Zillow Premier Agent Review (2023 Edition)

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Written By Muhammad Usman

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Effective lead generation is critical to the success of any real estate business. In today’s market, numerous companies specialize in selling high-quality leads to real estate agents, teams, and brokers. These lead generation services typically operate on a subscription-based model, providing leads within specific geographic areas. Some companies focus solely on providing leads, while others offer additional customer relationship management and other valuable features.

One of the most popular and reputable lead generation brands in the industry is Zillow. With broad public recognition, the Zillow Premier Agent program offers real estate professionals the opportunity to increase their visibility on the Zillow home search platform in their local markets, as well as access to a qualified buyer, leads.

Are you considering the Zillow Premier Agent program? Look no further! This comprehensive review explores the benefits and drawbacks of the program, delves into its standout features, and compares it to similar offerings from competitors. Discover everything you need to know to make an informed decision about whether the Zillow Premier Agent program is right for you.

What Is Zillow Premier Agent?

Zillow, a Seattle-based company established in 2006, is a top consumer platform that provides data on residential properties and helps individuals connect with local real estate professionals. As the most widely visited real estate website in the U.S., Zillow offers a comprehensive set of marketing and lead generation tools for agents.

The Zillow Premier Agent program aims to link agents with motivated buyers, providing agents with opportunities to expand their business and equipping them with the resources needed to convert those buyers into loyal clients. For a quick overview of Zillow Premier Agent, watch this informative video below!

How Does Zillow Premier Agent Work?

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Zillow Group’s real estate platforms allow potential homebuyers to browse properties and contact agents or schedule property tours. When a potential lead contacts an agent or requests a tour, they are matched with a Zillow Premier Agent who has paid to advertise their profile and contact information in that ZIP code.

These leads, referred to as ‘connections’ by Zillow, are verified by the company, typically via phone, to ensure they are actively looking to buy or sell. Once verified, Zillow connects the lead with a Premier Agent in that ZIP code. By facilitating this connection, Zillow’s Premier Agent program meets the demand for on-demand service among consumers while providing agents with the opportunity to nurture and convert the lead.

What Does It Mean To Be A Zillow Premier Agent?

Real estate professionals who advertise on Zillow Group’s websites, primarily Zillow and Trulia, are known as ‘Zillow Premier Agents’. These agents purchase a share of ZIP codes in their target markets, which gives them branding and exposure on the most widely viewed real estate marketplace in the U.S.

Being a Zillow Premier Agent also means having the opportunity to showcase your real estate business as part of the Premier Agent program on other media. For instance, you can mention your status as a Zillow Premier Agent in your email signature or on your website.

Along with its advertising program for generating real estate leads, Zillow also provides a resource center with a wealth of information, ranging from business plan templates to valuable advice on social media marketing.

Zillow Premier Agent Features

Zillow offers several free features that can be easily accessed by creating a real estate profile on the platform. By doing so, you can claim your listings, upload photos and videos of your featured properties, generate data reports, and take advantage of Zillow’s client relationship manager (CRM).

Agents with free profiles on Zillow can even add Zillow 3D Home® virtual tours to their listings for free, using the app that’s available for iOS or Android™. According to Zillow, listings with 3D home tour videos receive 37% more views and sell 14% faster. Additionally, you can share the video on your website, local MLS listing, or social media.

Discover a world of possibilities with the Zillow Premier Agent program. As a subscriber, you’ll gain access to a host of advanced features and tools that will take your real estate business to the next level. With the Zillow Premier Agent program, you’ll get enhanced lead generation and advertising capabilities, the ability to add more photos and videos to your listings, seamless third-party integrations, and much more. Whether you’re an experienced real estate professional or just starting, the Zillow Premier Agent program can help you reach new heights. Let’s explore the exciting benefits of this subscription program.

Leads Generation

Maximizing visibility and generating leads is crucial in the highly competitive real estate industry. With the Zillow Premier Agent program, agents can advertise themselves as a top-tier real estate professional and gain exposure to the most visited real estate site in the US. The program offers premium placement on Zillow Group platforms, enhancing agents’ opportunities to connect with potential buyers. As studies show that 73% of homebuyers select the first agent they interview, being a Premier Agent means being front and center when a prospective buyer reaches out through the platform. The program also includes a phone connection service to help agents convert leads into clients quickly and efficiently.

