Are you tired of chasing cold leads and looking for a way to speed up your closings? The right lead generation company will take your business to the next level. After all, lead gen companies help agents connect potential buyers and sellers by providing qualified leads. I’ll uncover the top real estate lead generation companies for 2025 and review key factors like pricing, features, lead quality, and exclusivity. Let’s jump right in!
- CINC: Best for hyperlocal lead generation and IDX websites
- Zurple: Best for automated lead nurturing system
- Market Leader: Best for predictable exclusive leads
- Offrs: Best for seller leads without a contract
- Zillow Premier Agent: Best for capturing buyer leads
- Real Geeks: Best for affordable, all-in-one lead generation platform
- REDX: Best for niche leads and affordability
- zBuyer: Best for buyer and seller leads with no long-term contract
- SmartZip: Best for geographic farming
The Close’s Top Picks for Top Real Estate Lead Generation Companies
| CINC | |||
| Zurple | |||
| Market Leader | |||
| Offrs | |||
| Zillow Premier Agent | |||
| Real Geeks | |||
| REDX | |||
| zBuyer | |||
| SmartZip |
CINC: Best for Hyperlocal Leads & IDX Websites
Why I Chose CINC
-
Starting monthly prices:
$899 for single agents and $1,299 for teams
CINC is one of the top real estate lead generation companies. It offers sleek IDX websites, an advanced customer relationship manager (CRM), and an artificial intelligence (AI) texting tool trained by top agents. CINC uses pay-per-click (PPC) ads on Google, Facebook, and Instagram to target buyer and seller leads in key neighborhoods. It also offers Facebook retargeting ads to stay top of mind with leads who have already visited your website.
Additional Features
- Advanced CRM and AI nurturing tools: CINC uses technology and clever design to ensure leads don’t slip through the cracks. Its behavioral property alerts modify the type and timing of the nurturing texts and emails sent to your leads, increasing engagement for efficient conversion.
- AI texting assistant: Another tool I love is its AI texting assistant, Alex. Instead of blasting out the usual prequalifying questions, CINC uses top-producing agents to train its AI to respond to leads.
Zurple: Best for Automated Lead Nurturing System
Why I Chose Zurple
-
Starting monthly prices:
$309; Additional Sites: Basic package at $309 + $100/month per site
I am impressed with Zurple’s powerful lead generation for real estate system, which has exceptional nurturing tools for agents who can spend a little more. Zurple runs ads to drive traffic to your landing pages and capture leads organically through your social media, website, and any other place you exist on the internet. Zurple also offers paid programs as an add-on if you want to let it do the heavy lifting to get your landing pages in front of the right people.
Additional Features
- Behavior-led outreach: These highly engaging, sophisticated outreach campaigns use email, text messages, MLS market updates, and new listings to adjust based on the lead’s behaviors.
- Lead-capturing websites and integrated CRM: Instead of one branded website and IDX feed, Zurple’s websites are more like landing pages designed to capture data from site visitors. This feature separates your agent site from these landing pages, driving more leads directly to your CRM.
Market Leader: Best for Exclusive Leads
Why I Chose Market Leader
-
Starting monthly prices: Basic Package:
$189 + $10 to $50 per lead (for one user only); $329 for teams
Market Leader remains near my top rankings as the best lead generation for realtors because of its exclusive lead guarantee and Network Boost program, which offers affordable top-of-funnel social media leads and automated nurturing tools. Unlike its competitors, Market Leader provides a predictable number of monthly exclusive leads and places targeted ads where your prospects spend their time (Facebook and Google).
These ads direct seller prospects to Market Leader’s landing page and HouseValues.com, and buyer leads to a personally branded, IDX search-enabled site. Once a lead gives their information, it’s automatically populated in the Market Leader CRM, and then you take over with nurturing and conversion.
Additional Features
- HouseValues: Receive leads from your target ZIP code delivered directly to you and your CRM so you can follow up quickly.
- Mobile app: Market Leader’s mobile app allows agents to promptly and efficiently respond to new leads using real-time push notifications and contact records, including lead insights. Email activity is synchronized with your desktop CRM, ensuring you never miss critical updates.
Offrs: Best Seller Leads Without a Contract
Why I Chose Offrs
-
Starting monthly prices:
10 cents per month for each lead; $400 per month for leads in one ZIP code
I included Offrs on this list because it uses predictive analytics to generate leads but doesn’t lock agents into a long-term contract. I love that Offrs also uses hundreds of data points to generate its predicted sellers and boasts a 72% accuracy rate.
It pushes hundreds of data points through its proprietary algorithms and AI systems to uncover behaviors, characteristics, and demographics that lead to home sales within 12 months. The leads are then delivered directly to the Offrs agent. If you’re looking for a platform to help predict your gross commission income (GCI) for the year, Offrs claims to be the software to do just that.
