How to Maximize Results with Paid Zillow Lead Generation

The real estate industry has been a whirlwind of ups and downs over these past few years. Down goes inventory, up go prices. Down go rates, up goes activity. Up go rates, down goes activity, and so on and so on. The sense of buyer desperation not only fueled the fire to drive prices but also gave agents a sense of grave competition in the marketplace. Being the winning offer showcases your real estate negotiation prowess. No matter how impressive your ninja real estate skill set is, it all begins with the fundamental necessity of a highly qualified buyer.

Do you rely on past referrals for these creditworthy, ready, willing, and able buyers? That’s tough if you’re a new agent. Even your sphere of influence isn’t always the first to jump on the new real estate bandwagon with you. Thousands of agents, both newly licensed and well-established rely on Zillow leads to engage their real estate livelihoods.

What is the best way to tackle Zillow leads to result in a return on investment? Here are some suggestions if you are paying for leads directly from the behemoth of real estate.

Zillow Lead Tips from a Veteran

FIRST IMPRESSION

The first impression the prospective client receives from you over the phone is everything. Much like you want your open house listing to be in mint condition and show in its best light, the same goes for this first conversation. Being too “salesy” is off-putting to most potential clients and will result in them not wishing to move forward with you.

It is smart to ask a few prequalifying questions, such as inquiring if they are currently working with an agent. It is fair to ask and can lead to transition questions, like getting an idea of their time frame. It is best practice to keep this initial phone call friendly and professional. Make sure you do more listening than talking! 

VALUE PROPOSITION

One of the benefits of Zillow leads is geography. Most likely, you chose to farm that zip code or area because you know it like the back of your hand. This neighborhood expertise is a substantial value proposition to the unassuming lead who landed in your Zillow database.

Instead of a stagnant conversation about generic metrics, you can speak to recent sales, and market trends , and boast the latest news on community events. This kind of hands-on knowledge conveys to the Zillow buyer that they struck gold when they were automatically connected to you!

FOLLOW UP

Zillow has a built-in tool to email prospective new clients immediately following the first phone call to see if they would like to continue the relationship. This is a simple way to ask if they want to maintain contact with you and ultimately seek out your representation in a real estate transaction.

You have to manually push this email out, but the email is already written for you and acts as a good follow-up measure. You will then receive a congratulatory notification that “John Smith confirmed that you will be their agent!” You can then follow up with them on more certain terms. This feature is a nice “ice breaker” of sorts to reinforce that this person liked you over the phone and wants to continue with your services.

PERSONALIZED APPROACH

Once the prospect has confirmed that they want you to be their agent, I like to follow up with a text to tell them I am happy to help them and to always feel free to reach out to me directly going forward. This is a nice way to open the line of communication on a more personal level by reaching out to them from your cell number.

This also makes them feel comfortable with texting you directly. It is best practice to tell them your name again in the text and ask them to save your number on their phone. Often overly excited buyers may forget they have already made headway with an agent and just go thru the Zillow process from the very beginning on the next house they fall in love with online. You can help prevent and take control of the situation by being a helpful friend who happens to be a licensed real estate agent. Here is an example:

“Hey, Joe! Just saw the email from Zillow. I look forward to helping you find a home! Feel free to text me anytime if something pops up that you want to see. Just text me the address and we’ll go from there. Also-please save my number. I have yours saved as well. Thanks! Annie Agent-ABC Realty”

THE LONG HAUL

Going back to our first tip, one of the most important questions you can ask the prospective Zillow home buyer is their timeline. This is a close second to asking if they’re already working with an agent, as both questions will save you precious time in the long run. The common denominator with Zillow leads is most of them seem to require nurturing for several months before they come to fruition in the way of a sale. Zillow has become a form of escapism for so many people. So much so that SNL did a skit about it! This can result in a large pool of “Lookie Lou’s” if you don’t discern them from buyers who are on the ready. 

Aim to reach out to these leads periodically to maintain the relationship. A good strategy is to set them up for new daily MLS notifications, but still reach out via email or text at least once a month. This shows them that you stay ahead of the most recent listings available and are a valuable resource while keeping a non-pushy sales approach. 

Like any lead generation system, Zillow has its pros and cons. All in all, it can certainly be a worthy prospecting tool, as it certainly reigns superior to cold calling. Not only are these calls warm, but more importantly-they are calling to reach YOU about the house. Nurturing your Zillow leads can make warm leads hot with a little patience and consistency.