For this buyer’s guide, I used my experience as an agent, coach, and tech expert to review our top choices of where to buy real estate leads. I also analyzed them based on lead gen strategy, price, usability, scalability, and customer support. The heavy lifting’s been done for you—read on for the details on cost, contracts, and services on each one of our picks for buying real estate leads. We’ve also linked to our deep dive reviews if you want to learn more about each provider.
The Close’s Top Picks of Best Places to Buy Real Estate Leads
| Provider | Best For |
|---|---|
| Market Leader | Fixed budget looking for a predictable number of exclusive leads every month |
| Offrs | Predictive analytics to get more listings |
| REDX | Budget-friendly prospecting tool with dialer |
| Zurple | Digital marketing, analytics, and automated follow-up tools |
| CINC | Hyperlocal paid search ads with an all-in-one system |
| Sold.com | Preferred agent network with referral leads |
| Zillow Premier Agent | Top-of-funnel buyer leads |
| zBuyer | Cash offer listing leads on-demand |
| Catalyze AI | AI-driven listings through inheritance leads |
Best for Monthly Guaranteed Leads: Market Leader
Market Leader places ads on Google and social media to drive traffic to either a home valuation page (for listing leads) or a personally branded, IDX search-enabled landing page for buyer leads to browse homes. To use the tools on the website, visitors must register and input their contact information, which is then passed directly to you.
Note that Market Leader offers a predictable number of exclusive leads. This feature may be an excellent option for agents with a fixed marketing budget looking for a straightforward way to buy guaranteed leads. Plus, if you’re looking to increase your pipeline, you can use Market Leader’s “Network Boost,” which can give you an average of 30 leads every month for $300 per month.
Pros
| Starting Monthly Prices |
Cons
| Dig Deeper Into Market Leader: |
My Take on Buying Leads From Market Leader
Market Leader has been around a long time and has a proven track record. It’s ideal for those who have done the math on their conversion rates and have a healthy budget. These agents know exactly how many leads they need monthly to ensure that paid lead generation is profitable. Market Leader makes that possible with its guarantee. Also, the Social Boost add-on may get you even more leads without needing personalized follow-up.
What I Think Would Improve Market Leader
Note that these leads will be higher in the funnel, so you’ll need to be extra diligent with your follow-up for these leads to see them convert. The CRM is top-notch but is only available for the Market Leader Professional and Team package. If you’re looking for a website that generates leads and includes a robust customer relationship manager (CRM) with analytics, you might check out Zurple.
Best for Building Your Listing Client Base: Offrs
Using vast amounts of consumer, demographic, and market data, Offrs identifies the top 30% of your target market that is most likely to buy or sell a home in the next 18 months. They are the only predictive analytics company that guarantees a certain number of leads: 30 leads per month in your targeted ZIP code and 90 leads within five ZIP codes if you upgrade to the premium package.
Pros
| Starting Monthly Prices |
Cons
| Dig Deeper Into Offrs: |
My Take on Buying Leads From Offrs
Offrs guarantees a specific number of highly qualified leads each month based on several data points that predict when a homeowner is ready to sell. Offrs has also partnered with ROOF, a great feature that acts as an inside sales agent (ISA)—ROOF will contact, qualify, and convert your leads to be ready for you. One of my biggest points in buying real estate leads is ensuring you can follow up and convert. This feature solves that pain point.
Offrs is great for agents because these leads are targeted at those sellers ready to list. And you know what they say—leverage those listings to get even more leads.
What I Think Would Improve Offrs
I’ve seen some reviews state that Offrs leads don’t convert, and I want to stress to our readers that since these leads may not have started the real estate cycle yet, you’re looking at a long time for conversion. We’re talking four to six months to see some action on these leads. This will also be one of the most expensive providers on our list. However, you won’t need to pay an expensive referral fee on the back-end. If you’re looking for a more budget-conscious provider for leads, check out Sold.com.
Best for Real Estate Agents to Prospect a Niche: REDX
REDX is an outbound real estate lead marketing system that collects and provides data, such as property details, FSBO and expired listings data, and contact information for buyers and sellers in your community. This data is then categorized and prioritized in VORTEX, its proprietary customer relationship manager (CRM), for agents to use in their outbound prospecting efforts. The “Power Dialer” has up to four lines, so you can make the most of your prospecting calls.
