Every agent has an opinion on Zillow, most of them are wrong.
The ones who hate it never had a system, the ones who print money from it built one before spending a single dollar.
Jackie Soto is the co-founder of E Homes, a $6 billion team in Orange County built on one model:
Online leads are converted through a tight operating system.
She closes 2 to 3 times the industry average on those leads and 40% of her entire business still comes from online sources.
Today you are going to learn exactly how she built that system, why it works, and what you can copy today.
— Andrew
THE PROBLEM MOST AGENTS HAVE
Jackie is blunt about this:
She was paying around $500 per lead in Orange County, without a system, that translated to more than $2,000 per real connection
Without a system, that money disappears every time a lead does not convert.
The problem was never the lead. The problem was what happened after.
Most agents blame the platform, but Zillow does not owe you conversions.
It owes you contacts. What you do with those contacts is your responsibility, not theirs.
If you have no process, you are not buying leads. You are making donations.
JACKIE'S SYSTEM, STEP BY STEP
Step 1: Measure your response rate
Jackie has an ISA team( Inside Sales Agent ) whose only responsibility at this stage is to answer the phone and have a real conversation.
If that rate drops, the entire funnel breaks before it even starts.
Step 2: The goal of the first call is not to sell
Jackie tracks 2 metrics that most agents treat as one: response rate and appointment set rate. They are not the same thing.
If your first call goes straight to talking price, you already lost. The only objective of that call is to get a meeting. Nothing else.
Step 3: Map every stage of your funnel
Jackie breaks the process into five stages. Each one has its own number and its own possible problem:
When one of those numbers drops, she knows exactly where to look:
Response rate down: ISA problem or contact speed problem.
Appointment set rate down: script problem or conversation quality problem.
Offers written down: follow-up problem or urgency problem.
Close rate down: agent problem or negotiation process problem.
Her rule is simple: there is always a bottleneck in your funnel. Your only job is to find it.
If you cannot tell me your response rate, your show rate, and your close rate right now, you do not have a business.
You have a busy schedule. Those are very different things.
Step 4: Stop thinking about transactions, start thinking about contacts.
Jackie changed the question she was asking herself.
Her logic: the person on the other end of that Zillow call might not buy today.
But they have a mother, a father, a cousin, a friend. If you build rapport and stay in contact, the business comes.
Maybe not from them, definitely from someone they know.
One lead is not one deal. One lead is a node in your network.
Agents who understand that build businesses. Agents who don't chase deals one by one until they burn out.
Step 5: Let the relationship book work for you
E Homes started at 60% online leads.
Today they are at 30 to 40%, not because they stopped buying leads, but because the relationship book they built from those leads started generating referrals on its own.
The leads fund the machine that eventually runs itself.
Most agents want referrals without having built relationships. They want to scale without having built systems. They want results without having built habits.
Zillow is not the problem. The order of operations is the problem.
THE RULE UNDERNEATH ALL OF IT
WANT THE FULL STRATEGY?
Search $6B Broker: How She Trains Agents to Sell 3x More Than Average Realtors on YouTube or your favorite podcast app to watch the complete episode now!
