A shared lead is a race you pay to enter. A pay at closing lead is a cut of your side. Build a list you own.
Agents: market-based pricing on Zillow Premier Agent buys a share of voice. The buyer can still be talking to whoever answered first.
Agents: Zillow Preferred and Realtor.com’s ReadyConnect Concierge cost nothing upfront. Then a fee comes off your best deals.
Teams: wholesale lists chase motivated sellers and cash buyers. Residential needs homeowners ready to list. Buy the wrong one and your ISA dials all day for nothing.
Developers: co-op brokers bring buyers, then keep the relationship. A pre-construction interest list of your own is an asset.
Follow a sample team through a week of leads. The cheapest source in the first week is the one that costs most at the closing table.
Example, Halvane Homes, a sample real estate team, one week of leads. A shared lead, Buyer on 14 Birch Lane: 3 others reach it first and first reply is 13h 15m. Showing booked with Pellam at 7:40pm. The team called the next morning. A lead from its own page, Home value report, Alder Park: first reply 0:41. This seller is on the team’s list and nobody else’s. Listing appointment set for Saturday, 10am. The week before, Two portals and an inbox: 17 leads, first reply 11h 29m on average, 6 lost, 4 appts, cost per appointment $365. The week after, One CRM: 18 leads, first reply 2:42 on average, 1 lost, 7 appts, cost per appointment $171. Plus a fee at closing on every deal the concierge sends. No fee at closing on any lead above.
One CRM
Home value report, Alder ParkHome value reports
This seller is on the team’s list and nobody else’sHome value, Oak HollowHome value reports
Area guide, Elm ParkNeighborhood pages
Buyer on 14 Birch LaneZillow Premier Agent
No fee at closing on any lead above
Elena V.555-0117
Thinking about selling in the spring. What’s ours worth now?
Halvane Homes: Hi Elena, thanks for asking about your home in Alder Park. OK to text you here? Reply STOP to opt out.
First reply 0:41
Listing appointment set for Saturday, 10am.
Messages
Is this one still available? We could see it tomorrow after work.
| Source | Before | After |
|---|---|---|
| Zillow Premier Agent | $1,100Portal inbox | $420Follow Up Boss, tagged |
| ReadyConnect Concierge | Fee at closingA call to your cell | DroppedOff, no closing fee |
| Neighborhood pages | $220A form email | $160Follow Up Boss, tagged |
| Home value reports | $140A weekly spreadsheet | $100Follow Up Boss, tagged |
| All sources | $365Plus a fee at closing on every deal the concierge sends | $171No fee at closing on any lead above |
Sample spend, not a vendor’s price.
This is the paid and owned side of Lead. Every form goes straight to the reply, so nothing waits on you.
Everything that gets you a lead.
More people find you and reach out.
Turn interest into a sale.
Keep the job moving.
Jobs run on time, with less of you managing them.
What happens after the job.
Finished work brings in the next job.
Feed it back into the machine.
Every finished job helps bring the next lead.
Then it starts again.
CRM: Customers, conversations, bookings, jobs and employee tasks in one place, across all five.
Pages and magnets get built and kept up for you, and each lead goes to the right agent.
New campaigns go live without a project plan.
Leads come from your own pages, with no fee off your commission at closing.
Free website
Plans from $1,500 a month.
You always keep your name, logo, photos, copy and domain. We keep the code and the system behind the site.
$1,500 a month
No lead lost.
Not in this plan
Every lead answered and booked, and we keep it running.
$4,000 a month
Every stage handled.
Starts hereUnlimited landing pages and lead magnets
Everything in Automated, and we run every stage for you.
No AI brain or agents of your own.
$7,500 a month
We run the whole cycle.
IncludedUnlimited landing pages and lead magnets
Everything in Automated, plus us working it and building on it.
Ad budgets and paid software stay on your accounts. Designed image and video posts start once you’re comfortable with AI drafts.
Zillow sells leads two ways. How each is priced, what public data can and cannot show, and a break-even sum to run on your own ZIP codes.
An ISA calls, texts and qualifies leads, then books agents. What the job covers, when a license is needed, and what calling rules apply to a team.
Yes, agents can have a Google Business Profile. Google's rules on the name, the address and brokerage branding, and what gets a profile suspended.
Only if your closings pay back the spend after your split, and no public figure settles that for your ZIP code. Track every Zillow lead to a closing or a no for a few months before you decide.
The one that closes for you at the lowest cost per closing, and only your own tracking shows which that is. Zillow Premier Agent sells a share of voice upfront and pay at closing programs take a fee when the deal closes, so compare them against your sphere of influence on the same sum.
Buyers now sign a written agreement with their agent before touring, and offers of buyer agent pay can’t sit on the MLS. A buyer lead has to see why you’re worth it early, so the first reply carries more weight.
Some do, mostly teams and portal partner brokerages, in exchange for a bigger split or a referral fee at closing. Ask what the split is on company leads and who keeps the contact if you leave.
Today