Strategies and Tools to Convert

My Agent and the Zillow Premier Agent app

Now that you have the key tactics to engage with leads and gain new clients, you need a system to manage those relationships — and you have it in the Zillow Premier Agent app for both desktop and mobile. 

The Zillow Premier Agent app empowers you with actionable, data-driven insights about your pipeline, and it becomes even more powerful in combination with My Agent relationships. Later in this section we’ll show you how My Agent helps you build value and exclusivity from your very first engagement with a new lead. Together these tools drive sales and help you unlock the full value of your Zillow investment. 

Download the free Zillow Premier Agent mobile app to keep this power in the palm of your hand anywhere your business takes you. 

Managing your pipeline with the app

Capture details about your leads

Capturing information about your leads while it’s still fresh can help you build a better pipeline and close more business. When you complete an important conversation with a prospect or client, get in the habit of immediately updating their profile in the Zillow Premier Agent app.

 Focus on keeping these key details up to date in the app:

1. Status in the life cycle of your relationship: When we first connect you with a lead, the app automatically sets their status to “New.” Remember, though, that a primary goal of your first conversation is to schedule an in-person or virtual appointment. If you set up a time and date for that meeting, update their status to “Appointment set” — and keep updating that status as your relationship develops.
2. Notes: You should always add a note to a contact’s profile, and the app will prompt you to do this when you update their status. Be sure to include both professional and personal information about your contact — detail is key! When you re-engage your contact, your notes can help you pick up the conversation right where you left off, no matter how long it’s been. 
3. Time frame to move: Online leads will come to you in various stages of preparedness to buy or sell. Some are ready to go today, some in a few months, some at least a year out. Finding out and recording that info will help you prioritize clients who need your immediate attention and clients who will benefit from slower-paced check-ins.
4. Tasks: Create a task in the app that reflects the first step you established for this particular lead or client. You can set up reminders to complete each task so you’ll never miss a step as you guide your lead on their home-buying journey.

When you build a robust pipeline of short- and long-term leads, your contacts’ time frames to move will layer over each other. Successfully nurturing those different types of leads can result in continuous conversion opportunities.

Engage at the right moment

You know how to help highly motivated home buyers get into the property of their dreams. But what about those prospects you can’t seem to get in person? Or the leads who aren’t ready to buy yet? 

Once you’ve recorded your lead’s time frame to move in the Zillow Premier Agent app, these guidelines can help you effectively customize the frequency and purpose of your touch points: 

• Now or 1-3 months: Aim to reach out to these actively searching clients at least once a week. Schedule appointments to tour homes, send updates about the properties that they’re interested in and check in to see if their home-buying goals have changed.
• 3-6 months:These clients may be searching more casually, but they should still be a top priority. Schedule in-person meetings to reconnect in their time frame to move and to monitor changes in their home search. Continue building rapport to stay top of mind, and be sure to share listings and provide updates via text and email.
• 6+ months, just looking or unresponsive: To connect with a lead who is disengaged or possibly unresponsive, reach out with changes in their market or options for lenders in their area. If you stay present and provide assistance, they’ll be much more likely to choose you as their agent when they’re truly ready to buy or sell.

Beyond allowing you to categorize your leads by their time frame to move, the app gives you a suite of pipeline management tools — tools to help you execute on actionable strategies like these. Read on to learn more.

Leverage your full suite of tools

The suite of pipeline management tools in the Zillow Premier Agent app can help you maintain the delicate balance between keeping each segment of your pipeline engaged and not pressuring them to move before they’re ready.

