If you’ve heard the buzz around Zillow Flex, you might be eager to get in on the action. You’ve probably also heard that the platform is “invite-only”, and there are some pretty specific requirements for the agents who make it. In this article, we’ll walk you through what to do to get invited to Zillow Flex (and some tips for success once you’re there).
Getting Invited to Zillow Flex
Zillow Flex is a powerful tool that’s proving valuable for many agents and brokerages. But, there are certain criteria that need to be met.
Zillow Flex is a program designed to connect agents with high-quality leads without the upfront costs. Because the company is such a giant in the real estate sphere, they have a broad reach and access to lots of potential buyers and sellers. They use the Flex program to dole out those leads to the agents who are most likely to close them. And, because Zillow gets a percentage of each closed deal, it’s in their best interest to ensure agents are top-tier and have a high lead conversion rate.
There is an application process (which we’ll cover below). It’s not like Zillow has secret scouts out there to find the best agents in each area. Agents who want to participate in the program will submit the application, and Zillow will determine if they are accepted or not. Then, agents will need to continue meeting certain metrics or risk losing access to future leads.
Why Join Zillow Flex?
We won’t go too in-depth here, because we’ve covered the pros and cons of Zillow Flex in other posts. That being said, it’s worth being aware of the basic benefits that come with participating in the program.
No Upfront Costs
One of the most attractive features of Zillow Flex is that it eliminates any upfront costs for agents. This means you can start accessing high-quality leads without the financial burden that typically comes with lead generation services. Instead of shelling out money before you even make a sale, you only pay for the leads that convert into clients, allowing you to invest your resources more wisely.
Access to High-Quality, Exclusive Leads
Zillow Flex connects agents with a pool of leads that are often more motivated and serious about buying or selling. Unlike many generic lead sources, the leads provided through this program are exclusive to participating agents, ensuring you’re not competing with dozens of other agents for the same client. This exclusivity can significantly increase your chances of closing deals and building long-term relationships with clients.
Performance-Based Payment Model
The performance-based payment structure of Zillow Flex means you only pay when you successfully close a deal. This model aligns the interests of both Zillow and the agents, motivating agents to convert leads efficiently and effectively. It provides a safety net for agents, allowing them to focus on delivering exceptional service rather than worrying about upfront costs, ultimately leading to higher earnings when they perform well. Plus, agents are more likely to use best practices that make them better agents overall.
Zillow Flex Requirements
Before exploring Zillow Flex further, it’s important to note some of the basic criteria that agents need to meet.
- Active Real Estate License–You’ve got to be legally able to sell properties. You’ll want to be properly licensed in your area and review any other licensing requirements, as they could always change.
- Proven Sales Record and Production Metrics–Show them you can close deals like a pro. If you’ve been crushing your numbers this year, you’re on the right track. If you’ve had a few slow years or are just getting started, you may not have the record that Zillow is looking for (right now).
- Timely Response to Leads and Customer Service Commitment–If you can’t respond to a lead asap, this might not be the program for you. There are specific KPIs that Zillow will look at to understand your response times, communication style, and client satisfaction.
How to Get Invited to Zillow Flex: Step-by-Step
To grab that golden ticket (aka being invited to Zillow Flex), follow these steps.
Demonstrate Success in Converting Leads
The first thing Zillow will review is your ability to convert leads and close deals. What does that look like?
- Track Your Metrics–Keep a record of your lead conversion rates. If you’re turning leads into clients at a high rate, you’re in good shape. If you have some work to do, hold off on applying and make a plan for improving your close rate.
- Showcase Your Skills–Create a portfolio or a one-pager showcasing your successful sales and satisfied clients. Testimonials can work wonders so encourage reviews from loyal clients.
Meet Zillow’s Minimum Performance Standards
Though these numbers are always subject to change, Zillow has published details on what they’re looking for. Start by:
- Knowing the Numbers–Understand the benchmarks that Zillow expects from agents. Make sure your performance metrics align with their standards. Research what they want so you can formulate a plan.
- Stay Competitive–Keep an eye on your competition. If your professional nemesis is closing more deals, it might be time to step up your game!
The KPIs that Zillow will monitor for agents include*:
- 100% or greater % to Logged Transaction Target over the last 6 months.
- 15% Engaged Transfer Rate for a three-month period, including an additional month of buffer to allow for leads to mature.
