Proven Strategies: Smart Ways that Agents Get Real Estate Leads

Real estate agents earn income by helping buyers and sellers complete property transactions. To grow their business, agents require a consistent flow of people who are interested in buying or selling a home. These people are called leads.

A lead is any person who shows interest in a real estate service. This could be someone who fills out a form on a website, attends an open house, asks a question on social media, or responds to a postcard. Most agents build systems to attract, track, and follow up with these leads over time.

This article explains how smart agents generate real estate leads using a variety of strategies. These methods include both online and offline tactics, and range from simple outreach to complex marketing systems.

Why Real Estate Lead Generation Drives Success

A real estate lead is someone who has shown interest in working with an agent to buy, sell, or rent property. This interest can be expressed in many ways, such as submitting a contact form, replying to a message, or asking for a home valuation.

Typically, very few real estate leads convert into actual clients. This means that out of 100 leads, only one or two may become paying clients. Because of this low conversion rate, successful agents generate leads consistently to keep their pipeline full.

Higher-earning agents typically have more qualified leads in their system. Without a strong lead pipeline, income becomes unpredictable. Lead generation provides the starting point for every future sale, referral, or listing opportunity.

Experienced agents often use multiple lead sources at once. These can include:

• Referrals from past clients and friends
• Online advertising on Google or Facebook
• Social media content and engagement
• Direct mail campaigns
• Open houses and community events

Essential Tips for New Agents Seeking Leads

New agents often begin with limited experience, a small budget, and no prior client base. Lead generation at this stage depends on strong personal connections and consistent communication.

Build Your Sphere of Influence

A sphere of influence (SOI) includes anyone with a personal or professional relationship to the agent. These contacts form the foundation of early lead generation and repeat business.

Who to include: Family members, friends, neighbors, former coworkers, local business owners, and service providers you regularly interact with.

How to organize contacts: Use a simple spreadsheet or free CRM tool to track names, contact information, and notes about each person. Set reminders to reach out regularly.

What to say: “Hi [Name], I wanted to share that I’ve recently started my real estate business. If you or someone you know is thinking about buying or selling, I’d love to be a resource.”

For best results, contact everyone in your sphere at least once every 90 days. A quick text, email, or coffee meetup keeps you top of mind when real estate needs arise.

Leverage Referrals Early

Even new agents can ask for referrals. The key is making it easy and comfortable for people to recommend you.

When talking with people in your network, mention that you’re building your business through referrals. You might say: “If you know anyone who’s thinking about moving, I’d appreciate an introduction.”

After receiving a referral, follow up quickly and keep the referring person updated. A simple thank you note or small gift shows appreciation and encourages future referrals.

Master Your Elevator Pitch

An elevator pitch is a short explanation of what you do and what makes your approach different. Having a clear, concise pitch helps when meeting new people or starting conversations about real estate.

Example: “I help first-time buyers in [City] find homes they love without the stress and confusion that often comes with the process.”

Practice your pitch until it feels natural. The goal isn’t to sound rehearsed but to clearly communicate your value in about 30 seconds.

Online Methods to Generate Real Estate Leads

Online lead generation uses digital tools and platforms to attract potential clients. Some methods generate leads quickly, while others build value over time.

Optimize Your Website for Lead Capture

Your real estate website serves as a 24/7 lead collection tool. To maximize its effectiveness, include:

Lead capture forms: Place short forms throughout your site asking for basic contact information. These forms work best when connected to something valuable, like a market report or home search.

Property valuation tools: Add a tool that estimates home values in exchange for the owner’s contact information. These tools attract potential sellers curious about their home’s worth.

Neighborhood guides: Create detailed pages about local areas, including school information, amenities, and current listings. These pages position you as a local expert and keep visitors engaged longer.

Mobile optimization: Ensure your website works well on smartphones and tablets. This includes fast loading times, easy navigation, and readable text on small screens.

Use Social Media for Buyer Lead Generation

Social media platforms offer access to large audiences and support direct communication. Each platform has different strengths:

Facebook works well for property photos, virtual tours, and targeted ads based on location and interests. The platform’s detailed targeting options allow you to reach people who are likely moving soon.

Instagram excels with visual content like property photos, video tours, and behind-the-scenes glimpses of your work. Stories and Reels create engagement and show your personality.

LinkedIn helps connect with professionals who may be relocating for work. Sharing market insights and industry news positions you as knowledgeable and trustworthy.

For best results, post consistently and respond quickly to comments and messages. Ask questions in your posts to encourage interaction, and use location tags to reach local audiences.

Run Online Ads for Immediate Results

Online advertising can generate leads within days of launching a campaign. Common options include:

Google Ads show when people search for terms like “homes for sale in [City]” or “real estate agent near me.” These ads typically cost $1-5 per click depending on your location.

Facebook and Instagram Ads appear in users’ feeds based on detailed targeting options. You can target by location, age, interests, and even life events like marriage or new jobs. Costs range from $0.50-2.00 per click.

