Zillow is one of the most powerful platforms for real estate professionals looking to generate high-quality leads. With over 200 million monthly visitors, Zillow offers a steady stream of motivated buyers and sellers actively searching for homes.
Whether you’re a real estate agent, mortgage lender, or property manager, understanding how Zillow leads work can help you grow your business and close more deals.
📈 What Are Zillow Leads?
Zillow leads are inquiries generated from users who express interest in a home listing, mortgage service, or rental property through Zillow’s platform. These leads come from:
- Buyers requesting more info about a listed home
- Sellers asking about selling options (like Zillow Offers)
- Renters contacting landlords or property managers
- Mortgage seekers submitting loan inquiry forms
Zillow delivers these leads directly to agents, lenders, or homeowners based on their advertising preferences.
🧾 Types of Zillow Leads
1. Buyer Leads
Generated when potential homebuyers:
- Click “Contact Agent” on a listing
- Submit a mortgage inquiry
- Request a tour or more details
2. Seller Leads
Come from homeowners interested in:
- Selling with an agent
- Using Zillow Offers
- Getting a home valuation
3. Rental Leads
From renters or landlords using:
- Zillow Rentals
- Zillow Rental Manager
- FSBO rental listings
4. Mortgage Leads
Generated when users:
- Compare mortgage rates
- Apply for pre-approval
- Contact lenders via Zillow
🎯 How Do Zillow Leads Work?
Zillow offers several ways to receive leads:
1. Premier Agent Program
- Pay-per-click or monthly subscription plans
- Your profile appears next to home listings in your area
- Leads are sent directly to your email or phone
2. Zillow Instant Match
- Homebuyers fill out a form and get matched with up to three agents
- Agents compete to earn the client’s business
3. Zillow Rental Manager
- Landlords and property managers get leads from renters
- Tools to manage applications and communications
4. Zillow Mortgages
- Lenders receive inquiries from users seeking financing
- Zillow connects qualified buyers with participating lenders
💰 Cost of Zillow Leads
The cost depends on the type of advertising you choose:
| Service | Pricing Model | Estimated Cost |
|---|---|---|
| Premier Agent – Core Plan | Monthly Subscription | $59/month |
| Premier Agent – Boost Plan | Monthly Subscription | $149/month |
| Premier Agent – Ultra Plan | Monthly Subscription | $199/month |
| Pay-Per-Lead (PPL) | Per Inquiry | $1–$5 per lead |
| Enhanced Rental Listings | Per Unit | $9.99/month |
Zillow’s Pay-Per-Lead model is ideal for agents who want control over spending, while subscription plans offer broader exposure.
✅ Tips for Converting Zillow Leads
Speed and responsiveness are key to converting leads successfully:
- Respond within minutes – faster response increases conversion by 70%+
- Personalize your message – avoid generic templates
- Use follow-up tools – CRM integration helps track leads
- Show local expertise – share neighborhood insights and market trends
- Be mobile-friendly – many leads come from Zillow’s app
- Track performance – use analytics to refine your strategy
🧩 How to Get More Zillow Leads
- Optimize your Premier Agent profile – add videos, testimonials, and a strong bio
- List high-quality photos – visual appeal drives engagement
- Write compelling descriptions – highlight unique features and location benefits
- Keep your listing updated – respond quickly to questions and update pricing as needed
- Use Zillow Ads – increase visibility with targeted ad campaigns
- Encourage reviews – positive feedback boosts your ranking
📊 Measuring Zillow Lead Performance
Zillow provides built-in analytics so you can track:
- Number of impressions
- Click-through rate
- Inquiries received
- Call and message responses
- Conversion success
These metrics help you understand what’s working and where to improve.
🧑💼 Who Can Benefit from Zillow Leads?
- Real Estate Agents – buyer and seller leads
- Property Managers – rental and tenant inquiries
- Mortgage Lenders – pre-approval and refinance leads
- FSBO Sellers – direct contact with potential buyers
📞 How to Respond to Zillow Leads Effectively
- Acknowledge immediately – even a quick reply makes a difference
- Ask qualifying questions – learn their needs and timeline
- Provide value right away – send helpful resources or market reports
- Follow up consistently – stay top-of-mind without being pushy
- Use Zillow messaging tools – keep communication professional and tracked
🧾 Conclusion
Zillow leads provide a valuable opportunity to connect with motivated buyers, sellers, and renters. Whether you’re a new agent or part of a large brokerage, leveraging Zillow’s lead generation tools can significantly boost your sales and brand visibility.
Success comes down to speed, personalization, and consistent follow-up—so make sure you’re ready to act fast when leads come in.
❓ Frequently Asked Questions (FAQ)
Q: How do I get leads on Zillow?
A: Sign up for the Zillow Premier Agent program, optimize your profile, and start receiving inquiries from buyers and sellers.
Q: Are Zillow leads worth it?
A: Yes—if you respond quickly and manage leads effectively, Zillow can be a top source of business.
Q: How fast should I respond to Zillow leads?
A: Within 5 minutes or less. Speed to lead is one of the biggest factors in conversion success.
Q: Can I get Zillow leads without paying?
A: Free leads are limited. Most premium leads require a Premier Agent subscription or pay-per-lead plan.
Q: How do Zillow rental leads work?
A: Renters contact landlords or property managers directly through Zillow. Enhanced listings increase visibility.
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