Working in the field of real estate is one of the most popular professions in the United States. It’s a cutthroat business but can pave the way to a long and lucrative career. The ability to network and create leads is what makes or breaks a real estate agent. Thankfully, there are services available to help. The companies collect and organize leads both for buyers and sellers and funnel them to realtors. Agents can set up specific parameters for leads that they want the company to collect, and many lead generation companies also offer advertising services through various platforms. In short, these companies allow you to quickly find clients, so you can focus on closing deals and finding the right property. In this article, we’ve collected and reviewed the top real estate lead generation companies and laid bare our trusted evaluation methodology.
- Impressive IDX websites
- Automatic drip campaigns
- No startup fee
- Robust CRM
- Reputable company
- Machine learning predicts future listings
- Custom leads territory
- Multiple pricing methods available
- Huge amount of leads
- Great advertising possibilities
- Flexible pricing
- Great ad campaigns
- Beautiful IDX websites
- Track full lead life cycles through CRM
- Behavioral, automatic marketing
- Creates a multitude of landing pages for one agent
- Can convert leads from Zillow, realtor.com, and Trulia
Do I Really Need a Lead Generation Company?
Many real estate agents might ask themselves if they really need lead generation companies for real estate. Isn’t it better to find and cultivate leads the old-fashioned way, through direct, thorough, and prolonged contact? It surely is, and you’ll probably see the highest conversion rates through personal and organic networking. However, due to the saturation of the real estate market, staying competitive without high-volume lead generation is extremely difficult.
This doesn’t mean that leads these companies gather for you will automatically increase your sales volume. The quality of the leads depends on the company you’ve chosen and the parameters you’ve set. Even when you get top-quality leads, they still need nurturing and might not come to fruition as quickly as you’d want them to.
Still, utilizing these services gives you access to an otherwise difficult to obtain pool of leads gathered from various sources, which you can convert to sales. Furthermore, many of these companies help you advertise yourself directly to potential clients, assist you in making your own landing web pages, and offer a range of other services.
Our Criteria for Evaluating Real Estate Lead Generation Companies
In this section, we’ll go over the metrics we deemed most important for choosing and ranking lead generation businesses. Ideally, the best lead generation firm or piece of software ticks all the boxes in our evaluation methodology and has affordable pricing. Of course, figuring out the best option is rarely this simple.
In our reviews, we focus on showcasing each company’s strengths and weaknesses in order to make your choice easier. Furthermore, we recommend that you keep our metrics in mind when making your own evaluations of lead generation firms.
The most important feature with all these companies is their ability to collect leads. These are drawn from various real estate lead sources like house appraisal sites, and Google and Facebook ads. The companies offer to collect either buyer leads or seller leads and can sometimes do both, which is an ideal option for most real estate agents.
Most lead generation companies for real estate gather leads for a specific area which the agent chooses. In most cases, this is the area where the agent resides. Naturally, agents want to be the first choice for prospective buyers and sellers within their own ZIP code.
Through lead generation companies, you’re not only getting access to buyers and sellers, but also to those on their first leg of their journey looking at prices of real estate in your area or trying to get their own house appraised. This allows you to immediately set up a rapport with your leads through smart marketing campaigns and hopefully laying the groundwork for you being picked as their agent when the time for buying/selling arrives.
Most of the top-rated lead generation companies for real estate guarantee exclusive real estate leads. This is definitely the feature to look out for, as it means that your leads won’t be given to any other agent, preventing unnecessary competition and overlap.
Hence, some lead generation firms may structure their pricing around the territory or number of properties you want to get leads for.
Lead Funneling and Follow-up
Gathering leads is only the first step on the road to conversion. Leads have to be nurtured and regularly contacted in order for them to transition into sales. But contacting the targeted leads from your lead generation company is nearly impossible.
Thankfully, many online real estate lead generation companies include lead funneling and CRM features that make your life easier. These tools include automated marketing via email, text, and voice messages.
Some software also lets you manage leads by providing data on what properties they’re looking at, their own property information, whether you’ve already contacted the lead, set up a call-back, and more. Additionally, you can also set up contact reminders and notifications, preventing any leads from turning cold as a result of your inaction.
All of these tools are crucial for developing your relationship with clients and converting leads to sales, otherwise you’d be wasting too much time on handling all the leads and dishing out cash on additional CRM software.
