Zillow Flex vs. Premier - In-Depth Look at Lead Quality

In the fast-paced world of buying and selling homes, staying ahead in real estate lead generation means adopting (and sometimes paying for) proven online strategies. While traditional tactics like networking and bus shelter ads have always been a go-to for finding real estate leads, the game has changed. 

With the increased use of digital tools and platforms for real estate lead generation, Zillow leads have grown in popularity for finding potential clients in specific markets.

Zillow is an online platform for real estate brokers, agents, homebuyers, and sellers. It offers two distinct real estate lead generation programs—Flex and Premier.

These programs connect agents with potential buyers and sellers but use different approaches and techniques. Depending on your sales goals, budget, requirements, and targets, you may choose Zillow Flex or Premier to connect with quality real estate leads and produce better conversion rates for your business. 

In this article, learn about Zillow Flex vs. Premier, their offerings, pros and cons, and more.

What is Zillow Flex? 

Zillow Flex lets agents select the criteria for the type of real estate leads they want and set a budget. The platform then provides them with the contact information of leads looking to buy or sell properties in their chosen market. Essentially, you are buying Zillow leads.

Zillow Flex charges agents commission fees once they successfully close a deal with a Zillow lead. Recently, Zillow increased its fees from 35% to 40% for the completion of a successful transaction. 

Zillow Flex leads are shared, meaning other agents who select similar criteria also have access to them. This shared model ensures that no property search goes unclaimed. 

Pros of Zillow Flex 

Let’s review some of the pros of Zillow Flex, so you can determine if it’s right for your real estate lead generation strategy. 

• Due to its widespread reach, Zillow provides the opportunity to generate as many real estate leads as you can afford.
• Zillow gives agents the credibility to build long-lasting relationships that can result in repeat business. 
• New agents gain access to more than 50 on-demand and 10 live instructor-led Zillow Academy courses. Those who have completed at least one course on Zillow Academy have, on average, a 35% higher conversion rate and a 23% higher answer rate.
• You can connect with targeted real estate leads through the customization of search criteria by location, price range and other information. 
• Agents can receive qualified real estate leads instantly based on the selected search criteria. 

Cons of Zillow Flex 

It’s also important to recognize the cons of Zillow leads generated through the Flex program. 

• Other agents choosing the same criteria will receive the same lead, eliminating exclusivity and fostering competition. 
• Some Zillow Flex leads may have incomplete or inaccurate contact information. 
• High volume may attract less serious buyers and sellers.
• Zillow Flex can be an expensive option for real estate lead generation, which may not align with the budget limitations of some realtors, especially those new to the field.
  
  

What is Zillow Premier? 

Like Flex, Zillow Premier can connect agents to a wealth of real estate leads. However, unlike Flex, Premier’s leads provide some exclusivity. 

For a fixed monthly subscription fee for purchasing a specific zip code, Premier grants access to all leads within that area. Premier delivers additional property search details and grants a 30-day window of exclusivity before the real estate lead becomes available to other agents through Flex.

Zillow Premier Agents pay between $300 and $500 per month in less sought-after areas and around $1,000 per month in major housing areas. If you are an agent seeking designated control over large territories and have a large budget, Zillow Premier will suit you best. 

Pros of Zillow Premier 

There are several pros to investing in Zillow Premier. Let’s review: 

• Premier offers exclusive, unshared real estate leads.
• You get 7-14 days to contact new exclusive leads before they are shared with others.
• Higher-intent users are more likely to convert due to deeper engagement on Zillow. 
• Lead exclusivity allows you to position yourself as the neighborhood specialist in real estate sales.
• Zillow Premier leads aren't typically window shopping. They are keen and ready to tour homes and even make offers, usually demanding an agent to help them navigate the late stages of the process.
• Zillow doesn't reveal the exact Premier Agent pricing, but they mention that costs can be lower in less popular ZIP codes. If you work in secondary and tertiary markets, you can gain a competitive edge at a relatively reasonable price.
• Real estate leads interested in your services will directly contact you through the platform, simplifying communication and allowing you to create a strong first impression.
• One of the standout features of Zillow Premier is 'My Agent,' which locks in leads exclusively with you for 30 days, giving you a window to cement those relationships and close deals without competition.

Cons of Zillow Premier

Zillow Premier also has a downside. Let’s look at the cons of Zillow Premier:

• It's relatively expensive for real estate lead generation. 
• Due to its premium pricing, there might be a lower contact volume (fewer interactions or inquiries from potential clients) than Flex. 
  
