How to Convert Zillow and LendingTree Leads (Stop Wasting Them)

You're spending $500, $1,000, maybe $2,000+ per month on Zillow and LendingTree leads. You get the notification, you call, they don't answer. You leave a voicemail. They never call back. Sound familiar?

The problem isn't the leads. It's the system (or lack of one) you're using to work them.

Zillow and LendingTree leads convert at 2-4% industry-wide. That means for every 100 leads, 96 go nowhere. But the LOs who build proper speed-to-lead systems and long-term nurture sequences? They're hitting 8-12%. That's the difference between losing money on leads and printing it.

Why Paid Leads Feel Like a Waste

Let's be honest about what you're buying. Zillow and LendingTree leads are shared leads. The person filled out a form and got matched with 3-5 lenders simultaneously. You're not the only one calling.

That changes the game entirely. This isn't a warm referral from a realtor. This is a race. And the race has very specific rules:

• Speed wins. The first lender to make meaningful contact converts at 78% higher rates than the second.
• Persistence matters. Most LOs make 1-2 attempts, then move on. The data says it takes 6-8 touches to connect.
• Long-term nurture is where the real money is. Only 15-20% of leads are ready to act now. The rest will buy in 3-12 months.

If you're calling once, leaving a voicemail, and moving on, you're setting money on fire.

The Speed-to-Lead System

The first 5 minutes after a lead comes in are everything. Here's what needs to happen, in order:

Minute 0-1: Automated Text Message

Before you even see the lead, your system should fire a text. Something like:

"Hi [First Name], this is [Your Name] with [Company]. I saw you were looking into mortgage options. I'd love to help. What's the best time for a quick call? I can usually save people a few hundred a month compared to the big banks."

This text does two things: it establishes first contact instantly, and it sets you apart from lenders who just call and hang up.

Minute 1-3: Phone Call

Call them. If they answer, great. If not, leave a voicemail that references the text you just sent. "Hey [Name], I just sent you a text. Wanted to put a voice to the name. Give me a call back or just reply to that text."

Minute 3-5: Email

Send a short, personal email. Not a template that screams "mass email." Something brief that includes your photo, NMLS number, and one specific value prop.

The Follow-Up Sequence That Actually Converts

Most leads won't convert on the first contact. Here's the follow-up cadence that works:

Days 1-3: Aggressive Outreach

• Day 1: Text + call + email (the trifecta above)
• Day 1 (evening): Second text. "Hey [Name], know you're probably busy. Just wanted to make sure you got my earlier message. Happy to chat whenever works for you."
• Day 2: Call attempt #2. Different time of day than Day 1.
• Day 3: Text with a value hook. "Quick question: do you know your estimated monthly payment on what you're looking at? I ran some numbers and might have good news."

Days 4-14: Consistent but Lighter

• Call every other day
• Text twice per week with educational content or rate updates
• One email per week with a specific resource (rate comparison, buying guide, etc.)

Days 15-90: Long Nurture

This is where most LOs give up. And it's where the real money lives. Switch to a weekly nurture sequence:

• Weekly rate update email
• Bi-weekly text check-in
• Monthly "market update" that provides real value

The leads that convert at month 2 or month 3? They're worth just as much commission as the ones that converted on day 1. And nobody else is still following up.

Building This System in HighLevel

You can do all of this manually. But you won't. Not consistently. Not when you have 20 new leads per week and loans to process.

Here's how to build this in HighLevel:

Step 1: Lead Integration

Connect Zillow and LendingTree to HighLevel via webhook or Zapier. Every lead auto-creates a contact and drops into your "New Internet Lead" pipeline stage.

Step 2: Instant Automation Trigger

Build a workflow that fires when a contact enters that pipeline stage:

• Immediate SMS (personalized with merge fields)
• Immediate email
• Task created: "Call [Lead Name] NOW" with their phone number
• Internal notification to your phone

Step 3: Follow-Up Workflow

Build the 90-day sequence described above. HighLevel's workflow builder handles the timing, the messages, and the conditional logic. If someone replies, the automation pauses and you take over manually. If they don't, the system keeps working.

Step 4: Pipeline Tracking

Use HighLevel's pipeline view to see every lead's status at a glance. New, contacted, application started, submitted, closing. No lead falls through the cracks because you can see them all in one place.

Zillow vs. LendingTree: Different Leads, Different Approaches

Not all paid leads are created equal. Adjust your approach based on the source.

For Zillow leads, your messaging should connect to their home search. "I saw you were looking at homes in [area]. Great choice. I help a lot of buyers in that neighborhood." For LendingTree, go straight to numbers. "I ran your scenario and I think I can beat what you've been quoted."

The Math on Making Paid Leads Profitable

Let's run the numbers. Say you spend $1,000/month on leads and get 40 leads.

At a 3% conversion rate (industry average with poor follow-up): 1.2 closed loans. If your average commission is $3,000, that's $3,600 revenue on $1,000 spend. Barely profitable.

At an 8% conversion rate (with a proper system): 3.2 closed loans. That's $9,600 revenue on $1,000 spend. Now we're talking.

The difference between those two scenarios isn't better leads. It's a better system. And the system costs you $97/month with HighLevel, not $500/month with a stack of disconnected tools.

Three Mistakes That Kill Your Lead ROI

1. Calling from an Unknown Number

Use a local number. Better yet, use the same number for calls and texts so when they see your text, they recognize the number when you call. HighLevel lets you assign a dedicated local number to your account.

2. Giving Up After Day 3

The data is clear: 50% of paid lead conversions happen after the 5th contact attempt. If you're quitting after 2-3 tries, you're leaving half your potential revenue on the table.

3. Not Tracking Your Numbers

If you don't know your cost per lead, contact rate, and conversion rate by source, you're guessing. HighLevel's reporting dashboard shows you exactly which lead sources are profitable and which are bleeding money.

Stop Blaming the Leads

Zillow and LendingTree leads aren't junk. They're people who raised their hand and said "I'm interested in a mortgage." The ones who don't convert aren't bad leads. They're leads that got bad follow-up.

Build the system. Automate the first touch. Be persistent with follow-up. Nurture the long-term prospects. Track everything. That's how you turn a $25 lead into a $3,000 commission.