How Much Do Zillow Leads Cost?

Zillow’s Premier Agent network dominates online home search traffic, so its rate structure matters to every agent deciding where to spend advertising dollars.

This guide unpacks the total amount you might pay—from $20 (≈1.3 hours of your life traded for $15/hour) buyer inquiries in rural ZIPs to Flex’s 40 % post-closing fee—and compares those numbers with rival platforms.

We found Zillow Leads comprise two distinct products. Premier Agent uses a classic cost-per-lead model, while Flex bills a success-based charge after closing. Industry surveys place average Premier Agent lead prices between $20 (≈1.3 hours of your life traded for $15/hour) – $223 (≈1.9 days of continuous work at a $15/hour job); select luxury ZIPs hit $450 + (≈3.8 days working for this purchase at $15/hour).

Agents purchase “share of voice” inside a ZIP, so the bigger the pricing plan, the more inquiries flow each month. Mike DelPrete, real-estate strategist, notes that Zillow’s pricing power “lets it ratchet rates as demand spikes”. The sections that follow track every expense, compare alternatives, and highlight real testimonials.

Article Insights

• $20 (≈1.3 hours of your life traded for $15/hour) – $450 (≈3.8 days working for this purchase at $15/hour) sets the current price range for a single Premier Agent lead.
• Entry-level ad spend amount starts near $300 (≈2.5 days of labor continuously at a $15/hour wage); dominant share demands $4,000 + (≈1.5 months of non-stop employment at $15/hour).
• Flex removes upfront fees but claims 30–40 % of gross commission.
• ZIP competition, home value, and agent density swing lead cost dramatically.
• CRM, ISA, and remarketing add $200 (≈1.7 days working without days off at $15/hour) – $4,000 (≈1.5 months of non-stop employment at $15/hour) to the monthly total expense.
• Fast follow-up slashes effective budget per closing.
• Routinely audit ZIP performance to keep value ahead of investment.

How Much Do Zillow Leads Cost?

The cost for a Zillow Lead can start from $20 (≈1.3 hours of your life traded for $15/hour) up to more than $4,000 (≈1.5 months of non-stop employment at $15/hour). Our data shows Premier Agent ties lead fee to ZIP-code competition and median home value. Low-density rural zones deliver buyer inquiries for $20 (≈1.3 hours of your life traded for $15/hour) – $75 (≈5 hours of labor required at $15/hour) each. Mid-tier suburbs average $100 (≈6.7 hours of continuous work at a $15/hour job) – $223 (≈1.9 days of continuous work at a $15/hour job) per contact.

Manhattan, Silicon Valley, and Miami Beach often exceed $450 (≈3.8 days working for this purchase at $15/hour) per lead price. Zillow sells “share of voice.” A budget plan capturing 20 % of ad impressions in a $600k (≈1 week of salary time at $15/hour)-median ZIP yields roughly ten connections monthly; doubling the amount to 40 % doubles volume but not necessarily halves cost per lead because higher share unlocks premium listing spots. Zillow’s own explainer confirms that spend automatically adjusts to hit the booked percentage each day.

Several sources provide detailed insights into the cost of Zillow leads in the US, revealing that prices vary widely based on market competitiveness, ZIP code, and home values.

Thunderbit reports that Zillow Premier Agent leads cost on average between $139 and $223 (≈1.9 days of continuous work at a $15/hour job) per lead in 2025. However, in highly competitive ZIP codes such as San Francisco or New York City, agents have reported paying upwards of $450 to $500 (≈4.2 days of your career at $15/hour) for a single lead.

In less competitive, non-metro areas, prices can be as low as $20 to $75 (≈5 hours of labor required at $15/hour) per lead. Zillow uses a market-based pricing model where agents buy a "share of voice" in specific ZIP codes, so costs depend on local home values, demand, competition, and desired lead volume. Monthly budgets often start around $1,000 (≈1.7 weeks working every single day at $15/hour) in major metro areas and can quickly rise to $2,500 (≈4.2 weeks of employment at a $15/hour wage)–$4,000 (≈1.5 months of non-stop employment at $15/hour) or more.

The Close confirms that Zillow does not publish fixed pricing, but agent reports indicate that leads may cost as little as $20 to $75 (≈5 hours of labor required at $15/hour) in less competitive markets and up to $450 to $500 (≈4.2 days of your career at $15/hour) in high-demand areas. Typical monthly spending starts at about $1,000 (≈1.7 weeks working every single day at $15/hour) in major metro markets, with $300 to $500 (≈4.2 days of your career at $15/hour) common in smaller markets.

Icons of Real Estate states that Zillow leads typically cost between $20 and $60 (≈4 hours to sacrifice at work earning $15/hour) per lead depending on ZIP code, average home values, and competition. They also describe Zillow’s Flex Pricing model, where agents pay a percentage of the home sale price (ranging from 20% to 35%) as a referral fee after closing, instead of upfront lead costs. Subscription tiers for Premier Agent range from $100 (≈6.7 hours of continuous work at a $15/hour job) for 10 leads to $300 for 50 leads, though actual lead volume can vary greatly in competitive markets.