  

Zillow Flex vs. Premier Comparison 

While both Zillow Lead programs allow you to reach your target client base, their real estate lead generation offerings differ significantly. Here’s a quick comparison:

Nurturing and Converting Zillow Leads 

Once you’ve generated some Zillow leads, the next step is nurturing and converting them.

After receiving a real estate lead, you must reach out and build the relationship to eventually convert. While Zillow Flex and Premier may differ in cost, exclusivity, and other factors, one similarity is that most leads require a similar process to convert.

A Customer Relationship Management (CRM) system can help you manage your relationships and communication with real estate leads to increase the likelihood of converting them into clients.  

Some of the best CRMs for real estate are RealGeeks, Lofty/Chime, and Follow Up Boss, which was acquired by Zillow in 2023. These CRMs integrate Flex and Premier lead import, syncing contact profiles for automated nurturing. This process will help achieve a fast follow-up method with minimal effort. 

CRM reporting helps you identify the best messaging, habits, and call triggers to improve your real estate lead generation. The system can also analyze lead source performances to help you make informed decisions for your programs.

Real Estate Tips: Maximize Zillow Leads for Real Estate Agents

While Zillow can provide some of the best leads for real estate agents, it’s on the agent to get the most out of them. For every agent, follow-up is a vital step as it can determine the success of your real estate lead generation efforts.

Here are some tips for leveraging your CRM for real estate to get the most out of it:

• Group contacts based on their characteristics to target customers with personalized messages based on location, interests, or buyer/seller behavior. 
• Automate your drip campaigns on CRMs like RealGeeks, Follow Up Boss, or Chime to consistently engage your real estate leads. This helps you stay top of mind with potential clients and nudge them closer to choosing you as their agent.
• Make a personal connection. Zillow Premier offers more personalized interactions by using extra details from your profile. You can highlight your personality and local and market knowledge to attract clients.

Choosing Between Zillow Flex and Premier 

Real estate lead quality is something that every agent must consider when choosing a lead generation program. 

Zillow Flex offers a more affordable lead cost but you’ll have to fight for a lead’s attention. On the other hand, Zillow Premier focuses on exclusivity and increased conversion potential. Premier is ideal for agents who want quality over quantity without worrying about their real estate lead generation budget.

Choosing between Flex and Premier depends on your specific needs and budget. Ultimately, the cost per lead is extremely hight but unimportant if you convert at a strong and consistent rate.

Zillow Flex vs. Premier 

A detailed Zillow Flex vs. Premier analysis reveals the two programs have distinct advantages and disadvantages. Flex’s pay-on-success model provides flexibility and volume whereas Premier can ensure a regular flow of quality real estate leads. 

The choice depends on your budget, ability to close, and how many leads you can manage.

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Frequently Asked Questions 

Can I switch between Zillow Flex and Premier? 

You can sign up for and cancel either program anytime through the Zillow dashboard without paying a termination fee. 

Is the validation of connections any different in Flex than in Zillow Premier?

In Flex, Zillow will contact the lead and confirm they are ready to work with you. Once confirmed, they will introduce you live over the phone to create a connection. Once these connections are validated, you can work with them as a Zillow Premier Agent.

How is lead quality measured for Zillow Flex and Premier?

Conversion rates, agent feedback, and lead engagement levels measure real estate lead quality. Zillow Flex and Premier aim to connect you with buyers ready to transact, but individual experiences may vary based on the market and your responsiveness.

Can I use both Zillow Flex and Premier simultaneously?

You can use both programs if available in your market. This will allow you to compare their effectiveness and choose the one that maximizes your real estate lead generation abilities.

Zillow Flex vs. Premier: which program is better for new agents looking to grow their business?

Zillow Premier may be a more suitable choice for new agents due to its lead volume. On the other hand, Zillow Flex might be a good option if you can close deals effectively and quickly. However, it's important to consider your budget, as Zillow Flex can be a more cost-effective option if you can manage its lead generation system.

• How do market conditions affect lead quality in Zillow Flex and Premier?

Market conditions significantly influence lead quality. In a hot market, leads from Zillow Flex and Premier programs may be more ready to buy. In slower markets, you may need to work harder to nurture leads to conversion. Market conditions will affect any real estate lead generation system.

• Can I have control over lead targeting in Flex and Premier?

As a Premier Agent, you will have more control over lead targeting based on zip codes and budget. If you are a Flex agent, you will have less direct control, but you will be matched with leads deemed ready to transact.