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Zillow Premier Agent sells the same lead to you and 2 other agents. Enter your numbers below to see the real cost once you account for that.
Zillow Premier Agent typically sells a lead to 2 to 3 agents. Check what your market shows.
Industry average for portal leads runs 10 to 20 percent. Use your own CRM data if you track it.
What You're Actually Paying
"Real cost per exclusive-equivalent lead" multiplies your sticker cost per lead by how many agents split it, since a lead shared 3 ways gives you roughly a third of the shot at it. Cost per appointment then divides your full monthly spend by appointments actually booked. Both are directional, not a guarantee of your specific numbers.
I run exclusive Meta ads for real estate teams instead. Every lead goes to one team. Nobody else gets the same contact.
Apply For A CallSticker cost per lead is your monthly spend divided by leads received. That's the number Zillow shows you.
Real cost per exclusive-equivalent lead multiplies that by the agent-split slider, because a lead sold to 3 agents gives each one roughly a third of the actual shot at winning the client. This is directional math, not what Zillow states in writing.
Cost per appointment divides total monthly spend by (leads received x close rate), which is the number that actually determines whether the spend is working. See the math and sourcing in Zillow Premier Agent cost per lead and cost per closed deal from Zillow leads.