Zillow Premier Agent
Zillow’s 10-K spells out what an agent buys. Under market-based pricing, leads in a zip code are split in proportion to each agent’s share of the advertising bought there, and Zillow promises no minimum or maximum share. Under Zillow Preferred (formerly Flex), the agent pays a performance fee when a lead turns into a closed deal. Residential revenue, which holds these programs and Zillow’s agent software, was $1,704M in 2025, the largest agent-facing revenue line in the filings we read for this section. The same filing lists 2025 complaints by the FTC, state attorneys general, Compass, CoStar and consumer plaintiffs.
Last verified: 2026-10-20
Unscored
Public company. Premier Agent sold two ways: share of voice by zip code, or a fee when a lead closes (Zillow Preferred).
Not scored in this section.
Disclosure: Siana Marketing operates this site and sells SEO and marketing services to real estate firms, so it competes with firms in this section. Siana is not scored, ranked or compared here. Regent Commercial Real Estate is a Siana client.
At a glance
| Legal entity | Zillow Group, Inc. (Nasdaq: Z, ZG) |
| Headquarters | Not stated in the pages we read |
| Segment | Portal advertising and lead programs |
| Scale (as published) | Residential revenue $1,704M of $2,583M total (2025) |
| Score | Unscored |
What the sources reveal
Zillow’s 10-K spells out what an agent buys. Under market-based pricing, leads in a zip code are split in proportion to each agent’s share of the advertising bought there, and Zillow promises no minimum or maximum share. Under Zillow Preferred (formerly Flex), the agent pays a performance fee when a lead turns into a closed deal. Residential revenue, which holds these programs and Zillow’s agent software, was $1,704M in 2025, the largest agent-facing revenue line in the filings we read for this section. The same filing lists 2025 complaints by the FTC, state attorneys general, Compass, CoStar and consumer plaintiffs.
Key facts
| Fact | Source | Checked |
|---|---|---|
| Total revenue $2,583M in 2025 (+16%); Residential revenue $1,704M (+7%), 66% of total; net income $23M. | source | |
| Residential revenue includes Premier Agent market-based pricing, Zillow Preferred (formerly Flex), Zillow Showcase and software such as Follow Up Boss, dotloop and ShowingTime. | source | |
| Market-based pricing: leads go to agents in proportion to their share of total advertising purchased in a zip code. | source | |
| Zillow Preferred: agents receive leads and pay a performance advertising fee when a transaction closes with one of them. | source | |
| Zillow does not promise any minimum or maximum share of leads under either model. | source | |
| Zillow estimates 80% of U.S. residential transactions involve agents who use at least one Zillow product (company estimate). | source | |
| In 2025 Zillow was named in complaints by the FTC, certain state attorneys general, Compass, CoStar and consumer plaintiffs (antitrust, intellectual property, consumer protection, RESPA and other claims). | source | |
| The FTC’s case was about rentals: Zillow paid Redfin $100M in 2025 to leave rental listing advertising. An August 2026 order requires Redfin to re-enter that market within six months. | source |
Who it’s actually for
- Buyer’s agents who can answer leads fast and want volume in specific zip codes.
- Agents in markets where Zillow Preferred is offered and who would rather pay at closing than up front.
What we could not verify
- Prices per zip code and the Zillow Preferred fee rate: not in the filing.
- Premier Agent revenue on its own: Zillow reports Residential as one line.
Related
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Last verified 2026-10-20. Figures were re-read from the linked sources that day.
View changelog
- Profile published from sources read this day.
Sources
- Zillow Group, Inc. Form 10-K for 2025 · accessed 2026-10-20
- Federal Trade Commission, order resolving Zillow-Redfin agreement (Aug 24, 2026) · accessed 2026-10-20
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