents of new incoming leads.
- G2: 2.2 out of 5 based on 47 Zillow Premier Agent reviews
- Consumer Affairs: 2.7 of 5 based on 1,395 Zillow Premier Agent reviews
- Featured Customers: 4.7 out of 5 based on 2,560 Zillow Premier Agent reviews
Many of the negative Zillow Premier Agent reviews are based on the quality of leads and low conversion rates. As expected, with many lead generation sites with such high volume, like Zillow, some clients are purely window shopping. Therefore, agents must constantly nurture the leads.
One user mentioned many of their leads were prospective clients who had already reached out and spoken to other realtors. For agents who prefer exclusive lead generation, perhaps consider using the Market Leader’s lead generation platform to obtain leads exclusively from a specific ZIP code.
Would Our Expert Use Zillow Premier Agent?
Zillow is a premier lead generation platform for buyer and seller agents interested in leveraging the high website traffic of the Zillow network. Now, you might be asking if Zillow premier agent is worth it. We believe so. One of our favorite features is the dedicated concierge, who will help pass on motivated buyers and sellers, along with providing a preview of client information before transferring the call.
We like that Zillow provides a customer relationship manager (CRM) to capture all leads with insights into client activity on the website. Therefore, agents can be proactive and prepared when communicating with the client.
In our opinion, one of the largest downsides to the platform is the Zillow Premier Agent cost factor, particularly if you are located in high-demand markets like Malibu, California, or Miami, Florida. Smaller teams or individual agents will have to compete against larger brokerages who can pool their team’s budgets.
Given this high barrier to participating in the platform, agents should consider more cost-effective lead generation platforms providing exclusive leads like Market Leader. Market Leader also offers automated marketing and branding solutions to support lead generation efforts.
Zillow Premier Agent Alternatives
Agents who may not be ready to foray into purchasing leads based on ZIP codes should consider other real estate lead generation companies that provide more product offerings to help agents generate and manage their own lead pipelines. Other lead generation platforms can provide agents with IDX websites, landing pages, automated marketing to nurture leads, paid advertisements, etc., which are not currently offered through Zillow Premier Agent.
Software |  |  |  |
|---|---|---|---|
Best For | Lead generation through IDX website and marketing automation | Agents who want to generate leads through outbound marketing efforts | Website development and landing page lead conversions |
Key Features |
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Monthly Pricing | Starting at $139 | Free | $99 |
Learn More |
If you’re looking for other places to purchase real estate leads, take a look through our article 8 Best Places to Buy Real Estate Leads in 2022.
Zillow Premier Agent Pricing & Plans
Zillow Premier Agent does not have a straightforward plan or pricing available to agents, so how much does Zillow Premier Agent cost? The Zillow Premier Agent pricing is based on a selection of desired ZIP codes in which you would like to receive leads, along with a monthly budget set by each agent. ZIP code pricing is a variable rate based on the market demand for an area and the competition for advertising share by agents within that ZIP code.
ZIP code cost example (Source: Zillow)
Here are the factors to consider when deciding your Zillow Premier Agent pricing:
The cost for advertisement takes into consideration the market demand for a specific ZIP code. The higher the average home price is within a location, the more expensive it is to purchase leads in that area. For example, higher-demand ZIP codes like Beverly Hills 90210 have higher average home prices with higher demand than a home located in rural Iowa. Therefore, purchasing advertising space in Beverly Hills will cost more to obtain a lead for homes in that neighborhood.
The number of agents who would like to advertise within a neighborhood will also affect the ZIP code’s pricing. The more agents purchase advertising for a selected ZIP code, the higher the cost will be. Using the table below as an example, three agents can purchase one ZIP code for $100 a month to receive a 100% share of voice because three advertising spots are available on a listing. So these three agents will always show up.
However, let’s say agent #1 increases their budget, which means they’ll also increase their share of voice and reduce the share of voice of others based on advertising dollars spent.
Share of voice table example (Source: Zillow Premier Agent)
Given the dynamic Zillow Premier Agent pricing, agents should take into consideration their return on investment (ROI) along with their ability to convert buyers to different listings. High-priced ZIP codes with a low share of voice might not give you enough leads to justify the monthly cost for that ZIP code.
Lower-priced ZIP codes with higher lead counts may be a waste of time if you cannot handle the lead volume or convert those leads. Considering available monthly agent budgets, agents should decide if the leads received for neighboring ZIP codes with less market and agent demand could be converted to higher-demand areas.
Manage your ZIP code budget (Source: Zillow)
Zillow recently introduced flex pricing for agents who are unable to commit to a monthly budget. The program is currently invite-only, but agents can reach out to their Zillow representative if they are interested in participating.
