Looking to buy real estate leads? There are lots of paid lead generation opportunities out there, and sometimes it’s difficult to sort legitimate lead sources from the frustrating time-wasters. We know that every real estate agent, team, and brokerage is unique. Real estate isn’t a one-size-fits-all business, and your paid lead generation strategy shouldn’t be either.
That’s why we don’t offer just one recommendation here, but rather a list of seven of our favorite places to buy real estate leads. If you’re looking to use your budget to grow your lead funnel, we’ve got the right provider for you.
The 7 Best Real Estate Lead Sources of 2022
|Market Leader||Agents with a fixed budget, looking for a guaranteed number of leads every month|
|Offrs||Agents who haven’t had success with traditional lead generation strategies in the past|
|REDX||Agents who want a budget-friendly option and want to be in control of their own lead volume|
|Zurple||Agents looking for advanced analytics and automatic follow-up tools from their pay lead generation platform|
|Parkbench||Agents who are looking to generate mostly referrals|
|Zillow Premier Agent||Agents looking for primarily buyer leads|
|BoldLeads||Agents looking for a hands-off, agency-managed approach to lead generation|
Buying leads shouldn’t be your only strategy for business development. Grab a copy of our Lead Generation Plan Template to help organize and prioritize your efforts so that you’re taking a balanced, profitable approach.
Ready to go deeper? Let’s take a closer look at each of these lead sources
Best for Agents Looking for Guaranteed Leads Every Month: Market Leader
Market Leader Cost: $139 / month + $25 per lead (depending on market)
Contract Required?: Six- or 12-month contract required
Market Leader Pros & Cons
Market Leader Pros
Market Leader Cons
How Much Does Market Leader Cost?
Market Leader is a real estate lead generation tool that uses strategically placed ads on Google and social media networks like Facebook to drive traffic to one of two places: a home valuation page for potential sellers and a personally branded, IDX search-enabled landing page for potential buyers. In order to use the tools on these pages, visitors are required to input their lead information, which gets passed directly to you.
This strategy probably sounds familiar because a lot of competitors (for example, BoldLeads and Real Geeks) use the same approach. But with Market Leader, there’s a difference: guaranteed lead volume. If you make the payment, you’ll have the number of leads (or more) they projected for you—just that simple.
Who Should Use Market Leader?
Market Leader is great for agents who have done the math on their conversion rates and know exactly how many leads they need on a monthly basis in order to make paid lead generation profitable. For many agents, that means having a potentially larger-than-average budget in order to create that critical mass of leads. Therefore, Market Leader agents should also have a healthy amount to invest in leads.
If you’ve got your forecasting, conversion, and budget ducks all in a row, Market Leader is a great tool for you.
Market Leader Review
Best for Agents Who Haven’t Had Success With Traditional Lead Gen Methods: Offrs
Offrs Cost: Market-dependent; most agents spend between $200 and $500 per month
Contract Required?: 12 months
Offrs Pros & Cons
How Does Offrs Work?
Offrs employs a predictive analytics strategy to gather better, more qualified (at least in the long run) leads than the average lead generator. Rather than creating ads that aim to reach entire communities, Offrs uses sophisticated algorithms based on the vast amount of consumer, demographic, and market data we have at our disposal to identify the 20% of your target market that is most likely to buy or sell a home in the next 18 months.
Armed with this information, you can then market to only these likely clients, thus driving your conversion rates and the quality of your interactions through the roof. Similar to REDX, Offrs isn’t delivering you warm leads—they are delivering information that you can use to make better prospecting decisions and sign more clients.
📌 Pro Tip
Offrs will supercharge your farming efforts to ensure you’re connecting with active homebuyers and sellers in your target neighborhoods.
Who Should Use Offrs?
Offrs is a new approach to generating leads, reaching potential buyers and sellers who likely haven’t been marketed to by your competition. If you’ve been frustrated with a crowded field of Realtors all competing for the here-and-now leads, Offrs might be just the tool for you.
Remember, many of these leads will have a long tail, requiring nurturing for a little bit longer than average, but since the likelihood of these leads converting is so much higher, this strategy adjustment is worth it.
Best for Agents Who Are Great at Prospecting: REDX
Offrs Cost: Starting at $39.99
Contract Required?: No contract required, but annual savings are available
REDX Pros & Cons
How Does REDX Work?
