Connecting You to Motivated Leads

At its most basic level, Zillow Premier Agent connects real estate agents like you with motivated leads looking to buy or sell homes.

The leads come from across our network of sites: Zillow, Trulia and, in New York City ZIP codes, StreetEasy. Together our sites garner the largest audience of home buyers on the web, creating immense opportunity for you to quickly expand your client base.

As a Zillow Premier Agent, you choose the ZIP codes where you’d like to be connected with home buyers. You then purchase share of voice, which is your share of the total ad spend for a particular ZIP code. Your share of voice determines how many leads you receive in that ZIP code each month.

Lead types and distribution

There are three primary types of leads you receive as a Zillow Premier Agent:

1. Direct contacts: Leads who select you to contact specifically
2. Connections: Agent-ready leads we connect you with live via telephone
3. Nurture leads: Leads who aren’t ready to speak with an agent

It’s important to understand the differences between the lead types, so let’s dig into each and how you receive them.

Direct contacts

Home buyers and sellers on Zillow and Trulia can select a specific agent to contact. In scenarios where a lead selects you, we send you their contact information. Since these leads selected you specifically, they’re yours from the start.

Connections

When a home buyer clicks the “Contact Agent” button on a listing, we reach out to the lead to determine if they’re ready to speak with an agent and, if so, when they’d like to start the conversation.

If a lead is ready to speak with an agent right now, we systematically call Zillow Premier Agents based on their share of voice in that ZIP code until we find one who can help them live by telephone.

When you accept one of these calls, we text you the lead’s name, their contact info and links to any properties they inquired about. We also email and text the lead your contact info, including a link to your profile.

This type of live connection is nearly as valuable as a referral, so we understand why agents may feel the need to accept every call. But that isn’t necessary. You only have to answer about half the time to get your fair share of live connections based on your share of voice.

Video: Learn more about how we determine which agent to call with the next connection.

This process meets home buyers’ on-demand expectations while maximizing the value of your marketing dollars — and it works. We get an agent live on the phone for these leads 97% of the time, and your connections are four times more likely to continue working with you to find a home they love.

Nurture leads

Not all leads who inquire about listings on our network of sites are ready to speak with a real estate agent. For example, they may be more interested in renting. In these cases, we email the lead to a Zillow Premier Agent for them to nurture. These leads are distributed based on your share of voice.