Pros
| Starting Monthly Prices |
Cons
| Dig Deeper Into REDX: |
My Take on Buying Leads From REDX
REDX is great for agents who are budget-conscious and not afraid to pick up the phone or knock on a door. You determine your performance and return on this platform and how hard you work. But if you’re willing to put the time in—especially with colder prospects—REDX might just be perfect for you. Keep in mind that you’ll need to be diligent in setting time to prospect for hours per week to make this tool work for your business. The great thing about REDX is that it works well for budget-conscious agents ready to push up their sleeves and prospect via phone. In fact, this is the most cost-effective tool on this list. However, you need to be prepared to take control of your lead volume.
What I Think Would Improve REDX
I’ll be frank here—REDX isn’t for the faint of heart. Cold calling takes a certain amount of skin, and you can expect to hear a lot of “no’s” before you hear one “yes.” It will most likely feel like you’re looking for a needle in a haystack because you’re not far from it. If starting with REDX, please practice your cold calling scripts and have your CRM handy. However, if you’re comfortable on the phone and have the budget, Zillow Premier Agent could be right for you. Zillow provides live transfers from leads who have called about a property.
Best for Digital Marketing & Automation: Zurple
Zurple generates real estate leads with community-specific buyer and seller landing pages designed to capture lead information. These landing pages offer something of value (a home valuation or an IDX search) in exchange for contact information. Zurple handles advertising on platforms like Facebook, Instagram, and Google to drive traffic to your website.
Zurple differs from others using this strategy because its analytics and automation are so strong—for example, you’ll receive advanced behavior reports about visitors’ activity on your lead magnet pages. With Zurple, you’ll also receive automated communication tools like email drip campaigns to ensure your clients hear from you at the most effective moments.
Pros
| Starting Monthly Prices |
Cons
| Dig Deeper Into Zurple: |
My Take on Buying Leads From Zurple
If you’re a tech-savvy agent looking for analytics, Zurple could be perfect for you. Their integration with Facebook and Google Ads can be a boon if you have a strong online brand. The automatic follow-up tools in Zurple also make this an easy choice for agents who aren’t using their CRM to its highest potential.
What I Think Would Improve Zurple
While Zurple is expensive, it’s also a fully comprehensive lead generation suite. The CRM is great, but you can only get it by subscribing to the entire platform. This subscription format makes it hard to recommend for top producers or agents already integrated into another platform. The websites are also only basic landing pages, so if you’re looking for a full-fledged website, you might need to seek another provider like Market Leader.
Best for Paid Search Advertising: CINC
CINC uses Google and Meta to generate leads via hyper-local real estate advertising done for you by the CINC team. CINC funnels leads directly into its proprietary system using paid search, remarketing campaigns, and cash offer ads. The CRM and mobile app are top-notch, and with artificial intelligence (AI), CINC nurtures and responds to your leads 24/7, no matter when they engage with your ads. That way, you can always ensure you take care of your leads promptly and automatically.
Pros
| Starting Monthly Prices |
Cons
| Dig Deeper Into CINC: |
My Take on Buying Leads From CINC
CINC is an innovative way for top producers and team leaders to start bringing in lots of leads. By advertising on Google and Meta, CINC brings you leads that have engaged with your advertising already. This feature is a 2-for-1 because digital advertising will simultaneously build your brand in that area. CINC offers a good product, evidenced by the price tag. I’d invest in something like CINC over Zillow, especially if you already have a good digital footprint.
What I Think Would Improve CINC
For me, while CINC has a robust system and lots of bells and whistles to attract top producers and teams, I think there may be cheaper avenues for search and social media advertising. It’s also hard to think about migrating over your entire system if you’ve already got a great website and CRM elsewhere. However, if you want to buy real estate leads with a provider with many support services, you might consider checking out Zillow Premier Agent.
Best for Preferred Agent Network + Referral Leads: Sold.com
Sold.com is a free platform designed to connect real estate agents with motivated buyers and sellers. It uses data-driven insights and proprietary algorithms to match you with serious clients. You create your profile, set your preferences for leads, and convert the leads you’re sent. Sold.com verifies the leads it sends to ensure you connect with vetted leads.
Pros
| Starting Prices |
Cons
| Dig Deeper Into Sold.com: |
My Take on Buying Leads From Sold.com
Sold.com is a good way to get your foot in the door with a free referral lead generation program. However, I’ve seen some reviews stating that if an agent is new and signs up, they may not see many leads. The platform is based on experience and matching clients with agents most likely to convert those leads. So it does seem to be a chicken-or-the-egg scenario—if you’re a new agent, I’d still recommend signing up but don’t expect a flood of leads to come your way.