One of the main ways through which real estate agents and brokers market themselves, and the available listings, is through personalized Internet Data Exchange websites. IDX is utilized by real estate agents to directly add multiple service listings to its site.
Your IDX website will regularly pull new listings from the MLS database, meaning that visitors to your site will always have access to the newest listings.
Most of the top lead generation companies for real estate agents offer IDX website builders. Ideally, the IDX website builders should be customizable, easy to use, and have a variety of different themes on offer.
Note that IDX website builders often carry an additional charge and aren’t included in your leads fee. Some web portals do not pull listings via IDX, but from other sources like brokerage syndication.
We should tell you right off the bat that using lead generation platforms doesn’t come cheap. The least expensive options cost around $250 to $350 per month and a typical real estate lead generation company commonly structures their pricing in one of two ways.
The first relies on monthly subscriptions, where you pay a fixed fee each month for a certain amount of leads. This pricing structure is frequently found among the reviewed lead generation firms.
Some providers might guarantee a certain amount of leads per month, while others have more flexible monthly rates depending on the quantity and quality of leads provided. There are also those that have different prices depending on the ZIP code you’re obtaining the leads for.
When comparing prices it’s important to take note of how much each company charges per lead. The other standard pricing structure is per-lead pricing where you pay only for the leads you receive.
Unfortunately, the monthly subscription won’t be your only cost, and you’ll often encounter hefty startup fees. But there are companies like Real Geeks that come without those expenses. Additional costs may include property valuation tools, PPC marketing, and other add-ons.
Ease of Use
You’ve spent time training and studying to become a real estate agent, not a developer or a marketing expert. Hence, you should always look for a lead generation company that’s easy to use. An intuitive, simplistic interface and easily accessible features that are quick to master are some of the hallmarks of a market leader in the lead generation business. Providers that offer to manage some aspects of lead generation for you, such as PPC marketing, are invaluable.
Managing real estate is a delicate business, and if you run into any trouble using lead generation software, you’d naturally want to solve it as quickly as possible. Therefore, we always value those companies that offer diligent, multi-channel customer support.
Top 5 Real Estate Lead Generation Companies in 2022
- Real Geeks
- Zillow Premier Agent
Best Real Estate Lead Generation Companies - Reviews
- ⦿ No contracts
- ⦿ Leads collected from 200+ landing pages
- ⦿ Integrates with multiple real estate CRMs
The first tool on our list, ZipTitan, provides excellent results and is very straightforward to use, which earns it the title of one of the best real estate lead generation tools you can possibly find. Once you sign up and claim your ZIP code, ZipTitan will send you text messages and emails whenever there’s a new lead in your area.
Unlike the competition, ZipTitan focuses on providing a streamlined process for getting leads, and there are no unnecessary and complicated procedures with this service. You’ll find an interactive map on its website that’ll help you select your ZIP code and claim it. After just a couple of clicks, you are all set with the lead list to go and sell.
ZipTitan is one of the best services for those who value face-to-face selling and would rather host an open house than send innumerable notifications to customers who can then easily ignore them. For a uniquely affordable price – $300 per month – you can expect seven to 10 exclusive leads every month.
And it’s not just about the number of leads – these are also top quality and entirely exclusive real estate leads – you won’t be competing for the same customer with a bunch of other realtors with this real estate lead generation company. The leads are gathered via more than 200 landing pages, created and optimized by the pros in the niche.
Another major benefit of signing up with ZipTitan is that there are no contracts involved. You can cancel your subscription at any point without any contract to hold you down – no questions asked!
The amount of leads you’ll get depends on your subscription package and the competition in the zone you claimed. While you are busy choosing your subscription tier, ZipTitan for real estate reviews multiple factors in real-time. These include a full-year traffic forecast from Google, the ad-to-click ratio for a given budget, and conversion rates from other agents using the platform in the same area.
ZipTitan’s prices are among the most affordable in the market, starting at $200 for the smallest tier and $750 for the most expensive one. The higher the tier, the higher the number of leads, and you can expect up to 30 leads per month if you opt for the priciest tier.
Judging by the price-per-lead ratio, ZipTitan is undoubtedly one of the best lead–generating real estate websites you could use to get the leads you need. Just imagine – actual reports coming from the ZIP codes contain approximately 80% more leads than the initial estimation!
