Zillow invests in real estate team success with massive Premier Agent update

  • Zillow has added team functionality to its profile pages as well as several new tools to its Premier Agent app: lead routing, broadcast phone calls, team reporting and self-service ZIP code purchase.
  • The changes are live in some test markets and are expected to be rolled out "broadly by May," according to Zillow Group chief business officer Greg Schwartz.
  • The new tools are included with the cost of Premier Agent advertising.

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There’s a real estate team leader who uses a stock-market-like system to manage leads for his agents. He sits at a desk with two computer monitors to accommodate everything he needs to see, and he watches his Zillow leads flow across the screens as buyers and sellers find his agents on the site. As the leads come in, the team leader assigns each one to whichever agent he thinks is best-suited for the job. He knows he can convert these leads if he follows up, and he wants to make sure his best people are working on the best opportunities. There’s no doubt, though, that team leaders find activities like this one tedious at best. And although software exists to help team leaders intelligently assign leads to their agents -- BoomTown, Kunversion, Commissions Inc., Follow Up Boss and Top Producer, to name just a handful -- soon team leaders will be able to manage this activity by setting rules in their Zillow Premier Agent mobile and desktop interfaces. Today, Zillow is announc...