Your Best of Zillow Report: Understanding Your Score

Your Best of Zillow report offers sections of digestible data that you can use to track your performance. As mentioned in the previous training, you’ll see three categories: Customer Experience, Agent Performance and Operational Readiness. Those then highlight six different key metrics, as follows:

1. Customer experience: CSAT

Your CSAT (customer satisfaction score) reflects direct feedback from your connections about their experience with you during their initial conversation and throughout your continued working relationship. It serves as a reference point for you and your team’s customer experience performance, and is a key metric in determining Best of Zillow status.

We average your 20 most recent survey responses to determine your score. For teams, we use the last 40 responses to calculate the overall CSAT. If you or your team don’t have that many responses, then we look at the past 90 days for our calculation. Your target score is identified in your report, below your actual score.

As you get more survey responses, older responses fall off and are no longer considered. This allows you to improve your score and encourages you to maintain a strong standing. Ultimately, our goal is to showcase and reward agents and teams that consistently receive high experience ratings from their connections.

How do I improve my CSAT score?

Based on the feedback we’ve gathered from thousands of Zillow home buyers, these are the traits they value most in an agent:

• Responsiveness: Inspiring confidence by following up and getting back to clients quickly.
• Communication style: Listening closely and mirroring a client’s communication preferences.
• Knowledge: Sharing deep expertise of your local market and the home-buying process.
• Client priority: Making each client feel they’re always your top priority
• Trust: Empathizing with clients and acting with integrity.
• Client needs: Asking about and prioritizing a client’s home-buying needs.

2. Agent performance: Conversion Rate

This metric looks at past sales transactions matched to Zillow connections, making it easier to assess how often agents are helping clients successfully complete their home search — from connection to close.

How do I improve it?

The best way to keep your conversion rate up-to-date is to log transactions in the Zillow Premier Agent app. To do this, as soon as you enter the closing process with your client, mark their Contact Status as “Under Contract” or “Sale Closed” in the app. Then, fill out the Transaction Tab with the following details: close date, property address, and price ($>0). 

You can also  add your MLS ID and alternate email addresses, add/update past sales to your Zillow Premier Agent profile, and add client information to all of your past sales. All of these actions help to provide the clearest possible picture of your transaction history with Zillow-provided connections.

3. Agent performance: Answer Rate

Every successful connection from Zillow starts with an agent who answers the phone. Our data shows that home shoppers are 3x more likely to transact when connected live to a Zillow Premier Agent partner than if they were a nurture lead or messaged through the agent profile.

This metric assesses your answer rate over the most recent three months. While we don't expect agents to be able to answer every call, top-performing agents will aim to prioritize connecting with new connections.

Consistency and discipline at the top of the funnel helps drive bottom-line results. Strong teams focus on treating every connection as an opportunity to secure a relationship with a new home buyer.

How do I improve it?

Make it a priority to answer connection calls any time you can.

Note: In the instance that a buyer hangs up by the time you answer the phone, you will not be penalized.

4. Agent performance: ALM Appointment Rate

ALM is a best practice framework that encourages agents to ask for the in-person or virtual appointment at the start of every connection call. Remember, when a buyer and agent confirm an appointment on the connection call, they are 3x more likely to transact than if they didn’t.

This metric measures how frequently you ask for the appointment on the initial connection call (over the most recent three months). Natural language processing detects discussions related to appointments and allows us to convert qualitative and anecdotal information into quantitative insights and statistics.

How do I improve it?

Use the ALM technique to secure an appointment on the first call with new connections.

5. Agent Performance: Show rate

Establishing a relationship with a buyer and winning their business is a big success. This means you’re one step closer to helping them find their dream home.

This metric measures the rate at which the partner moved live connections delivered in the past six months into a Showing Homes lead status.

How do I improve it?

Show homes to your leads, and always update to Showing Homes status in the Zillow Premier Agent app.

6. Operational readiness: CRM Usage

This metric accounts for whether an agent is using the Zillow Premier Agent app or an approved, connected, third-party CRM to communicate with clients. (If you’re not sure how to link your CRM, follow this easy guide.)

Tips to meet the CRM usage target

Keeping your contacts up to date in a CRM is a great way to ensure a healthy book of business. This metric reminds you to use a CRM platform (Zillow Premier Agent app or third-party CRM integration) to effectively manage your client relationships. The target is an average of five CRM updates per connection.

Relevant activities include using the app for email and text messages, as well as the following: 

• Add task
• Add Dotloop
• Status update
• Note
• Timeline change
• Add transaction

Note: Leveraging only TechConnect will no longer meet the requirements for this metric, but you can use third-party CRM integrations instead.