The Zillow Premier Agent CRM is more than just a lead-tracking tool for its own platform. This powerful system can also organize leads from various third-party platforms in one convenient location, allowing agents to follow up with potential clients easily. With Tech Connect, Zillow’s API that connects ZPA to other real estate lead generation sites, the CRM becomes a one-stop-shop for all your lead tracking needs. By eliminating the need to constantly switch between multiple platforms or potentially losing track of valuable leads, the Zillow Premier Agent program makes it easier for agents to maximize their lead generation efforts.

CRM And Transaction Management

Zillow offers a feature-packed CRM tool for its Premier Agents, allowing them to easily manage and track their Zillow connections from initial contact to closing. The built-in CRM also enables agents to create custom reports based on valuable client data collected through the platform. By tracking which homes clients view and save, the Zillow CRM provides insights on homebuyers and their preferences, making it easier for agents to provide targeted, personalized service.

Zillow’s CRM is a powerful tool for Premier Agents that allows them to automate tasks, set reminders, and take notes on their leads. With the ability to group leads based on various criteria, Zillow’s CRM enables agents to send automated follow-up and drip campaigns directly from the platform. Additionally, the CRM offers customizable templates, making it easy to quickly send professional and effective communications to clients.


Gain more exposure for your real estate business and attract more leads by subscribing to the Zillow Premier Agent program. This program ensures premium placement of your listings on high-traffic real estate websites like Zillow and Trulia, boosting your chances of getting noticed by potential clients. When you claim your exclusive listing as a Premier Agent, your photo, contact information, and reviews will be prominently displayed at the top of your listing, helping to build brand recognition for your business.

As a Zillow Premier Agent, even if you don’t have any listings, you can still benefit from increased exposure through the program. Zillow guarantees that your contact information will be featured prominently on unclaimed listings in your chosen ZIP codes, allowing you to generate more leads and build your real estate network. This benefit is especially useful for new agents who are looking to establish themselves in the industry and boost their name recognition.

Zillow Premier Agent Mobile App

Being on the go is a routine for real estate agents, with one-third of them spending most of their time outside their offices attending client meetings, showings, and other engagements. A dependable mobile application that enables you to manage your business efficiently while on the move is crucial for your real estate business to succeed.

The Zillow Premier Agent mobile app is a must-have for agents who want to stay productive while on the go. As a Premier Agent, you’ll have access to a range of features that allow you to manage your leads and maintain connections with clients via text, email, or phone calls. The app’s intuitive interface lets you easily manage tasks and update statuses right from your smartphone or tablet, so you can stay on top of your business and never miss a notification.


Measuring the effectiveness of marketing tools like Zillow is crucial to ensure you are getting the best ROI for your real estate business. Fortunately, Zillow Premier Agent provides an ROI calculator that tracks your marketing investments. The tool can help you calculate your commission, ROI of your Zillow Premier Agent subscription, net profits, and even identify the top-performing ZIP codes within your Premier Agent markets. This data analysis is essential to making informed decisions about your marketing strategy.

Making informed decisions about your real estate marketing strategy is crucial to achieve better conversion rates. Zillow Premier Agent’s ROI calculator provides valuable data to help you determine the effectiveness of your marketing investments. By analyzing the commission, ROI, and net profits, as well as identifying the best performing ZIP codes within your Premier Agent markets, you can make informed decisions about where to allocate your resources. For example, you may discover that one particular ZIP code is outperforming others, allowing you to redirect your marketing budget accordingly.

What Are the Benefits Of Being A Zillow Premier Agent?

Zillow is the go-to destination for real estate and rental information in the United States, attracting approximately 245 million unique visitors every month. As a real estate agent, being featured on the top-ranked platform can do wonders for your business.

The Zillow Premier Agent program comes packed with a plethora of lead generation tools that can help agents maximize their exposure on the mammoth platform. While there are several lead generation companies charging a fee, Zillow’s Premier Agent program stands out by providing access to the most visited real estate site in the country.

Apart from generating leads and boosting exposure, the program also provides access to a vast resource library that can help agents stay ahead of the game.