If you are looking for plenty of seller leads for a small price, ZipTitan should be your starting point.
Real Geeks ReviewVISIT WEBSITE
- ⦿ Affordable
- ⦿ Automatic responses to leads
- ⦿ Great landing page tools
Real Geeks is also considered to be one of the most popular lead generation and real estate marketing companies. The firm was founded by Jeff Manson, a Hawaiian real estate agent that later moved the company to Dallas, TX. Similarly to BoldLeads, Real Geeks was bought by the larger Fidelity National Financial in 2017. In addition to lead generation, Real Geeks offers CRM, SEO, and PPC marketing services.
If you’re looking for the best lead generation for realtors, Real Geeks is a very strong contender. It’s an all-round real estate platform, with all the features you might need as an agent or realtor.
The bulk of the leads you’ll be generating with Real Geeks are through your IDX website. The quality of the IDX website and the design options at your disposal are unmatched by Real Geeks’ competitors. You can choose from a variety of visually appealing themes to customize your landing page according to your preferences. As all Real Geeks reviews show, any page on the IDX website can be turned into a landing page with editable fields on the capture form.
Both home valuation and market report landing pages are available, allowing you to capture buyer and seller leads. You can also make property detail landing pages, which come in handy when gathering leads via Facebook ads. According to Real Geeks, its IDX websites feature high capture and conversion rates and are superbly optimized for search engines as well as mobile use. The IDX site updates its listing database every 15 minutes.
Any leads you capture are automatically sent to the Real Geeks CRM. Agents are automatically notified via email or SMS when new leads come in. The CRM dashboard allows you to track or initiate interactions with leads and filter them by zone, price range, etc.
Also, you can set up reminders, automatic responses, assign leads to individual agents, and everything else you’d expect from a robust CRM system.
Furthermore, Real Geeks offers to set up automatic email drip campaigns and e-blasts to help you nurture your leads. On the marketing side, Real Geeks can streamline the creation of Facebook ads for you and have its in-house marketing team run your ad campaigns. Additionally, the system will pull the Facebook information from leads when they sign up, improving data accuracy.
Real Geeks has no upfront cost. The basic service costs $249 per month, with a 12-month contract being the standard agreement. The property valuation feature and the Facebook ad creation each cost an additional $50/mo. If you want Real Geeks to run your marketing campaigns on Google or Facebook, it will cost you around $500/mo plus your ad spend budget.
The lack of startup fees and the affordability of the basic package put Real Geeks on the cheaper side of things. However, utilizing its advanced marketing tools and management can be very costly.
We were very impressed with what Real Geeks has to offer. It has all the features you might need as a real estate agent. However, some criticism has been levied at the customization options on its IDX websites, and many of the robust features come with hefty monthly fees.
BoldLeads ReviewVISIT WEBSITE
- ⦿ Tiered pricing
- ⦿ Exclusive leads
- ⦿ Lead notifications
BoldLeads is one of the market leaders in the lead generation business. The company was started by a mother and son back in 2014, and their heartwarming story adds to BoldLeads’ charm. Even though the mother-son duo sold off the company in 2019, it retained its status as one of the best real estate lead generation websites.
BoldLeads was purchased by PropertyBase, a huge real estate platform. But the change in management hasn’t impaired the business one bit, and the company continues to provide a steady stream of leads for thousands of real estate agents.
BoldLeads offers both buyer and seller realtor leads in one pricing package, which is always a plus because you don’t have to pay for the leads individually. There are multiple approaches on how to get leads in real estate.
BoldLeads collects the leads via Facebook ads and then funnels them to agents. Once a prospect clicks on the ad, they’re taken to your landing page. They get access to basic services like home valuation or seeing a list of houses on sale in return for leaving basic contact information.
The information they leave is then fed into your CRM dashboard. Another great feature is that BoldLeads only provides you with exclusive leads, so you won’t be fighting for the same client with other BoldLeads users in your ZIP code. Your IDX landing page is customizable, with over 40 templates to choose from.
The CRM dashboard gets a thumbs up from BoldLeads reviews for providing an overview of all the leads and offering a variety of methods for funneling them. You can set up automated contacts via phone, email, and social media. Moreover, you have the option of setting up reminders, fine-tuning how often automatic messages are sent, and what those messages say.
