Lead generation software helps real estate agents find clients and close deals. Using lead generation companies, agents are able to find both buyers and sellers that live in certain areas, have certain interests, or are looking for certain types of properties.
Agents are able to advertise in a local area and provide leads in exchange for a monthly charge. Much of this is done online through a combination of websites, social media, and other tools.
We reviewed over a dozen different lead generation services companies before we decided on the best. We looked for companies that produce top-quality leads from social media, multiple listing service (MLS), brokerage websites, and listing sites.
In addition to the number, type, and quality of leads produced, our choices were based on features offered, pricing, and reviews from real estate professionals and other customers. Here are the best real estate lead generation companies to help you grow your business.
The 7 Best Real Estate Lead Generation Companies of 2020
Best Overall: Market Leader
Market Leader is our top choice for real estate lead generation companies because it offers robust features, offers buyer and seller leads from multiple sources, and can be set up easily. The company was founded in 1999 in Bellevue, Washington, and it helps over 250,000 customers with leads, education, and customer support. Industry leaders such as EXIT Realty, Better Homes and Gardens, and Re/Max all use Market Leader.
Market Leader offers a guaranteed number of exclusive leads each month and it never sells the same lead twice, so you won’t be competing with another agent for the lead. Market Leader sells leads from its site Housevalues.com, which attracts prospective sellers when they’re trying to value their homes. A second source is Leads Direct, which is a pay-per-click advertising campaign targetted at consumers who are looking for home listings.
Market Leader offers the following features:
- Both buyer and seller leads
- Marketing automation
- Customizable website
- Mobile app
- Integration with the Multiple Listing Service (MLS)
- Customer relationship management (CRM)
Getting started with Market Leader is easy. All you have to do is create a profile, customize alerts, and add and organize your contacts. The company’s pricing varies based on how many leads you sign up for. Access to the system, with use of its CRM, webinars, and other tools, costs $129 per month. Typically, each lead costs between $20 and $30, depending on the zip code.
Overall, Market Leader has positive reviews; agents like the platform's exclusive leads and report that the service is easy to use and helped them grow their business. However, there are also some common complaints about the company, including that leads aren’t always reliable and customer service is sometimes not helpful.
Runner-Up, Best Overall: BoldLeads
Bold Leads was founded in Chandler, Arizona, and is a family-run business. It works with over 2,500 Realtors across the U.S. and Canada. The company offers a vast array of features for producing great buyer and seller leads, which is why we named it our runner-up. It also offers comprehensive customer support and training, so you can get to know the system and get up and running quickly.
Bold Leads only provides exclusive leads and it even limits the number of agents in a specific territory. It places ad campaigns on platforms such as Google and Facebook and then draws customers who click on the ads to customized real estate websites where they provide their contact information, which then gets sent to the agent in that area. You can contact and organize your new leads from the built-in CRM.
Bold Leads features include:
- Buyer and seller leads
- Automated follow-ups
- Software coaching, like video training
- An all-in-one platform with its own CRM
- Text concierge and email templates
- Lead engagement indicator tools
Bold Lead offers customer support, training, and coaching, as well as videos to get you up and running, learn how to accept and manage leads, and become familiar with the platform. The cost is $299 per month to create and manage ads and use the CRM. The company recommends an additional $100 per month minimum to be spent on purchasing leads. Generally, reviews indicate that customers are satisfied with the company and like its lead system. However, some customers said it’s difficult to cancel and found some of the buyer leads to be poor quality.
Best for Automation: Zurple
Zurple was founded in 2009 in San Diego, California, and is owned by Constellation Software. The company is our choice for best automation because it offers leads as well as integrated CRM and other automated tools that make contacting and maintaining leads easier and more efficient. Zurple’s automated responses are personalized and data-driven and intelligently engage with clients on your behalf.
Zurple is end-to-end software that captures leads and converts them into conversations and then into clients. It optimizes your marketing budget by only targeting your specific area and can even target specific sub-areas within individual zip codes. You can use Zurple’s targeted ads and combine them with your own leads from places like Zillow. Zurple will personalize emails from your email address to contact leads about houses they've already been looking at.