Zillow Listing Agent vs Premier Agent

As a realtor, you can leverage the power of the Zillow Premier Agent program to gain unparalleled exposure on the top real estate search engine in the US. While the cost may vary depending on your target market, the benefits of listing your business on Zillow are undeniable.

If you’re not ready to invest in the Premier Agent program just yet, you can start by creating a free profile on the platform. Zillow’s basic, or listing agent program, lets you create a profile and showcase your listings to the vast Zillow user base.

Claiming your MLS listings on Zillow is a quick and simple process that can provide great exposure for your real estate business. By claiming your listings, you can ensure that your contact information and photo are prominently displayed to potential clients who view your listing on the Zillow platform. Best of all, claiming your listings is completely free and allows buyers to easily contact you via phone or email. Zillow sources its listings from local MLS, so claiming your listings on Zillow provides an opportunity to get your properties in front of millions of potential buyers.

Zillow Premier Agent Alternatives

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Zillow reigns as the most renowned and widely-used real estate platform, surpassing all other competitors in popularity. However, its approach to lead generation sets it apart from most other sites offering lead generation services. How does Zillow’s approach stack up against its rivals in the industry? Let’s delve into a comprehensive comparison:


BoomTown is a comprehensive platform that offers a suite of services, from a consumer-friendly IDX website to CRM and a specialized digital marketing agency, which powers its paid lead generation. Although it is among the most expensive lead-generation platforms in the market, it delivers a wide range of features to help you grow your real estate business.

The main plan entails a one-time setup fee of $1,500 and a monthly subscription of $1,500. However, this doesn’t include the cost of paid leads, which can set you back at least an additional $1,000 every month. As a result, agents who find success with BoomTown could end up spending a five-figure amount per month, requiring a mandatory 12-month contract.

If you’re looking for a customizable website and a focus on content marketing, BoomTown may not be the best choice for you, despite being a full-featured platform with a consumer-facing IDX website, CRM, and an in-house digital marketing agency. With plans starting at $1,500 setup and $1,500 monthly, agents who opt for BoomTown’s paid lead generation service can easily spend five figures per month, excluding the cost of paid leads, which starts at least $1,000 monthly. While 25% of the top agents in the country reportedly use BoomTown, it’s unclear whether their success is attributed to the platform or the experience of the agents using it.


REDX is a great option for real estate agents who want to focus on motivated sellers rather than buyers. One of the biggest selling points of REDX is its flexible pricing model, which allows you to pay only for the services you need. The platform provides a range of lead types, including expired listings, pre-foreclosures, FSBO, and for rent by owners, as well as hard-to-find contact information for these leads. REDX’s Power Dialer feature also helps agents reach more contacts in less time, which can lead to increased productivity and sales.

If you’re looking for a real estate lead generation service with customizable pricing plans, REDX might be the right choice for you. Their pricing structure allows you to pay only for the leads you need, starting at $39.99 per month for for-sale-by-owner and pre-foreclosure leads, while expired and geo-leads begin at $59.99. Additionally, for-rent-by-owner leads are available for $79.99 a month. Unlike Zillow Premier Agent, REDX is easy to use right out of the box, and also offers access to customer service, tutorials, and online training.

Bold Leads

Bold Leads is an exclusive lead generation platform that offers both buyer and seller leads to its roughly 6,000 agents across the US. Unlike Zillow Premier Agent, Bold Leads relies on social media advertising campaigns to attract customers who are then directed to a customized real estate website. The platform captures their contact information and stores it in its CRM for ongoing lead nurturing. With Bold Leads, agents can tap into a stream of high-quality leads without the competition of shared leads found on other real estate sites.

Bold Leads is a comprehensive lead generation platform that not only offers exclusive buyer and seller leads but also features automated follow-up and a range of marketing tools for real estate agents. Its Professional package is one of the most popular offerings, starting at $399 per month with a minimum ad spend of $250. Additionally, Bold Leads provides coaching and training for its users to help them succeed in the competitive real estate market.

