Zillow Premier Agent (ZPA) is a paid advertising program that connects agents to buyers. It offers agents enhanced visibility on Zillow’s platforms, giving them priority placement in property listings and exclusive access to leads. However, with the platform’s lack of pricing transparency, is Zillow Premier Agent worth it? I evaluated its key features, weighed its pros and cons, looked into pricing, analyzed third-party reviews, and gauged whether it’s worth the investment. Let’s dig in!
Pros
4.5
Pricing:
3.1
General Features:
4.3
Advanced Features:
3.6
Customer Service:
3.2
Customer Rating:
3.0
Expert Score:
4.0
out
of
5
Visit Zillow Premier Agent
As one of The Close’s staff writers, I have extensive research experience on various real estate topics and solution providers. I can provide readers with an objective and comprehensive review of Zillow Premier Agent, including an overall analysis of its strengths and limitations.
What is Zillow Premier Agent, and how does it work? In 2024, an average of 217 million unique visitors browse Zillow each month, searching for homes and real estate agents. Zillow Premier Agent leverages this site traffic, allowing agents, teams, and brokers to purchase display ads in specific ZIP codes across the Zillow network.
This process helps capture leads who might be casually browsing properties long before they contact an agent. The platform then displays ads in key positions next to properties for sale, boosting Zillow Premier Agents to the top of the agent directory.
Zillow Premier Agent’s web and mobile interface (Source: Zillow)
The biggest challenge with Zillow Premier Agent is the cost, which can be substantial, particularly in highly competitive markets. Agents must ensure they have the budget to sustain the investment and effectively convert the leads they receive.Additionally, the competition among agents on the platform can make it difficult to stand out and secure many leads. Therefore, having a solid profile and lead follow-up process is essential. If you want to guarantee you’ll get leads, consider pay-at-closing lead companies like Zillow Flex and Clever.
Zillow Premier Agent offers many advantages, but is not the perfect fit for everyone. The cost and competition can be challenging for some agents, especially those just starting. If you feel ZPA isn’t the right platform, here are some Zillow alternatives worth considering.
Obtaining leads is the most significant benefit of using Zillow Premier Agent, but there is more to this platform than just prospects. Some of my favorite ZPA key features include the following:
Agents can create a solid ZPA profile to stand out. A complete Zillow profile leverages the SHARP model, which stands for sales, headshot, advertising markets, reviews, and professional bio. This means you should claim all your past transactions on Zillow, have a current realtor headshot, work in the applicable markets, beef up your reviews, and spice up your agent bio.
An example of a Zillow Premier Agent profile (Source: Zillow)
If you have an active profile and your listing is on Zillow, you should be displayed first as the listing agent, regardless of your Premier status. But you won’t have that opportunity if you haven’t claimed the listing or are inactive on Zillow.
Premier agents also appear next to their purchased share of every listing in their chosen ZIP codes (plus any of their listings, regardless of whether they are in their chosen ZIP code), expanding their exposure significantly.
You should have an active profile on Zillow, at the very least. It’s free; you can use it to collect reviews, claim listings, and organically increase your brand visibility.
Zillow Premier Agent offers seamless integration with various third-party CRMs, such as Follow Up Boss, Top Producer, and Lofty (formerly Chime), which enhances lead management efficiency. For instance, ZPA supports two-way sync with Top Producer CRM, ensuring any updates on one platform reflect on the other.
Syncing Zillow with Follow Up Boss CRM (Source: Zillow)
Zillow Premier Agent offers analytics and tracking tools to help agents optimize their lead performance. The platform has detailed reports on lead volume, response rates, and conversion metrics, allowing agents to see how well their advertising efforts are paying off.
Get insights from your reports. (Source: Zillow)
If you’re a team lead, ZPA’s performance analytics also track team members’ effectiveness and lead volume and status, ensuring everyone contributes efficiently to your team’s overall success.
Zillow Premier Agent provides comprehensive training resources and education materials to support agents. These include courses and guides on using Zillow’s tools effectively, managing your ZPA advertising, using ZPA’s CRM, nurturing inactive customers, converting your leads, and more.
Learn how to be successful with the Zillow Premier Agent program. (Source: Zillow)
Is Zillow Premier Agent free? Of course not. If you’re researching Zillow Premier Agent cost, I’m afraid you won’t find it either. Zillow does not publish specific pricing details, as costs vary significantly based on several factors. You’ll need to contact Zillow directly to get accurate pricing information and discuss your particular market and advertising goals. However, I’ve gathered information from some agents that I hope will provide helpful estimates.
The cost for Zillow Premier Agent lead depends on four factors:
According to some of our readers, leads can cost as little as $20 to $75 each in less competitive markets. However, in competitive and high-priced markets, the cost can rise dramatically, with some agents reporting leads costing $450 to $500 each.