Zillow would receive a referral fee based on the transaction price and property location for both listing and buyer leads referred to an agent through the Zillow network. The referral fees range from 20% to 35%. If a state is not listed on its flex market pricing sheet, then the referral fee would automatically default to 35%.
Zillow flex pricing table example (Source: Zillow)
General Zillow Premier Agent Features
- Ability to preview ZIP code pricing before purchase
- Can advertise across Zillow, Trulia, and StreetEasy (for New York City markets)
- Profiles for individual agents and teams
- Access to agent toolkit containing scripts, template, and handouts
- Ability to receive a share of voice for any budget size
Leveraging the Zillow network to obtain buyer and seller leads will give agents access to the largest network of homebuyers and sellers. With a dedicated monthly spend, Zillow Premier Agent provides agents with tools to grow their business along with resources to help them convert and nurture the leads received.
Zillow Premier Agent is also a scalable tool with added features for teams and brokerages like customizable productivity reports, lead routing, and personalized real estate consulting with Zillow to ensure your real estate success on the platform.
Buyer agents displayed on listings example (Source: Zillow)
Additional Zillow Premier Agent Features
Along with the general features provided by Zillow Premier Agent, the following are additional components provided to real estate agents and brokers when joining Zillow Premier Agent. These features allow agents to collaborate with their teams, increase lead generation efforts while saving time and money, and enable agents to use the Zillow Premier Agent system on the go.
- Captures all incoming leads
- Pre-filled with client information
- Client activity insights on homes viewed and saved
- Space for agent notes
Zillow Premier Agent CRM tools ensure agents have the necessary information about their prospective clients to develop and nurture an ongoing relationship. The CRM allows agents to identify the client’s status within their profile. All new clients will appear as “new” and will require a manual status change by the agent.
Zillow Premier Agent client profile example (Source: Zillow)
The CRM also has space for conversation notes and follow-up tasks so contacts do not get lost with all the incoming leads. Additional insights on the client, such as mortgage pre-approval, preferred lender, and if they have an agent, will also display within the CRM for an added understanding of the full client profile.
- Records client communications
- Inbox is integrated into the application
- Lead categorization for filtering clients
- Summary of most recent messages
Other tools provided to help manage the clients are notifications, lead categorization, and communication management tools. Real estate agents will receive notifications when a new client is received, when they would like to schedule a tour, or when they are interested in a new property.
Zillow Premier Agent inbox on desktop (Source: Zillow)
Agents also have the ability to categorize their leads based on whether they are a buyer or seller, when they are looking to move, and the status of the relationship with prospective clients. This categorization allows agents to filter their contacts to help determine which clients they should prioritize. For continued communication documentation, the platform allows agents to keep records of texts, emails, and call recordings with each client for recordkeeping.
- For on-the-go lead management and communication
- Access to inbox, contacts, and lead insights
- Can call or text clients directly from the application
- Available for iPhone or Android mobile device
The Zillow Premier Agent mobile application supports agent sales activity in and out of the office. Agents will get instant notifications of new leads, client communication, and task reminders right at their fingertips. Within the application, agents can make notes, update contact status, and team leaders can manage their agents. Approximately 96% of agents use their smartphones daily, so having a mobile application can put agents at ease and keep them productive while they’re out and about pitching for listings or in between showings.
Zillow Premier Agent mobile application (Source: Zillow)
- Enhance client communication
- Exclusive relationship opportunity
- Whitelisted buyer representative contact information
Zillow Premier Agent does not provide agents with exclusive leads. So if clients want to reach out to multiple agents or the listing agent, they are free to do so. Zillow says clients will typically return to their website approximately 27 times within a 30-day period. In an attempt to provide agents with some level of exclusivity, they’ve rolled out the My Agent program.
Through this program, the connection is assigned exclusively to an agent for 30 days but can be extended by marketing efforts like follow-up activity. As agents receive leads through Zillow Premier Agent, that connection will only see the agent’s contact as their buyer’s representative on any listing viewed on the site.
Zillow Premier Agent whitelisting example (Source: Zillow)
Clients can also opt to share information about the homes they are viewing, saving, and searching for on Zillow. Agents have the ability to see this information and use it in their communications and property searches to further deepen the connection with prospective clients.
- Access on desktop or mobile application
- Customizable with exact commission splits
- Ability to manually add missing transactions
Enrolling in the Zillow Premier Agent program is a significant financial commitment given the required budget to obtain a decent share of voice within a ZIP code. Agents must understand their return on investment (ROI) on the platform to be comfortable continuing to invest in obtaining leads through Zillow. The ROI report provided by Zillow Premier Agent will help you show the value you are getting out of your investment.
To track your ROI, Zillow Premier Agent takes your sales from the platform against the amount of expenditure on ZIP codes. To ensure the accuracy of the information, make sure all of your sales transactions are accurate on the platform. Agents should also update their commission spits, conversion rates, average sale price, etc., as Zillow will use default inputs.
