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Recently recognized as one of the most affordable areas in the country to purchase a home, the market in and around Norfolk, Va., is rapidly heating up. For Tom Poyner, broker/owner of Bayview Realty—a brokerage he acquired in 2014—this heightened level of activity is all the motivation he needs to constantly be on the lookout for new and better ways to develop client relationships.

After experiencing a high level of satisfaction with Zillow Group’s Premier Agent™ system, Poyner was excited to learn last fall that the company would soon be releasing a new product specifically for brokers. As a matter of fact, he admits that he couldn’t sign on to the platform fast enough.

Now, several months into the integration of Zillow Group’s Premier Broker™, Poyner is equally satisfied with the results.

“We’re getting a convertible 5 percent on the leads we’re getting through Premier Broker,” says Poyner. “My only regret is not getting into it sooner because a lot of the zip codes I want to grow into are taken already, and I’d like to invest more.”

Designed to streamline the lead acquisition and management process with new tools and services, Premier Broker combines some of Zillow Group’s most popular advertising products with new lead management and cultivation capabilities.

“One of the things that motivated me to jump in was the fact that there weren’t a lot of other brokerages in the area using it at the time, so I figured I would get in on the ground floor,” says Poyner, who goes on to say that several of his agents and teams experienced a great return with Zillow’s agent platform.

“If you’re the kind of agent that can follow the program, it works out well,” adds Poyner. “Everybody who is working the system is fully engaged. We’re having great success with it.”

Zillow Group’s Premier Broker platform is unique in that the company also provides hands-on training for brokerage e-teams, ongoing coaching for both agents and brokerage leadership and a seven-day-a-week call center to cultivate inbound leads before they go to the brokerage.

“We’re having a good amount of success with the zero-to-three month leads—or ‘now leads,’ as they’re called,” says Poyner, who goes on to explain that bringing the new platform on board was relatively simple and trouble-free. “Once we find someone who is ready, willing and able to buy, getting them under contract and into a house is pretty easy.

“When we connect with qualified clients, they’re so happy they made the Zillow connection, and we’ve got the emails to prove how their relationship with Bayview Properties was a very positive experience. And now that Zillow is coming out with a new CRM, we’re excited about converting to that,” concludes Poyner.

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