How Zillow REALLY Works (And Why Agents Love to Hate It)

Episode: Inside Zillow, Lead Generation, and the Rise of Elevate Realty

Hosts: Kyle Fernandez, Brian Preston, Spencer (Guest Co-Host)

Note: David O. is absent as he transitions into building his own brokerage.

Episode Summary

In this deep-dive episode, the Elevate and Execute team sits down with Spencer, co-owner of Elevate Realty, to unpack her journey from relocating to St. Louis with zero connections to becoming one of the top agents in the region.

They walk through her early days in the gym industry, how she built trust and relationships from scratch, and the bold decision to join Kyle and Brian when the brokerage was still small. From growing her own production to helping architect Elevate’s systems, training, and B2B strategy, Spencer’s story highlights the power of saying “yes,” reinvesting in yourself, and building a business through relationships.

The episode then shifts into a masterclass on Zillow, lead generation, and the truth behind modern real estate customer acquisition. The hosts break down how Zillow really works, why they leaned into B2B partnerships instead of old-school prospecting, and how the team scaled from $3M to $300M in volume by committing to data, speed, and exceptional service.

Whether you’re a consumer wondering how Zillow routes leads, or an agent trying to build a career that actually scales, this episode gives you the insider perspective you won’t hear anywhere else.

What You’ll Learn

• How Spencer built a 10M+ production business in a city where she knew no one
• Why saying “yes” early in your real estate career is the key to exponential growth
• The difference between hunting vs. farming in real estate
• How Elevate Realty scaled using B2B partnerships vs. cold-calling
• The real inner workings of Zillow, including:
• How leads are routed
• Why Zillow prioritizes consumers (not agents)
• What Zillow Flex/Zillow Preferred actually is
• Why speed and service lead to better lead flow
• Why database nurturing is the real ROI behind online leads
• The truth about buyer’s agency under the new Missouri law
• What consumers need to know about signing multiple agency agreements
• Why partnering with a high-performing team matters more than ever
• How new agents at Elevate are closing 15–23+ deals in their first year

Notable Quotes“You can build something big here—but you have to say yes before you feel ready.”“Zillow isn’t in business for realtors. Zillow is in business for the consumer.”“Most agents want 100% of zero. I’d rather have 60% of something real.”“Your database is your gold mine. That’s the only thing Zillow can’t take.”“If you sign a buyer’s agency with two agents, the consumer is the one who can get sued.”“We don’t believe in trapping people with paperwork—we believe in earning their loyalty.”Subscribe & Review

If this behind-the-scenes look at Zillow, lead gen, and agent success gave you new insight, hit subscribe, leave a review, and share it with someone who’s ready to level up their real estate business—or someone who wants to understand how the industry really works.

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