REDX is an outbound real estate lead marketing system that works by bringing together data like property details, FSBO and Expired listings, contact information for buyers and sellers in your community, and more. They then categorize and prioritize this data in VORTEX, their proprietary customer relationship manager (CRM), for agents to use in their outbound prospecting efforts.
Each of these lead types can be purchased separately, making this a customizable tool you can use regardless of what sort of business you’re building.
|App Name||Monthly Cost|
|GeoLeads||$59.99 (GeoLeads PLUS is $119.98)|
|Power Dialer||$99.99 (Multiline dialer is $149.99)|
|ONYX - Lead Upgrade||$100|
Who Should Use REDX?
REDX is the perfect tool for buying real estate leads if you’re a Realtor who isn’t afraid to pick up the phone or knock on a door. Your performance and return on this platform are entirely determined by you and how hard you work, so if you’re willing to put the time in—especially with colder prospects—this is the perfect lead source.
📌 Pro Tip
For a limited time, REDX is waiving their $149 setup fee for Close readers. Click below to get started.
REDX Review: Why Smart Realtors Use REDX & Power Dialer
Best for Agents Looking for Advanced Analytics & Automation: Zurple
Offrs Cost: $139 / month + ~$25 per lead
Contract Required?: Yes, 6+ months
Zurple Pros & Cons
|Zurple Pros||Zurple Cons|
How Does Zurple Work?
Zurple generates real estate leads by launching community-specific buyer and seller landing pages designed to capture lead information by offering value (a home valuation or an IDX search) in exchange for contact information. Many Zurple agents will run multiple sets of these landing pages for different communities. Then, using social and display advertising on platforms like Facebook, Instagram, and Google, Zurple will drive traffic to these pages, and boom, you’ve got new leads.
Where Zurple is different from others using this strategy is in their analytics and automation.
With Zurple, you get advanced behavior reports of what your leads are actually doing on your lead magnet pages, including lists of the properties they’re visiting, alerts for “aggressive” behavior that might indicate they are ready to make a purchase immediately, and more.
Then, with the insight these analytics provide, Zurple users can employ their slate of automated communication tools to make sure your clients are hearing from you when it’s most effective, even if you can’t get to the phone or computer.
Who Should Use Zurple?
Zurple is a great tool for anyone who wants to get more than just a name and contact information from their prospects. If you want to dig into what your leads’ behavior indicates about what they need, you should definitely check out Zurple.
Best for Agents Looking to Generate Mostly Referrals: Parkbench
Offrs Cost: Between $3,500 and $6,500 per year, depending on the market you serve
Contract Required?: 12 months
Parkbench Pros & Cons
|Parkbench Of Pros||Monthly Cost|
How Does Parkbench Work?
Parkbench is a real estate lead generation company that sets participating Realtors up with a highly personalized community website. Using your custom website, Parkbench agents are coached by their team of marketing experts and referral generators to create valuable content with an emphasis on video.
Your site will feature the best and brightest of your local community. Those you profile on your Parkbench site will likely share your content, and your clients will visit to stay up to date on what’s happening in your market.
Who Should Use Parkbench?
Parkbench is a great choice for agents who have a well-developed or quickly developing brand reputation in their local community and are looking to take it to the next level. If you’re well-known in your area but are closing less than 30% of your transactions as a result of referral and repeat business, Parkbench may be the perfect tool to increase your referral generation and create more business for you and your team.
Parkbench is also exclusive, only allowing one real estate agent per area, so if you’re looking for a strategy where you won’t have to directly compete with other real estate professionals, this might be a good option.
How Parkbench Drives Community Connection & Generates Leads
Best for Agents Who Want Buyer Leads: Zillow Premier Agent
Offrs Cost: Market Dependent; most agents spend between $300 and $1,000 per month
Contract Required?: Yes, varies by market, usually six or 12 months
Zillow Premier Agent Pros & Cons
Zillow Premier Agent Pros
Zillow Premier Agent Cons
How Does Zillow Premier Agent Work?
Zillow is, without argument, the largest real estate presence on the internet. Zillow sends buyer and seller leads (but mostly buyers) to members of the Zillow Premier Agent Program by advertising those agents next to listings on their platform.
When a consumer chooses you, they fill out a quick form with their contact information and Zillow sends you (and only you) that information. Most of the time, Premier Agents are advertised with other Premier Agents who are paying for the same ZIP codes. The agent with the best review track record usually wins the leads, so if you can get your review solicitation game down, Zillow is the place for you.
