Account Development Plan – Zillow Group

I. Account Analysis and Profile

Client Overview: The client was a mid-sized real estate brokerage with 250+ agents operating across multiple metro markets. Their primary business model focused on buyer and seller representation, supported by a mix of digital leads and local referrals. They partnered with Zillow to increase online visibility, strengthen brand positioning, and generate higher-quality leads through Zillow Premier Agent and Flex programs.

Business Goals and Challenges:

• Expand agent lead pipelines in high-competition markets.

• Reduce cost per acquisition (CPA) and increase close rates.

• Improve agent response times and CRM utilization.

• Differentiate in a saturated real estate marketplace.

Stakeholder Mapping:

• Broker/Owner: Strategic decision-maker focused on ROI.

• Sales Director: Oversaw team adoption of Zillow tools and training.

• Marketing Lead: Managed ad spend allocation and lead optimization.

• Agents: Daily users of the Zillow platform and mobile CRM.

Competitive Landscape:The brokerage faced competition from Redfin, Realtor.com, and regional MLS lead generation platforms. Emerging proptech tools were shifting agent expectations toward automation, analytics, and mobile-first solutions.

II. Strategy and Objectives

Long-Term Vision: Position Zillow as the brokerage’s most strategic digital growth partner by integrating our SaaS solutions into their sales workflows, reducing lead waste, and maximizing conversions.

SMART Goals:

• Increase ROI by 25% through better lead routing and CRM optimization within 6 months.

• Achieve 95% platform adoption among active agents through structured onboarding and coaching.

• Improve conversion rates from 7% to 12% by aligning Zillow’s analytics with agent performance metrics.

Growth Opportunities:

• Cross-sell: Introduce Zillow Showcase listings and display advertising for brand awareness.

• Upsell: Expand Flex partnerships in two additional metro markets.

• Enablement: Implement data insights dashboards to track lead engagement and ROI in real time.

III. Action Plan and Execution

Action Items:

1. Conduct business review with brokerage leadership to benchmark performance.

2. Deploy data-driven insights showing agent-level performance and lead conversion trends.

3. Schedule on-site workshops for Flex adoption and CRM best practices.

4. Collaborate with Zillow product specialists to optimize lead routing logic.

5. Introduce a quarterly ROI summary to demonstrate value and uncover expansion potential.

Communication Schedule:

• Weekly: Status updates and tactical alignment with Sales Director.

• Monthly: Performance review with Marketing Lead and Broker.

• Quarterly: Executive Business Review to evaluate ROI and propose growth initiatives.

Key Performance Indicators (KPIs):

• Platform adoption rate (% of agents using tools weekly).

• Lead-to-close conversion rate.

• Cost per acquisition improvement.

• Renewal rate and upsell revenue per quarter.

Risk Management:Monitor agent engagement through usage data and feedback surveys. Address early disengagement through training sessions or localized support initiatives.

IV. Monitoring and Review

Regular Reviews: Quarterly reviews included ROI assessments, feedback collection, and joint planning for the next growth phase. Adjustments were made to lead allocation and ad budget based on performance trends.

Feedback Loops: Implemented post-engagement surveys and agent-level feedback calls to identify feature enhancement opportunities and training needs.

Market Monitoring: Continuously tracked competitor activity, ad spend trends, and Zillow Flex expansion markets to stay proactive in client recommendations.

Outcome Summary:

Through this structured plan, I increased the client’s annual Zillow investment by 40%, improved platform adoption to 94%, and achieved a conversion lift of 30%, resulting in one of the top-performing brokerages in their region under the Zillow Flex program.