Some of Zurple’s features include:
- Buyer and seller leads
- Automated, personalized, and data-driven emails from your email address
- Integration with Zillow, Trulia, and Realtor.com
- A custom website
- Complete online profile of each lead
- Lead contact alerts
Zurple is easy to set up and it offers all the tools you need, including creating and customizing your ads and website, as well as a CRM to manage your leads. It has a blog and success center resources to help you get started. Pricing starts at $399 per user per month and onboarding fees range from $199 to $499. The minimum monthly advertising spend is $250 per month.
Zurple has an A+ rating with the Better Business Bureau but is not accredited. Customers have mostly positive things to say about the company. They appreciate the custom websites and that leads are converted into clients. However, some users think that the interface needs to be updated.
Best for Finding Buyers: Zillow Premier Agent
Zillow Premier Agent is our review's best real estate lead generation company for finding buyers because it offers leads that are generated directly by Zillow, most of which are buyer leads. It is part of the real estate powerhouse Zillow Group, which was founded by former Microsoft executives in Seattle, Washington, in 2006. It’s the most well-known real estate lead generation company on our list.
Zillow is one of the first sites that many potential homebuyers use, so it makes sense that you would purchase leads here. Real estate agents pay Zillow Premier Agent to be featured on certain pages, which include placement on listings and personalized websites. So, when customers are browsing for homes, they will see the agent’s information and be able to make contact. This is a bit different than how the other lead generation companies work.
Some of Zillow Premier Agent’s features include:
- Buyer and seller leads by zip code (mostly buyer leads)
- Customer support and training
- Phone call introductions to leads in your area
- Personal webpage
- Branding across Zillow’s sites
- Marketing templates
You can get started with Zillow Premier Agent by getting in touch with a member from the support team who will go over your marketing budget and desired area and help you navigate the site. Pricing for Zillow Premier Agent varies depending on the area, average home price, and competing agents in that area. Typically, leads cost around $100 and there's no monthly minimum or signup fee.
Best for Getting Listings: Offrs
Offrs is our best choice for seller leads because it has online home evaluation tools and predictions for potential home sellers to become leads as well as a built-in CRM to keep track of your new leads. It was founded in 2013 and is owned by Constellation Data Solutions Inc.
When the company was launched, the founders found their first clients by knocking on agency doors and convincing agents to sign up individually. The site is specifically focused on sellers and aims to connect those customers who currently want to sell their home, and those who will want to sell in the near future, with agents who sign up for leads. It uses proprietary predictive analytics tools to predict who will become a seller lead.
Offrs has the following features:
- Seller leads (current and predicted)
- For sale by owner leads
- Expired listing leads
- Apps to access leads and location-based homeowner data
- Video tutorials
To get started with Offrs, you can schedule a 30-minute session with a specialist to learn more about what the company offers, its pricing, and how to set up a lead generation system and apps. Pricing is pay-as-you-go and costs $0.10 per property per month, with the option to purchase within a particular region. The other option is a Smart Agent Plan, which is $200 per custom territory per month and includes a personal coach from the company. It also offers custom options for brokerages with unlimited users and agent rollout. Keep in mind that these leads are shared, so another agent may have already contacted them.
Offrs has a B+ rating with the Better Business Bureau and isn’t accredited. It has mixed reviews with some customers receiving quality seller leads that they closed and finding the software easy to use. However, others didn’t receive any leads or any that were qualified or even looking to sell their home.
Best for Social Media: Zoho CRM
Zoho is our top lead generation company for social media because it can easily be used to capture Facebook or Twitter leads, as well as leads from websites and emails. It was founded in 1996 and is used by multiple industries including real estate, small businesses, and construction companies.
It offers a free trial and features opportunity tracking over an entire sales cycle. It can also track the competition and features an app, live support and training, webinars, prospecting tools, and lead tracking. It can help you manage your pipeline of leads once they come in. Customers can contact support 24/7 to help get set up and take advantage of webinars and online training.
Some of Zoho’s features include:
- Buyer and seller leads, as well as sales leads for other industries
- Social media and email lead capture
- Predictive analytics
- Customized reports
- Management tools to assist with assigning leads
- Real estate CRM and marketing tools
Pricing for Zoho starts at $12 per user per month, plus the cost of leads, and can be customized by working with a member of customer support. Zoho has a D- rating with the Better Business Bureau and isn’t accredited. Customers complain about being overcharged and poor customer service. However, other customers like its marketing tools and integration with compatible products and think it’s a good value.
