According to Zillow, the average cost of a lead is $181, with most agents paying more in popular metro areas. While these leads can unlock access to many potential buyers and sellers, the cost and quality of leads make the final decision on whether to buy Zillow leads highly market-dependent.
If you’re looking for predictable fees and vetted leads, Clever may be a good place to start. You'll get a steady stream of ready-to-convert leads, with no upfront costs. Learn more about the Clever Partner Agent program.
How much are Zillow leads?
Zillow charges agents per lead, with major metropolitan areas having the highest rates. The average lead cost is $223 in populous metro areas and $139 for other ZIP codes.[1] Zillow doesn't openly list pricing details, sharing only these averages as a reference point.
The exact price of a lead depends on:
- The location (ZIP code)
- Average property value in the area
- Number of competing agents
For example, an agent in New York City might spend $2,500 for about 10 leads, while an agent in a rural area can spend $1,000 or less on 10 leads of the same quality.
The minimum cost to buy leads on Zillow’s Premier Agent partner platform is $50 per ZIP code.[2]
How do Zillow leads work?
The process of getting leads on Zillow is fairly straightforward.
- Sign up for Zillow Premier Agent. Fill out an online form with your contact info, and indicate whether you’re an individual agent or you lead a team or brokerage. In the next 1–2 business days, you'll receive a call from a consultant to discuss the best plan to accommodate your business goals.
- Choose target ZIP codes and purchase share of voice. Select the ZIP codes you want to receive leads from and buy advertising “share of voice.” Your share of voice is the percentage of time potential clients will see your profile when browsing listings in the given area. For example, if your share of voice is 50%, home shoppers will see you half the time when viewing properties.
- Start receiving leads. Leads are generated from Zillow, Trulia, and StreetEasy (for those working in NYC) and sent to agents via email or phone.
Zillow says there are three main types of leads it offers to those signed up for Zillow Premier Agent:
- Direct contacts: Potential clients who choose a particular agent.
- Connections: Pre-vetted buyers who clicked the “Contact Agent” button. First, a Zillow representative connects with the buyer to determine their preferred time to speak with a realtor. If the buyer is ready to talk immediately, Zillow will contact Zillow Premier Agents based on their share of voice.
- Nurture leads: Those who aren't ready to speak with an agent just yet. These leads are assigned based on share of voice and require more time and effort to convert.
Are Zillow leads worth it?
Pros
- Target specific ZIP codes
- Access to active buyers and sellers
- Many additional tools for analytics, lead tracking, and a built-in CRM
Cons
- Lead quality can vary
- High price per lead, especially in competitive markets
Zillow leads work best for agents who are willing to invest in ongoing marketing and follow-up and have a significant budget to invest. The built-in tools and brand exposure can pay off for established agents who have mastered the process of lead conversion.
However, agents who have smaller budgets, are in highly competitive markets, or expect lead exclusivity may struggle with return on investment (ROI) due to unpredictable lead quality and the high initial investment required to see results.
If you decide to purchase Zillow leads, remember that the outcome will largely depend on your location, budget, and follow-up efforts.
Zillow leads reviews
Feedback on Zillow leads is mixed. Some agents praise the quality of the leads, noting that they tend to be further along in the buying or selling process. However, many agents express dissatisfaction with the pre-vetting process, reporting that some leads aren’t serious prospects or are already working with another agent.
Most reviewers also mention that Zillow leads are more expensive than other sources. Some see this as a worthwhile investment, as long as they commit the time and effort required to convert the leads.
✅ Many reviewers note that while Zillow leads can be costly, they often deliver good ROI and high-quality prospects.
“I just started at $1500/month… I’ve gotten about 5 leads so far, one put in an offer and another I have a meeting set up today to go over selling their home and buying another.
"Zillow leads seem to be much further along in the process and ready to buy than PPC lead sources, which are much cheaper. But that’s why they’re so expensive.”
— Reddit, 2025
✅ Some agents share that they're happy with Zillow leads in general. However, they require attentive follow-up and strong market knowledge. Also, your success and the number of leads largely depend on your selected ZIP codes.
“Zillow is not for everyone but it can be beneficial. I do it to supplement my business and it fills the gaps pretty good. I think it’s important to track the numbers. I do a bi-annual audit to determine how much income I am generating from the Zillow leads. I’ve been able to produce $8 for every $1 invested the past 2 years so I will keep doing it for now.
"But it does require a level of knowledge and confidence to be effective. If you aren’t comfortable talking to complete strangers and setting next steps with them, you aren’t likely to see a decent ROI.”
— Reddit, 2024
❌ Multiple reviewers note a decline in the quality of Zillow Premier Agent leads in recent years, combined with rising costs. Some report that the best leads are now directed to Zillow Flex.
“Zillow was great my first year but this year it’s gone down hill. Im receiving nothing but fake leads from them now. They really don’t know how to make you want to take their premium package.”
— Reddit, 2025
Bottom line
Zillow real estate leads can cost anywhere from $50 to over $400 per lead, with monthly budgets varying widely depending on the market. They may work for experienced agents who are skilled at nurturing leads and have the resources to invest upfront.
Leads can be worthwhile for agents who develop a clear strategy to offset potential downsides, such as investing time and money to follow up effectively. Success often depends on location, lead quality, and persistence.
For a more predictable and efficient alternative, look into the Clever Partner Agent program, which provides vetted leads that are ready to convert. Top agents across the country use Clever to save time on marketing, connect with qualified buyers and sellers, and grow their business without paying upfront for leads.
FAQ
How much does Zillow charge for leads?
The average cost per lead is $223 in major metro areas and $139 outside of those zones. The exact cost can depend on location, market activity in the area, and property values.
What is Zillow Flex?
Zillow Flex provides qualified agents with high-quality leads that come with no upfront costs and additional tools that help with client management. The pricing for these leads is 15–40% of your commission, depending on the property’s price and location.[3]
How to get leads from Zillow?
To get leads from Zillow, join the Zillow Premier Agent program, choose ZIP codes that interest you, and set up your budget for ad share.
How to get Zillow leads for free?
It’s possible to appear on Zillow’s agent directory without paying, but you'll only receive organic, non-premium traffic. Optimize your Zillow profile and encourage past clients to leave reviews to make yourself stand out among the competition.
Which is better, Zillow leads or Realtor.com leads?
Generally, Zillow and Realtor.com provide leads of similar quality. Learn more about Realtor.com leads to decide which might be more ideal for your situation.
