Zillow Premier Agent (ZPA) is a paid advertising program that connects agents to buyers. It offers agents enhanced visibility on Zillow’s platforms, giving them priority placement in property listings and exclusive access to leads. However, with the platform’s lack of pricing transparency, is Zillow Premier Agent worth it? I evaluated its key features, weighed its pros and cons, looked into pricing, analyzed third-party reviews, and gauged whether it was worth the investment. Let’s dig in!
My Verdict on Zillow Premier Agent & Why You Should Trust It
As one of The Close’s staff writers, I have extensive research experience on various real estate topics and solution providers. I can provide readers with an objective and comprehensive review of Zillow Premier Agent, including an overall analysis of its strengths and limitations.
What is Zillow Premier Agent, and how does it work? In 2024, an average of 217 million unique visitors browse Zillow each month, searching for homes and real estate agents. Zillow Premier Agent leverages this site traffic, allowing agents, teams, and brokers to purchase display ads in specific ZIP codes across the Zillow network. This process helps capture leads who might be casually browsing properties long before they contact an agent. The platform then displays ads in key positions next to properties for sale, boosting Zillow Premier Agents to the top of the agent directory.
The biggest challenge with Zillow Premier Agent is the cost, which can be substantial, particularly in highly competitive markets. Agents must ensure they have the budget to sustain the investment and effectively convert the leads they receive. Additionally, the competition among agents on the platform can make it difficult to stand out and secure many leads. Therefore, having a solid profile and lead follow-up process is essential. If you want to guarantee you’ll get leads, consider pay-at-closing lead companies like Zillow Flex and Clever.
Zillow Premier Agent Alternatives
Zillow Premier Agent offers many advantages but is not the perfect fit for everyone. The cost and competition can be challenging for some agents, especially those just starting. If you feel Zillow Premier Agent isn’t the right platform, here are some alternatives worth considering.
Purchase? | |||
|---|---|---|---|
 | It offers exclusive buyer and seller leads with a robust profiling and nurturing system. | Zurple Review | Visit Zurple |
 | You’ll get a guaranteed number of exclusive leads every month. | Market Leader review | Visit Market Leader |
 | It uses paid ads on Google, Instagram, and Facebook to target hyperlocal leads. | CINC Review | Visit CINC |
 | Agents aren’t tied to a contract. Plus, the company offers free replacements for bogus leads. | zBuyer review | Visit zBuyer |
Purchase? | |||
|---|---|---|---|
 | It offers exclusive buyer and seller leads with a robust profiling and nurturing system. | Zurple Review | Visit Zurple |
 | You’ll get a guaranteed number of exclusive leads every month. | Market Leader review | Visit Market Leader |
 | It uses paid ads on Google, Instagram, and Facebook to target hyperlocal leads. | CINC Review | Visit CINC |
 | Agents aren’t tied to a contract. Plus, the company offers free replacements for bogus leads. | zBuyer review | Visit zBuyer |
What Current Users Think of Zillow Premier Agent
The platform isn’t perfect. Our readers have varying opinions on Zillow, and it’s important to remember that every agent runs their business differently. Upon scouring the internet for Zillow Premier Agent reviews, we saw that as of writing, ZPA has a 4.7 out of 5 rating on Featured Customers based on 3,347 reviews and a 2.2 out of 5 rating on G2 based on 51 reviews. Here are some verified Zillow lead reviews from the platforms as mentioned earlier:
⭐⭐⭐⭐
“What I find the most helpful, or my favorite feature is the dashboard. In the dashboard I am able to see all my past sales, reviews, current leads in my pipeline as well as past messages with clients.
What I dislike the most about Zillow Premier Agent is the pricing and availability of new leads. Multiple times I have wanted to branch out in to a new zipcode/area, however due to the pricing I have been hesitant and eventually decided against it. Most times I am unable and also unwilling to pay the specified price in order to get leads in a zipcode, only to be at the bottom of the list of suggested agents when viewing a property. Consumers are rarely going to scroll all the way down to one of the bottom agents shown and reach out/choose them. I also had ongoing issues with leads being interested in renting a property instead of outright buying, and I/my office does not deal with rentals/leases, thus wasting my money on a lead that could not be converted into a client/deal.”