If you already have CRM software, you can easily integrate it with BoldLeads. In addition to sending emails, voicemail, and texts, any new leads are automatically sent follow up SMS messages.
While BoldLeads is without a doubt one of the best real estate leads generator options available, it does have one significant weakness – the quality of the leads it provides. Since it mostly collects leads from Facebook, it pulls a huge number of people that aren’t really interested in buying or selling real estate. Some don’t even fall within your target area.
BoldLeads is among the pricier lead generation companies. The cheapest option is $269 per month, and that’s only if you get either buyer or seller leads. If you wish to get both types of leads, you need to pay an additional $250 each month.
Lead generation for real estate companies also has a minimum ad spend cost of $250 plus a $200 startup fee. In total, you’ll be looking at around $800 to $1,000 in monthly costs if you want the full package. Note that when you sign up for BoldLeads, you don’t own the landing page they make for you, only the leads.
These are the prices for contracts billed annually. You can also pay on a monthly basis, but the fees are slightly higher.
BoldLeads should definitely be one of the first stops in your search for the best real estate lead generation system. With its robust lead funneling and CRM tools, its quality is undeniable.
Offrs ReviewVISIT WEBSITE
- ⦿ Pay-As-You-Go pricing
- ⦿ Precise listing predictions
- ⦿ Inexpensive
Offrs differs somewhat from other lead generation firms on our list. It’s basically a piece of software that relies on predictive analytics in order to forecast which property will go on sale, and it feeds this information to real estate agents.
This Florida-based company was founded in 2013, and like many businesses on our list, it was recently bought by a larger firm. In 2019, Constellation Software, a big real estate company, obtained Offrs, but retained the latter’s unique approach to lead generation.
Offrs reviews reveal that this lead generation company focuses on utilizing machine learning and predictive analytics to forecast future real estate listings. It relies on a variety of historical, demographic, behavioral, property, and event data in order to make its predictions as precise as possible.
According to its site, Offrs has predicted 72% of listings in 2019. Offrs pulls data from real estate websites in order to identify both buyer and seller leads. These include For Sale by Owner leads and expired listings.
In addition to analytics, Offrs also utilizes Facebook ads to pull new leads, a tried and proven strategy used by most lead generation companies.
A major plus for Offrs is the option to freely search their lead list map. You can search the map by ZIP code or mark a specific territory you’re interested in, and you’ll get access to leads and homeowner information.
Offrs also uses predictive analytics in order to identify users for appropriate Facebook ads. Hence, it targets people most likely to list, increasing the ROI on your marketing campaign. When it comes specifically to seller leads, Offrs uses the site http://housevaluereport.com/ as the landing page to collect them. The landing page is customized for you if the client reaches it by clicking on one of your ads.
As is standard practice, free CRM is included. This provides you with an overview, filter, and the ability to contact your leads. You can set up automated marketing through SMS, email, voicemail, and ads.
There are three separate pricing plans available with Offrs.
The first one, Pay-As-You-Go, charges $0.10 per property (lead) each month. These prices are for exclusive leads, but you can also get non-exclusive ones for $0.05/property/month. The plan gives you access to predictive analytics, smart apps, and the custom territory builder.
The second plan, Smart Agent, allows you to choose a customer territory for which you can get leads on up to 5,000 properties. It includes everything found in the Pay-As-You-Go package in addition to a personal coach and 10 team members. It costs $200/territory/month.
Lastly, the Smart Broker plan is designed for larger teams, with customizable features and pricing. You need to contact the Offrs sales team to get a quote.
With its unique approach based on predictive analytics, Offrs brings a lot to the table. We especially liked the adaptive pricing, which gives you greater flexibility in how much you’d like to pay.
Zillow Premier Agent ReviewVISIT WEBSITE
- ⦿ MyAgent features
- ⦿ Proprietary CRM
- ⦿ Unparalleled visibility for leads
If you feel like sticking to the big guns, look no further than Zillow. Arguably one of the most visited sites in the world, Zillow is a true titan of the real estate market. Zillow Premier Agent is the advertising and lead generation service that focuses on making you the prime real estate agent in your area.
Zillow’s key advantage lies in the sheer volume of leads it can collect. This is one of the most visited sites ever, and anyone looking for real estate is bound to click on a Zillow link at some point. Even the strongest ad campaigns and best landing pages are no match for this.