Zillow Premier Agent ROI report (Source: Zillow)
By understanding your ROI, agents can begin to create financial and marketing benchmarks as they grow in their careers. If agents have a steady ROI year-over-year, they can assume that if they double their investment, they’ll receive enough leads to meet certain financial goals.
- Buyers and sellers can search for agent information
- Ability for agents to search for other professionals for photography, home improvement, inspectors, etc.
- Easily see agent reviews and brokerage names
Buyers and sellers looking for agent representation can search on the Zillow Agent Finder page. This page easily lets buyers and sellers filter agents by neighborhood, city, or ZIP code, and refine the list based on specialty and language. Agents should maximize their agent profile by having updated headshots, asking their clients for reviews, and adding their past sales to their profile so clients are encouraged to reach out to them.
Zillow agent finder (Source: Zillow)
Agents will be shown in the search results with the most active agents within a location at the top of the search page. Then they are also ordered by agents with the most past sales, most reviews, and most listings. Agents who are participating in Zillow Premier Agent will be featured on the top of the agent finder page at no cost.
- Customizable lead routing to agents
- Track team performance
- Team profile for better branding
One of the benefits of building or joining a real estate team is a larger collective sphere of influence. The team management solutions of Zillow Premier Agent lets teams create a consolidated profile of their team as well as individual profiles searchable by buyers and sellers.
Collectively having each team member’s profile on one page can solidify your team’s branding power and allows prospective clients to get a better understanding of your team structure. Not only are your profile photos on the team page, but a combination of all your transactions will be shown as well.
Zillow team profile page (Source: Zillow Premier Agent)
For team management, the platform allows team leaders to track team progress and have an overview of team activity. They can see which leads have not been responded to, which lead statuses have not been updated, and which tasks are assigned to each team member. Brokerage solutions for teams larger than 11 agents have added on-demand reports and call recordings. Brokerages also have access to personalize consulting to strengthen their lead generations strategy.
Ease of Use
The easiest part of joining Zillow Premier Agent is creating an account and setting up your profile. Agents will have to fill their profile with their biography and professional headshot, claiming your prior sales deals, and asking former clients to help provide reviews of your services. Once a profile is set up, agents can proceed to make their initial purchase to participate in buying ZIP codes or list their available listings.
After having access to the My Ads section of the platform, it’s easy to identify which ZIP codes you want to purchase and see the details regarding competition in that area. The CRM has an easy-to-comprehend layout of client information and provides insights in an accessible manner on the side panels. The mobile application is also fully functioning, so agents can easily transition from office to mobile without losing any capabilities.
One of the challenging aspects of being a seller’s agent on Zillow Premier Agent is feeding your listing to the website. Seller agents are unable to manually add listings directly on the platform. Agents must just use an MLS feeding service from their internal listing management system in order to get listings on the site. In addition to that, having other buyer agents listed on your listing can make it challenging to receive direct leads.
How We Evaluated Zillow Premier Agent
The top real estate lead generation companies for realtors offer tools and features that assist agents and brokerages in generating and converting more leads to clients. We examined lead generation companies for realtors based on the following criteria:
25%
Pricing
25%
General Features
25%
Lead Generation and Advanced Features
10%
Expert Rating
10%
Customer Reviews
5%
Ease of Use
25% of Overall Score
While budgetary constraints must be met, cost-per-lead and ROI are arguably more important than the actual monetary cost. We evaluated each option to find companies offering the best value for the money.
25% of Overall Score
We researched each provider to find those with additional real estate lead generation tools going beyond what agents gain by simply buying a list of leads. In particular, we looked for software with mass marketing tools, lead list generation, lead capture forms, and customizable reports.
25% of Overall Score
We searched for companies that either include a lead generation website or integrate with IDX platforms. We also looked for those with client relationship management (CRM) capabilities, social media integrations, and features like workflow automation, trigger and alert-setting, and marketing assistance.
10% of Overall Score
We specifically evaluated each platform’s unique or stand-out features, as well as popularity and the overall value for the cost.
10% of Overall Score
Based on customer feedback for each platform, with particular attention given to actual user reviews of the product, and the popularity of each real estate lead generation company.
5% of Overall Score
It’s important that platforms are easy to use and that you have access to customer support. We favored software providers known for stellar customer service on one or more channels.
*Percentages of overall score
Bottom Line
The Zillow Premier Agent platform facilitates the connection between real estate agents with motivated buyers and sellers to support an agent’s growing business. For agents who are able to make the financial commitment, they’ll find that the Zillow Premier Agent platform isn’t just a lead-generating platform, but is imperative in supporting their branding through agent profiles showcased on the largest real estate website.
