Zillow Premier Agent Training

Step 1: Set Up Your Zillow Premier Agent Profile

Professional Information Section

Does your agent profile show that you work for either The Cliff Freeman Group or eXp Realty?

If not, here are instructions how to edit

Did you set up your Zillow Premier Agent profile to have an automatic email signature with TREC compliance? See page 10 of this document for how to do that and use your Zillow phone number.

NOTE FOR ZILLOW PREMIER AGENTS: If you need immediate support from Zillow call them at 888-466-3501. Their support hours are Monday to Friday 5am-5pm PST and Saturday and Sunday 6:30am-5pm PST. (Note: You'll need to use 469-712-5872 for getting through, not your own phone number )

In the meantime, check out the FAQs for answers to common questions.

Beware of scams... people call agents via the Zillow portal looking to sell services or scam you. Also, people can be impersonated. For example, this summer, someone was impersonating Cliff Freeman and sending messages through Zillow to agents on our team asking for money.

Advice from Zillow

Step 2: Get trained!

To be added to the Zillow lead routing, please fill out the CFG Zillow survey and usage agreement.

NOTE: ALL TRAININGS MUST BE COMPLETED AND YOU MUST BE

ZILLOW "SCRIPT CERTIFIED" BY WALLY BEFORE GETING ZILLOW LEADS


CAMERON HAWK

Success Manager, Partner Development

P 303.952.3186 | cameronha@zillowgroup.com

TCFG Training Session Key Takeaways

  1. Schedule an appointment immediately on Connection calls to create more conversion opportunities.

  2. Continuously update your contacts in the Premier Agent App

    • Name and contact information

    • Status

    • Notes

  3. Extend My Agent relationships by leveraging strategies listed in the attached document

  4. To help achieve high Customer Experience Scores, ask your Connection if there is anything else you can do to provide an excellent experience, and to watch out for the survey.

Premier Agent Fundamentals

  • Understanding different Zillow lead types and how to communicate more effectively

  • Proven method for answering connection calls to set more appointments

  • Updating and follow-up tools within the app, including the long-term connection tool MyAgent

  • Understanding and leveraging our CSAT program to obtain Best of Zillow and drive more business


Below is a 4 minute overview of the topic

What triggers a Connection Call? Two questions:

  1. Are you ready to buy?

  2. Are you ready to talk to an agent?

Yes to both of those questions, triggers a Connection Call

TCFG Training Session Key Takeaways

  1. Use the ALM framework to set more appointments and deliver an excellent customer experience

    • Appointment - When would you like to see this property?

    • Location - What other properties would you like to go see?

    • Motivation - What interested you about it/them?

  2. Prepare for your in-person meetings with a buyer’s packet

    • Include your agent bio and business card

    • Use client testimonials to boost credibility

    • Share details about the neighborhood

    • Include pre-qualification information

  3. Use the My Agent tool to secure more relationships

Converting Zillow Connections into Clients

  • Maximize the First Conversion

  • Overcome Common Roadblocks

  • Win the appointment

  • New in-app phone calls (software updated!)



Below is a 4 minute overview of the topic

TCFG Training Session Key Takeaways

  1. Identify the needs of your pipeline in the Premier Agent App

    • Distinguish Connections from Nurture Leads

    • Notate your contact's home-search goals

    • Label each contact with an approximate time-frame to move

  2. Develop an action plan

    • Make texting a crucial piece of your follow-up

    • Diversify your approach and provide valuable information every time

    • Document progress in the Premier Agent App

  3. Execute on your plan

    • Focus on the quality of the content versus quantity of touchpoints

    • Exercise social media as an outlet to expand your audience and build your brand

    • Solidify the "My Agent" connection

Effective Pipeline Management

  • Succeed with Nurture Leads

  • Segment your Leads

  • Optimize your Pipeline



Below is a 4 minute overview of the topic

TCFG Training Session Key Takeaways

  1. Solidify your post-closing plan

    • Deploy a closing packet and/or a closing gift.

    • Share joy with your sphere (Instagram, Facebook, share videos)

  2. Build value to gain lifetime clients

    • Manage your database of clients similarly to your pipeline of active leads (follow up with value)

    • Host regular events and stay active in the community

    • Focus on building a strong brand to reach a bigger audience

  3. Secure referral business for the future

    • Ask your clients at the right moment (After closing is a great time!)

    • Use My Agent to gain referrals

Building a Network of Lifetime Clients

  • Build a Referral Network

  • Secure Listings & Lifetime Clients

  • Review of all key training takeaways



Below is a 4 minute overview of the topic

Step 3: Get better! Increase your Customer Satisfaction Score!

Customer Satisfaction (CSAT)

Zillow takes customer satisfaction very seriously with Zillow CSAT surveys. Only agents & teams with the highest Zillow CSAT scores are getting the Best of Zillow badges on their Premier Agent profiles.

The Zillow CSAT score is also one of the primary factors in the future to getting access to new Zillow leads and keeping the existing leads areas.

Read the CSAT Article

Read about the Zillow Survey process and questions

Read about Understanding your Score

Zillow sends your TCFG Zillow lead connections a survey requesting feedback on their experience with you. These surveys, distributed via in-app prompts, email and/or text communication, are sent:

  • 24 hours after your first interaction with a connection

  • 15 days after you’ve established a relationship with your connection

  • 45 days after you’ve had an extensive amount of time to deliver service to the connection

Some data points to consider:

- Agents and teams with an Experience Score of 90 or above transact 40% more often – this is why that score gets you the Best of Zillow badge!

- There is a 50% chance that after first reaching out to an agent, that consumer will buy or sell within the next 12 months – This is why we need to leverage MyAgent to stay connected!

- The current response rate for the Best of Zillow survey is ~20% - That shows a huge opportunity! If you know you gave someone a great experience, drive them to the survey! (If the call didn’t go so well, just don’t mention the survey! )

CFG Zillow Script

Best of Zillow Script - Ask for survey

ALM Generic Script

"My Agent" Strategies

Prioritizing the Customer Experience

Some key takeaways from the discussion:

- From a 30,000-ft. view, the driving forces behind online lead conversion are leaving a strong first impression, meeting face to face, and working them into a consistent follow up plan.

This is why we send the consumer surveys out 1 hour, 24 hours, 15 days, and 45 days after your initial call. Be aware of this and plan your follow-up accordingly!

- On the first call, leverage as many of the 4 most important agent traits as much as possible: Trust, Knowledge, Responsiveness and Communication Style

- Kick off the call with a professional intro (name / brokerage / region) and close the call by re-stating your name, confirming phone number and how they want to communicate

- Continue offering the appointment right away to quickly lay the groundwork for trust – then pivot and ask at least 2 open-ended questions about their search (avoid yes/no answers!)

If you ask at least two open-ended question and make it about them, our studies show the consumer is 3x more likely to say they want to work with you in the future!

Look for opportunities to flex your real estate knowledge or give advice in a way that instills confidence, rather than creating roadblocks for the consumer

- Before ending the call, ask for the consumer’s feedback by letting them know about the Zillow survey (see attached script)

- As soon as you’re off the phone, establish your responsiveness and professional brand by texting your business card (do a “hello video” to go the extra mile)

Remember: There’s a 70% chance a consumer will use you as an agent again if they remember your name!

- Track your score on your Customer Experience Report periodically – where are you trending up? Down?