Zillow is frequently criticized for providing low-quality leads. With so many people visiting Zillow’s pages for a variety of reasons, it’s only logical that some of them aren’t interested in buying or selling real estate. However, if you’re hiring real estate lead generation companies, reviews online clearly stipulate that real estate lead generation solutions often pull leads that might be totally useless. These include leads captured through Facebook ads.
Meanwhile, Zillow’s leads can be more rewarding in the long run as they come from those who are at least looking at real estate. Furthermore, most Zillow leads leave their contact information willingly.
However, the Zillow Premier Agent does not give you exclusive leads. This is because Zillow operates and captures leads in a very specific manner, which differs from other lead generation software. When someone looks at a piece of real estate through Zillow, they are presented with a list of real estate agents on the side. While anyone with a Zillow account can appear here, those with a Premium subscription appear next to every piece of real estate in their designated ZIP code, increasing the number of prospective clients. Furthermore, being a Premier account holder means you’ll appear on top of those agent lists as well.
Of course, Zillow also supports the creation of custom landing pages for each agent. These landing pages have customizable themes that you can change to suit your preferences. According to verified real estate leads reviews, the My Agent feature allows you to be the only person to appear on real estate agent lists, track in real-time what real estate the clients are viewing, and allow clients to send you messages directly through Zillow.
All the leads you gain from Zillow can be viewed and managed through their proprietary CRM. Through the CRM dashboard, you can initiate communication, see the client’s search activity, and add tasks and notifications.
Zillow Premier Agent doesn’t have fixed pricing. Instead, the Zillow Premier Agent cost depends on two factors: the price of real estate in the target area and the amount of competition you’re facing. The price of real estate naturally increases the price of the service, as the profits have the potential to be much larger.
As far as competition is concerned, each Zillow listing has a limited amount of space where it displays available agents to potential clients. The more you invest, the larger share of space you’ll get in a particular ZIP code, which also affects the potential investments of others.
At the very least, you can expect to pay $250, with pricier areas raising your costs to $800 per month.
Being the market leader on multiple fronts, the amount of leads Zillow can generate is hard to top. However, due to flexible pricing, its fees might be too steep in some ZIP codes, and the leads you’ll be receiving are not exclusive to you.
BoomTown ReviewVISIT WEBSITE
- ⦿ All-round package
- ⦿ Robust CRM
- ⦿ Great features for teams
BoomTown is a lead generation company founded in 2006 and headquartered in Charleston, SC. BoomTown isn’t just a real estate lead generation company, it also presents an all-round real estate package that includes IDX website creation, advertising, and CRM features. While it’s quality is undeniable, it’s one of the pricier options on our list.
At its core, BoomTown focuses on lead generation through online ads. With its services, you can create Google and Facebook ads that bring users to your landing pages. You can set up the target audience for your ads. It can be a certain area, city, or even several neighborhoods throughout the state.
The BoomTown lead generation team can also send you leads they captured through mobile and display advertising, digital sales, or via Google Analytics. As far as IDX websites go, BoomTown provides beautiful site designs as part of its real estate lead generation service.
On your sites, you can offer property search and property comparison to visitors in exchange for contact info. Furthermore, visitors can view neighborhood and school ratings as well as price history and access a mortgage calculator. While the themes on the sites cannot be edited, you can change what tools users have at their disposal and which contact information they need to leave in order to use them.
All the leads you collect are accessible via BoomTown’s CRM, which is pretty robust and includes all the features and tools you might need. You can manage, filter, and sort your leads and follow their entire lifecycle. You can also generate predictive leads through the CRM as well as assign leads to agents and set up marketing campaigns, automated texts, and email drip campaigns.
Of course, you can log calls, make notes, and set up notifications for you and your entire team. To further improve communication with your leads, you can also use BoomTown’s proprietary Now mobile app.
If you need a helping hand in growing your business, BoomTown offers its Success Management team that advises you on future actions and provides you with data and analytics.
No real estate lead generator is complete without integration capabilities. BoomTown integrates with most of the widely-used lead conversion, transaction and task management services, as well as those provided by Google. It also integrates with the Vulcan7 dialer for quick and effective access to your leads.
There are four different pricing plans available with BoomTown: Launch, Core, Grow, and Advance. All of the pricing plans contain largely the same core features and differ mainly in the number of team members that can use the service and the number of integrations available.