Additional Features
- Includes exclusive paid lead generation for up to five ZIP codes: Offrs’ price tag comes with paid lead capture campaigns, a daily dose of predictive sellers, for sale by owner (FSBO), and expired listings in your designated areas. You’ll also get online ads to target your leads and enhance your conversion rate.
- ROOF conversion: ROOF leverages AI to convert leads into clients with 30 touches in the first 90 days through text, calls, and emails. The best part about ROOF is you pay for the upgrade and use it at will or pay a 25% referral fee from your commission at closing.
Zillow Premier Agent: Best for Buyer Leads
Why I Chose Zillow Premier Agent
-
Starting monthly prices:
$300-$1,000 depending on your location
Zillow Premier Agent captures buyer leads before the competition, with 93.2 million monthly visitors starting their home search directly on Zillow. It sells advertising space in specific ZIP codes and transfers leads to your CRM or Zillow’s, leaving nurturing and conversion to you.
What does that mean for you? Well, since so many buyers start their search on Zillow, by the time they end up clicking on a Google or Facebook ad from another lead generation company, chances are they’re already talking to a Premier Agent. Advertising on Zillow gives you a first shot at these leads.
Additional Features
- Generates warmer buyer leads than other companies (yes, really): Zillow’s advertising targets buyers actively searching for homes, unlike competitors capturing leads from casual browsing on Facebook. While not every Zillow lead will close quickly, their purchase intent is generally higher.
- Client communication resources: This Zillow tool helps real estate agents keep track of their clients. It lets agents know when they have a new client or if someone wants to see a house. Agents can also put their clients into groups, like people who want to buy a home or people who want to sell one. The tool can also keep records of texts, emails, and calls with each client to remember what they talked about.
Real Geeks: Best for Affordable, All-in-One Lead Generation Platform
Why I Chose Real Geeks
-
Starting monthly prices:
$299
I chose Real Geeks as an all-in-one lead generation platform with cutting-edge lead gen, marketing, and nurturing tools at a price individual agents can afford. It generates leads using Google and Bing PPC ads to drive seller leads to home valuation pages and buyer leads to IDX websites. Users can generate leads through Facebook ad creation, search engine optimization (SEO), or social media.
In addition, Real Geeks comes with a sophisticated CRM, automated drip campaigns, texting, and top-shelf training and customer support. It also features a behavioral marketing tool called Reactive Responses that can give Zurple a run for its money.
Additional Features
- Automated email marketing: Simplify your marketing efforts by running drip email campaigns directly through the CRM, targeting leads based on set criteria.
- IDX website and CRM designed for conversion: Real Geeks’ home valuation tool allows you to create custom landing pages for specific neighborhoods and automatically send out a market report drip campaign to nurture them.
REDX: Best for Niche Leads
Why I Chose REDX
-
Starting monthly prices:
$49.99 for FSBO and preforeclosure leads
REDX offers real estate niche leads for seller agents at an affordable price. Even better, all the leads REDX offers are seller leads, including expired listings, GeoLeads, FSBO, for rent by owner (FRBO), and preforeclosure. REDX flips the script with an outbound real estate lead generation system, putting contact information (and the power to make connections) into the hands of real estate agents, teams, and brokers.
REDX users choose the lead types they want to target, and REDX provides contact info. With a constantly updated system, you always get a fresh list of real estate agent leads in your area. In addition, REDX offers multiple lead types and provides tools, training, and scripts to convert leads into clients. If you want to become a listing agent and are willing to make calls, REDX gives you the best value.
Additional Features
- Vortex CRM and Power Dialer make prospecting easier: REDX’s VORTEX CRM and Power Dialer speed up the cold calling process by sending leads to the CRM, auto-dialing them, and leaving a prerecorded message on their voicemail if they don’t answer. When you connect to a lead, the Power Dialer pulls up scripts and objection handlers to help you convert them.
- Included scripts, objection handlers, and training to help you convert more leads: While similar lead generation companies just sell you leads and an auto-dialer, REDX takes it a step further by including powerful scripts and objection handlers right in the auto-dialer to help you convert them. It even offers live role-playing and extensive lead conversion training with expert cold callers like LabCoat Agents’ Tristan Ahumada.
zBuyer: Best for Affordable Leads With No Contract
Why I Chose zBuyer
-
Starting monthly prices:
$400
Consider zBuyer for an affordable and efficient way to get high-quality leads without the commitment of long-term contracts or expensive CRM and marketing tools. Unlike other lead generation companies for realtors that require lengthy contracts, zBuyer gives you the flexibility to leave if you’re not satisfied with the platform or the leads, no questions asked. This approach addresses the common complaint of being locked into lengthy contracts.
zBuyer uses innovative analytics to uncover early indications of interest in selling or buying. The company offers targeted potential sellers a chance to discover their home’s worth and potentially a cash offer. Buyer leads are captured through the company’s site, HousingNow.com. While the leads aren’t exclusive, zBuyer says it works hard to “limit their exposure.”