Market Leader

Market Leader is a reputable platform that offers exclusive seller and buyer leads to more than 250,000 subscribers. The platform has been in business for over two decades, catering to top brokerages in the industry. While some users have reported occasional issues with lead reliability, most reviews of Market Leader are positive. The company offers two lead generation options: Leads Direct, which generates a set number of exclusive leads each month through pay-per-click advertising, and a home value request site that passes on customer information to subscribing agents. Both services come with a guarantee of a specific number of leads per month.

Market Leader is a well-established platform that offers a variety of features similar to Zillow Premier Agent. In addition to lead generation, Market Leader provides integration with various platforms, mobile app, marketing automation, and a customizable website. Agents can also benefit from its Market Leader Professional package, which includes a customized website, marketing, and CRM. However, pricing for this package varies based on location and requires a consultation with Market Leader sales representatives.


Looking for a lead generation platform targeting brokerages and franchises? Look no further than kvCORE. With pricing ranging from $499 to $1,800 per month, it offers an IDX website, email campaigns, online marketing, agent accountability features, and a mobile app, among other features. A standout feature is its artificial intelligence tech that can respond via text, email, or voicemail, making lead nurturing more efficient. With a customizable website and lead-generating page, kvCORE is a comprehensive solution for those looking to take their real estate business to the next level. A 12-month commitment is required and set-up ranges from an additional $999 to $1,800.


Realtor.com is a well-known consumer-facing platform that mainly caters to prospective homebuyers searching for their dream homes, similar to Zillow. However, unlike Zillow Premier Agent, Realtor.com offers buyer leads through its service, Connections Plus, with some key differences. This lead-generating service captures leads from its website and distributes them to multiple agents operating in a specific geographic area. Quick response time is key to securing these leads, and features like automatic email responses can help you reach the prospect first. You also have the option of purchasing exclusive leads, albeit at a higher cost.

Realtor.com is a budget-friendly option for agents looking for buyer leads compared to Zillow Premier Agent. Prices vary depending on the location and the type of lead package chosen. Typically, non-exclusive leads cost around $200 per month, while owning an entire territory can cost up to $1,000 per month. However, to get accurate pricing information, agents will have to contact a Realtor.com sales representative directly.

Zillow Premier Agent FAQ

When it comes to generating leads and advertising your real estate business, Zillow Premier Agent is a top contender with a range of lead management features. However, with so many options available, making an informed decision can be a challenge. To help you navigate the process, we’ve compiled a list of common questions and answers related to Zillow Premier Agent.

How Much Does Zillow Premier Agent Cost?

It’s challenging to estimate the average cost of the Zillow Premier Agent program since it varies by location, and each ZIP code has its unique plan and price point. While third-party estimates suggest the program costs about $200 per month or between $20 to $60 per lead, the actual pricing can differ significantly. To get accurate pricing information, interested agents need to complete a contact form on Zillow’s website or call them at 855-657-6611 as Zillow doesn’t provide quotes on its website.

When it comes to pricing for Zillow Premier Agent, the costs are dependent on various factors such as location, average home price, and the number of competing agents in that area. Zillow does not charge any monthly minimums or signup fees. However, areas that generate significant real estate traffic come at a premium and might have a waiting list.

Zillow’s Premier Agent program offers real estate agents the opportunity to purchase a share of voice within a specific ZIP code, regardless of their budget. When a potential buyer requests to be connected with an agent on the Zillow or Trulia platform, the lead is distributed to several agents based on their share of voice. If an agent’s spend puts them in the top three, they also get additional exposure on Zillow’s directory of real estate professionals.

Is Zillow Premier Agent Worth It?

Zillow is the top real estate search engine with over 36 million monthly visitors. Zillow Premier Agent (ZPA) provides a platform for more views and leads, but is it a valuable investment? While there are many lead-generation options available, not all generate consistent, high-quality leads. This is a common concern among Zillow Premier Agents. However, platforms that provide consistent leads are often more costly.Generating high-quality leads while staying within budget can be a balancing act for real estate agents. Zillow Premier Agent offers a good starting point for agents who have the budget and willingness to put in the effort to nurture leads. Although it may not provide leads that are 100% valid, it is still a viable option for agents seeking leads. On the other hand, other platforms that offer high-quality leads are often considerably more expensive. Agents can start with a free profile on Zillow and familiarize themselves with the platform before investing in the Premier Agent program.

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