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Today’s real estate agents face an overwhelming array of lead generation tactics, making it hard to know how to spend your marketing dollars to build a cohesive, effective strategy.
Organic social media traffic. Community events. SEO. Between leveraging your personal network, filming YouTube videos and even the unpleasant task of cold prospecting, real estate professionals today wear all the hats. In one moment, you may be a content creator, and in the next, a customer service agent, administrative assistant, marketing strategist, copywriter and editor — all in one.
Yet, in the competitive 2023 real estate market, agents don’t always have the luxury of investing months into long-term brand-building. Success depends on how well (and how quickly) you can combine your own marketing skills with the right tools and support systems out there to help you convert leads into clients.
While there’s no one-size-fits-all solution, plenty of customizable real estate lead generation tools exist to make your life easier. In this article, we explore nine exceptional real estate lead generation companies that can supercharge your lead generation efforts, each with its unique strengths and limitations.
Like its name suggests, Market Leader is known for offering a full marketing suite with features like email and SMS marketing services, lead capture forms and a built-in lead management CRM. The company provides in-house advertising experts who send leads exclusively to you and streamlines lead management and marketing efforts.
Market Leader is a strong option for real estate professionals looking for lead generation and marketing solutions. Its full marketing suite and leads exclusivity set it apart, although it would stand out even more if it offered concierge service and a free trial option. Users have praised its efficient CRM capabilities but noted challenges with lead responsiveness in some cases. If a trial period is essential, consider alternatives like Placester, which offers a 30-day free trial.
Exclusivity: Yes
Trial period: No
Contract requirements: Six-month minimum
CINC is a reputable platform known for tailoring its leads so that they are better suited for your target demographic. It offers lead generation and management tools for both individual agents and brokerages. It provides an all-in-one solution, from lead generation to closing, and is available through a mobile app.
CINC is best for multi-location teams and brokerages looking to establish organization-wide real estate lead generation systems. Its mobile app lets team members stay updated with real-time status notifications on new and existing leads, plus it lets you manage contacts while on the go. However, CINC does have a notable lack of free trial period for brokerages, which is one mark against its otherwise solid reputation. One final quirk is that CINC provides no ability to delete bad leads from the system. This annoying bug could disrupt the workflow of a solo agent who lacks the manpower to personally vet all leads.
Exclusivity: Geographic exclusivity available
Trial period: Varies (must inquire)
Contract requirements: Customized to the client’s needs
Zillow Premier Agent (ZPA) is a well-known platform for generating buyer leads. It’s highly effective for connecting agents and brokers with local buyer leads. The platform’s high traffic volume and straightforward CRM make it a top choice for lead generation.
As a major player, Zillow is hard to overlook in the real estate industry. The company has the resources to invest heavily in SEO and therefore dominate Google search results. That’s good news for real estate agents and brokers looking to attract leads. Agents do pay for these leads, with Zillow’s “Zillow Flex” now taking a percentage of commissions from referred leads. While Zillow’s exposure is significant, some industry insiders argue the company prioritizes “Flex” over “Premier Agent” partners, making the landscape competitive. Nonetheless, if you want to cast a large net, Zillow Premier Agent can give you that exposure.
Depends on the ZIP code — around $20 to $60 per lead
Exclusivity: No
Trial period: No
Contract requirements: Vary
Catalyze AI utilizes real-time data to identify inherited properties in your local area with a high prediction rate, representing an estimated $69 billion in annual property sales.
Catalyze AI, the top choice for exclusive inherited property leads in real estate, employs predictive computer analytics and AI technology to identify highly motivated inheritance leads before they end up in probate court. While the company doesn’t provide marketing tools, its predictive analytics technology puts you considerably ahead of competitors. These leads are often eager to sell, making them highly valuable — especially for such an affordable product. However, leads may take time to close, and the service isn’t available in all markets. This company is best suited for experienced listing agents familiar with the probate process.
Starts at $360 per month for 30 leads ($12 per lead for homes under $1 million; $15 for higher-value homes)
Exclusivity: Yes, exclusive listing leads get pushed to your platform.
Trial period: No, but select discounts may be available (must inquire)
Contract requirements: Can cancel at any time
SmartZip uses predictive analytics to predict likely sellers 6 to 12 months in advance, offering a first-mover advantage in tight inventory markets. The company provides robust marketing and nurturing tools, including a CRM with lead data, home valuation landing pages, direct mail campaigns, a comparative market analysis tool and more.
SmartZip primarily benefits experienced listing agents, yet any agent willing to nurture seller leads can thrive with this platform. To generate real estate leads, SmartZip employs predictive analytics that sifts through consumer data from sources like credit card companies, market data from MLS and other demographic data. Real estate agents using SmartZip gain immediate access to its CRM populated with the data. In this dashboard will be a list of property owners in the agent’s target area based on their likelihood to sell within the next 18 months. Armed with this data, agents can streamline their outreach efforts and focus on sellers who are ready for their services.
Starting at $500 per month, with an average monthly spend of $1,000
Exclusivity: No
Trial period: No
Contract requirements: Annual contract is required
Real Geeks offers a robust solution for real estate lead generation, IDX website design and all-around marketing suitable for single agents, teams and brokerages.