What I Think Would Improve Sold.com
As a rule of thumb, don’t expect a lead to drop in your lap tomorrow when you sign up for referral services. From some of my research, the Guaranteed Display can be pricey, and even then, you may not be guaranteed a lead. CINC is a great option if you’re looking for a place to put your marketing dollars along with a referral network.
Best for Buyer Leads: Zillow Premier Agent
Zillow places advertisements for participating “premier agents” next to listings on its platform. When consumers select you, they fill out a quick form with their contact information, and Zillow sends you that information. Most of these leads are going to be buyers who are near the top of the funnel.
If you’re a Trulia or StreetEasy user, Zillow also owns those brands. By becoming a Zillow Premier Agent, you can get placement on the most applicable Zillow brands in your area.
Pros
| Starting Monthly Prices |
Cons
| Dig Deeper Into Zillow Premier Agent: |
My Take on Buying Leads From Zillow Premier Agent
I firmly believe that everyone should at least have a free account on Zillow—ensure your digital profile is updated. Zillow Premier can work well for agents who are available to follow up with leads quickly and continue to nurture their funnel. Because Zillow leads tend to be near the top of the marketing funnel, they will require some work to convert.
What I Think Would Improve Zillow Premier Agent
Every agent knows about Zillow and feels some way about the company. Zillow continues to buy up more real estate technology, including Follow Up Boss, in late 2023. Zillow Group also owns Dotloop and ShowingTime, as well as its proprietary lending arm, Zillow Home Mortgage. Some agents are nervous about the industry’s consolidation by a company that brought iBuying into the mainstream. If you’ve got the budget and are looking for high lead volume while staying clear of Zillow, check out CINC.
📌 Pro Tip
Note that Zillow Premier Agent is different from Zillow Flex, which is a pay-at-closing program. You won’t pay upfront, but you can expect to part with 25-40% of your commission at closing (depending on your market region). You can read our full review of Zillow Flex and learn whether it’s worth investing in here.
Best for On-demand Leads Generated via Cash Offer: zBuyer
A family-owned company, zBuyer maintains a solid commitment to customer satisfaction that some of the larger software companies just can’t match. Plus, it has an excellent track record of supplying valuable, verified leads.
zBuyer targets potential sellers, directing them to HousingNow.com. The site is similar to Zillow, where buyers can browse listings—after inputting their contact information. What makes zBuyer different is that zBuyer verifies leads for agents to ensure these leads are ready to transact. Note that while the leads aren’t exclusive, zBuyer says they will only share a lead with six agents total, so if an area has that many agents already active, it will be sold out.
Pros
| Starting Monthly Prices |
Cons
| Dig Deeper Into zBuyer: |
My Take on Buying Leads From zBuyer
For agents looking for leads that have been vetted and verified, zBuyer could very well be your answer. Their offering is similar to others on this list, but they do put their leads through a vetting process before passing them off to agents. Their customer service is also top-notch, which is something to consider when spending hundreds of dollars on leads.
What I Think Would Improve zBuyer
zBuyer leads aren’t exclusive. There have also been different reviews from homeowners who may have felt deceived by the enticement of a cash offer, only to have their information provided to an agent. You’ll need to be able to show these leads how you can get them more money than their cash offer, and your process will be smooth and easy. If you’re looking for predictive analytics to help you start that conversation (rather than a cash offer), check out Offrs.
Best for AI-driven Listing Leads: Catalyze AI
Catalyze AI uses more than 400 million data points to drive predictions on hot listing leads. The model differs slightly from others on this list: The platform provides exclusive inheritance-based seller leads that are likely to list. There are no setup fees, and plans are flexible—your leads are delivered monthly, and there is no contract.
Pros
| Starting Monthly Prices |
Cons
| Dig Deeper Into Catalyze AI: |
My Take on Buying Leads from Catalyze AI
Catalyze AI is an interesting proposition: not your average “smart farming,” but actionable behaviors. Many coaches and brokers have pushed prospecting to vacant properties in the past—I’ve done it myself. If you have experience with probate leads and a fixed marketing budget, Catalyze AI may be the answer for you. It’s also a good choice for agents looking for a straightforward way to purchase leads without contract or setup fees. However, remember that inherited property sales can differ from regular transactions. You may need more patience and advanced nurturing skills to convert these leads.
What I Think Would Improve Catalyze AI
These radius-based leads are within 20 miles. While this may seem like a small area, that can be a considerable distance in large metro areas. I also worry that some agents may be unable to convert these leads, so ensure you know how to coach them through a different kind of transaction than they may be used to. Often, inherited properties have memories attached to them, and you’ll need to be able to navigate those waters with your clients. If you’re seeking on-demand listing leads, you might want to consider zBuyer.
