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Lead generation software helps real estate agents find clients and close deals. This software helps agents advertise in local areas and provide leads for both buyers and sellers in those target areas, who are looking for certain types of properties.
We reviewed over a dozen different lead generation services, taking into consideration features, pricing, and real estate and customer reviews, 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. Here are the best real estate lead generation companies to help you grow your business.
Best Overall : Market Leader
Market Leader tops our list of real estate lead generation companies because it offers robust features, buyer and seller leads from multiple sources, and easy setup.
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 targeted at consumers who are looking for home listings.
To get started with Market Leader, create a profile, customize your alerts, and add and organize your contacts. The company’s pricing varies based on how many leads you sign up for. You'll pay a set cost per lead and a monthly fee for other services such as CRM.
The company has also introduced its Market Leader Professional, which includes a fully integrated lead capture website, CRM, and marketing center to seamlessly engage and manage leads. With this service, you can capture powerful insights in the CRM when visitors register on your website and leverage automated marketing to send relevant listings.
Overall, Market Leader has positive reviews. Some agents applaud 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.
Offers plans for agents as well as brokerages
Guaranteed number of monthly leads that are not shared with other agents
Provides both buyer and seller leads
Third-party reviews indicate problems with cancellations and refunds
Leads might be unreliable
Runner-Up, Best Overall : BoldLeads
BoldLeads provides exclusive leads to real estate agents with an array of features for buyer and seller leads, which is why we named it our runner-up. Customers will also get comprehensive support and training, so you can get to know the system and get up and running quickly.
BoldLeads 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 is then sent to local agents. You can contact and organize your new leads from the built-in CRM.
BoldLeads offers customer support, training, and coaching, as well as videos to help you learn how to accept and manage leads and become familiar with the platform. The company offers three different tiers of service: Lite, Professional, and Advanced.
Although some reviews on the company's website indicate that customers are satisfied with the platform, some third-party reviews complain about low-quality leads and problems cancelling their plans.
Comprehensive customer support
Built-in CRM to help agents manage leads
Three tiers of service available
Some leads may be low-quality
Customer reviews indicate problems with cancelling their plans
Best for Automation : Zurple
Zurple 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. The software can even personalize emails from your email address to contact leads about houses they've already been looking at.
Zurple is easy to set up and 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.
To get a quote, you must provide your zip code.
Customers have mostly positive things to say about the company. They appreciate that leads are converted into clients. However, some users had poor experiences with customer service, including problems cancelling their plans and being charged after sending cancellation emails. Some third-party reviews indicate problems with customer service responding to requests for assistance.
Personalized automated responses to leads
Targeted ads can be combined with agents' own leads
End-to-end software captures and converts leads
Third-party reviews indicate problems with cancellations
Some customers complain about poor customer service responsiveness
Best for Finding Buyers : Zillow Premier Agent
Zillow Premier Agent is our pick for 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’s the most well-known real estate lead generation company on our list.
Zillow is one of the first sites many potential homebuyers use, so it makes sense that real estate agents would purchase leads here. 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.
You can get started with Zillow Premier Agent by getting in touch with a member of 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. There's no monthly minimum or signup fee.
And even though Zillow Premier Agent is different from how other lead-gen companies on our list operate, some third-party reviews praise the quality of the leads found through Zillow Premier Agent while others suggest the leads are of low quality. Others suggested problems with call filtering from leads, including having customers who already had agents patched through.
Provides leads generated by potential homebuyers on Zillow
Prospective buyers can access agents' contact information on Zillow listings
Quality of leads may be disappointing
Some leads may already be working with agents
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 those leads.
New Offrs clients 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. It also offers custom options for brokerages with agent rollout and apps for every agent.
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.
Predictions for potential home sellers to become leads
Built-in CRM to track leads
For sale by owner leads
Some clients complain of low-quality leads
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 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. Zoho's software can help you manage your pipeline of leads once they come in. Customers can take advantage of different support plan options in which they contact support to help get set up and access webinars and online training.
Zoho's pricing is between $14 per user month and $52 per user per month when billed annually depending on the plan. Rates are higher If you pay monthly. A limited, free version is available, and custom plans may be available as well.
Some 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.
Easily used to capture Facebook and Twitter leads
Offers a free trial
Priced between $14 and $52 per month when billed annually
Poor customer service
Customers complain about being overcharged
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.
REDX's leads are specific to the real estate industry and uses aggregate data from public records to source leads. Every lead they provide includes contact information.
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 Power Dialer feature, which helps you contact more sellers quickly. It offers online training, tutorials, and unlimited customer support.
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, GeoLeads are $59.99 per month, expired leads are $59.99 per month, and FRBOs are $79.99 per month. The Power Dialer has a few pricing options but costs $99.99 per month with a single line.
While few customer reviews exist, most of the ones we found are positive and highlight that the expired leads are current and updated. Even so, some complaints center around poor customer service.
A la carte pricing with no setup fees
Leads include pre-foreclosures, expired listings, for sale by owners, for rent by owners, and hard-to-find lead contact information
Reviews suggest leads are current and frequently updated
Some customer reviews suggest problems with customer service
|Market Leader||Overall||Buyer and seller leads; marketing automation; customizable website; mobile app; customer relationship management (CRM)|
|BoldLeads||Runner-Up||Buyer and seller leads; automated follow-ups; software coaching, like video training; all-in-one platform with its own CRM; text concierge and email templates; lead engagement indicator tools|
|Zurple||Automation||Buyer and seller leads; automated, personalized, data-driven emails from your e-mail address; Zillow, Trulia, and Realtor.com integration; CRM; complete online profile of each lead; lead contact alerts|
|Zillow Premier Agent||Finding Buyers||Buyer and seller leads; CRM; customer support and training; personal webpage; Zillow branding; marketing templates|
|Offrs||Getting Listings||Seller leads; CRM; for sale by owner leads; expired listing leads; apps to access leads; location-based homeowner data; template builder|
|Zoho||Social Media||Buyer and seller leads; social media and email lead capture; customized reports; management tools to assist with assigning leads; real estate CRM and marketing tools|
|REDX||Price||Multiple types of real estate seller leads; geo-focused leads; training and support; prospecting platform; help with lead conversions and management systems; leads verified against active listings and do not call lists; built-in scripts|
Real estate agents rely on leads to close their deals. But not every real estate lead generation company offers the right tools for that job.
After reviewing companies based on the types of leads provided, the sources of leads, cost, and customer service criteria, we chose Market Leader as our best overall pick. But if Market Leader doesn't offer what you or your firm needs, you can also find quality choices in BoldLeads, Zurple, Zillow Premier Agent, Offrs, Zoho, and REDX.
Questions & Answers
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 of turning 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 hundreds of dollars or more, plus per lead costs which can range from a few dollars all the way up to 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.