Zillow Preferred Conversion Funnel
March 2026 Baseline Data
| Stage | Volume | Stage Rate | Cumulative from Top |
|---|---|---|---|
| Live leads | 576 | — | 100% |
| Appointments set | 287 | 49.8% | 49.8% |
| Met with | 197 | 68.6% of appts | 34.2% |
| Showings | 113 | 57.4% of met | 19.6% |
| Offers written | 47 | 41.6% of shown | 8.2% |
| Closed | 25 | 53.2% of offers | 4.3% overall CVR |
Key Benchmarks
| Metric | Current | Target |
|---|---|---|
| Overall CVR | 4.3% | 5.0%+ |
| Pickup rate | 75.4% | 25% benchmark (crisis — too high means too many leads going unanswered then picked up late) |
| ZHL HIGH benchmark | — | 15% CVR |
| Top performer (Poponi) | 6.0% CVR | Tier 1 standard |
Funnel Analysis
Biggest drop-off: Lead → Appointment (49.8%). Half of all live leads never convert to an appointment. This is the highest-leverage improvement point. A 10% improvement here (to ~60%) would add ~58 additional appointments flowing into the funnel.
Second drop-off: Met → Showing (57.4%). Agents are meeting prospects but not converting them to active showing activity. Coaching focus: needs analysis and urgency creation during initial meetings.
Offer → Close (53.2%) is relatively healthy. Once an offer is written, the close rate is above 50%.
Agent Tier Performance
Tier 1 — Performing
Agents meeting or exceeding the 4.3% team CVR benchmark.
- Jackie Poponi: 6.0% CVR — top Zillow converter. Priority lead allocation.
- Tier 1 agents receive expanded Zillow spend and first access to high-value zip codes.
Tier 2 — Probation
Below benchmark, monitored with defined improvement timeline.
- Klein: Fair/Fair rating — borderline performance. Given coaching support and 60-day improvement window.
- Agents on probation have lead allocation reduced but not eliminated.
Tier 3 — Removal Candidates
Consistently underperforming with no improvement trajectory. Lead allocation suspended. Removal process initiated. These agents are a negative-ROI position on Zillow spend.
Untransferred PA Opportunities
116 PA (Premier Agent) opportunities remain untransferred. These are leads that have been captured but not yet routed to an agent. This represents an immediate volume lever — transferring these leads into the funnel at the current 4.3% CVR would yield approximately 5 additional closings with zero incremental lead cost.
Pickup Rate Crisis
The 75.4% pickup rate is a red flag. The benchmark is 25% — meaning leads should be answered within seconds, not picked up after multiple failed attempts. A high pickup rate indicates leads are being called back after going unanswered, which dramatically reduces conversion probability. Speed-to-lead is the single most predictive factor in Zillow conversion.
Action Items
- Implement sub-60-second response protocol for all Zillow leads
- Transfer all 116 untransferred PA opportunities immediately
- Reallocate lead flow from Tier 3 agents to Tier 1 performers
- Weekly funnel review with stage-by-stage coaching focus
Edwardsville Market Share Gap
- Edwardsville is the team's highest-connection ZIP code but the team holds only 11% market share.
- 89 out of every 100 connections in that ZIP go to competing teams.
- This is a performance problem, not a territory problem. More high performers in Edwardsville would pull share from competitors.
April 14, 2026 Leaderboard Snapshot
| Metric | Value |
|---|---|
| Total deals | 166 (110 closed + 56 pending) |
| Total volume | $45.75M |
| Zillow/Flex deals | 48 |
| #1 agent | Chris Kelly — 27 deals / $8.64M |
| Active agents | 22 |
See zillow-preferred-performance-standards for the full standards framework and team-composition-snapshot for agent-level performance data.