You’re probably wondering, “How much are Zillow leads per month?” Since Zillow does not provide market-specific pricing estimates, The Close contacted agents in our network. Based on feedback from agents who are successfully profiting with Zillow Premier Agent, we found the following pricing estimates to be accurate:
While we disagree with the company’s lack of price transparency, I still believe that Zillow Premier Agent is a valuable service that agents should consider in their paid lead generation strategies.
Here are some strategies you can use to maximize your Zillow Premier Agent investment:
Related article
How to Advertise on Zillow in 9 Steps (+ Free Checklist)
In my assessment, I conducted thorough research to ensure accuracy in my Zillow Premier Agent review. Our team of expert researchers, agents, writers, and editors at The Close scored Zillow Premier Agent against dozens of other lead generation companies. We analyzed its platform, pricing structure, features, user feedback, and reputation, and then based our evaluation on the following criteria:
Read more about our methodology here.
Yes. Zillow Premier Agent can benefit new agents by providing increased visibility, steady leads, and numerous opportunities to build a client base. However, the cost can be prohibitive, especially for solo agents, as success largely depends on the agent’s ability to convert leads into clients.
Premier Agents who wish to exit their contract before the term ends can do so, but they will incur an early termination fee equal to twice the monthly minimum spend specified in their agreement. Please contact your business consultant to cancel your Premier Agent Advertising.
Premier Agent is Zillow’s upfront subscription model — you commit a monthly budget to bid on and secure exclusive leads. On the other hand, Flex is a performance‑based, invite-only program where you pay nothing until a connection closes, and then Zillow takes 20% to 35% of your commission.
At the start of this review, you might have asked, “What is Zillow Premier Agent?” And now that I’ve run you through its most essential features, would you say the platform is worth it? For me, Zillow Premier Agent is an investment real estate agents, teams, and brokers should consider.
The lead gen landscape is constantly evolving. There are always new players, approaches, and lead generation ideas, but Zillow has remained a visible and vital part of this conversation. To be clear, Zillow Premier Agent isn’t as cost-effective for every agent. In some US markets, costs are so high that agents may barely break even. However, no online lead source offers the same traffic, exposure, and opportunity as Zillow Premier Agent.Is the platform perfect for every agent? No. But is Zillow Premier Agent worth it, or at least worth considering? Absolutely. As long as you have an adequate budget, an impeccable profile, and effective follow-up skills to convert your leads into clients, we can stand behind your investment in Zillow Premier Agent. But if you’re a new agent, consider your budget before committing.
Visit Zillow Premier Agent
Where do you buy real estate leads? Have you ever tried Zillow Premier Agent? What did you think? I’d like to hear your Zillow Premier Agent reviews in the comments!
Want more leads? Download our free e-book.
The post Zillow Premier Agent Review 2025: Is it Worth the Cost? appeared first on The Close.
Pros
- You can capture buyer leads earlier than competitors.
- It has automated digital advertising.
- It has built-in CRM.
- Zillow Live Connections puts you in contact with leads over the phone.
- You get increased exposure.
- It has broker management tools
- It has multiple integrations.
- It has detailed analytics and ROI report.
- It lacks price transparency.
- It has upfront costs, regardless of lead volume or closings.
- Customer service is not strong.
- Zillow CRM is very basic.
- Leads aren’t exclusive.
- The price per lead can be higher than other platforms.
4.5
Pricing:
3.1
General Features:
4.3
Advanced Features:
3.6
Customer Service:
3.2
Customer Rating:
3.0
Expert Score:
4.0
out
of
5
Visit Zillow Premier Agent
My verdict on Zillow Premier Agent & why you should trust it
As one of The Close’s staff writers, I have extensive research experience on various real estate topics and solution providers. I can provide readers with an objective and comprehensive review of Zillow Premier Agent, including an overall analysis of its strengths and limitations.
What is Zillow Premier Agent, and how does it work? In 2024, an average of 217 million unique visitors browse Zillow each month, searching for homes and real estate agents. Zillow Premier Agent leverages this site traffic, allowing agents, teams, and brokers to purchase display ads in specific ZIP codes across the Zillow network.
This process helps capture leads who might be casually browsing properties long before they contact an agent. The platform then displays ads in key positions next to properties for sale, boosting Zillow Premier Agents to the top of the agent directory.
Zillow Premier Agent’s web and mobile interface (Source: Zillow)
The biggest challenge with Zillow Premier Agent is the cost, which can be substantial, particularly in highly competitive markets. Agents must ensure they have the budget to sustain the investment and effectively convert the leads they receive.Additionally, the competition among agents on the platform can make it difficult to stand out and secure many leads. Therefore, having a solid profile and lead follow-up process is essential. If you want to guarantee you’ll get leads, consider pay-at-closing lead companies like Zillow Flex and Clever.
