Ethos
Training
A practical, high-performance training portal for Zillow Preferred, online lead conversion, Follow Up Boss, RealScout, and the client experience.
The warmest online leads you’ll ever get
When a buyer clicks ‘contact agent’ on a home, that lead comes to us, often live, right that second. They are shopping right now. That is what makes these so valuable.
Eight habits that convert
Giving a five-star experience
The Zillow relationship just reflects how cared-for the client felt. It is a client who felt informed, unrushed, and taken care of. It comes from small things you do every time.
Ten modules, one lead lifecycle
Each module is a skill in the path from a click to a client. Work through them in order. Every module ends with a self-check quiz.
Start Here: Zillow Preferred + the Ethos Standard
A Zillow Preferred lead is a real person who just clicked a button on Zillow because they want help. Your job is simple: connect fast, ask a few good questions, and book the showing. We don't pressure people, we help them. Treat every lead like family, it could become a client for life.
Key points
- What Zillow Preferred is: when a buyer clicks 'contact agent' on a home, that lead comes to us, often live, right that second. They are shopping right now. These are the warmest online leads you will ever get.
- Why these leads are different: they have real interest (they asked about a specific home), they expect speed (the first good agent usually wins), the connection counts (Zillow asks the client to confirm you, win that and good leads keep coming), and they came to us (wins and losses affect the team).
- The Ethos Standard, eight habits: Speed, Care, Local expert, ALM (Appointment, Location, Motivation), Financing, CTE (Call, Text, Email), Follow Up Boss discipline, and Five stars.
- This packet helps you build the skill to convert. Read each page, look at the example wording, write your own version so it sounds like you, and practice it out loud.
Example wording
“We don't pressure people, we help them. Move fast, sound local, ask good questions, and follow up. Treat every lead like family, it could become a client for life.”
Self-check
0 / 5Answer each one in your own words, then reveal the model answer to compare. Target 85 percent.
-
Model answerSomeone who clicked 'contact agent' on a specific home because they want help. They come to us often live, and they are shopping right now, which makes them the warmest online leads you will get.
-
Model answerThey have real interest (they asked about a specific home). They expect speed (the first good agent usually wins). The connection counts (Zillow asks the client to confirm you, and that keeps good leads coming). They came to us (wins and losses affect the team).
-
Model answerSpeed, Care, Local expert, ALM, Financing, CTE, Follow Up Boss discipline, Five stars.
-
Model answerAppointment, Location, Motivation.
-
Model answerWe don't pressure people, we help them. Move fast, sound local, ask good questions, and follow up. Treat every lead like family.
Speed to Lead + the First Five Minutes
Nothing else works if you're slow. The buyer is most interested in the first few minutes. Wait too long and they cool off, or call someone else. Speed isn't pushy. It just means catching them while they still care.
Key points
- What to do, in order: take the live call or call back right away, and drop what you're doing. No answer? Text and email within minutes so your name shows up first. Still nothing? Log it in Follow Up Boss and set your next follow-up.
- Remember: you are not bothering them. They raised their hand. Answering fast is the first proof that working with you is easy.
- Following up with quiet leads: a lead that didn't pick up isn't dead, it just hasn't started. Reach out about every 18 hours, switching between call, text, and email, until you reach them or leadership says stop. Every touch goes through Follow Up Boss. Use RealScout to auto-send listings in their criteria.
- The cadence: Right away, call (no answer, text and email so your name is first). Around 18 hours, call again at a different time and send a short, friendly text. Around 36 hours, lead with value: 'Found a couple homes like the one you looked at, want them?' Keep going: stay light and helpful, and log every touch until you connect.
Example wording
“Hi ___, it's ___ with Ethos, you looked at the home on ___. Still want to get inside? I can set it up and send a few like it. What's your timing?”
Self-check
0 / 6Answer each one in your own words, then reveal the model answer to compare. Target 85 percent.
-
Model answerThe buyer is most interested in the first few minutes. Wait too long and they cool off or call someone else.
-
Model answerTake the live call or call back right away. No answer, text and email within minutes so your name shows first. Still nothing, log it in Follow Up Boss and set your next follow-up.