⭐⭐⭐⭐⭐
“With over 6 years of sponsorship, I wonder how I could be any happier with the Zillow systems? I’ve always had a wonderful account representative who coached me on best practices. I’ve done my best to implement all of their advice and believe I’m a better real estate agent for it. Without Zillow whispering in my ear and always having my back, I’d just be another agent in a sea of Realtors. They’re more than just a lead, they’re a mentor and a coach, making sure I have everything I need to be a winner. It’s hard to say who the sponsor is in our relationship.”
⭐⭐⭐
“The downsides are the leads are of poor quality. Many of the leads are other agents and most of the others already have an agent and just wanted to ask a question.”
Key Features of Zillow Premier Agent
Obtaining leads is the most significant benefit of using Zillow Premier Agent, but there is more to this platform than just prospects. Some of my favorite ZPA key features include the following:
Zillow Premier Agent Profile
Agents can create a solid ZPA profile to stand out. A complete Zillow profile leverages the SHARP model, which stands for sales, headshot, advertising markets, reviews, and professional bio. This means you should claim all your past transactions on Zillow, have a current realtor headshot, work in the applicable markets, beef up your reviews, and spice up your agent bio.
If you have an active profile and your listing is on Zillow, you should be displayed first as the listing agent, regardless of your Premier status. But you won’t have that opportunity if you haven’t claimed the listing or are inactive on Zillow. Premier agents also appear next to their purchased share of every listing in their chosen ZIP codes (plus any of their listings, regardless of whether they are in their chosen ZIP code). This expands their exposure significantly.
📌 Pro Tip
You should have an active profile on Zillow, at the very least. It’s free; you can use it to collect reviews, claim listings, and organically increase your brand visibility.
Third-party CRM Integrations
Zillow Premier Agent offers seamless integration with various third-party CRMs, such as Follow Up Boss, Top Producer, and Lofty (formerly Chime), which enhances lead management efficiency. For instance, ZPA supports two-way sync with Top Producer CRM, ensuring any updates on one platform reflect on the other.
Performance Analytics
Zillow Premier Agent offers analytics and tracking tools to help agents manage and optimize their lead performance. The platform has detailed reports on lead volume, response rates, and conversion metrics, allowing agents to see how well their advertising efforts are paying off. If you’re a team lead, ZPA’s performance analytics also track the effectiveness of team members and everyone’s lead volume and status, ensuring everyone contributes efficiently to your team’s overall success.
Training Resources
Zillow Premier Agent provides comprehensive training resources and education materials to support agents. These include courses and guides on using Zillow’s tools effectively, managing your ZPA advertising, using ZPA’s CRM, nurturing inactive customers, converting your leads, and more.
Zillow Premier Agent Pricing
Is Zillow Premier Agent free? Of course not. If you’re researching the pricing of ZPA, I’m afraid you won’t find it either. Zillow does not publish specific pricing details, as costs vary significantly based on several factors. You’ll need to contact Zillow directly to get accurate pricing information and discuss your particular market and advertising goals. However, I’ve gathered information from some agents that I hope will provide useful estimates.
How much do Zillow leads cost?
The cost for Zillow Premier Agent lead depends on four factors:
- Your ZIP code
- The average home price in your area
- The number of competing agents
- The percentage of leads you want to capture
According to some of our readers, leads can cost as low as $20 to $75 each in less competitive markets. However, in competitive and high-priced markets, the cost can rise dramatically, with some agents reporting leads costing $450 to $500 each.
How much does it cost to be a Zillow Premier Agent?
You’re probably wondering, “How much are Zillow leads per month?” Since Zillow does not provide market-specific pricing estimates, The Close reached out to agents in our network. Based on feedback from agents who are successfully profiting with Zillow Premier Agent, we found the following pricing estimates to be accurate:
- The typical monthly price for major metro markets starts at about $1,000.
