Zillow Premier Agent Co-Marketing: Helping Agents, Lenders and Home Shoppers

We recently launched a new initiative we’re calling PA Forward that embraces and acts on the feedback that many Zillow Premier Agents provided us over the last few months.

Agents asked us to drive more lead volume yet maintain the improvements in quality of live connections. Lenders participating in our Zillow Premier Agent Co-Marketing program have provided very similar feedback and we have prioritized work on this product as it remains an important part of our strategy.

Co-Marketing benefits agents, lenders and home shoppers

For those of you who are already participating in Co-Marketing, you know that it’s an excellent way for a Zillow Premier Agent to jointly advertise with a lender so both can share the costs and benefits of advertising on Zillow and Trulia. It includes the advertising placement of lenders and Zillow Premier Agents on Zillow and Trulia, and also enables the home shopper to request financing information at the same time that they get connected to a Zillow Premier Agent. In these instances, we send the home shopper’s contact information directly to a Co-Marketing lender. Over the next few months we’ll roll out new features and changes to improve exposure to increase the number of leads lenders receive from advertising on Zillow.

Serving home shopper needs

Our data shows that when a home shopper on one of our web properties requests financing information at the same time they are looking for a Zillow Premier Agent, overwhelmingly, they are interested in receiving financing information quickly. When the Zillow Premier Agent has a Co-Marketing lender, that lender has the opportunity to provide that information.

We also know that there is a small subset of home shoppers — about 4.6 percent — who get connected to a Zillow Premier Agent and make multiple requests for financing information through different channels provided on our platform.

One of the reasons people love shopping on Zillow and Trulia is that we put them in the driver’s seat. So when a shopper wants to receive information from multiple professionals, we give them the tools to make this happen through Zillow Mortgages Marketplace. That can sometimes cause confusion for Co-Marketing lenders, but it makes perfect sense for these home shoppers who want choices.

Growing lead volume and exposure

From the feedback we’ve heard from those who currently participate in the program, we believe co-marketing is a valuable advertising tool for lenders. We’re committed to continually delivering improvements to the product to grow a lender’s lead volume and their advertising exposure to home shoppers.

To learn more about Zillow Premier Agent Co-Marketing and how it can be a valuable advertising tool to build your brand and expose you to more home shoppers, contact your business consultant or reach out to us.