The Changing Landscape of Zillow Leads

Buying leads on Zillow and hoping for the best? That's old news.

Zillow's Flex Program has been reshaping the landscape for years now.

Barry Jenkins, our Head Realtor in Residence here at Ylopo, dishes on this established approach.

"Some markets across the country, Zillow isn't selling leads anymore," Barry explains. "You've got to be what they call a Flex partner."

It's a different ball game altogether.

What's the deal with Flex?

Zillow gets paid when you do.

No upfront payments - you share a chunk of your commission upon closing.

Sounds enticing, right?

Well, there's more to consider…

Zillow Flex: The Upsides, Downsides, and Challenges

Riding the Flex wave is a complex journey.

You'll need to:

1. Follow Zillow's lead (they set the rules)

2. Keep close tabs on your performance metrics

3. Embrace Zillow's consumer-first philosophy (no exceptions)

Barry points out, "You end up orienting your entire organization around Zillow's preferred method of doing business."

Zillow becomes your de facto supervisor – scrutinizing every move.

They're monitoring:

• Your call durations

• How well you set appointments

• Your conversion numbers (better be impressive!)

• Reviews – both the stellar and the less-than-stellar ones

Feeling the pressure?

That's life in the Flex lane!

The Traditional Approach: Buying Leads (Where Still Available)

Flex hasn't taken over everywhere.

Some areas still offer traditional lead purchases.

But before you jump in, consider Barry's sobering perspective:

"For me, the average sales price in my market was around $300,000. The leads? A whopping $450,000."

Ouch!

That's like using a luxury yacht for fishing trips.

Mastering the Zillow System: Your Blueprint for Success

Ready to tackle Zillow leads like a pro?

Here's your battle plan:

1. Know Your Territory

• Is your market Flex-exclusive or still offering leads for sale?

• What's the typical sale price in your area?

• How substantial are those commission checks?

2. Performance Reigns Supreme

• Monitor those calls – duration is crucial!

• Track your appointment-setting prowess

• Keep a close watch on conversion rates

• Implement a system to boost these figures (and stick with it!)

3. Customer Experience: Make It Outstanding

• React quickly – faster responses win

• Follow up religiously (your business depends on it)

• Create an experience so smooth, clients will think they're floating

4. Show Me the Numbers

• Analyze the true cost of leads

• Factor in your time and resource investment

• Calculate your ROI – are you striking gold or digging a financial pit?

Looking Ahead: What's Next for Zillow Leads?

Zillow keeps evolving.

The Flex program is well-established, but there's more to come:

• Increasingly sophisticated performance metrics (hope you enjoy data!)

• Deeper integration with CRM and lead management tools

• Other platforms potentially adopting similar models

The Big Question: Is Zillow Right for You?

Barry shares his perspective: "I just wasn't prepared to reorient my entire organization around the Zillow optics. It would have been too much of an investment of time and money for me to make sense."

So, what's your play?

Diving deeper into Zillow's ecosystem or charting your own course?

The choice is yours, but it's a crucial one.

Weigh those pros and cons carefully – your business's future might hinge on it.