Starts at $299 per month cultivation, designed to help agents scale their businesses effectively, SEO happy hours to help customers improve real estate lead generation
Exclusivity: No
Trial period: None specified
Contract requirements: None specified
zBuyer offers a suite of tech-forward features, such as email and SMS marketing, an IDX website and marketing assistance, in addition to its real estate lead generation services. What sets it apart is its commitment to transparency and exceptional customer service. Nevertheless, online reviews suggest zBuyer could further enhance its service by providing exclusive leads to users seeking top-quality prospects.
Starts at $400 per month; can vary by zip code
zBuyer is a top real estate lead generation company offering features like email and SMS mass marketing, an IDX website, and marketing assistance. It stands out for its transparency and customer service
Exclusivity: No
Trial period: None specified
Contract requirements: Flexible contract
Placester excels in providing customizable real estate websites with integrated IDX listing search and content marketing features. It offers a services marketplace for one-time or ongoing services like website setup and content creation.
Placester truly is an all-around solution for real estate agents looking to improve lead generation through website creation. Its Do-It-For-Me (DIFM) package allows agents to craft custom websites in under two days, making it suitable for both tech-savvy and less tech-savvy agents alike. There’s also code-free site editing available, which allows you to better customize your website — even with the more affordable DIY package. Last, Placester offers built-in lead-generation features, such as custom landing pages and community pages, along with a CRM tool for email list nurturing.
DIY packages start at $79 per month, while “Do-It-For-Me” (DIFM) packages start at $119. The next level, DIFM Content Pro, starts at $319, plus you can sign up for Broker Management Software at an additional $25 per month. Annual pricing discounts may be available.
Exclusivity: Not specified
Trial period: 30-day free trial
Contract requirements: Monthly or annually
REDX is a prospecting platform with real estate lead generation tools to help you set more listing appointments.
REDX is an ideal choice for real estate professionals seeking affordable leads. While it may require an investment of time and dedication to cold calling, the platform offers valuable features, including a CRM, auto-dialer, scripts and objection handlers to assist in lead conversion. However, leads are not exclusive, and conversion rates may vary. It’s suitable for those willing to put in the effort to convert seller leads.
Starting at $49.99 per month
Exclusivity: No
Trial period: Not specified
Contract requirements: Monthly to month
HousingWire is the destination for industry leaders and decision makers to stay informed and stay ahead of what’s going on in the constantly evolving U.S. housing industry.
To determine which real estate lead generation companies are best for industry professionals, HousingWire analyzed dozens of products and platforms, weighing the pros and cons of each alongside both quantitative and qualitative data like price, special features, ease of use, return on investment, client support, and customer reviews.
We crawled the web so you don’t have to, analyzing a wide sampling of reviews across social media, the Better Business Bureau (BBB) and online discussion forums.
Yes, lead generation will truly be the lifeblood of your business’s success. It may seem challenging to generate real estate leads at first, but once you build up a current of strong, qualified leads, you’ll see how much less effort will be necessary to sustain sales.
Many real estate professionals turn to lead generation companies like the ones listed above to streamline the process and access more potential clients. While some agents have achieved significant success with these services, whether they are worth it (or not) depends on your individual circumstances. Assess your budget, target market and specific goals before investing in any service. Also determine which aspects of marketing you are least comfortable attempting on your own, and start outsourcing there.
Real estate agents acquire leads from multiple sources. While lead generation companies are one option, agents also obtain leads through traditional avenues like referrals, open houses, community events and their personal networks. Real estate professionals use online platforms, such as social media and websites, to attract potential clients outside of their immediate local area. The choice of lead generation methods may vary, but it’s always a great idea to diversify your lead channels for the most well-rounded approach.
Our team of real estate experts recommend that you choose a real estate lead generation company that custom-tailors its services to you. There’s no sense in paying for leads outside of your zip codes or from demographics that aren’t going to be interested in the properties in which you specialize.
Begin by choosing lead generation companies on this list with a strong reputation within your particular niche. Consider online reviews, testimonials and references to gauge their credibility. Choose companies that offer transparent pricing and clearly defined lead sourcing methods, avoiding hidden fees or unclear processes. If possible, opt for a trial period to assess the company’s performance before making a long-term commitment.
Paid leads may offer quantity, but their quality can definitely vary. Decide whether you prefer a smaller number of high-quality, active leads or a larger volume with potentially more “cold” prospects. It’s also wise to diversify your lead generation methods. While paid leads can be a part of your strategy, don’t overlook organic methods like referrals, networking and your overall online presence.
In 2023, the real estate lead generation landscape is more dynamic than ever, with a range of top companies offering their services to real estate agents and agencies. Whether you opt for a widely known product like CINC, a major platform like Zillow Premier Agent, or specialized solutions like Catalyze AI, the key is to align your choice with your specific needs, budget and target market.
Remember that lead generation companies can be a valuable asset in your real estate journey, but success ultimately depends on your conversion strategy and how well you capitalize on the leads provided. We’ve thoroughly researched the top real estate lead generation companies and weighed the pros and cons to help you make an informed decision to support your business in 2023.
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On a Q3 2023 earnings call with analysts, eXp CEO Glenn Sanford expressed concern that low-income buyers may not be able to afford representation “if the rules change too much.”
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Top 9 real estate lead generation companies of 2023 – HousingWire