Zillow Premier Agent alternatives
Zillow Premier Agent offers many advantages, but is not the perfect fit for everyone. The cost and competition can be challenging for some agents, especially those just starting. If you feel ZPA isn’t the right platform, here are some Zillow alternatives worth considering.
| Platform | Why It’s a Great Alternative | Starting monthly price | Learn More | Ready to Purchase? |
|---|---|---|---|---|
| It offers exclusive buyer and seller leads with a robust profiling and nurturing system. | $309 | Zurple Review | Visit Zurple |
| You’ll get a guaranteed number of exclusive leads every month. | $300 | Market Leader review | Visit Market Leader |
| It uses paid ads on Google, Instagram, and Facebook to target hyperlocal leads. | $899 | CINC Review | Visit CINC |
| Agents aren’t tied to a contract. Plus, the company offers free replacements for bogus leads. | $400 | zBuyer review | Visit zBuyer |
| Platform | Why It’s a Great Alternative | Learn More | Ready to Purchase? |
|---|---|---|---|
|
| It offers exclusive buyer and seller leads with a robust profiling and nurturing system. | Zurple Review | Visit Zurple |
|
| You’ll get a guaranteed number of exclusive leads every month. | Market Leader review | Visit Market Leader |
|
| It uses paid ads on Google, Instagram, and Facebook to target hyperlocal leads. | CINC Review | Visit CINC |
|
| Agents aren’t tied to a contract. Plus, the company offers free replacements for bogus leads. | zBuyer review | Visit zBuyer |
Key features of Zillow Premier Agent
Obtaining leads is the most significant benefit of using Zillow Premier Agent, but there is more to this platform than just prospects. Some of my favorite ZPA key features include the following:
Zillow Premier Agent Profile
Agents can create a solid ZPA profile to stand out. A complete Zillow profile leverages the SHARP model, which stands for sales, headshot, advertising markets, reviews, and professional bio. This means you should claim all your past transactions on Zillow, have a current realtor headshot, work in the applicable markets, beef up your reviews, and spice up your agent bio.
An example of a Zillow Premier Agent profile (Source: Zillow)
If you have an active profile and your listing is on Zillow, you should be displayed first as the listing agent, regardless of your Premier status. But you won’t have that opportunity if you haven’t claimed the listing or are inactive on Zillow.
Premier agents also appear next to their purchased share of every listing in their chosen ZIP codes (plus any of their listings, regardless of whether they are in their chosen ZIP code), expanding their exposure significantly.
Pro Tip
You should have an active profile on Zillow, at the very least. It’s free; you can use it to collect reviews, claim listings, and organically increase your brand visibility.
Third-party CRM integrations
Zillow Premier Agent offers seamless integration with various third-party CRMs, such as Follow Up Boss, Top Producer, and Lofty (formerly Chime), which enhances lead management efficiency. For instance, ZPA supports two-way sync with Top Producer CRM, ensuring any updates on one platform reflect on the other.
Syncing Zillow with Follow Up Boss CRM (Source: Zillow)
Performance Analytics
Zillow Premier Agent offers analytics and tracking tools to help agents optimize their lead performance. The platform has detailed reports on lead volume, response rates, and conversion metrics, allowing agents to see how well their advertising efforts are paying off.
Get insights from your reports. (Source: Zillow)
If you’re a team lead, ZPA’s performance analytics also track team members’ effectiveness and lead volume and status, ensuring everyone contributes efficiently to your team’s overall success.
Training resources
Zillow Premier Agent provides comprehensive training resources and education materials to support agents. These include courses and guides on using Zillow’s tools effectively, managing your ZPA advertising, using ZPA’s CRM, nurturing inactive customers, converting your leads, and more.
Learn how to be successful with the Zillow Premier Agent program. (Source: Zillow)
Zillow Premier Agent pricing
Is Zillow Premier Agent free? Of course not. If you’re researching Zillow Premier Agent cost, I’m afraid you won’t find it either. Zillow does not publish specific pricing details, as costs vary significantly based on several factors. You’ll need to contact Zillow directly to get accurate pricing information and discuss your particular market and advertising goals. However, I’ve gathered information from some agents that I hope will provide helpful estimates.
How much do Zillow leads cost?
The cost for Zillow Premier Agent lead depends on four factors:
- Your ZIP code
- The average home price in your area
- The number of competing agents
- The percentage of leads you want to capture
According to some of our readers, leads can cost as little as $20 to $75 each in less competitive markets. However, in competitive and high-priced markets, the cost can rise dramatically, with some agents reporting leads costing $450 to $500 each.
How much does it cost to be a Zillow Premier Agent?
You’re probably wondering, “How much are Zillow leads per month?” Since Zillow does not provide market-specific pricing estimates, The Close contacted agents in our network. Based on feedback from agents who are successfully profiting with Zillow Premier Agent, we found the following pricing estimates to be accurate:
- The typical monthly price for major metro markets starts at about $1,000.
