Frequently Asked Questions

Zillow Preferred is the next evolution of the Flex program, our exclusive, invite-only program for agents and teams. It combines the core Flex benefits you already value, like high-intent, post-pay leads and dedicated support, with new tools, recognition, and performance-based incentives. Zillow Preferred is designed to help you stand out in your market, convert more clients, and grow your business with Zillow.

Zillow Preferred is the next chapter of Flex. All the core elements you relied on in Flex remain in place, and Zillow Preferred builds on this foundation with added value.

All agents and teams that are part of the Flex program on or before October 15, 2025 will automatically become Zillow Preferred partner agents. Just like in Flex, strong performance will remain the foundation of the Zillow Preferred program, and you must meet clear standards to stay eligible.

Zillow Preferred is designed for agents who consistently deliver strong results and use the tools that create exceptional client experiences. Once Zillow Pro℠ is available nationwide, the primary path to becoming Zillow Preferred will be through Zillow Pro. To be considered, your team will need a proven track record closed transactions, active use of Zillow products like Follow Up Boss, Showcase, and Market-Based Pricing, and a Zillow Pro membership, which provides the foundation for growth into Zillow Preferred.

While Zillow Pro will become the primary path to Zillow Preferred, there will continue to be other ways into the program as we balance agent coverage in markets and customer demand, but strong performance will always remain the foundation for eligibility. When your team meets the eligibility criteria and there is availability in their market, Zillow may extend an invitation to join.

At this time, participation in Zillow Preferred is by invitation only. Invitations are extended to teams with a strong track record of performance as well as a demonstrated commitment to working closely with Zillow. Over time, eligibility criteria will expand, but access will continue to prioritize top performers.

Initial Zillow Pro market launches begin in early 2026, with nationwide availability targeted for mid-2026. As the rollout expands, you can look forward to powerful new tools and resources designed to help you grow your business, and we’ll keep you updated every step of the way. Let us know you’re interested by joining the Zillow Pro interest list, and we’ll follow up when Zillow Pro becomes available.

As a Zillow Preferred agent partner, you’ll continue to receive the high-intent, post-pay leads and dedicated support you’ve come to rely on, while gaining access to even more ways to grow your business. Zillow Preferred also includes smarter lead delivery that connects agents with the right clients faster, access to Zillow Pro for your existing team members at no additional cost through 2026 (sales tax may be applicable in some states), and new opportunities for recognition, rewards, and brand partnerships. These benefits are designed to help you build stronger client relationships, win more business, and help you close deals.

Zillow Preferred provides connections from Zillow at no upfront cost. You’ll work with each client toward a closing, providing us with brief status updates along the way. Once you close a home transaction with a client, you’ll pay a success fee (referral fee) to Zillow.

Zillow Preferred maintains program standards that all partners are expected to achieve to ensure you’re effectively helping buyers on Zillow. Over time, agents who demonstrate strong performance will start to receive a larger share of the connections in their market.

There is no upfront cost to join Zillow Preferred. The only required expense is a Follow Up Boss (FUB) subscription and payment of success fees which are only paid when a transaction closes with a Zillow connection. To support our partners, Zillow Pro features, like My Agent and Agent Profile, are included for your current Flex team through 2026 (plus sales tax depending on your state), giving your team access to our best tools without extra fees during this time.

The validation process for connections is the same in Zillow Preferred as it was in Flex. Zillow responds to the consumer inquiry on Zillow and confirms their readiness to work with an agent. Once confirmed, we connect the buyer with an agent on your team.

However, what sets Zillow Preferred apart is how those connections are routed. Zillow Preferred leverages performance-based routing and ZIP code preferences to prioritize opportunities for top-performing agents and ensure they’re connected with buyers and sellers in areas they’re best positioned to serve. While ZIP targeting also exists for agents who buy Premier Agent leads upfront, Zillow Preferred teams benefit from a more tailored experience—especially for agents on teams—helping to create better alignment between agent readiness and customer demand.

The best way to maximize your leads is by responding quickly when connections come through and using Follow Up Boss to communicate with clients, manage your leads, and keep everything up to date and on track toward conversions. Providing excellent service and taking advantage of Zillow Pro products like Showcase and Follow Up Boss, and features like Agent Profile and My Agent will give you an even greater edge in standing out and closing more business.

You can access the comprehensive, up-to-date guidelines, including standards of conduct and legal requirements, on the official Zillow Preferred Compliance page.

Maintaining compliance with all applicable laws, regulations, and Zillow Group policies is essential for participation in the Zillow Preferred program.