Both platforms allow you to create ads that link to landing pages with lead forms. For best results, offer something valuable in exchange for contact information, such as a guide to local neighborhoods or a custom home valuation.

Create Targeted Blogs and Videos

Content marketing attracts people searching for real estate information. By creating helpful blogs and videos, you can build trust and collect leads over time.

Effective blog topics include:

• “First-Time Homebuyer Guide for [City]”
• “5 Best Neighborhoods for Families in [City]”
• “How to Sell Your Home for Top Dollar in [City’s] Market”

Videos might showcase home tours, neighborhood features, or answer common buyer and seller questions. These can be shared on YouTube, your website, and social media.

Each piece of content should include a call-to-action, such as “Contact me for a free consultation” or “Download my complete guide to [topic].”

Offline Tactics for Finding Real Estate Leads

While online methods are important, traditional face-to-face strategies still generate quality leads. These approaches often create stronger initial connections.

Host Open Houses and Neighborhood Events

Open houses give you direct access to active buyers. To maximize lead collection:

• Use a sign-in sheet or tablet to gather contact information
• Prepare questions to start conversations about buyers’ needs
• Offer information about similar properties in the area
• Follow up within 24 hours after the event

Beyond open houses, consider hosting community events like block parties or educational seminars. These events position you as a local resource and create natural opportunities to discuss real estate.

Approach FSBO and Expired Listings

For Sale By Owner (FSBO) listings and expired listings represent motivated sellers who may need your help.

FSBO owners are trying to sell without an agent, often to save on commission. You can find these listings on websites like Zillow or Craigslist. When contacting them, focus on how you can solve their problems rather than just asking for the listing.

Expired listings are properties that didn’t sell during their contract period. These owners may be frustrated but still want to sell. Approach with empathy and specific ideas for why their home didn’t sell previously.

For both groups, prepare for objections about commission or previous negative experiences. Focus conversations on your marketing plan and track record of results.

Attend Local Networking Opportunities

Regular networking puts you in contact with potential clients and referral sources. Effective networking venues include:

• Chamber of Commerce meetings
• Local business groups
• Charity events and fundraisers
• Homeowner association meetings
• Professional organizations

When attending events, focus on building relationships rather than immediate business. Ask questions about others’ needs and look for ways to provide value before asking for anything in return.

After meeting someone, send a follow-up note within 24 hours. Add new contacts to your database and schedule regular check-ins to maintain the relationship.

Paid Versus Free Strategies

Lead generation methods fall into two main categories: free and paid. Most successful agents use a combination of both.

Free strategies require more time but less money. These include:

• Reaching out to your sphere of influence
• Posting on social media
• Hosting open houses for other agents
• Networking at community events
• Cold calling FSBO and expired listings

These methods typically take 3-6 months to generate consistent leads but have no direct financial cost.

Low-cost strategies ($100-500) include:

• Basic social media advertising
• Simple direct mail campaigns
• Local sponsorships
• Printed marketing materials

These approaches can generate leads within 1-3 months with modest investment.

Higher investment strategies ($500+) include:

• Professional website with IDX integration
• Comprehensive Google or Facebook ad campaigns
• Professional video production
• Lead generation services

These methods can produce leads quickly (often within weeks) but require significant financial investment.

The right mix depends on your budget, time availability, and personal strengths. New agents often start with free methods and gradually add paid strategies as their business grows.

Where Smart Agents Go from Here

Lead generation is not a one-time effort but an ongoing process. The most successful agents build systems that consistently attract and nurture potential clients.

To get started:

1. Choose 2-3 strategies that match your strengths and resources
2. Create a simple follow-up system for new leads
3. Track your results to see which methods work best
4. Adjust your approach based on what’s working

Remember that consistency matters more than perfection. Regular outreach to your sphere, consistent social media posting, and prompt follow-up with new leads will generate results over time.

As your business grows, consider investing in tools that automate parts of your lead generation process. A good real estate website with lead capture forms, a CRM system, and email marketing software can help you manage more leads without working more hours.

For agents looking to build a comprehensive online presence, AgentFire offers real estate websites designed specifically for lead generation.

Frequently Asked Questions About Real Estate Lead Generation

How much should new real estate agents spend on lead generation?

New agents should focus primarily on free methods like sphere of influence marketing and open houses. As commissions come in, consider investing 10-20% back into paid lead generation strategies.

What is the fastest way to generate real estate leads when starting out?

Leveraging your existing personal network while hosting open houses for other agents provides the quickest path to initial leads without significant financial investment.

How many leads does a successful real estate agent typically generate monthly?

Successful agents typically generate 20-50 new leads monthly, though quality matters more than quantity. Focus on conversion rates rather than total lead numbers.

Which lead generation method has the highest conversion rate?

Referrals from past clients and personal connections consistently show the highest conversion rates compared to cold online leads.