-
Model answerNo. They raised their hand. Answering fast is the first proof that working with you is easy.
-
Model answerAbout every 18 hours, switching between call, text, and email, until you reach them or leadership says stop.
-
Model answerValue: 'Found a couple homes like the one you looked at, want them?'
-
Model answerFollow Up Boss. RealScout auto-sends listings in their criteria.
The Connection Call: ALM + the Showing Ask
The connection call is the whole call. Follow these seven steps until they feel natural: open with confidence, ask for the showing, get ALM, talk financing, summarize, set expectations, and log it.
Key points
- The call in one line: 'Great choice on that home, when would you like to see it? Let me ask a couple quick things first, then I'll set it up.'
- Open the call: keep it short. Name, Ethos, the home, then ask to see it. Sound like a helpful local agent, not a call center.
- Ask for the showing early, before the call drifts. Give two choices instead of a yes-or-no, and sort out the details after they pick a time.
- ALM, three things you can't hang up without: Appointment ('When would you like to see it?'), Location ('Besides this one, what areas are you open to?'), Motivation ('What's got you thinking about a move now?'). Always get the why.
- Wrap up: summarize what they want and what you'll do next, set expectations, and mention the Zillow My Agent request so it's no surprise. Then update Follow Up Boss before you forget the details.
Example wording
“Hi, this is ___ with Ethos. I saw you were looking at the home on ___, great choice. When would you like to see it?”
“When would you like to see it, today, tomorrow, or is the weekend easier?”
“One quick thing, Zillow's going to send you something, kind of like a quick survey or a friend request. It just confirms we talked today and that we might be working together. If it pops up, go ahead and accept it.”
Self-check
0 / 5Answer each one in your own words, then reveal the model answer to compare. Target 85 percent.
-
Model answerOpen with confidence, ask for the showing, get ALM, talk financing, summarize, set expectations, and log it.
-
Model answerBecause the call can drift. Ask early with two choices, like 'today, tomorrow, or is the weekend easier?', and sort details after they pick a time.
-
Model answerAppointment, Location, Motivation. Without the why, you're just opening doors. With it, you can match the right home to the real reason they're moving.
-
Model answerZillow sends the client a quick survey or friend request confirming you talked and might work together. Mention it casually before you hang up and ask them to accept it.
-
Model answerUpdate Follow Up Boss before you forget the details.
Talking About Money In Person
You're finding the path, not judging the person. Ask it like a friend. Money only gets awkward if you make it awkward. You just need to know how they'll pay so you don't waste anyone's time. Do this at your first or second appointment, after you've built trust, not on the first call.
Key points
- Find out their budget: 'How did you land on that number, is it comfortable, or more of a max?' We also want to understand how they came up with it, whether it's based on a payment they're comfortable with, something they saw online, or what a lender told them.
- Cash or loan: 'Are you looking to buy all cash or financing? Either's fine, it just changes the plan.' If financing, have they already been pre-approved?
- Lender status: 'Have you talked to a lender yet, or is that still on the list?' Ask if they understand the payment, cash to close, taxes, insurance, and rate, and whether they feel good about the numbers.
- The budget conversation is not about pushing them higher. It is about getting clear. A buyer may be approved up to one number but only comfortable at another. Our job is to protect them from shopping off a random number.
Example wording
“I just want to make sure we're not shopping off a random number. I want to understand where that budget came from so we can make sure the homes we look at actually match your comfort level, not just what the internet says.”
Self-check
0 / 5Answer each one in your own words, then reveal the model answer to compare. Target 85 percent.
-
Model answerAt the first or second appointment, after you've built trust. A money interrogation on the first call can scare a buyer off.
-
Model answer'How did you land on that number, is it comfortable, or more of a max?' and 'Are you looking to buy all cash or financing? Either's fine, it just changes the plan.'
-
Model answerApproved is the most a lender will allow. Comfortable is the payment they actually want. Shop to comfort, not the max.
-
Model answerGetting clear, not pushing them higher, so we don't waste anyone's time and the homes match their comfort level.
-
Model answer'I just want to make sure we're not shopping off a random number, so the homes we look at match your comfort level, not just what the internet says.'
