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Zillow Preferred Performance Standards

2 sources Updated Fri Jun 05 2026 19:00:00 GMT-0500 (Central Daylight Time) Internal
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Summary

Zillow Preferred (formerly Flex) uses 4 core performance standards to determine program eligibility. Failing any one metric results in removal from lead rotation for the following quarter. Evaluation follows a bell curve to account for seasonal variation.

The 4 Core Standards

Metric Minimum Window Why It Matters
Transaction Target Attainment 100%+ 6-month rolling Baseline production expectation
Appointment Rate (ALM) 80%+ 3-month rolling Buyers 3x more likely to close when appointment set on first call
ZHL Transfer Rate 25% minimum Rolling (15% ETR acceptable for 3 months) Only in Enhanced Markets; drives lead allocation algorithm
Answer Rate 60%+ 3-month rolling Shoppers 3x more likely to close when connected live

Evaluation Methodology

  • Quarterly evaluation cycle. Standards are set each quarter as minimum thresholds.
  • Bell curve adjustment. Seasonal fluctuations (spring surge, winter slowdown) are tracked on a bell curve. Raw numbers are contextualized against seasonal norms.
  • Binary consequence. Fail to hit quarterly standards = removed from lead rotation next quarter. No gray area.
  • Re-entry path. Meet the current quarter's minimum standards to regain lead eligibility.

Best of Zillow Metrics (6 Measures, Updated Daily)

Beyond the 4 survival metrics, Zillow tracks 6 additional measures for Best of Zillow status:

  • CSAT Score -- Average of 20 most recent surveys (40 for teams, 90-day window)
  • Work With Rate -- % confirming at 24-hour survey they will continue with agent (4x more likely to close)
  • Answer Rate -- % answering phone to new connections (3 months)
  • ALM Appointment Rate -- Frequency of scheduling appointments on initial calls (6 months)
  • Show Rate -- Frequency of helping customers tour properties
  • Conversion Rate -- Past sales matched to Zillow connections

CRM Usage Target: 5+ updates/communication events per connection per month.

Individual Agent Monitoring

  • Watch for anomalies. Agent closing 2-3-2-3-3-2 then 0-0-0 = red flag.
  • 90-day conversion tracking. 25 closed lifetime but 0 in last 90 days from 40 connections = coaching intervention needed.
  • Early intervention. Act by 20 connections with zero conversions. Do not wait until 40.
  • Individual answer rates now tracked (rolling out 2026). Team-level averaging is going away.

Consequences of Low Performance

Scenario Action
Approaching minimums Warning or connections hold
On hold No additional connections received
Metrics improve Resume lead flow
Low CSAT Notice to improve or program removal

2026 Changes

  • Individual agent answer rates now tracked separately (not team-averaged).
  • ZHL transfer behavior heavily weights lead allocation -- teams sending 3+ ZHL approvals get highest allocations even with lower conversion.
  • Capacity planning moving toward full algorithm automation by mid-2026.
  • New routing: high performer on your team routes to high performer on next team in coverage area (not mid/low performers on your team first).

Lead Rejection & Trouble-Lead Handling

Agents fear rejecting junk, scam, or fraud leads will tank their metrics. Fred's standing guidance (2026-06-05): legitimate rejections help more than they hurt.

  • Zillow won't endorse rejection, but doesn't grade against it. Rejecting a bad lead is not scored against you the way a missed connection or low answer rate is.
  • Rejection helps PCVR. Keeping the database tidy — clearing out scams, dead/junk leads — improves PCVR rather than hurting it. A clean pipeline reads better than a bloated one full of leads you'll never convert.
  • Transfer trouble leads to Fred. Don't sit on a problem lead. Fred can take the transfer and "squat" on it, so it leaves your scorecard without you having to formally reject it.

Trigger example (2026-06-05): A Zillow lead for a $320K Caseyville listing turned out to be a rental scam — a third party in Texas collected the shopper's ID via an app and let them tour the home, then offered it "for rent" at $1,000/mo. The agent notified the listing agent and asked whether rejecting would count against her. Answer: reject it freely, or transfer it up.

Contrast — OpCity is not scored (2026-06-07): This guidance is Zillow-specific because Zillow is a scored program. OpCity/Market VIP is not, so there's no rejection penalty to manage there at all — just pond or trash unwanted OpCity leads. See market-vip-opcity.

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