📌 Pro Tip
This approach really works if you can be a champion of your Zillow reviews section.
Who Should Use Zillow Premier Agent?
This might be a relatively unpopular opinion, but everyone should have at least a free account on Zillow. This is where our clients are spending their time, and you need to be there too.
If you want to move beyond just a great place to collect reviews and start getting active leads, Zillow Premier Agent is a good choice, as long as you’re quick to follow up with new leads. Zillow leads convert at a much lower rate the longer you wait to follow up. For this to work, you must be willing to put in the time to maintain and update your Zillow profile.
Is Zillow Premier Agent Worth the Cost?
Best for Agents Who Want Hands-off, Agency-managed Leads: BoldLeads
Offrs Cost: Varies depending on package and market; most agents spend between $500 and $600 per month
Contract Required?: Yes, 12 months
BoldLeads Pros & Cons
How Does BoldLeads Work?
BoldLeads is a lead generation tool that acts like a specialized marketing agency just for real estate agents. They create targeted Facebook and Google ads to attract prospects to high-performing landing pages that convert prospects into real estate leads.
With BoldLeads, all you need to do is set your budget and their marketing experts will create, place, and optimize your ads so that the right audience is seeing them at the right time, driving more traffic to your website and your lead capture pages.
There are lots of additional tools you can use to enhance your BoldLeads experience, including connecting it to other tools like your CRM, email marketing platform, and more. But, for our money, the biggest value that BoldLeads provides is their ability to provide all the services you need to get started working with leads immediately—all with the tools they provide.
Who Should Use BoldLeads?
BoldLeads has a great approach to acquiring leads, but they really stand out in the field with their customer relationship manager (CRM), and nurturing after a lead is yours. Automated SMS texting, emailing, and even voice messages make moving your leads closer to a sale easier.
If you’ve got the budget to spend and are looking for a more comprehensive solution for paid lead generation, BoldLeads is a good place for you to buy real estate leads.
BoldLeads Review: How Does It Work & Is It Worth It?
Buying Real Estate Leads: FAQs
A lot of agents have questions they need answers to before making a commitment to buying leads. Here are some of the most frequently asked questions we hear about buying real estate leads. If there’s something we haven’t covered, feel free to drop your question in the comments section.
Is buying real estate leads worth it?
Yes! We know—that exclamation point seemed a little over-enthusiastic, but it’s the truth. Think about the money you’ll potentially spend on real estate leads as just another line item in your overall operating budget.
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 spent $500 a month on direct mail marketing and got a $2,500 commission from it each month, you would absolutely say that the postcards were worth it. The same is true for buying leads directly.
[Related article: 9 Steps to Writing a Real Estate Business Plan (+ Templates)]
Do most real estate agents pay for leads?
We can’t speak for most agents, but we can speak for most successful agents. The majority of successful real estate businesses have some form of paid leads as a part of their marketing strategy. The most successful agents and teams actually scale up their lead buying once they identify a successful lead source.
[Related article: How to Start a Rock-solid Real Estate Team in 2022]
For example, let’s say you commit to spending $500 a month with Zillow, and you wind up getting an average of $2,000 in commission income as a result. The most successful agents turn around and say, “What if I spend $1,000? Would that get me $4,000 in commissions?” and continue to scale their spending.
Do brokerages ever buy real estate leads to give to agents?
Yes, there are brokerages that offer this. If you’re looking for a brokerage that offers leads as a part of their package for agents, you can probably find some out there that do it.
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. The reason is that when you rely on your brokerage for leads, you end up sharing your opportunities with every other agent who is doing the same thing.
Also, make no mistake: You’re not getting those leads for free. Your brokerage is paying for them via a monthly agent fee, a higher commission split and/or cap, transaction fees, and so forth.
When you pay for leads yourself, you get to do it on your own terms, and the long-term opportunity for success is much higher.
How can I get free real estate leads?
If you’re looking for free real estate leads, we’d suggest starting with our article 37 Underrated Real Estate Lead Generation Ideas for 2021.
Over to You
Do you buy real estate leads? We’d love to hear about your successes, whether it was on these or other platforms. How has your business changed since adding this element to your marketing toolkit?
Have any epic failures, horror stories, or advice for other agents looking to buy real estate leads? Drop a comment below, and let’s keep the conversation going!