Getting to Know the Best of Zillow Report

• The new Best of Zillow report shows the categories we use to assess a team or an individual agent’s progress toward Best of Zillow status.
• Now the report clearly displays your performance related to all key metrics used to calculate Best of Zillow status.
• Agents can also compare performance to the rest of their team and see specific targets for each metric.

Introducing the new Best of Zillow report

In May 2023 we announced we were refining the metrics that determine Best of Zillow status — now down to just the six measures that our data shows are the most important for driving conversions and happy clients.

The Best of Zillow report displays every metric that determines an agent or team’s Best of Zillow status.

What’s new in the report

The changes we implemented ultimately mean less guesswork for you. You’ll have complete transparency into where you excel and your areas of opportunity. You’ll also get insights into your performance with each key metric, as well as your clearly displayed progress toward Best of Zillow status.

Some key changes you’ll see on your report:

• See your specific target for each metric and how you’re tracking toward that goal.
• Gain visibility into how your performance compares to the previous month for each metric.
• Compare your performance to the rest of your team. (Note that team leads will also have this level of visibility, creating a great coaching tool to easily identify top-performers, as well as those who may benefit from extra training.)
• Get additional timestamps throughout the report to know exactly when your scores were calculated.

What hasn’t changed in the report

Partners and teams can still access updated Best of Zillow courses through the report, helping them prepare for a smooth transition when September arrives. The report still updates daily with the latest data, and eligible agents’ Best of Zillow status will still be awarded or removed on a monthly basis. 

Keep reading to learn more about the three updated categories for the Best of Zillow report and the top performance metrics they include. 

1. Agent performance

This category focuses on past sales and each agent’s ability to drive results for the customers they connect with.

This category will now include four metrics:

Answer Rate: Assesses how often you're answering the phone to new connection calls over the most recent three months. (While we don't expect agents to answer every call, top-performing agents often make it a priority to field new connection calls.)

ALM Appointment Rate: Marks how frequently you're asking for an appointment on initial connection calls within the last three months. We use natural language processing to track this on live connection calls.

Show Rate: Accounts for how often you're helping customers tour properties, either virtually or in person. This is measured by assessing how many connections you’ve moved into “Showing Homes” status in the Zillow Premier Agent app.

Conversion Rate: Determined by the percentage of connections that result in a closed transaction within the previous 12 months. Ensure this metric stays up-to-date by adding transaction details to your client contact in the Zillow Premier Agent app. 

The best way for agents to impact their conversion rate and ensure that it remains up-to-date is to log the transaction in the Zillow Premier Agent app:

• Update the Contact Status of a connection as “Under Contract” or “Closed” in the Zillow Premier Agent app. Then fill out the transaction tab with the following details in the Zillow Premier Agent app: Close date, Property address, and Price. 

Agents can also influence their conversion rate by:

• Adding their MLS ID(s) and alternate email addresses to increase the number of automated past sales attributed to their profile.
• Adding all past sales to their agent profile and including client information after each Zillow closing. 

The look-back window for conversion rate is 12 months (365 days).

2. Customer experience

This category covers an agent’s or team’s customer satisfaction score (CSAT). The metrics are designed to support agents in delivering outstanding experiences throughout the home-buying journey. 

Customer satisfaction score: This appears as CSAT in the report and is determined by connections’ ratings of their overall experience with individual agents or teams. 

To measure this metric, we survey your connected potential buyers for feedback via in-app prompts, email, and/or text messages at 24 hours, 15 days and 45 days after your initial interaction.

Scores are determined by averaging the 20 most recent survey responses (for teams, it’s the last 40). If an agent or a team has fewer responses than that baseline, the calculations are based off the past 90 days instead. This helps prevent agents from experiencing volatility in their scores. As agents get more survey responses, older responses fall off and are no longer considered.

3. Operational readiness

This category includes one metric: CRM Usage. This is a great way to ensure a healthy book of business and ensures that agents regularly use a CRM platform (PA app or 3P CRM integration) to effectively manage their client relationships.

Use the Zillow Premier Agent app or a third-party CRM integration to effectively manage your relationships. The target for agents and teams is an average of five CRM updates or communication events per connection every month. 

Choose from a variety of ways to engage with your connections that all count towards performance in this metric: sending a text message or email, making a status update or timeline change, or adding a note, task, loop and/or logging a successful transaction.

Welcome to the new Best of Zillow Report

Zillow Premier Agent partners and team leaders can see their Best of Zillow report here. We’re excited to start this new chapter in partnership, and eager to keep finding new and better ways to provide the clear data, insights, and training that helps agents support their clients and grow together. 

• Want those new perks? See how to improve your metrics with Best of Zillow training resources.