Zillow Leads vs Realtor.com Leads – Which is Worth It?

Real estate agents are constantly evaluating lead generation platforms to stay competitive. When it comes to Zillow and Realtor.com, both promise to deliver results—but which one is actually worth your investment?

Zillow and Realtor .com are two of the most popular lead generation platforms for Realtors®. This blog breaks down the differences in pricing, exclusivity, and buyer intent to help you make the best decision for your business.

If you're a Realtor® or real estate agent deciding between Zillow Leads or Realtor.com Leads, it's essential to understand the strengths, weaknesses, and ROI of each platform. In this blog, we break down pricing models, lead quality, exclusivity, and conversion strategies so you can choose the right option for your business.

Understanding the Zillow Leads Program

Zillow is often the first name that comes to mind for online home searches. With massive consumer traffic and name recognition, Zillow Premier Agent promises to put your face in front of motivated buyers. But what do you really get for your investment?

Traffic Volume and Brand Exposure

• Zillow reaches millions of home searchers monthly

• Agents benefit from visibility on listings across their ZIP codes

• Zillow's Premier Agent status increases trust with buyers

Cost Structure

• Pricing is based on ZIP code competitiveness and lead volume

• Agents often pay hundreds to thousands per month

• Leads are shared unless you pay for exclusivity or Flex program

Lead Quality

• Zillow leads are often early in the funnel

• Expect a mix of tire-kickers, curious browsers, and real buyers

• Speed-to-lead is critical for success

Pros of Zillow Leads

• Massive traffic volume

• Strong brand recognition

• Opportunities for visibility on high-traffic listings

Cons of Zillow Leads

• Shared leads unless upgraded

• High cost in competitive markets

• Requires fast, consistent follow-up

Realtor.com Leads Explained

Realtor.com is another heavyweight in the real estate lead generation game. Known for strong buyer intent and MLS accuracy, it appeals to agents who want qualified traffic.

Platform Positioning and Buyer Mindset

• Realtor.com visitors are often further along in the buying process

• Leads tend to be more qualified and serious

• Strong brand association with licensed Realtors®

Pricing and Exclusivity

• Lower cost per lead than Zillow in many markets

• Offers both shared and exclusive leads

• Lead routing based on geographic area and price range

Lead Conversion Potential

• High intent means shorter nurture cycles

• Better fit for experienced agents with strong follow-up systems

Pros of Realtor.com Leads

• Often more serious buyers

• Typically lower cost than Zillow

• Strong MLS integration and Realtor® alignment

Cons of Realtor.com Leads

• Smaller audience reach than Zillow

• Fewer visibility perks

• Lead flow may vary by ZIP code and competition

Head-to-Head Comparison: Zillow vs Realtor.com

Traffic and Reach

• Zillow: More traffic, but not all users are serious

• Realtor.com: Lower traffic, but more qualified

Lead Exclusivity

• Zillow: Shared unless you upgrade or join Flex program

• Realtor.com: Shared and exclusive options

Lead Quality

• Zillow: Higher volume, mixed quality

• Realtor.com: Lower volume, stronger intent

Cost Efficiency

• Zillow: Expensive in hot markets

• Realtor.com: More affordable in many ZIPs

Conversion Potential

• Zillow: Requires fast follow-up and brand presence

• Realtor.com: Easier to convert if you have systems in place

How to Choose the Right Platform for Your Business

Know Your Market

• If you're in a highly competitive ZIP code, Zillow could be cost-prohibitive

• If you're in a more niche or mid-tier market, Realtor.com may offer more value

Understand Your Strengths

• Zillow requires strong branding and rapid response

• Realtor.com rewards organized follow-up and CRM use

Set Realistic Expectations

• Neither platform is a magic bullet

• Lead success depends on nurture systems, automation, and consistent outreach

Track ROI and Test

• Try both platforms for 3-6 months and compare actual results

• Measure cost per lead, appointment, and closing

Alternatives to Zillow and Realtor.com

If you want more control, less competition, and a branded experience, building your own lead generation system may be the better path.

Full-Service Marketing for Realtors®

• Done-for-you social media campaigns

• Branded listing marketing and video content

• Email and retargeting that nurture cold leads

• IDX websites that attract local buyers

• Direct mail and digital ads to increase visibility

At AmericasBestMarketing.com, we help agents like you build long-term lead pipelines that aren’t dependent on third-party platforms.

Frequently Asked Questions

Q: Are Zillow leads better than Realtor.com leads?
A: Zillow leads often have higher volume but mixed quality. Realtor.com leads are typically fewer but have stronger buyer intent. The better option depends on your market, systems, and budget.

Q: Which platform offers exclusive leads?
A: Realtor.com offers both shared and exclusive lead options. Zillow offers exclusivity primarily through its Flex program.

Q: Can I get leads without using either platform?
A: Yes. With a strong brand, multi-channel marketing, and lead capture strategies, you can generate your own exclusive leads without relying on Zillow or Realtor.com.

Q: What is the main difference between Zillow and Realtor.com leads?
A: Zillow prioritizes massive visibility and volume, while Realtor.com focuses more on qualified traffic and MLS-aligned branding.

Q: What’s a good alternative to buying leads?
A: Building a branded, multi-channel marketing strategy through social media, email, listings, and retargeting is a sustainable and scalable way to grow your real estate business.

There’s no better time to start growing your business than right now. Let’s Get Started Today!

Let’s start building your brand, growing your pipeline, and generating more high-quality leads with the full-service support of AmericasBestMarketing.com.

Disclaimer: This article is intended for informational purposes only and reflects general market trends and agent feedback. AmericasBestMarketing.com is not affiliated with Zillow or Realtor.com. All trademarks and brand names are the property of their respective owners.