Zillow lead follow-up: how to actually convert portal leads

Zillow leads are shared, low commitment, and time sensitive. Converting them depends less on your script and more on being the first agent to send a specific, useful reply.

The short answer

• Assume the lead was sent to more than one agent. Speed decides who owns the conversation.
• Reference the exact address they inquired about in the first sentence.
• Reply in the Zillow thread first, then move to text after they respond.
• Do not ask for a call in message one. Ask one easy question.
• Expect a lower contact rate than referrals and plan a longer cadence.

What makes a Zillow lead different

A Zillow inquiry is usually a browsing action, not a hiring decision. The person tapped a button on a listing they liked. They may be nine months out, they may be pre-approved and touring this weekend, and nothing in the lead record tells you which.

Treat the first message as an attempt to start a conversation, not an attempt to qualify. Qualification comes on message two and three once they are talking.

The first message that works

Three ingredients: identify yourself, reference the exact property, and ask one question they can answer in five words. Anything longer feels like an intake form.

Avoid opening with are you working with an agent. It reads as gatekeeping and gives them an easy exit.

Cadence after the first reply

If they respond, keep going in that thread until you have timeline and financing, then propose two specific times. If they do not respond, work a cadence over about 30 days rather than giving up on day two.

• Minute 0: reply in the portal thread.
• Minute 5 to 30: text if you have a mobile number.
• Day 1: call once, leave a short voicemail.
• Days 2, 4, 7: alternate text and email with new listings, not check ins.
• Days 14 and 30: value based re-engagement, then move to nurture.

Automating Zillow replies

Zillow inquiries arrive by email and through your CRM connection. Diviine watches both, drafts a reply that answers what the lead actually asked, and sends in under 60 seconds. Every reply is logged and can be routed back to Follow Up Boss or your existing CRM.

Because Diviine defaults to review mode, your first week is spent approving drafts and adjusting tone. Once the replies sound like you, switch the Zillow source to autopilot.

Frequently asked questions

Are Zillow leads sent to more than one agent?

Often yes, depending on the product and market. Plan as if the lead is shared. That assumption alone corrects most follow-up behavior.

How quickly should I respond to a Zillow lead?

Inside five minutes, ideally under one. That is the window where the lead is still on the listing and expecting a reply.

Can Diviine respond to Zillow leads automatically?

Yes. Diviine connects to the inbox and CRM feed that receives Zillow inquiries, replies in under 60 seconds, qualifies the lead, and books the showing on your calendar.

What is a realistic Zillow lead conversion rate?

It varies widely by market and price point, and portal leads convert well below referrals. Focus on contact rate first, because you cannot convert a lead you never reached.