Additional Features
- Free prospecting leads: Every dollar you spend with zBuyer will give you one four- to 12-month-old lead from its system—for free. These leads will be ice cold, but you can always warm them up with lead-scoring software like Revaluate.
- You don’t have to spend money on a CRM you don’t want: Most realtors who want to buy real estate leads already have one. Instead of forcing you to pay $200-plus per month for another one, like most lead generation companies
SmartZip: Best for Geographic Farming
Why I Chose SmartZip
-
Starting monthly prices:
$299 (requires 12-month contract)
SmartZip’s near-magical ability to predict likely sellers is complemented by its suite of marketing tools, which are highly effective in nurturing and converting these leads. This makes SmartZip a clear choice for seller leads. SmartZip’s predictive analytics technology combs through millions of data points to identify likely sellers six to 12 months before they’re ready to sell.
SmartZip analyzes consumer data (from places like credit card companies), market data (from your MLS), and demographic data, predicting which homeowners in your targeted region are most likely to sell.
Additional Features
- Reach150: Using Reach150, real estate agents can manage their online presence and use favorable testimonials to attract new referral clients.
- Best-in-class marketing and nurturing tools: Its CheckIn app tells you who to follow up with every day. You also get home valuation landing pages, automated direct mail campaigns, a comparative market analysis tool, and local trend reports.
Frequently Asked Questions (FAQs)
How do most realtors get leads?
Successful real estate agents diversify lead generation so businesses don’t live or die from a single source. Paid lead generation, referrals, and organic social marketing are great examples of how real estate agents get new leads. Having a plan for your overall real estate lead generation strategy is essential. Check out our article on lead generation ideas for more information.
Are real estate lead generation companies worth it?
Paid lead gen strategies are worth it if the ROI is high. For most agents, the commission from one closing can cover the total investment for the year. The upside is that if you’ve covered the annual cost of your lead gen with one closing, any additional commissions are profits. Since lead generation is continuous, you can estimate how much GCI you will make in a year.
How much should you pay for lead generation?
In most markets, the maximum price a real estate agent should be comfortable spending per lead is $200. That seems high, but let’s do a little math together. Let’s say you get ten leads in a week from a real estate lead generation company and convert one into a client. Let’s assume you’re converting 75% of those clients into sales. This metric means you’re closing three monthly transactions out of 40 leads.
For 40 leads a month, you’re paying $8,000 (40 x $200). With the typical home selling for more than $300,000, those three sales gross you $27,000 in GCI (assuming a 3% side). That nets you $19,000 before splits and taxes. Of course, this price changes based on your conversion rates, the typical sale price of a home in your market, and your commission percentage. However, for most agents, $200 per lead is a great benchmark.
What is the best CRM for realtors?
The best real estate CRM depends on a realtor’s budget, business goals, and preferences. If you’re new to the industry and don’t want to shell out money for paid ones, consider free CRMs like ClickUp and HubSpot. But if you want to invest in paid CRMs, LionDesk, Follow Up Boss, and Wise Agent are excellent options.
Methodology: How I Chose the Top Lead Generation Companies for Real Estate for 2025
To evaluate the best real estate lead generation companies in this article, I leaned on our team of licensed real estate pros, writers, and editors, who created a weighted rubric to evaluate each company. Our team has spent hours researching dozens of companies and assessing each based on the most impactful elements for agents and brokers. Here are the criteria we based our evaluations on:
- Pricing (20%)
- I looked at the average price per lead for buyer and seller leads, monthly ad management fees, the minimum required ad spend, onboarding fees, and pricing for mandatory tools like CRMs, IDX websites, and automated lead nurturing. I also included whether or not a contract is required.
- Features (25%)
- I evaluated each company’s main features, like lead capture tools, lead management, integrations, and ease of use. If a company required features like a built-in CRM, IDX websites, or automated nurturing, I included those features in my analysis.
- Advanced Features (20%)
- I evaluated whether the leads generated were high-funnel or low-funnel, lead exclusivity, how leads are qualified, lead quality, and how difficult the leads are to convert.
- User Experience (10%)
- The dashboard and user interface are essential factors to consider. If it’s challenging to use or find your way around the platform, you’ll be much less likely to use it.
- Customer Rating (10%)
- I read reviews of the real estate software after I’ve tried it to evaluate others’ experiences compared with my own. I take that additional feedback into account when assessing any software.
- Expert Score (15%)
- I credit any standout features not covered in the above categories.
Read more about our methodology here.
Your Take
Are there any top real estate lead generation companies we haven’t covered that you’d like to know more about? Or some feedback on the ones we’ve reviewed? Share your experience in the comments!
Tell us about you so we know what to send.
