If you have been around real estate agents lately, you have heard the term "Zillow Flex." It comes up in team recruiting pitches, brokerage lead programs, and agent forums, usually with strong opinions attached. But a lot of agents who use the phrase could not explain how the program actually works: who gets the leads, how routing works, what the fee is, and what the program expects of you.
This guide explains it in plain language, as of November 12, 2026. It covers how Flex works, how the fee model works without hardcoding any numbers that will go out of date, how it compares with the older Premier Agent model, what a Flex team does, and how to decide whether it fits you. If you want to see how lead programs fit into one DFW brokerage, see Real Leads at Monument Realty.
A note on the name. Zillow renamed Flex to Zillow Preferred in October 2025. Agents and brokerages still use "Flex" a lot, so this guide uses both names for the same program.
Quick answer: what is Zillow Flex?
Zillow Flex, now called Zillow Preferred, is Zillow's performance-based program for agents. Participating agents and teams receive buyer connections without paying upfront for advertising, and they pay Zillow a referral fee, also called a success fee, when a transaction with one of those connections closes. It is for agents and teams who can respond quickly, work leads consistently, and are comfortable paying a share of commission on the deals that close.
How Zillow Flex works
Here is the basic path, based on how Zillow describes the program:
- A consumer shows interest. A buyer on Zillow asks to connect with an agent about a home or a search.
- Zillow connects the consumer with a partner. The connection goes to an agent or team enrolled in the program, not to whoever bought the most advertising in that area.
- Routing within a team. If the partner is a team, the team leader's routing rules decide which agent gets the connection.
- The agent works the client. Zillow's program materials describe partners working each client toward a closing and providing brief status updates along the way.
- The transaction closes. Zillow's materials describe a process for submitting closing documents after a closing.
- The fee is paid. Once you close a transaction with a Zillow connection, you pay Zillow the success fee.
The structure moves the financial risk. You do not pay upfront for connections that never turn into clients. Instead, the cost arrives when a deal closes. That does not make it free, and it does not make it automatically cheaper. It changes when and how you pay.
The fee model, explained without outdated numbers
Agents often ask what Flex costs. The answer has two parts.
What is stable: There is no upfront advertising cost, and the fee is a success fee tied to a closed transaction. Zillow describes it as a referral fee paid to Zillow after you close a transaction with a connection from Zillow.
What changes: The fee terms, such as the percentage, how it applies to different types of connections, and how it is collected, are set by Zillow and have changed over time. We are deliberately not publishing a percentage here, because any number we print would risk being out of date. Get the current terms in writing from Zillow or your team.
A few practical points about the fee:
- It comes out of your commission, so what you keep after a closing depends on the fee, any split with your brokerage or team, and your own costs.
- It is owed on closed transactions with Zillow connections. Zillow's compliance policy says it may collect a success fee that is owed regardless of a partner's current roster status or changes to the team, agent, or brokerage relationship. In other words, leaving a team does not erase a fee on a transaction that is already in progress.
- Texas compensation rules still apply. TREC states that all commissions must be paid through the agent's sponsoring broker, so ask your broker how success fees are handled. This is general information, not legal advice.
Flex vs. Premier Agent
Before Flex, most agents who wanted Zillow leads used the Premier Agent advertising model. The two work differently.
Factor | Premier Agent (legacy) | Flex / Preferred |
|---|---|---|
How you pay | Advertising purchased upfront | A referral fee paid to Zillow when a transaction closes |
How leads reach you | Based on your advertising share of voice in a ZIP code | Through the partnership, with routing set by the team leader or program |
Who bears the risk | You, since you pay whether or not a lead becomes a client | Shared, since the fee is due only on a closing, but you invest time in every lead |
What it asks of you | A monthly ad budget and a way to follow up | Responsiveness, status updates, closing documents, and paying the fee |
Where it is headed | Being phased out in favor of Preferred | Zillow's direction |
On that last row: in November 2026, Zillow told industry press that Preferred now handles about two-thirds of buyer connections, up from about one-third a year earlier. The company said it expects Preferred to reach 100 percent of its connections in the first half of 2027. Its CEO also said Zillow is continuing to bring additional agents into Preferred as connection volume and participating agents' capacity increase. Because those plans can change, check Zillow's current announcements before making decisions based on them.
