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. To stay eligible, teams must meet clear performance standards.

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, including new opportunities for recognition, rewards, and brand partnerships. These benefits are designed to help you build stronger client relationships, win more business, and close more 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.

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.

Focus on delivering great customer experiences and driving conversions. Monitor your performance and stay at or above performance standards to make sure you’re receiving as many connections as possible.

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.

Success fees vary by market, and currently range between 15% to 40% of the agent’s commission. You can reference success fees by zip codes in our Zillow Preferred Pricing tool. Zillow Preferred partner agents can learn more about when a success fee is owed in our Help Center.

Lead types for Zillow Preferred connections are the same connection types as Market Based Pricing. While they are the same type of connections, Zillow Preferred equips agents with a connected, insight-driven experience that helps them engage the right clients at the right time, respond faster, and stay central throughout the journey—maximizing every connection from first touch to close.

For questions and information regarding your invitation, please reference this page and your invitation email for additional details. For questions regarding your current Market Based Pricing campaign, you can reach out to your current Zillow representative.

By accepting your invitation, you are sharing your intent to move forward with joining Zillow Preferred. Once you accept your invitation, you will be connected with a Zillow Preferred representative who will handle your Zillow Preferred enrollment and discuss next steps. Your Zillow Preferred enrollment will consist of inviting your agents, signing your Zillow Preferred agreement, and setting up your team’s capacity & lead routing rules. There is no further action needed from you at this time.

If you choose to join Zillow Preferred, you will receive an initial starting Zillow Preferred campaign, estimated based on your existing Market Based Pricing campaign and any expansion zip codes you choose to include for your first three months in the program.

After three months in the program, your connection volumes will be based on your attainment to Zillow Preferred program standards relative to others in your market.

*Your forecasted starting campaign is an estimate and exact campaign volumes are not guaranteed. Lower volumes than forecasted may be attributed to seasonality or declining expansion zip code opportunities.

Yes, you will continue to receive your existing Market Based Price connections and zip codes, subject to available inventory. It is important that you maintain your existing campaign, as that is the volume your starting Zillow Preferred campaign will be based off of. If you adjust your campaign levels between now and the January 5 launch date, your estimated starting volumes may be impacted negatively.

Prior to the launch date, all Market Based Pricing balances must be paid. Any overdue balances may impact your eligibility to join Zillow Preferred.

Yes, you still have the opportunity to decline the invitation to Join Zillow Preferred after submitting the form. By accepting your invitation, you are sharing your intent to move forward with joining Zillow Preferred. However, to formally join Zillow Preferred, you must sign the Zillow Preferred agreement and complete your enrollment and onboarding tasks. If you accept your invitation, you will be connected with a Zillow representative to discuss these requirements in further detail.

Effective January 5, we are directing all connections in your market to our Zillow Preferred partner agents whose seamless service we regularly evaluate. Should you choose to decline your invite, you will no longer be able to receive leads in your market, effective January 5, as all leads will be routing to Zillow Preferred agent partners.

Since all connections in your market will be routed to Zillow Preferred partner agents starting January 5, you will no longer have access to leads in this market if you leave the Zillow Preferred program past that date.

All agents on a Zillow Preferred team must be affiliated with the same brokerage and Broker of Record. Limited exceptions may be approved for multi-state teams or other unique situations and should be disclosed during enrollment.