Zurple | Reviews and Pricing | 2024
Zurple is a real estate platform designed for converting paid traffic from advertising like Google AdWords. The platform includes a minimalist lead generation website front end and a backend designed to engage your leads quickly with automation. It has one of the most robust automated nurturing campaigns using behavioral marketing. They also offer paid real estate lead generation.
Founded in 2009, Zurple is headquartered in San Diego, CA. It is owned by Constellation Software which owns and operates other real estate products like Market Leader, Z57, TORCHx, and Diverse Solutions.
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Use Zurple if…
- Your priority is a uniquely engaging buyer and seller drip campaign software and you have the money to spend on this and other complementary tools
Skip Zurple if…
- You want a true all-in-one platform that can handle everything from leads to close (consider kvCORE)
- You like the focus on client and customer engagement but at a more affordable price and more website options (consider Brivity)
- Your focus is earning and nurturing paid Google PPC (consider BoomTown)
View Other Real Estate Platforms
Zurple Design Examples
Zurple’s websites are nearly identical and easy to spot.
They are extremely minimalist and are more a “landing page” aesthetic. There is very little content minus a search field, menu, and featured listings.
It is what is considered a “lead generation” site that focuses on catering to a home buyer search, versus a “brand” site that focuses on an agent or broker’s services, blog articles, and other content. As a lead generation site, it also quickly forces lead registration after the second property viewed.
Even the brand logo is missing from the top left and instead replaced by a text title for the brand or website.
Zurple sites are neat in that they, MLS allowing, prominently feature sold homes as lead magnets for sellers.
Search Coronado
Best Features
“Conversations” Behavioral Marketing
Zurple doesn’t do lousy drip campaigns.
Instead, they take it up a notch with “behavioral marketing” in their unique “Conversations” tool.
The Conversations back office sends automated emails and texts that pull data specific to their home search. For example, it might share the neighborhood’s home value appreciation rate for the past year. They use natural language scripts that are inordinately good at sounding authentic and genuinely insightful.
These insights are automatic and above and beyond the normal canned interaction. They include property status updates, letting folks know when their favorite homes are no longer on the market.
For sellers, it includes sold property alerts and real estate market snapshots. These can be sent as an email or text.
They integrate with real estate data behemoth CoreLogic in order to populate the information.
Buyer Search
Related to the client-facing Conversations, the system will alert agents based on buyers’ and sellers’ behavior via “Hot Behaviors” alerts.
When potential clients are searching and favoriting homes, agents will get alerts that it’s a good time to engage with them.
The messages you send can also be easily tracked, including tracking email open rates.
The consumer’s buyer search is easy to use once they get past the forced registration.
Craigslist
Craigslist is not the powerhouse of real estate leads that it was years ago. The change eliminating HTML and links in ads has made it more difficult to send traffic from Craigslist to your website.
But Craigslist is still a much-visited website that real estate agents would do well not to neglect when advertising either their listings or themselves.
Zurple allows you to post ads and listings directly to Craigslist.
Biggest Pitfalls
Identical Websites
Zurple isn’t bashful about what they are. They are a lead generation website.
Like other lead generation websites (BoomTown, especially) artful, bespoke designs and websites are not their goal. It is being the top of the funnel for your leads and driving consumer actions. They are heavy on forced registration in order to view properties.
Their websites have almost no significant customization options outside of picking backgrounds (which include video header options), logos, colors, and of course some custom pages.
Their site designs also haven’t been updated in several years now.
No Task Management
Zurple goes all in on its listing alerts and “Conversations” tool, to the point that it entirely lacks the action plans, tasks, and workflows that you might expect to setup in another CRM backend.
Instead, you have to rely almost entirely on its Conversations email nurturing system to keep your database warm. You’ll likely need other tools altogether if you rely on task to-do lists to organize your day or workflows to manage your customer follow-up.
Mediocre Integrations
Zurple has a few direct integrations available like Realtor.com, Facebook, and Zillow leads. And of course, the leads they generate for you will make it to your CRM.
But if you wanted to use Zurple as a lead generation site and have a separate brand site for your business, there isn’t an easy way to connect leads from your brand site to Zurple. You’d probably have to use an email parser to do it.
They also integrate with a few other backend systems like DotLoop.
Zurple Pricing*
- $309/mo ($299 + $10 MLS fee)
- $799 setup fee
- $150/mo for 5 users
- $150/mo to add a lender
- $150 to import 5000+ leads
- 6-12 month contract
Zurple has a base package at $299/mo for a single user. To add an MLS is $10/mo, so effectively the base price is at least $309/mo.
To increase to 5 users is an additional $150/mo. Adding additional users beyond that is $50/agent or $175 for every additional 5 agents you add.
You can split the cost of the platform and marketing with a lender, however, to split the billing they charge an additional $150/mo.
If you import more than 5000 leads when getting started, that is an additional $150 one time fee.
The paid leads start at a $250/mo minimum for buyer leads (mostly Google Adwords), or $450/mo for sellers (mostly Facebook ads). You can select between 3-5 zip codes when buying leads, and all leads are exclusive.
They have a “Lead Intelligence Bundle” for $150/mo which will automatically import leads’ social media information.
There is a 6 or 12-month contract and one-time $799 setup fee.
*This is current to the best of my knowledge at the time of this writing. Contact the vendor directly to check current prices, discounts, and terms.
My Personal Recommendation
I love building workflows. And maybe I’m missing something, but I have no idea how people use Zurple without creating action plans and a task tab somewhere. I want something in my face saying “DO THIS TODAY” so there is no confusion about my to-dos.
In order to get the most out of Zurple, I would have to add some separate task management tool, at which point, what is the point?
Their Conversations tool is its standout feature. I don’t know of anything else quite like it. I’m an analytical personality, so I love how it uses data and numbers to communicate meaningful information to your customer. I’m sure it’s far better for engagement than a canned, recycled drip campaign.
Their pricing is very awkward. The costs add up quickly. For example, it’s an extra $150/mo extra for simply for splitting the billing with a lender, or another $150 if you have to import over 5000 contacts? That just feels like you’re getting nickeled and dimed.
It’s also expensive considering that you would almost surely need to pair it with additional tools like transaction management software, marketing software, and perhaps even your own, bespoke website.
My final verdict? Zurple is best as an email marketing and listing alert/marketing platform. Their “Conversations” tool is a really neat feature but unfortunately doesn’t have the supporting cast of tools and websites to justify the price. I think they could do really well spinning off their Conversations into an email marketing service and listing alert software at a more accessible price point.
I have a hard time imagining Zurple beating out comparably priced (or even cheaper) options like Real Geeks, kvCORE, Sierra Interactive, or Agentfire.
Zurple Videos
