For many real estate agents, platforms like Zillow have become one of the most common ways to generate buyer leads. Agents pay monthly fees to appear next to listings and receive contact information from buyers who request additional details about a property.
At first glance, this seems like a straightforward way to generate new business. Buyers are actively browsing homes, and agents have the opportunity to respond quickly and start a conversation.
But after using these platforms for a while, many agents begin asking an important question:
Are Zillow leads worth it for Realtors? — especially as costs continue to rise and competition increases.
The Cost of Purchased Leads
One of the biggest concerns agents raise about lead platforms is the monthly cost.
Depending on the market, agents may spend anywhere from several hundred dollars to several thousand dollars per month in order to appear next to listings and receive inquiries.
In competitive markets, these costs can rise quickly. Agents may feel pressure to continually increase their advertising budget just to maintain visibility on popular platforms.
Even when leads do come in, they often come with additional challenges that agents must navigate.
If you’re specifically wondering whether Zillow leads are worth it for realtors, we broke that down in more detail here…
Is buying real estate leads worth it for realtors?
Shared Leads and Competition
One of the most common frustrations agents report is that many purchased leads are shared among multiple agents.
This means that when a buyer submits an inquiry, several agents may receive the same lead at the same time.
Agents then compete to be the first person to respond, hoping to establish a connection before another agent reaches the buyer.
While this system can sometimes work, it can also create situations where agents spend significant time responding to inquiries that never turn into serious opportunities.
Buyers Who Are Still Early in the Process
Another issue with many purchased leads is timing.
Some buyers who click on listings are still in the very early stages of their home search. They may simply be browsing homes online without a clear timeline for purchasing.
This can lead to a large number of conversations that never move beyond initial contact.
Over time, some agents begin looking for marketing strategies that allow them to connect with buyers earlier in the research process, rather than competing for attention after the buyer has already submitted an inquiry on a listing.
Where Many Buyers Actually Begin
Before contacting an agent, many buyers spend weeks researching cities, neighborhoods, and lifestyle factors online.
They want to understand things like:
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What it’s like to live in Billings Montana
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Which neighborhoods might fit their lifestyle
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Housing prices in Colorado Springs
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Schools, parks, and local amenities
Some buyers start this process by visiting official municipal websites or other local government sites to learn about community resources and city development.
At the same time, many buyers turn to YouTube to watch videos that help them visualize what life in a city actually looks like.
Videos about neighborhoods, local attractions, and housing markets often provide insights that buyers cannot get from listings alone.
Why Some Agents Are Exploring YouTube
Because buyers are already researching cities online, some agents are beginning to shift their marketing strategy toward creating helpful YouTube videos about their local market.
Instead of competing for the same purchased leads, these agents focus on publishing content that answers the questions buyers are already asking.
Topics that often attract relocation buyers include:
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Living in a specific city
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Pros and cons of moving to the area
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Best neighborhoods for families
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Cost of living in the local market
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What different home price ranges look like in the city
Agents who are interested in learning more about how this approach works can explore YouTube marketing for realtors, which focuses on helping agents attract buyers who are researching cities and neighborhoods online.
The Long-Term Advantage of Video
One of the biggest differences between purchased leads and YouTube content is longevity.
Purchased leads stop the moment an agent stops paying for advertising.
Videos, however, remain searchable on both YouTube and Google.
Over time, agents who consistently publish helpful videos about their city can build a library of content that continues attracting viewers months or even years after each video is posted.
If you’re curious about the types of content that perform best, you may want to read What Kind of Real Estate Videos Actually Attract Buyers on YouTube.
And if you’re wondering how long it typically takes for a channel to begin generating inquiries, you may also find value in How Many Videos Does It Take to Get Real Estate Leads From YouTube.
A Different Way to Generate Buyer Interest
Instead of paying for buyer inquiries that may be shared among multiple agents, YouTube allows agents to become visible to buyers earlier in the research process.
When buyers watch helpful videos about neighborhoods and housing markets, they often begin to associate the agent creating those videos with expertise and local knowledge.
Over time, this can lead to conversations with buyers who are already interested in the area and looking for someone who understands the local market.
The Bottom Line
Zillow leads can still work for some agents, especially in certain markets. However, many agents eventually discover that purchased leads can become expensive and unpredictable over time.
As more buyers turn to YouTube to research cities and neighborhoods, agents who create helpful video content may find themselves connecting with buyers earlier in the home search process.
This approach allows agents to build long-term visibility while positioning themselves as trusted local resources for people researching where they want to live.
If you’ve been thinking about using YouTube to attract buyers researching your city, the opportunity is still wide open in many markets.
Agents who start publishing helpful videos about neighborhoods, relocation topics, and local lifestyle often become one of the most visible online resources for their area.
If you’re curious whether a YouTube channel could work in your market, visit our contact page and start a conversation.
Let us build your library of city-focused videos that attracts buyers for years to come.
Phone: (248) 301-6177
Website: outreachmediaagency.com
Email: leads@outreachmediaagency.com