- Your Zillow Home Loans Contact Rate must be at least 60% over a 3 month timeframe for your Flex team to be eligible for connection volume growth.
- 60% or greater Answer Rate over lol the last three months.
- 100% Pay on Time Rate over the last 3 months.
- 100% Closing Doc Submission Rate over the last three months.
*From the Zillow Flex website.
Application Process Overview
If you have reviewed the Zillow metrics and know that you can crush them, go ahead and apply! To do that:
- Fill Out the Application–Once you’re ready, submit your application on the Zillow Flex website. Make sure it’s polished and professional—no typos unless you want to be the laughingstock of the guy reading. If you aren’t exactly sure where to start, you can reach out to a Flex Growth Advisor using the Zillow website.
- Gather Other Requested Materials–You may also need to submit items like your sales history and active license. Some agents have said they also go through an interview process, so make sure you’re prepared for that option.
- Prepare for a Review–After submission, Zillow will review your application. Be patient—good things come to those who wait (and check their emails often).
- Onboarding Steps–If you’re accepted, you’ll be notified, and then go through an onboarding process where you’ll learn the ins and outs of the program. Zillow uses a collaborative Connection Planning Framework to understand agent capacity, regional needs, etc.
Tips for Zillow Flex Success
If you meet the criteria and become a Zillow Flex agent, there are some best practices you should be sure to employ. These tactics will make you more likely to close deals, and therefore keep your status in Flex and continue getting new leads.
- Pay attention to response times. Aim to respond to leads within minutes to increase your chances of conversion, as quick engagement shows attentiveness and dedication.
- Learn new technologies that can speed up your process. Utilize a CRM system and the Zillow Premier Agent App to manage leads effectively, streamline your workflow, and respond quickly while on the go.
- Perfect your follow-up strategy. Develop a consistent communication process using emails, calls, and texts to nurture leads over time and keep them engaged until they’re ready to convert.
- Seek continuous learning and training. Invest in ongoing education through workshops and webinars to stay updated on industry trends and refine your skills for better lead conversion.
- Build real relationships with leads. Take the time to connect with them personally, showing genuine interest in their needs, which can foster trust and increase the likelihood of working with you.
- Set clear goals and track your metrics. Establish measurable goals for lead conversion and regularly track your performance to adjust strategies and stay competitive in the program.
- Engage with the Zillow community. One of the benefits of leveraging Zillow is that you can talk to fellow agents. Share experiences and insights, and network to find valuable support and collaboration opportunities.
Real Agent Takeaways
What do agents like you say about the Zillow Flex program? We scoured Zillow Flex agent reviews and comments on Reddit to get the scoop. Here are some of the takeaways:
Fast response times are crucial. “I had a lot more success when I got serious about improving my response times. I started to make a point to reach out to leads instantly, instead of when I had time. In a lot of cases, by then it was too late. You can miss out on qualified leads by only checking in once in a while.”
Streamlining follow-ups really helps. “One of the reasons follow-up takes too much time is starting the process from scratch. I created a workflow in the CRM, and took a few minutes to personalize. At the very least, automate getting that first message out to leads. Then you can start the communication process even from the golf course.”
Lean on the Zillow village. “Browse online forums and Zillow’s community to meet other Flex agents. Most that I met were happy to help and offer advice, and I’ve even been able to share some leads with agents who are in other locations. You never know when one of those connections will prove valuable.”
Zillow is serious about the performance metrics. “Maybe some people can fly under the radar, but that’s not the impression I get. Remember that Zillow wants agents to close these deals as much as they do. If you aren’t continually meeting the metrics they talk about, you could always get kicked out.”
Stay organized! “I operate a mid-size brokerage, and some of our agents are on Zillow Flex. I cannot stress enough how important it is to know what irons you have in the fire. I make it a point each month to review my agents’ pipelines and help them to understand how much of their commissions are going to lead gen sources like Zillow. This helps give all of us a clearer picture of cash flow and potential slow periods.”
Getting invited to Zillow Flex is all about demonstrating your value and proving that you can close deals. Feel confident you can do that? Then why not go ahead and apply?
If you know you meet the requirements and you’re ready to put in a bit of extra effort, you’re likely a great candidate for this program. Start tracking your sales, polish your portfolio—and clear your schedule to work on all the new deals coming your way!