Buying Real Estate Leads: FAQs
Rightfully, many agents have questions they need answered before forking over their commission to buy real estate leads. Here are some of the most frequently asked questions about paid lead generation services. If we haven’t covered something, feel free to drop your question in the comment section below.
Is buying real estate leads worth it?
Yes! I always say, “There’s no such thing as a free lead.” You might pay with your time, effort, and checkbook, or you can pay with a combination of all three. One way or another, you’ll pay for the leads you get.
If this expenditure results in a net positive for your business—meaning you make more money than you spend—it is absolutely worth it. If you spend $500 monthly on direct mail marketing and receive a $2,500 commission each month, you would say that the postcards were worth it. The same is true for paid lead generation tactics.
How should I choose a company to buy real estate leads from?
When looking at purchasing real estate leads, each agent will be different. Only you know your working style, your personality, and your business. Keep in mind that driving consistent results is the key. You might have to try a couple of different angles before finding a paid lead generation strategy that works best for you. One of our veteran contributors and coaches, Sean Moudry, has outlined a great lead generation selection formula to tailor your approach—including a downloadable worksheet.
Does buying leads for real estate work?
Listen—leads aren’t cheap. While it can be a great piece of the lead generation pie for some agents, these leads also tend to be harder to convert—remember that low conversion rate of roughly one percent? You’ll need a solid follow-up strategy. Many agents try buying leads and give up when they don’t see immediate results. These leads will require you to establish trust and authority with them and maintain consistent communication to see them convert.
How is purchasing real estate leads different from generating them?
Real estate leads you’ve bought are traditionally higher in the marketing funnel. You can also think of them as being in different buckets: Hot leads are those you’re sure will convert and are lower in the funnel. Warm leads are the ones you’ve been talking to for a few months that have expressed interest in the next year. Leads that you’ve purchased are usually cold.
More than likely, you’ll need to nurture these leads into converting. There’s a sweet spot in real estate where people think about buying or selling but haven’t yet talked to an agent. That’s where you come in! Once you’ve got your leads, check out our guide on lead nurturing and strategies.
Do most real estate agents pay for leads?
Most real estate businesses have some form of paid leads as a marketing strategy. The most successful agents and teams scale up their lead buying once they identify a successful lead source. However, the very best agents see buying leads as only one part of their overall strategy.
Do brokerages use these services to give leads to agents directly?
Yes, some brokerages offer this. However, we encourage you to try putting together a plan to do it yourself before going all-in on someone else doing it for you. When you rely on your brokerage for leads, you end up sharing your opportunities with every other agent doing the same thing. Those leads will be much fewer than opportunities you can provide for yourself.
Also, make no mistake—you’re not getting those leads for free. Your brokerage is paying for them by charging you more in fees or a higher commission split.
When you pay for leads yourself, you get to do it on your terms, and the long-term opportunity for success is much higher. Plus, leaving your brokerage and still having clients from that company can get messy.
Our Methodology for Evaluating Companies That Sell Real Estate Leads
Our team has decades of experience to bring you analysis of the best products and services for real estate agents. I also have years of experience coaching real estate agents through their businesses and finding what works best for each agent’s business.
We focused on providing our readers with various sources to buy real estate leads so you have an option—no matter your strengths or strategy. It was necessary to my objectivity to find providers that were our top picks for three key areas:
- Pricing: I sought to offer a range of providers for our readers no matter their budget. I also considered the return on investment (ROI) you should expect from using a provider on our list.
- Stable and well-known: Companies tend to come and go in real estate technology. The ones I’ve listed for our readers are primarily established companies with a history and plenty of reviews for their services.
- Utility and strategy: Our readers vary from new agents to top producers with years of experience. I intended the list to be comprehensive for every type of agent to find a place to buy real estate leads, should they choose to do so.
However, we recognize that the software and services listed above are not an entirely exhaustive list. There will be great lead generation companies that didn’t make the list, and new services are arriving on the horizon faster than ever. Our team strives to update our articles frequently. Visit our full methodology page for an overview of how we at The Close evaluate products and reviews for our readers.
Bringing It All Together
Not all lead providers are the same, so I hope this list helps you narrow down the best source to buy real estate leads for your particular situation.
Buying leads isn’t the only strategy for success in real estate, but it is a crucial part of your business development strategy. Keep in mind that real estate is an outside sales career. The more people you talk to and real estate conversations you have, the more sales will come your way.
Have questions about these companies, ones we’ve missed, or advice for other agents looking to buy real estate leads? Drop a comment below, and let’s keep the conversation going!
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