What a Flex team does
Many agents participate through a team rather than on their own. A team leader enrolls the team, invites agents, and sets routing rules that decide who receives which connections. Zillow's help pages describe tools for routing by lead type, time of day, price, and ZIP code, assigning by percentage, taking turns, or broadcasting a connection to several agents at once so the first to answer gets it. Team leaders can also set limits on how many new connections an agent receives per month.
The team's job goes beyond routing. It sets expectations for response time, tracks follow-up, and provides coaching. For the full picture of roles, routing, and how to join, read our guide to Zillow Flex teams.
Team vs. solo participation
Flex has been described as invitation-based, and participation has often been through teams and brokerage programs rather than individual agents applying on their own. A team can offer routing, accountability, and support. The trade-off is that you work within the team's structure and commission arrangement. Going it alone gives you more independence but less support, and not every agent has that option.
Is it right for you?
Flex fits some agents well and others poorly. Use this checklist:
- Can you respond fast? The model rewards agents who contact connections quickly and keep following up.
- Do you have a follow-up system? You need a CRM and a routine, not just good intentions.
- Can you afford the fee on closed deals? Work out what you keep after the success fee, your split, and your costs.
- Do you have the time? Every connection takes effort, and not every one will close.
- Are you comfortable with the requirements? Status updates, closing documents, and team expectations are part of the deal.
- Do you need help getting started? If you are brand new, a team or program with training can matter more than the lead source. See our guide to leads for new agents.
Questions to ask before joining any Flex program
- What are the current fee terms, in writing, and who pays them?
- How are connections routed to agents, and how many should I expect?
- What response-time and follow-up standards will I be held to?
- What training and coaching come with it?
- How does the success fee interact with my commission split?
- What happens to fees and pending transactions if I leave?
- Can I speak with agents who have worked in the program recently?
How Monument approaches it
Monument receives leads through online lead programs, including programs on Zillow and Realtor.com, and organizes them into lead programs by production level. Launch is an intensive, lead-based program with one-on-one accountability and a consistent flow of Monument-provided leads. Elevate adds increased lead volume, performance coaching, and an accountability structure. The Select Lead Team Program is Monument's top lead program. Monument also has an Agent Success Team that supports appointment setting.
Participation comes with expectations. The Monument Academy page lists these for its lead-based coaching programs: actively working a minimum number of leads each month based on lead flow, taking part in a quarterly mastermind or training session, and attending scheduled one-on-one check-ins and pipeline reviews. Terms can change, so ask a program leader for the current requirements and fees in writing.
For details, read about our lead programs, see how training works at The Monument Academy, or join Monument and ask an office leader which program fits your stage.
Next step: See Monument's lead programs.
Frequently asked questions
What is Zillow Flex?
Zillow Flex, renamed Zillow Preferred in October 2025, is Zillow's performance-based agent program. Participating agents and teams receive buyer connections without an upfront advertising cost and pay Zillow a referral fee when a transaction with one of those connections closes.
How does Zillow Flex work for agents?
Zillow connects a buyer with a partner agent or team. If it is a team, the team leader's routing rules decide which agent receives it. The agent works the client, provides status updates, and pays Zillow the success fee when the transaction closes.
How much does Zillow Flex cost?
There is no upfront advertising cost, and the fee is paid when a transaction closes. The percentage and terms are set by Zillow and have changed over time, so get the current terms in writing from Zillow or your team before you commit.
How do you get invited to Zillow Flex?
Participation has been described as invitation-based and often goes through teams and brokerage programs. Zillow has said it is bringing additional agents into Preferred as connection volume and agent capacity grow. A practical route is to join a team or brokerage that already participates.
Is Zillow Flex worth it?
It depends on you. It tends to suit agents who respond fast, follow up consistently, and can afford the fee on closed deals. Work out what you would keep after the success fee, your split, and your costs, and compare it with other lead sources.
What is the difference between Premier Agent and Zillow Flex?
Premier Agent is the legacy model, where you buy advertising upfront and leads are routed based on your advertising share of voice in a ZIP code. Flex, now Preferred, has no upfront advertising cost and charges a referral fee on closed transactions. Zillow has said it expects Preferred to handle all of its buyer connections by the first half of 2027.
