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Business & Franchise Cost guide

Zillow Advertising Cost: Startup & Ongoing Costs

Updated  3 sources

Average cost per connection

$139 – $223

Zillow says the average cost per connection runs $139 – $223, depending on whether the market is a major metro, according to Zillow.

Zillow advertising for agents is sold mainly through Premier Agent. Instead of a flat monthly fee, agents buy a share of the advertising in the ZIP codes they want to work. Zillow connects them with people who contact an agent through listings, and the price depends on competition for those ZIP codes.

That makes Zillow different from a typical subscription. Zillow does not publish a rate card, and it says the price depends on your market, home values and expected connections. The cost-per-connection averages below are from Zillow itself. The monthly spend figures are third-party estimates from agents and review sites, so treat them as ballpark numbers rather than offers.

Average cost per connection

Item Price
Major metro areas $223
Non-major metros $139

Source: Zillow: Premier Agent

How much Zillow Premier Agent costs per month

Monthly spend varies with the ZIP codes you pick. Review sites report that agents in smaller markets spend much less than agents in busy metros.

Typical monthly ad spend

Item Typical range Price Relative price range
Markets outside major metros $300 – $500/mo—
Major metro markets (starts at about) —$1,000/mo

Source: The Close: Zillow Premier Agent review

These ranges come from agent-reported experience and may not match what you are quoted. A competitive ZIP code with expensive homes can cost far more than a rural one. Zillow's advisors build a custom plan for each market, so ask for the specific cost for your ZIP codes before you commit.

Minimum spend and fees

Zillow sets a minimum for each ZIP code, according to a guide that cites Zillow's help center. There may also be contract terms. Some sources describe month-to-month plans and longer contracts with early termination charges. Read the agreement closely, since cancellation terms can change what you owe if you leave early.

Fees

Item Price
Minimum spend per ZIP code $50

Source: Clever: How much are Zillow leads

Zillow Preferred as an alternative

Zillow has also moved toward a model in which agents pay when a transaction closes instead of paying up front. Zillow Preferred is an invite-only program of this kind.

Zillow Preferred (pay at closing)

Item Typical range
Zillow Preferred success fee, share of commission at closing 15% – 40%

Source: Clever: How much are Zillow leads

The fee is a share of the agent's commission, and the amount depends on factors such as the ZIP code and sale price, according to the source. It removes the upfront ad spend, but it takes a portion of the commission on closed deals. Whether that is cheaper depends on how many deals you expect to close from Zillow leads.

What affects the cost

  • Market. Major metros cost more per connection than smaller ones.
  • ZIP codes. Popular, high-value ZIP codes draw more competition.
  • Share of voice. Spending more raises your share of the advertising in a ZIP code, which tends to bring more connections.
  • Contract type. Month-to-month and longer contracts have different terms.
  • Conversion. A connection is not a client. The cost per closed deal is higher than the cost per connection.

Is Zillow advertising worth it?

The answer depends on your market and your follow-up speed. Connection costs are only part of the math. Agents report that many connections do not turn into clients, so the real cost is the ad spend divided by closed deals. Before you commit, estimate how many deals you need to close to cover the spend and your commission after splits.

Agents who respond quickly and have a system for nurturing leads often get more from each connection, according to industry guides. If you cannot follow up promptly, paid leads from any source can be expensive.

Tips for controlling Zillow ad spend

  • Start with a small number of ZIP codes and adjust over time.
  • Ask for the cost and terms in writing before you sign.
  • Track cost per closed deal, not only cost per connection.
  • Compare Zillow with other lead sources such as your own website.
  • Look at the pay-at-closing option if upfront spend is a concern.

Frequently asked questions

How much does Zillow Premier Agent cost?

Zillow publishes averages, not a rate card. It reports an average of $223 per connection in major metros and $139 in other markets.

How much do agents spend per month?

Estimates range from $300 – $500/mo per month outside major metros to $1,000/mo or more in major metros.

Is there a minimum spend?

One guide that cites Zillow's help center reports a minimum of $50 per ZIP code.

What is Zillow Preferred?

It is an invite-only program in which the agent pays a share of the commission at closing, rather than paying up front. One guide gives a range of 15% – 40% of the commission.

Can I cancel Zillow Premier Agent?

Terms depend on your agreement. Some plans are month to month, and others are longer contracts with termination charges. Read your contract before signing.

Where can I get an exact quote?

Zillow's business advisors prepare a custom estimate for your market. Contact Zillow to get the figure for your ZIP codes.