Introducing Our Preferred Lender
When we introduce the Zillow lending side, the goal is to make the transition feel natural, trusted, and professional. Do not say ZHL, Zillow Home Loans, or Zillow Lender. Say 'our preferred lender' or 'a preferred lender we work with.'
Key points
- Benefits to explain: a soft credit check option when available, a possible appraisal benefit if the file qualifies, competitive rates especially for traditional W-2 buyers, fast communication and clear numbers, and a strong fit for clean, straightforward loan scenarios.
- If they already have a lender: do not fight the client. A second opinion never hurt anybody. Compare rate, payment, and cash to close. If their lender is better, great. If we can save them money, they should know now.
- Pro tip, know the buy box: our preferred lender is strongest with cleaner, more traditional loan scenarios, usually very strong with W-2 buyers. If the buyer is self-employed, has unique income, credit challenges, bank statement needs, ITIN, DSCR, non-QM, or a more complicated file, they may need a different lending option. That is okay. The goal is to guide the buyer to the best lending path for their situation.
Example wording
“I have a preferred lender that me and my team have closed plenty of deals with. They have been solid for us, and I trust them to give you a real breakdown.”
“Here's what I'd do: I work with a lender my team trusts. They'll take a quick look and let you know what you're comfortable spending and what your options look like, so when we find the right home, we're ready to move instead of scrambling. Want me to introduce you? No pressure at all.”
Self-check
0 / 5Answer each one in your own words, then reveal the model answer to compare. Target 85 percent.
-
Model answer'Our preferred lender' or 'a preferred lender we work with.' Never ZHL, Zillow Home Loans, or Zillow Lender.
-
Model answerAny three: soft credit check option, possible appraisal benefit if it qualifies, competitive rates for W-2 buyers, fast communication and clear numbers, strong fit for clean loan files.
-
Model answerDon't fight them. A second opinion never hurt anybody. Compare rate, payment, and cash to close. If theirs is better, great; if we can save them money, they should know now.
-
Model answerDon't force the preferred lender. Guide the buyer to the best lending path for their situation.
-
Model answerBecause the goal is to help them understand what they can comfortably spend so the right home doesn't slip away while they figure out numbers.
Handling Pushback: A.R.T.
Objections usually mean nerves, not no. Three simple moves handle most of them: Acknowledge what they said so they feel heard, Respond in one or two sentences, then Transition back into a real question, curious and casual, not a hard pivot.
Key points
- 'I'm just looking.' Acknowledge: 'It's great that you are just looking.' Respond: 'Most of my clients started right there.' Transition: 'No rush at all, what areas are you keeping an eye on? I'll make sure the good homes don't slip past you.'
- 'Are you the listing agent?' I'm not, but that's good news for you. As a buyer's agent I would work for you, not the seller, to protect your best interest. Anyway, want me to get us in to see it? I'm around tomorrow and this weekend.
- 'Do you charge me commission as a buyer?' Our goal is always for the seller to cover your side's commission, and that's how almost all our deals are written. It's rare a buyer has to put anything toward it, and if that ever came up, you'd see every number before agreeing to a thing. First things first though, let's get you in to see the home.
- 'I already have an agent.' That's great, I'd never step on that. If they take good care of you, stick with them. If not, I'm here.
- 'Is it still available? / It says pending.' Zillow isn't always current, good to check. Let me confirm the real status with the listing agent. I'll also grab a couple similar ones that are definitely available so you're not wasting a trip.
- 'I need to talk to my spouse first.' Of course, this should be a both-of-you call. Let's get the key info so you have something real to talk about. Want me to pencil in a couple times this weekend so you've got the option once you've talked it over?
Example wording
“Acknowledge what they said so they feel heard. Respond in one or two sentences, keep it short. Transition back into a real question, curious and casual, not a hard pivot.”
Self-check
0 / 6Answer each one in your own words, then reveal the model answer to compare. Target 85 percent.
-
Model answerAcknowledge, Respond, Transition.
-
Model answerNo. They usually mean nerves, not no.