- ZPA agents pay between $300 and $500 per month for markets outside of major metros.
While we disagree with the company’s lack of price transparency, I still believe that Zillow Premier Agent is a valuable service that agents should consider in their paid lead generation strategies.
How to get the most out of Zillow Premier Agent
Here are some strategies you can use to maximize your Zillow Premier Agent investment:
- Polish your Zillow Premier Agent profile like a pro: Add your sharpest headshot, a friendly but confident bio, and a handful of glowing reviews to make a killer first impression.
- Bid strategically on ZIP codes: Start with one to two high-opportunity, low-competition ZIPs and adjust your bids monthly based on cost per lead and lead quality.
- Ensure fast lead response: Aim to respond within 5 minutes — Zillow data shows conversion rates drop sharply after 30 minutes.
- Apply Zillow’s ALM framework: In your first conversation with the lead, ask, “When can we tour?” (Appointment), “What other areas interest you?” (Location), and “What’s driving your search?” (Motivation) to secure a face-to-face meeting.
- Leverage CRM and analytics: Sync your leads with your CRM (e.g., Follow Up Boss, Top Producer) to automate drip campaigns, track response times, and A/B test your messaging to see which drives higher click-through rates.
Related article
How to Advertise on Zillow in 9 Steps (+ Free Checklist)
Methodology
In my assessment, I conducted thorough research to ensure accuracy in my Zillow Premier Agent review. Our team of expert researchers, agents, writers, and editors at The Close scored Zillow Premier Agent against dozens of other lead generation companies. We analyzed its platform, pricing structure, features, user feedback, and reputation, and then based our evaluation on the following criteria:
- Pricing (20%)
- We looked at the average price per lead for buyer and seller leads, exclusive leads, subscription costs, the minimum required ad spend, and whether a contract is required.
- General features (25%)
- We evaluated the main features of each lead generation company. This includes lead-capture tools, lead management, built-in CRM, multiple integrations, mass marketing tools, analytics and reporting tools, and IDX websites.
- Advanced features (20%)
- This category includes advanced functionalities such as the quality of leads generated, lead nurturing, lead scoring, triggers and alerts, team distribution, and scripts.
- Customer service (10%)
- We reviewed how easy it is for real estate agents to reach out to a customer service representative. We also considered agents’ access to phone or email support and a concierge program.
- Customer rating (10%)
- The reputation of each lead generation company was evaluated by considering feedback from verified users.
- Expert score (15%)
- The expert score covers other standout features not mentioned in the above criteria.
Read more about our methodology here.
Frequently Asked Questions
Is Zillow Premier Agent worth it for new agents?
Yes. Zillow Premier Agent can benefit new agents by providing increased visibility, steady leads, and numerous opportunities to build a client base. However, the cost can be prohibitive, especially for solo agents, as success largely depends on the agent’s ability to convert leads into clients.
How do I get out of a Zillow Premier Agent contract?
Premier Agents who wish to exit their contract before the term ends can do so, but they will incur an early termination fee equal to twice the monthly minimum spend specified in their agreement. Please contact your business consultant to cancel your Premier Agent Advertising.
What is the difference between Zillow Premier Agent and Flex Agent?
Premier Agent is Zillow’s upfront subscription model — you commit a monthly budget to bid on and secure exclusive leads. On the other hand, Flex is a performance‑based, invite-only program where you pay nothing until a connection closes, and then Zillow takes 20% to 35% of your commission.
Bottom line: Is Zillow Premier Agent worth it?
At the start of this review, you might have asked, “What is Zillow Premier Agent?” And now that I’ve run you through its most essential features, would you say the platform is worth it? For me, Zillow Premier Agent is an investment real estate agents, teams, and brokers should consider.
The lead gen landscape is constantly evolving. There are always new players, approaches, and lead generation ideas, but Zillow has remained a visible and vital part of this conversation. To be clear, Zillow Premier Agent isn’t as cost-effective for every agent. In some US markets, costs are so high that agents may barely break even. However, no online lead source offers the same traffic, exposure, and opportunity as Zillow Premier Agent.Is the platform perfect for every agent? No. But is Zillow Premier Agent worth it, or at least worth considering? Absolutely. As long as you have an adequate budget, an impeccable profile, and effective follow-up skills to convert your leads into clients, we can stand behind your investment in Zillow Premier Agent. But if you’re a new agent, consider your budget before committing.
Visit Zillow Premier Agent
Your take
Where do you buy real estate leads? Have you ever tried Zillow Premier Agent? What did you think? I’d like to hear your Zillow Premier Agent reviews in the comments!
Want more leads? Download our free e-book.
The post Zillow Premier Agent Review 2025: Is it Worth the Cost? appeared first on The Close.