- For markets outside of major metros, ZPA agents pay between $300 and $500 per month.
While we disagree with the company’s lack of price transparency, I still believe that Zillow Premier Agent is a valuable service that agents should consider in their paid lead generation strategies.
Methodology
In my assessment of Zillow Premier Agent, I conducted thorough research to ensure accuracy in my review. Our team of expert researchers, agents, writers, and editors at The Close scored Zillow Premier Agent against dozens of other lead generation companies. We analyzed its platform, pricing structure, features, user feedback, and reputation, and then based our evaluation on the following criteria:
- Pricing (20%)
- We looked at the average price per lead for buyer and seller leads, exclusive leads, subscription costs, the minimum required ad spend, and whether a contract is required.
- General Features (25%)
- We evaluated the main features of each lead generation company. This includes lead-capture tools, lead management, built-in CRM, multiple integrations, mass marketing tools, analytics and reporting tools, and IDX websites.
- Advanced Features (20%)
- This category includes advanced functionalities such as the quality of leads generated, lead nurturing, lead scoring, triggers and alerts, team distribution, and scripts.
- Customer Service (10%)
- We reviewed how easy it is for real estate agents to reach out to a customer service representative. We also considered agents’ access to phone or email support and a concierge program.
- Customer Rating (10%)
- The reputation of each lead generation company was evaluated by considering feedback from verified users.
- Expert Score (15%)
- The expert score covers other standout features not mentioned in the above criteria.
Read more about our methodology here.
Frequently Asked Questions
Is Zillow Premier Agent worth it for new agents?
Zillow Premier Agent can benefit new agents by providing increased visibility, a steady stream of leads, and numerous opportunities to build a client base. However, the cost can be prohibitive, especially for solo agents, as success largely depends on the agent’s ability to convert leads into clients.
What are the benefits of being a Zillow Premier Agent?
Of course, the primary benefit of Zillow Premier Agent is obtaining leads, but the program offers so much more. First, Premier Agents’ reviews are highlighted, which enhances their social credibility. They receive premium placement on Zillow and its network sites like Trulia, StreetEasy, and RealEstate.com, which increases their exposure. Other perks include a custom IDX website, featured directory placement, and access to Zillow’s CRM, which integrates seamlessly with the Zillow Premier Agent App.
How do I get out of the Zillow Premier Agent contract?
Premier Agents who wish to exit their contract before the term ends can do so, but they will incur an early termination fee equal to twice the monthly minimum spend specified in their agreement. Please contact your business consultant to cancel your Premier Agent Advertising.
How much are leads through Zillow?
The cost of leads through Zillow varies depending on the location and market competition. Typically, prices range from $20 to $75 per lead, but costs can be significantly higher in highly competitive areas. It’s up to the agents to assess their return on investment by evaluating lead quality and conversion success rate.
Bottom Line: Is Zillow Premier Agent Worth It?
At the start of this review, you might have asked, “What is Zillow Premier Agent?” And now that I’ve run you through its most essential features, would you say the platform is worth it? For me, Zillow Premier Agents is an investment real estate agents, teams, and brokers should consider.
The lead gen landscape is constantly evolving. There are always new players, approaches, and lead generation ideas, but Zillow has remained a visible and vital part of this conversation. To be clear, Zillow Premier Agent isn’t as cost-effective for every agent. In some US markets, costs are so high that agents may barely break even. However, no other online lead source offers the same traffic, exposure, and opportunity as Zillow Premier Agent.
Is the platform perfect for every agent? No. But is Zillow Premier Agent worth it or at least worth considering? Absolutely. As long as you have an adequate budget, an impeccable profile, and effective follow-up skills to convert your leads into clients, we can stand behind your investment in Zillow Premier Agent. But if you’re a new agent, consider your budget before committing.
Your Take
Where do you buy real estate leads? Have you ever tried Zillow Premier Agent? What did you think? I’d like to hear your thoughts in the comments!
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