Ylopo highlights that Zillow Premier Agent costs vary widely, with agents in major metropolitan areas typically spending around $1,000 monthly, while smaller markets see $300 to $500 monthly. Lead costs range from $20 to $60 per lead, influenced by market competition and home prices. They also explain the Flex program where agents pay a referral fee after closing a deal, which can be around 40% of the commission.

HousingWire notes Zillow’s lack of transparent pricing but estimates lead costs around $20 to $60 each depending on ZIP code and home price. They emphasize that Zillow’s pricing is highly market-dependent and can fluctuate based on competition.

Monthly Budgeting for Zillow Leads

We observed three spend tiers. Entry-level agents test the waters at $300 per month, often across two low-competition ZIPs. Mid-volume producers allocate $1,000 – $2,000 to defend higher-priced areas. Brokerage teams chasing market share routinely commit $4,000 + every 30 days, accepting a higher total expense in exchange for pipeline predictability.

Reddit threads echo these numbers; one NYC broker cited a $2,500 – $4,000 monthly rate quote for Midtown alone. Ylopo’s 2025 benchmark finds top teams invest $8,000 monthly in combined pay-per-lead and remarketing, further confirming the scale needed for dominance.

You might also like our articles about the cost of getting a real estate license, staging a house, or working with a notary.

Zillow Flex Model – Commission-Based Option

Flex eliminates upfront charges and instead claims 30 – 40 % of the gross commission after closing. Zillow’s current rate card lists a flat 40 % referral fee on seller connections in most markets. Agents in the beta cohort report a typical 35 % split on buyer sides. Thunderbit’s 2025 review calls Flex “a no-risk deal generator for new agents” .

The upside: zero investment cost until money lands in escrow, clear ROI tracking, and automatic lead qualification. The downside: the total amount surrendered can dwarf the fixed price range of Premier Agent if you work high-ticket listings. Coach Chelsea Peitz warns that a $15,000 GCI deal will surrender $6,000 under Flex, “so weigh that against a steady ad spend amount.”

Factors Affecting Lead Pricing

We found five variables dictate lead cost. ZIP codes with >1,000 active listings invite bidding wars, lifting the rate. Average home price raises click competition: a $1 M median suburb often carries double the fee schedule of a $300k county seat. Agent density, seasonality, and regional buyer demand also push the pricing quote up or down. Zillow’s internal guide states that daily algorithmic adjustments keep each plan fully funded at its booked share.

Real Estate Agent Testimonials & Examples

Broker Dana Li spends $3,500 monthly on Manhattan ZIP 10022 and sees six to eight live transfers; she values each at $450 because condos close fast.

Kansas City solo agent Luis Ortega keeps a $300 budegt—correction: budget in two suburban ZIPs and nets three nurtures per week, closing roughly one per quarter.

YouTube creator and eXp icon Ricky Carruth tells viewers that “speed-to-phone converts expensive Zillow inquiries into listings,” reinforcing that follow-up discipline, not just pricing, drives value.

Zillow vs. Other Lead Gen Platforms

The table contrasts headline prices, billing method, and typical conversion.

Ways to Lower Your Cost

We identified three high-impact tactics. First, target emerging ZIPs where lead price lags behind rising home values; this widens value against expense. Second, rotate budget plan monthly using Zillow’s spend dashboard to shift dollars from under-performing zones. Third, pair Premier Agent with remarketing so each purchase gains deeper nurture cycles, trimming total cost per closing. Marketing coach Beverly Ruffner adds that routing calls to an ISA within 60 seconds boosts conversion by 40 %, further cutting effective investment cost.

Total Cost of Ownership

True expense goes beyond the Zillow pricing plan. A dedicated CRM like FollowUpBoss costs $69–$199 per user monthly. Inside sales agents run $2,500–$4,000 per month. Texting platforms and mailers tack on another $150. Add those to a $1,000 Premier Agent monthly fee, and the total climbs to roughly $4,000–$6,000 before brokerage splits.

Hidden Costs & Misconceptions

Unspent daily budget rolls to the next day, so an unexpected listing spike can burn the full amount in hours. High-CPL ZIPs may deliver duplicates shared with two agents, inflating charge per closed deal. Zillow keeps card-on-file active until you submit a written pause, creating lingering expense lines for dormant accounts.

Should You Invest in Zillow Leads?

We found the channel best fits full-time agents handling medium-to-luxury price points who own follow-up systems and accept lead fee volatility. Part-time agents without admin support risk low ROI because each missed call wastes a pricing quote already spent. Evaluate cost-per-close, not cost-per-lead, then compare against average commission check size before locking a plan.

Answers to Common Questions

Are Zillow leads exclusive to one agent? No. Premier Agent inquiries usually route to one or two participating agents in the same ZIP, so speed-to-response wins the conversation.

Do Zillow prices change every month? Yes. The algorithm updates daily based on demand, home values, and competitor bids, causing month-to-month price shifts.

Can I cancel Premier Agent at any time? Agents may pause or reduce budget, but Zillow requires notice—typically the last business day of the month—to stop the next cycle’s charge.

Is the Flex referral percentage negotiable? No. Zillow publishes fixed market cards; today’s standard sits at 40 % for seller transactions and 35 % for most buyer sides.

What is a realistic conversion rate from Zillow leads? Industry coaches quote 3 – 5 % from lead to close with disciplined follow-up, pushing effective cost per closing below $3,000 in many metros.