Zillow Premier Agent vs Realtor.com
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.
Last verified: 2026-10-20
The two largest U.S. listing portals sell agents leads in different ways. Both publish revenue in SEC filings; neither publishes prices.
Zillow Premier Agent
UnscoredWins when: you want to buy volume in specific zip codes or pay only when a deal closes, where Zillow Preferred is offered.
Realtor.com
UnscoredWins when: you prefer a fixed subscription, or a referral model, from a site licensed by the National Association of Realtors.
Side by side
| Item | Zillow Premier Agent | Realtor.com |
|---|---|---|
| Owner | Zillow Group (public) | Move, Inc.: 80% News Corp, 20% REA Group |
| Revenue line | Residential $1,704M (2025, calendar year) | Move $610M (fiscal year to June 30, 2026) |
| How agents pay | Share of advertising in a zip code, or a fee when a lead closes (Zillow Preferred) | Subscriptions (RealPRO Select, Connections Plus, Listing Toolkit) or a referral fee on completion |
| Lead guarantee | No minimum or maximum share promised | Not covered in the passages we read |
| Audience figure | 80% of transactions involve agents using a Zillow product (company estimate) | About 68M average monthly unique users (internal data) |
| Regulatory record in filing | 2025 complaints by FTC, state AGs, Compass, CoStar, consumers | Not covered in the passages we read |
Portal figures are from 10-K filings for the periods shown. Agency figures are from each firm’s own pages and marked self-reported. Read 2026-10-20. Neither is scored.
Last verified 2026-10-20. Figures were re-read from the linked sources that day.
View changelog
- Comparison published.
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
- News Corp Form 10-K for fiscal 2026 (year ended June 30, 2026) · accessed 2026-10-20
- Move, Inc. press release, Move acquires TigerLead Solutions (Sep 4, 2012) · accessed 2026-10-20