The Launch plan has a $750 setup fee and costs $1,000 per month. This plan also comes with a minimum required ad spending of $250. It allows up to two team members.
Core is perhaps the most effective real estate lead generation plan. It has a setup fee of $1,150, and you’ll be paying the same figure monthly for this package. It allows up to five team members and supports integration with Zapier and Gcal.
The Grow plan has a setup and monthly fee of $1,450, it allows up to 10 team members, and adds additional integrations.
The priciest plan is Advance, which allows 25 users but comes with a price tag of $1,750 for setup and monthly payments.
Note that these figures do not include ad spending, lead qualification, texting, and calling costs. In total, you should expect to spend several thousand dollars per month if you want the full packages. The contract length is 12 months.
BoomTown is even more expensive than most competitors, but it equates to a Swiss Army knife of lead generation, containing all the tools needed to gather and nurture real estate sales leads. If you have the cash and know how to capitalize on what this service offers you, BoomTown definitely pays off.
Zurple ReviewVISIT WEBSITE
- ⦿ Affordable
- ⦿ Best lead-nurturing tools around
- ⦿ Six-month contracts available
Zurple is a San Diego-based real estate platform that’s been operating since 2009. Besides lead generation, Zurple’s specialty is automated behavioral marketing that relies on sending personalized emails to your leads at the right time. Zurple mostly collects leads through paid ads, with a clear focus on nurturing rather than capturing leads.
Zurple uses somewhat rudimentary landing pages to capture leads from paid marketing campaigns such as Google Adwords, Facebook ads, and others. When you designate an area you want to target, Zurple will launch multiple home search websites for that zone. However, these sites are very basic.
They only allow property searches, and the only search settings available are minimum and maximum price. The sites aren’t branded and don’t include Zurple’s or your logo – the name of the site is usually in the format ‘Searching X Area’. However, Zurple’s advantage is quantity, as they claim some agents get up to 10 sites for their respective target areas.
Like with most top buyer lead generation companies for real estate, users that leave contact information on landing sites become your leads. Now, you need to nurture those leads. This is where Zurple truly shines.
Once a lead is captured, you get access to a breadth of information about each one. From the dashboard, you can initiate Conversations. These are essentially intelligent behavioral campaigns that analyze the lead’s behavior, what real estate they’ve been looking at, at what price, and so on. Then it can send automatic personalized emails to those leads, referring to a property they’ve looked at or might like.
Most real estate seller leads reviews rightly point out that this goes above and beyond the usual drip marketing campaigns, enabling you to send the right emails to the right people. Zurple’s software also analyzes lead behavior to determine who will be the most likely to buy real estate in the near future.
Some of the things it keeps an eye on are: people looking at the same property multiple times, searching aggressively for real estate in the area, or bookmarking a property.
With Zurple, you can convert leads captured from Zillow, realtor.com, and Trulia. Furthermore, Zurple is one of the few companies that allow you to post ads to Craigslist.
When it comes to Zurple, the most obvious downside relates to the aforementioned basic landing pages. Furthermore, its CRM tools don’t have any task management abilities whatsoever.
Zurple currently offers one pricing plan, with a multitude of optional paid addons. The basic fee is $309 per month, and that includes access to MLS listings for your sites. The setup is somewhat steep when compared to some of the competitors – $799.
If you want to increase the number of team members to five, you’ll need to pay an additional $150/mo. That’s the same fee for adding a lender. For importing leads, you’ll need to make a one-time payment of $150.
As far as contracts are concerned, you initially have the option of signing up for either six or 12 months.
While Zurple may have somewhat basic lead generating capabilities, it gets the job done. Its real worth is in its unique approach to nurturing leads via smart, personalized email campaigns that are sure to increase your sales.
Generating leads largely revolves around networking and making lasting relationships with your clients. Lead generation companies offer free tools such as house valuation in order to get visitor contact information.
In most cases it is. But it depends on the quality of the leads and whether you can nurture them successfully.
Any of the companies on our list are a great choice. If you’re looking for sheer quantity of leads, go for something like Zillow, while Offrs and Zurple are great for nurturing leads.
A multitude of factors determine whether investing in leads is worth it. When it comes to Zillow, it’s worth it if you have enough money to invest because highly competitive zones can be quite expensive due to Zillow’s pricing structure.