-
Model answerAcknowledge it's great they're looking, say most clients started there, then ask what areas they're watching so the good homes don't slip past.
-
Model answerI'm not, but that's good news, because a buyer's agent works for you, not the seller, to protect your best interest. Then ask to set up the showing.
-
Model answerOur goal is always for the seller to cover your side's commission, and that's how almost all our deals are written. It's rare a buyer pays anything, and you'd see every number first. Then steer back to seeing the home.
-
Model answerThat's great, I'd never step on that. If they take good care of you, stick with them. If not, I'm here.
The Kitchen Island Buyer Consultation
The Kitchen Island Presentation is the real buyer consultation. It can happen at a kitchen island, a dining table, a coffee shop, the office, a Zoom call, or even the phone. The point is not the location, it is the conversation. We slow everything down and help the client feel heard, understood, protected, educated, confident, and clear on the next step. This is a guide, not a word-for-word script.
Key points
- Position yourself as the local expert: 'Let me understand what you are trying to accomplish, and then I will help you build the right strategy around it.' Online, every home can look good. Our job is to explain what the photos don't show: price, condition, location, taxes, insurance, HOA, repairs, competition, and financing.
- Start with real conversation, then understand the life behind the search: what made them start looking, what would make this move a win, who will live there, commute, schools, what areas are open and which are a hard no, and what would make them walk away from a home.
- Separate needs, wants, and deal breakers, then ask: 'If we found a home that checked most of the important boxes but not every single want, would you be open to it?'
- Talk budget the Ethos way and have the financing conversation, then introduce our preferred lender. Reframe the online search and educate without overwhelming.
- Set expectations both ways, create the game plan, then the buyer agreement: make it part of the professional process, not something scary. Close with a real next step, never 'let me know.'
Example wording
“Once we both feel like this is a good fit, we will go over the buyer agreement so everything is clear from the beginning. That way you know what I am responsible for, what you can expect from me, and how we move forward together.”
“My job is to guide you, protect you, and tell you the truth. If a home is overpriced, I will tell you. If I see red flags, I will tell you. If we need to move fast, I will tell you.”
Self-check
0 / 6Answer each one in your own words, then reveal the model answer to compare. Target 85 percent.
-
Model answerThe real buyer consultation. It can happen anywhere; the point is the conversation, where the client feels heard, protected, educated, and clear on the next step.
-
Model answer'Let me understand what you are trying to accomplish, and then I will help you build the right strategy around it.'
-
Model answer'If we found a home that checked most of the important boxes but not every single want, would you be open to it?'
-
Model answerOnline every home looks good; your job is to explain what the photos don't show, like price, condition, taxes, HOA, repairs, and competition, so you look with strategy.
-
Model answerAs part of the professional process: 'Once we both feel like this is a good fit, we'll go over the buyer agreement so everything's clear from the beginning.'
-
Model answerWith a real next step, like tightening the financing and cleaning up the search, never 'let me know.'
Follow Up Boss: The Rules
If it's not in Follow Up Boss, it didn't happen. Follow Up Boss is how the team knows what's going on and how to help you. Make logging part of every call, not something for later.
Key points
- Every lead has a status, notes, tags, and a next task, unless it's truly dead.
- Every appointment is on the calendar.
- All client calls and texts go through Follow Up Boss, never your personal phone. Everything runs through Follow Up Boss, Zillow, and RealScout. One phone, one system. That keeps your team lead in the loop and protects our relationship with Zillow.
- What a good note looks like: a good note makes it obvious what happened, what matters, and what happens next, so anyone on the team can pick it up.
Example wording
“5/24, Talked live. Wants to see 14 Oak St Sat AM. Also open to Maple Grove. Moving for more space, baby due Sept. Financing, not pre-approved, sent to lender. Next: confirm Sat, send 2 comps. Status: Appt Set.”
Self-check
0 / 6Answer each one in your own words, then reveal the model answer to compare. Target 85 percent.
-
Model answerIf it's not in Follow Up Boss, it didn't happen.
-
Model answerA status, notes, tags, and a next task, unless it's truly dead, plus the appointment on the calendar.