Best Price: REDX
REDX is our best-priced option because of its a la carte pricing with no setup fees, which allows you to pay for what you want and nothing more. Its monthly prices are reasonable and you can combine leads for a more robust prospecting campaign. It was founded in Utah in 2003 as a solution for providing expired leads to real estate agents and has since been used by over 50,000 agents in both the U.S. and Canada. REDX provides lead data to agents for prospecting. It’s specific to the real estate industry and uses aggregate data from public records to source leads. Every lead that they provide includes contact information and property history.
REDX focuses primarily on seller leads and includes pre-foreclosures, expired listings, for sale by owners, for rent by owners (FRBO), hard-to-find contact information for homeowners, and its Storm Dialer feature, which helps you contact more sellers quickly. It offers online training, tutorials, and unlimited customer support.
REDX features include:
- Multiple types of real estate seller leads including expireds
- Geo-focused leads
- Full range of training and support
- Prospecting platform
- Help with lead conversions and lead management systems
- Leads are verified against active listings and the Do Not Call list
- Free role-playing and script practice
Agents can start using REDX right away by contacting customer support and watching tutorial videos for additional help. Pricing varies depending on the lead source. For example, for sale by owner (FSBO) and pre-foreclosure leads are $39.99 per month, geo leads are $49.99 per month, expired leads are $59.99 per month, and FRBOs are $79.99 per month. You can add the Storm Dialer for $99.99 per month. There aren’t many reviews out there, but the ones that exist are positive and highlight that the expired leads are current and updated.
What Are Real Estate Lead Generation Companies?
A real estate lead generation company is a platform that helps agents attract prospective clients (either buyers or sellers), known as leads, to a certain agency or broker. A lead generation company will run ads and market to prospective clients when they visit sites such as Google, Zillow, or Facebook and look for houses. Then the company will sell you that person’s contact information if you purchased leads in the area that they’re looking in. However, these companies don’t guarantee that these leads will close or that they will even respond to you when you contact them.
How Does Real Estate Lead Generation Work?
Real estate lead generation is a marketing and advertising process which stimulates interest in either a house for sale or a realtor to work with. This interest is then turned into a sales pipeline with the goal is to turn the lead into a client, who then closes a deal by either buying or selling a house through an agent.
Agents and brokers generate leads in different ways, including via social media, referrals, their own network, open houses, and from lead generation companies. Leads are what keep a real estate brokerage in business. A closed lead provides a commission check to the agent and a check to the brokerage.
How Much Do Real Estate Leads Cost?
Real estate lead generation companies offer different prices depending on the location and number of leads selected. Some have onboarding fees of a couple of hundred dollars and others have no upfront fees but charge monthly fees of $199 or more, plus per lead costs which can range from $20 all the way up to the thousands of dollars. Typically, leads in popular housing markets are more expensive to purchase because the company knows the listing prices are high and commissions from successful sales will also be considerably higher.
Usually, you pay for leads monthly and can decide on a set budget or change it up depending on how business is going.
Is Buying Real Estate Leads Worth the Cost?
Most agents know that, in order to keep up with today’s buyers and sellers, they need to have an online presence. Buying online leads is worth it if you don’t already have a big network or referrals but want to grow your business. You have to decide what your monthly marketing budget is going to be and how to best allocate the funds to decide if it’s worth it to buy leads. Investing in lead generation is only worthwhile if you’re going to be diligent and consistent with following up on each and every lead.
How We Chose the Best Real Estate Lead Generation Companies
As part of this review, we looked at over a dozen real estate lead generation companies before deciding on our top picks. We evaluated each company based on the number and types of leads they offer and lead quality, as well as features, pricing, customer reviews, and more before deciding on our list of the best lead-gen companies available.
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Better Business Bureau. "Zurple Inc." Accessed July 27, 2020.
Better Business Bureau. "Buyer Hero LLC." Accessed on July 27, 2020.
Better Business Bureau. "Zoho Corporation." Accessed July 27, 2020.
PCMag.com. "Zoho CRM Review." Accessed July 27, 2020.