In today’s real estate market, being visible is crucial. Homebuyers are increasingly starting their searches online, which means agents have to find ways to grab attention. That’s where Zillow Premier Agent (ZPA) comes into play. This platform is one of the top tools that real estate professionals can use to grow their client base, make a name for themselves in their community, and close more sales.
Whether you’ve been in the game for years or you’re just getting started, this guide will walk you through how to use Zillow’s advertising setup to attract quality leads, boost your brand presence, and get the most out of your investment.
🗣 Zillow Premier Agent has totally changed the way I do business. It’s not just about generating leads—it’s about turning those leads into actual clients. — Derrick Owens, a top realtor in the Phoenix area.
Keywords to Keep in Mind:
Zillow Premier Agent
Premier Agent program
Real estate lead generation
How to get Zillow leads
Step 1: What Is Zillow Premier Agent?
So, what exactly is Zillow Premier Agent? It’s essentially a paid advertising program that lets real estate agents stand out right next to property listings on both Zillow and its sister site, Trulia. When agents sign up for this program, they get prime real estate in searches, better visibility in specific neighborhoods, and the benefit of a userfriendly dashboard to manage everything.
Unlike usual listings, where interested buyers reach out to the listing agent, ZPA directs buyer questions to agents who are part of the program. This gives agents a shot at capturing potential clients and establishing a solid online footprint.
💡 Zillow Premier Agent isn’t just a badge you wear—it’s a direct line to buyers who are serious about purchasing a home. — Tina Folsom, a real estate coach.
Step 2: How Does Zillow Premier Agent Work?
Once you sign up for ZPA, you can select specific ZIP codes that you want to target. These can be areas you think will yield buyers or sellers. Zillow then promotes your agent profile and contact info on listings found in those areas—even if you aren’t the one selling that property.
Key Features to Look At:
Lead routing to you in specific ZIP codes
A CRM dashboard (Zillow Agent Hub) that integrates all your information
Team features that help with lead management
Customer insights to help you understand your leads better
📊 Most agents don’t take full advantage of the CRM, but those who do see better results, says Samantha Bright, who works with agents to help them succeed.
Step 3: Creating Your Zillow Premier Agent Profile
Having a wellcrafted agent profile is crucial. Before leads even get to talk to you, they’ll look at your photo, bio, client reviews, and your recent sales. Make sure your profile builds trust and shows that you know your local market inside and out.
Essentials for a Great Profile:
A professional headshot
A captivating bio that reflects your market knowledge
Reviews from past clients asking for them can set you apart
An updated list of recent sales with details
🧠 Trust is a big deal for buyers. Position your profile as your virtual storefront, says Maria Enriquez, a marketing expert in real estate.
Step 4: How to Generate Leads with Zillow Premier Agent
Once you’re active in your target ZIP code, Zillow will start sending you leads from buyers who have shown interest. These leads are usually warm, meaning they’re already looking in your area.
Types of Leads You’ll Receive:
Direct inquiries from buyers looking to contact you
Requests to tour properties
Zillow Connections that allow for live call transfers
You’ll get these leads delivered straight to your phone, email, or through the Premier Agent app you have on your device.
📱 When a contact comes in, time is key. If you respond within the first five minutes, your chances of converting increase a lot, advises Jacob Lin, who coaches agents using Zillow.
Step 5: How to Turn Zillow Leads into Clients
Generating leads is just the first step. What really makes a difference is how you nurture those leads. Most buyers might not be ready to make a move right away, but with a good followup system, you can grow their confidence and convert those leads down the road.
Top Tips for Converting Leads:
Respond in less than a minute
Follow up using a mix of texts, emails, and calls
Set up automated campaigns for continued engagement
Provide immediate value—like market insights, property matches, or lender contacts
🎯 Think of Zillow leads like seeds. Nurture them through regular followups and useful information, and you’ll see results, says Lydia Tseng, a CRM specialist.
Step 6: The Zillow Premier Agent CRM—Your Lead Management Center
With ZPA, you get access to the Zillow Agent Hub, which is a valuable CRM platform. It helps you manage your leads, automate followups, and track your progress. The features include:
Tags for organizing contacts
Notes and reminders for individual leads
Scoring system to prioritize your leads
Mobile access for managing everything on the go
[Image idea: Screenshot of the Zillow Agent Hub showing dashboard filters and lead status.]
💬 Your CRM acts like your second brain. Agents who use it consistently tend to close three times more deals, says Arjun Nair, a coach focusing on real estate systems.
Step 7: Understanding the Costs of Zillow Premier Agent
When it comes to ZPA costs, it’s based on how much demand there is for leads in each ZIP code—no flat fees across the board. The price can vary greatly:
Smaller markets: $200 to $500 per month
Average markets: $500 to $1,500 monthly
Larger cities: $2,000 and up each month
✅ **Tip:** You can join forces with another agent to share a ZIP code, helping you lower costs while increasing your exposure.
💰 Instead of just looking at the costs, consider what it takes to get a lead and what your return will be, suggests Becky Fowler, a broker and business analyst.
Step 8: Zillow Flex vs. Premier Agent—What’s the Difference?
Zillow Flex offers a different model. Here, agents don’t pay upfront fees. Instead, they share a percentage of the commission (usually around 35%) once they close a lead. But remember, this program is inviteonly and involves performance metrics.
On the other hand, the Premier Agent path requires you to pay upfront, giving you more control but carrying more risk.
| Feature | Zillow Flex | Premier Agent |
| Payment | After the sale | Monthly ad spend |
| Access | Invite only | Open to everyone |
| Control | Less (Zillow matches) | More (choose ZIPs) |
📈 Flex is a great option for agents who convert well and want to avoid upfront costs. On the flip side, Premier Agent is ideal for those looking to build a strong brand, says Nathan Wu, a sales manager at Zillow.
Step 9: How to Measure ROI and Track Success
To really get the most out of ZPA, keep an eye on some important metrics like:
Cost per lead
The ratio of leads to appointments set
The ratio of appointments to closed deals
Total commission income stemming from ZPA leads
Lifetime customer value for your contacts from this platform
Using this information will help you improve your strategy, enhance followups, and focus on the most profitable ZIP codes.
Image source: Freepik
Step 10: Advanced Tips to Get the Most from Zillow Premier Agent
Ready to take your ZPA game up a notch? Here are some strategies that can help:
Incorporate videos into your profile and when responding to listings
Consider hiring someone to handle leads quickly
Create a market report to share with potential clients
Sync your Zillow leads with other management platforms for better efficiency
🧠 Most agents don’t take a proactive stance with ZPA. Those who treat it like a comprehensive marketing tool are the ones who excel, claims Grant Li, a lead generation strategist.
Final Thoughts from Experts on Zillow Premier Agent
“If ZPA is used right, it can become the backbone of a scalable real estate business.” – Ashley Monroe, Team Lead at Keller Williams.
“The outcome you get relies heavily on your systems. ZPA gives you the tools; it’s up to you to make them work for your success.” – Jordan Fields, author of “Lead Conversion Playbook.”
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