We make ACE, so read this with that in mind. We've tried to be fair to Zillow, including when it's the better pick. Details on Zillow are as of October 2026 and can change, so check with Zillow directly.
The short answer
- Pick ACE if you want listings, want to reach homeowners before they call another agent, and don't want to give up part of your commission.
- Pick Zillow if you mainly want buyer leads, can afford upfront ad spend or qualify for Zillow Preferred, and have a team that follows up fast.
- Many agents use both: Zillow for buyers, ACE for sellers.
Side by side
| ACE | Zillow | |
|---|---|---|
| Mostly buyers or sellers | Sellers | Mostly buyers |
| How you pay | Pay per verified action | Premier Agent: upfront, priced by ZIP (published averages about $139–$223 per lead). Preferred: about 15%–40% of your commission at closing |
| Who starts the conversation | The homeowner raises their hand for you | Buyers inquire on a listing and get routed to an agent |
| Who you reach | Homeowners in your area showing signs of selling | People browsing Zillow |
| Access | Any agent, with broker sign-off | Premier Agent depends on ad spend and market; Preferred is invite-only |
| Who owns the relationship | You keep the list of who engaged | You work Zillow's leads under Zillow's rules |
| Time to start | 2–3 weeks to launch | Can start quickly if you're accepted |
Difference 1: buyers vs. sellers
Most Zillow leads are buyers asking about a home they saw online, and many are early in their search. That can be great for buyer agents, but it doesn't directly win listings.
ACE is built for sellers. It finds homeowners in your area who show signs they're thinking about selling, like checking home values or browsing listings, and reaches them by mail, text and email before they've picked an agent.
Difference 2: upfront fees or a cut vs. paying for actions
With Zillow Premier Agent, you pay upfront for advertising in the markets you choose, and how many leads you get depends on how much you've bought. With Zillow Preferred, you pay nothing upfront but give Zillow a share of your commission when a deal closes.
With ACE, homeowners can unlock a real gift card, like a coffee on you, for watching a short video from you or requesting a home value update. The video can't be skipped, the sound has to be on, and the reward unlocks after 75% is watched. You pay for verified actions like those, and you keep your whole commission.
What Zillow really costs
Here's what's been published or reported as of 2026:
- Zillow Premier Agent: Zillow has published averages of about $223 per lead in major metros and $139 per lead elsewhere. Prices are set by ZIP code through bidding, with a $50 minimum per ZIP. Agents in major metros often spend $1,000 or more a month; elsewhere, $300 to $500 a month is common.
- Zillow Preferred: no upfront cost, but a success fee of about 15% to 40% of your commission depending on ZIP and price, and a flat 40% on seller connections.
- Zillow Flex was folded into Zillow Preferred in October 2025.
What a closing costs (made-up numbers to show the math)
- Premier Agent: if leads cost $180 and 1 in 40 closes, that's $180 ÷ 0.025 = $7,200 per closing.
- Preferred: on a $12,000 commission, a 35% fee is $4,200 per closing, and a 40% fee on a seller connection is $4,800.
With ACE, you pay for verified actions instead of a share of your commission. On a free call, we'll walk through what that looks like in your market.
Difference 3: whose relationship is it?
Zillow Preferred agents have to meet Zillow's response and conversion standards, keep Zillow updated on every lead, and use the CRM Zillow requires. Stop hitting the standards, and the leads stop.
With ACE, you keep the list of homeowners who engaged with you. They saw your face, your name and your offer, so they become part of your own database.
Difference 4: reaching your area vs. reaching Zillow's users
Zillow only reaches people while they're on Zillow. ACE reaches every home in your farm area, including gated neighborhoods, whether or not they've opened a real estate app this month.
Difference 5: the rules
ACE rewards are only for engagement, like watching a video or requesting a home value update. They're never tied to listing, buying, selling, closing or referrals, and every campaign is reviewed with you for your broker's sign-off. We target by area and behavior only, in line with Fair Housing rules. See our guide to the rules on gifts and rewards for more.
Questions to ask Zillow before you sign
- What's the current price per lead in my ZIP codes?
- How many other agents are buying leads in the same ZIPs?
- For Preferred, what exact fee applies in my market, and how long after a connection does it apply?
- What response and conversion standards do I have to meet?
- What happens to my leads if I fall below the standards?
- Can I keep working the contacts if I leave the program?
When Zillow is the better pick
- You're a buyer's agent. Zillow is the biggest source of buyer inquiries.
- You have a fast, organized team. Zillow leads reward speed and steady follow-up.
- You need deals now. If you're accepted, Zillow can send leads quickly. ACE campaigns take 2–3 weeks to launch.
Using both
Plenty of agents keep Zillow for buyers and add ACE for listings. Every buyer you help in your area is also a future seller, and ACE helps you stay in touch with past clients so they come back to you.
What we've seen
Across ACE campaigns, engagement has ranged from about 5% to 28% across direct mail and digital. These are past results, not a promise for your market.
When ACE isn't the right fit
- You only want buyer leads. ACE is built for listings.
- You need a deal this week. Campaigns take 2–3 weeks to launch.
- Your broker doesn't allow consumer rewards. Stick to farming and staying in touch.
For more options, see our list of the best real estate lead generation companies. Learn more about ACE for realtors.
Frequently asked questions
Is Zillow Premier Agent worth it?
It can be for buyer agents with strong follow-up and budget for upfront ad spend. Most leads are buyers, and many are early in their search.
How does Zillow Preferred work?
It's Zillow's invite-only, pay-at-closing program, formerly called Zillow Flex. You pay a share of your commission when a deal closes and have to meet Zillow's standards to stay in.
Does Zillow give agents seller leads?
Zillow is mostly a source of buyer leads. For listings, agents usually do better reaching homeowners in their own area directly.
What's the best alternative to Zillow for listing agents?
For listings, we think ACE, because it reaches homeowners thinking about selling and gets them to respond to you, with no cut of your commission.
Can I use ACE and Zillow together?
Yes. Many agents use Zillow for buyers and ACE for sellers.
How fast can I start?
Zillow can start quickly if you're accepted. ACE campaigns take 2–3 weeks to launch.
How much does Zillow Premier Agent cost?
Zillow has published averages of about $223 per lead in major metros and $139 elsewhere, priced by ZIP code with a $50 minimum per ZIP.
What percentage does Zillow Preferred take?
About 15% to 40% of your commission, depending on ZIP and price, and a flat 40% on seller connections.
Is Zillow Flex still around?
Zillow Flex was folded into Zillow Preferred in October 2025.
Does Zillow have a minimum spend?
Premier Agent has a $50 minimum per ZIP code. Most agents spend much more to get steady leads.
About the author
Jake Nicks is the founder of ACE (Actual Consumer Engagement), a customer acquisition firm in Frisco, Texas. He has 10 years in paid media and has directed more than $2 billion in ad spend. ACE's verified-action gift card technology is protected by U.S. Patent No. 11,847,634 B2.
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