-
Model answerIt keeps your team lead in the loop and protects our relationship with Zillow. One phone, one system.
-
Model answerFollow Up Boss, Zillow, and RealScout.
-
Model answerIt makes it obvious what happened, what matters, and what happens next, so anyone on the team can pick it up.
-
Model answerA dated note with what they want, area, budget, financing status, motivation, timeline, next step, and the status, like the 14 Oak St example.
Practice Scenarios
Run these with a partner. The point is reps, not being perfect. Pair up, one person is the buyer and one is the agent, run the call for three minutes, then switch. Under each scenario, jot your opener, your ALM questions, and your best transition.
Key points
- Scenario 1, Hot Buyer: wants to see the home today, but isn't pre-approved yet.
- Scenario 2, One-Home Buyer: only wants this one home and won't talk about anything else.
- Scenario 3, Nervous Buyer: worried about rates, payments, and whether now is the right time.
- Scenario 4, Already Has an Agent: says another agent showed them a home last weekend.
- Scenario 5, Pending Home: the home says pending, but Zillow still let them click through.
- Scenario 6, Quiet Lead: they clicked, but didn't answer your first call.
Example wording
“Pair up. One is the buyer, one is the agent. Run the call for three minutes, then switch. For each scenario, jot your opener, your ALM questions, and your best transition.”
Self-check
0 / 5Answer each one in your own words, then reveal the model answer to compare. Target 85 percent.
-
Model answerPair up, run the call three minutes, then switch. The point is reps, not being perfect.
-
Model answerBook the showing and keep momentum, then set up the money and lender conversation rather than killing it on the spot.
-
Model answerUse the Location part of ALM: 'Besides this one, what areas are you open to?' to open the door past one listing.
-
Model answerUse A.R.T.: that's great, I'd never step on it; if they take good care of you stick with them, if not I'm here.
-
Model answerThe 18-hour rhythm: rotate call, text, and email, lead with value around 36 hours, and log every touch in Follow Up Boss.
The Ethos Close + Readiness
Conversion isn't magic, it's a learned habit. Be fast. Be confident. Be prepared. Listen. Follow up. And give a better experience than anyone else they could've called. Do that on every lead and the numbers follow.
Key points
- Remember: don't chase, guide. Don't over-talk, ask better questions. Don't disappear, follow up. Don't try to sound perfect, sound prepared, local, and real.
- From lead to client for life: connect fast and book the showing, show up ready and lead it, make financing real and set expectations, then stay in touch and keep delivering. Most leads are lost between stages, the call that never got logged or the text that never went out. Win the hand-offs.
- Five-star experience comes from small things you do every time: answer fast, set expectations, do what you said, and make it easy.
- Readiness: before you receive live Zillow Preferred leads, show you can respond fast, open with Ethos and ask for the showing, run ALM, keep financing easy and offer the preferred lender, handle an objection with A.R.T., set expectations and mention My Agent, end with a clear next step, and keep Follow Up Boss clean.
Example wording
“Be fast. Be confident. Be prepared. Listen. Follow up. And give a better experience than anyone else they could've called. Do that on every lead and the numbers follow.”
Self-check
0 / 5Answer each one in your own words, then reveal the model answer to compare. Target 85 percent.
-
Model answerBe fast, confident, and prepared, listen, follow up, and give a better experience than anyone else they could have called. Do that every time and the numbers follow.
-
Model answerDon't chase, guide. Don't over-talk, ask better questions. Don't disappear, follow up.
-
Model answerBetween stages, like the call that never got logged or the text that never went out. Win the hand-offs.
-
Model answerAnswer fast, set expectations, do what you said, and make it easy.
-
Model answerAny three: respond fast, open and ask for the showing, run ALM, keep financing easy and offer the preferred lender, handle an objection with A.R.T., set expectations and mention My Agent, end with a clear next step, keep Follow Up Boss clean.
ZP Quiz
A fresh multiple-choice quiz is drawn from all the material every hour. Pick the best answer, then submit to score yourself and reveal the right answers.
Training Quiz + Certification
Use the practice quiz by topic, then switch to certification when you are ready. These quizzes are built into this GoHighLevel training website.