Leverage these easy-to-use app features to convert more of your relationships into transactions:

• All your leads in one place: The Zillow Premier Agent app lets you integrate contacts and messages from a wide range of third-party CRMs. Our app also allows you to update your leads’ statuses, take detailed notes and set follow-up reminders so you can finally consolidate and manage all your leads in one place.
• Tasks and reminders: Creating tasks can help you streamline and organize your to-do’s by what’s needed now, tomorrow and next week. The app also makes it simple to set up reminders that will arrive at the right time so you can stay focused on what’s critical for closing your next transaction.
• Timely notifications: Get alerts instantly when you receive a new lead, including vital property and contact details. You can also get notifications when a lead wants to schedule a home tour, when you receive a new text message and when one of your My Agent relationships is interested in a new property.
• Lead segmentation: The Zillow Premier Agent app makes it easy to categorize your leads by type (e.g., buyer, seller), time frame to move, your relationship status and more. You can then filter your leads by those categories so you can see who you need to follow up with and when. It’s a smart way to stay top of mind when your clients are ready to make a real estate decision. 
•  Communication management: With texts, email and call recording functionality, the Zillow Premier Agent app helps you stay responsive while capturing your correspondence for safe record keeping.
• Team management: The Zillow Premier Agent app lets you set up sophisticated routing rules to match incoming leads with the right agent. You can also ensure your team’s pipeline is effectively managed by assigning tasks to your team members, and you get easy-to-use reporting tools that give you visibility into your team’s progress. Learn more about team features. 

These pipeline management tools can help you make the most of any relationship and realize more value from your investment.

Deepening connections with My Agent 

You may recall that My Agent automatically creates an exclusive relationship between you and your connections. For 30 days, you become the primary point of contact your connection sees on our sites. 

This is an invaluable start to your relationship, since in the 30 days after a buyer contacts an agent, they return to Zillow an average of 27 times and visit 77 listings.¹

Here’s how an exclusive My Agent relationship can help deepen your connection with your clients, from your first conversation through closing: 

• Exclusive presence on property pages: You become the only buyer's agent visible on the listings your clients view on Trulia or Zillow. This exclusive branding does more than remind them that you’re working together; your clients can also send messages directly from those pages to your Zillow Premier Agent inbox so they can easily tell you about listings they love or want to see in person.

• Branded saved-search emails: When your clients save a search on Zillow or Trulia, we email them when new listings match their search criteria. Your name, face and contact info will appear on all of those saved-search emails, helping to solidify their intention to work with you.

My Agent keeps you top of mind with buyers and increases your value to them by giving you actionable insights into what they view, save and search for on Zillow and Trulia, helping to keep you a step ahead as their home search evolves.

These resources make it easy to quickly check in on your connections and their needs: 

• Buyer activity email: This daily digest highlights your most active clients from the past 24 hours, helping you prioritize these motivated leads by giving them the attention they need exactly when they need it.
• The in-app Insights feed: See what your connections have been up to right from the app. The feed shows you who’s been active the past 24 hours, including what emails they’ve opened and houses they’ve viewed.
• Contact details: Improvements to the contact list in the app help to highlight your contacts’ most recent activity and when you last communicated with them, and give you quick access to your most recent notes.

Nurture valuable My Agent relationships

My Agent relationships can help you realize the full value of your investment in Zillow Premier Agent, so let’s cover some strategies that can help you start those relationships and keep them active. 

Recall that when Zillow connects you live with a home shopper, we automatically establish a My Agent relationship that lasts for 30 days. You can then extend that relationship simply by using the text-messaging tools in the Zillow Premier Agent app. Every time you exchange text messages with your connection, your exclusive My Agent relationship gets extended for an additional 30 days.

You can also leverage our exclusive AI-powered home recommendations to add more value to your text conversation. Based on your client’s search history, the app creates a personalized list of properties they may also like. Right from the app, you can then text your client to recommend a gem they may not have discovered.

Alternately, the app makes it easy to invite a contact to activate an exclusive My Agent relationship, or to reactivate an expired one. With two clicks you can send an email asking those contacts to confirm that you’re working together.

And remember that our contact-filtering tool makes it simple to segment your pipeline by the status of your exclusive My Agent relationships. With it, you can quickly group your contacts with an eye toward keeping those relationships active. 

1. Zillow internal data.