Is Zillow Worth It for Real Estate Agents in 2025?

Zillow has become a household name in the real estate industry, but is it the right tool for agents to grow their businesses? For years, Zillow has been a go-to platform for agents looking to generate leads, promote listings, and build visibility. However, as the market evolves, so do the challenges and opportunities Zillow offers. Let’s dive into the pros and cons of using Zillow as a real estate agent and explore strategies to maximize its benefits.

The Pros of Using Zillow

1. Massive Audience Reach Zillow attracts millions of visitors every month, making it an unmatched platform for exposure. Agents listing properties on Zillow can tap into a highly engaged audience actively searching for homes.

2. Lead Generation With programs like Zillow Premier Agent, agents can receive leads directly from potential buyers and sellers. This makes Zillow a valuable tool for agents needing a steady stream of new clients.

3. Enhanced Credibility A robust Zillow profile, complete with client reviews and past sales, establishes credibility. Agents with strong profiles often attract more inquiries and build trust with potential clients.

4. User-Friendly Tools Zillow offers features like market reports, Zestimate valuations, and home-selling guides that agents can leverage to educate clients and establish themselves as experts.
   

The Cons of Using Zillow

1. High Costs Zillow’s Premier Agent program is expensive, and the cost per lead can vary significantly depending on your market. Some agents find that the return on investment (ROI) doesn’t justify the cost.

2. Shared Leads Zillow leads are often shared among multiple agents, leading to fierce competition. This can make it difficult to convert leads into clients, especially if you’re competing against seasoned professionals.

3. Zestimate Accuracy Issues While Zestimates are popular, they’re not always accurate. Agents may spend valuable time addressing client concerns over Zillow’s automated valuations.

4. Dependence on the Platform Relying too heavily on Zillow for leads can leave your business vulnerable if costs increase or policies change. Diversifying lead sources is essential to sustainable growth.

How Agents Can Maximize Zillow’s Benefits

1. Optimize Your Profile A complete profile with professional photos, compelling bio, and verified reviews can make you stand out. Highlight your expertise and showcase your unique selling points.

2. Leverage Zillow Reviews Request reviews from satisfied clients to build social proof. Positive reviews can significantly increase your visibility and credibility.

3. Respond Quickly Zillow leads expect fast responses. Use automated tools or virtual assistants to ensure you’re reaching out within minutes of receiving a lead.

4. Track ROI Monitor how much you’re spending on Zillow leads and compare it to the revenue generated. Adjust your budget or strategy as needed to ensure profitability.

5. Diversify Lead Sources While Zillow can be a powerful tool, don’t put all your eggs in one basket. Incorporate additional lead sources like Google PPC, social media marketing, and organic SEO to balance your pipeline.

Is Zillow Right for You?

Zillow can be a game-changer for real estate agents, but it’s not a one-size-fits-all solution. If you’re in a competitive market with high lead costs, you may need a solid follow-up strategy and the ability to convert leads quickly to see a good ROI. For agents who can afford the investment and have a proven process for nurturing leads, Zillow remains a valuable part of a diversified lead generation strategy.

Final Thoughts

Zillow is a powerful tool for visibility and lead generation, but its effectiveness depends on how you use it. By optimizing your profile, managing costs, and staying proactive in your follow-ups, you can make the most out of Zillow without relying on it as your sole source of business.

Interested in building a lead generation strategy that doesn’t rely on one platform? Check out our coaching programs at RealEstateCoachJasonLash.com and learn how to create a sustainable pipeline of clients through proven systems and strategies.