Zillow Leads vs Realtor.com Leads – Which is Worth It?
Real estate agents are constantly evaluating lead generation platforms to stay competitive. This in-depth guide compares Zillow Leads and Realtor.com Leads—highlighting costs, lead quality, exclusivity, and conversion strategy—so Realtors® can invest wisely.
Zillow and Realtor .com are two of the most popular lead generation platforms for Realtors®. This blog breaks down the differences in pricing, exclusivity, and buyer intent to help you make the best decision for your business.
Choosing the right real estate lead generation platform in 2025 is critical to growing your business and maximizing your marketing ROI. Both Zillow and Realtor.com dominate the online home search space, yet they operate with distinct models, pricing structures, and conversion paths.
Let’s start building your brand, growing your pipeline, and generating more high-quality leads with the full-service support of AmericasBestMarketing.com.
Understanding the Zillow Leads Program for Realtors®
Massive Reach and Brand Exposure with a Cost
Zillow is the first stop for millions of consumers starting their home search. Its Premier Agent program gives agents access to leads generated by user activity on Zillow listings.
Key Features:
Zillow captures millions of monthly website visitors
Agents gain placement on active listings within selected ZIP codes
Premier Agent status enhances visibility and buyer trust
Pricing:
Pricing varies by ZIP code and competition
Leads are shared unless upgraded to Zillow Flex or exclusive campaigns
Monthly costs range from hundreds to thousands depending on volume
Lead Characteristics:
Zillow leads include early-stage browsers, curious lookers, and pre-approved buyers
Speed-to-contact is crucial due to lead sharing
Pros:
Tremendous exposure and traffic volume
High brand visibility
Prominent placement on property listings
Cons:
Shared leads unless you pay more
High costs in competitive ZIPs
Requires strong brand presence and immediate follow-up systems
Inside the Realtor.com Leads System
MLS Integration, Strong Buyer Intent, and Lower Cost per Lead
Realtor.com markets itself as a more targeted lead provider with stronger connections to serious home buyers.
Key Features:
Visitors tend to be more qualified and further in the buying process
MLS data accuracy strengthens consumer trust
Strong affiliation with licensed Realtors®
Pricing and Delivery:
Lower cost per lead than Zillow in many markets
Offers both shared and exclusive leads
Leads delivered based on area, property price, and availability
Lead Characteristics:
Shorter conversion cycles
Higher contact quality
Ideal for organized agents with CRM systems
Pros:
Often better-qualified leads
More affordable than Zillow
Strong brand alignment with licensed agents
Cons:
Smaller audience than Zillow
Less brand-building exposure
Lead volume fluctuates depending on ZIP code traffic
Zillow vs Realtor.com: Side-by-Side Comparison for Real Estate Agents
Zillow vs Realtor.com: Side-by-Side Comparison for Real Estate Agents
Factors That Help Determine the Right Platform for You
Know Your Market Conditions
High-volume urban markets tend to be expensive on Zillow
Mid-tier or niche markets often yield better results on Realtor.com
Understand Your Follow-Up Systems
Zillow leads demand real-time response
Realtor.com leads benefit from structured CRMs and automated campaigns
Clarify Your Marketing Budget
Be realistic about cost-per-lead and total monthly ad spend
Balance paid lead gen with brand-building tactics
Track Everything
Use CRM tools to measure cost-per-lead, appointment conversion, and closed deals
STRATEGY TIP: Always run a 90-day test on either platform. Compare total leads received, conversion metrics, and quality of conversations.
A Stronger Alternative to Buying Leads from Zillow or Realtor.com
Rather than renting space on third-party platforms, many top-producing Realtors® are building their own lead machines with branded content and multi-channel outreach.
The Power of Full-Service Marketing
AmericasBestMarketing.com offers:
Custom-branded social media campaigns
Animated Just Listed / Just Sold graphics
Direct mail farming programs with market insights
Branded IDX websites (optional add-on via iHouseweb)
Retargeting ads and email automation
Monthly marketing coaching and SOI engagement plans
This type of comprehensive marketing gives you ownership of your lead pipeline, strengthens your local authority, and reduces dependence on shared, overpriced leads.
BRAND BUILDING TIP: When leads recognize your name from social media, postcards, and ads, they are significantly more likely to convert. Trust drives results.
What Successful Realtors® Are Reading
Frequently Asked Questions About Zillow vs Realtor.com Leads
Q: Are Zillow leads better than Realtor.com leads?
A: It depends. Zillow provides more volume but lower consistency in quality. Realtor.com leads tend to be more serious buyers but may be fewer. Choose based on your market and your systems.
Q: Which platform offers exclusive leads?
A: Realtor.com provides both shared and exclusive lead options. Zillow offers exclusivity mainly through the Flex program.
Q: Can I generate leads without using either platform?
A: Absolutely. You can attract leads through your own website, content marketing, direct mail, and a strong social media presence with strategic branding.
Q: Is one platform better for new agents?
A: New agents may struggle with expensive lead platforms unless they have automated follow-up. Building brand-first marketing may be a better long-term path.
Q: What should I do before committing to either lead provider?
A: Run a trial with lead tracking, use a CRM, and evaluate cost per appointment, not just cost per lead.
There’s No Better Time to Start Growing Your Business Than Right Now. Let’s Get Started Today!
If you're ready to stop chasing shared leads and start building a long-term marketing system, AmericasBestMarketing.com is here to help. With full-service marketing, CRM-ready strategies, and no long-term contracts, we help Realtors® focus on clients while we handle the rest.
Let’s start building your brand, growing your pipeline, and generating more high-quality leads with the full-service support of AmericasBestMarketing.com.
Discover our comprehensive Multi-Channel Marketing Program tailored for Realtor® success! In this video, we’ll walk you through our strategic approach that blends social media, listing marketing, IDX interactive websites, digital advertising, direct mail, and more.
Disclaimer: This article is intended for informational purposes only and reflects general market trends and agent feedback. AmericasBestMarketing.com is not affiliated with Zillow or Realtor.com. All trademarks and brand names are the property of their respective owners.
