5 Best Real Estate Lead Generation Companies in 2024

What to Look For in a Real Estate Lead Generation Company

To choose the right real estate lead generation company for your real estate business, it’s important to consider a few key factors.

First, make sure you understand what kinds of leads each company provides — are they exclusive or shared?

Exclusive leads might cost more, but they may also convert at a higher rate since you're not competing with others for the same prospects.

Next, consider each generation platform’s pricing structure. Is it subscription-based, pay-per-lead, or does it involve a commission split? These details will significantly affect your ROI, so finding an option that aligns with your financial strategy is pivotal.

You’ll also need to evaluate each lead generation company's technology and tools. For instance, powerful CRM integrations, automated follow-up systems, and analytics capabilities can streamline your process and encourage higher conversion rates.

But understanding these elements is just one part of the puzzle.

Assessing your specific needs is crucial to finding the right options for your business.

Be sure to factor in:

• The scale at which you're able to handle new leads
• Your real estate marketing and sales goals
• Your budget constraints

You also need to think about the nature of your target audience. Choose a company with solutions that align with your lead generation strategy and understand your target market area’s unique characteristics and needs.

Once you’ve listed your top priorities, read through real estate lead generation comparison guides (like this one). After narrowing down a few contenders, schedule demos and sales calls to see their services in action and discuss any questions or concerns you might have.

From there, you should have enough information to decide which company to go with.

5 Best Real Estate Lead Generation Companies

Without further ado, here are five of the top real estate lead generation companies to consider.

Keep the above notes in mind when exploring the following options.

Best for Finding Buyers: Zillow Premier Agent

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Zillow Premier Agent bridges the gap between real estate agents and potential buyers and sellers browsing the Zillow website.

It funnels inquiries from interested Zillow leads directly to the Premier Agent's Customer Relationship Management (CRM) system so agents can follow up with them.

The platform can also help you enhance your market presence within specific zip codes with targeted branding and advertising efforts.

With its automated advertising program, Zillow will automatically advertise your business when you buy a sizable enough share of voice (SoV) in a certain zip code.

For instance, it might feature your professional headshot and contact information on property listings — or highlight them on the Agent Finder page for those zip codes.

With its My Agent feature, you’ll become the only agent showcased on Zillow and Trulia listings viewed by your potential clients for up to 30 days.

When one of your prospects revisits or looks at a new listing within that time frame, your contact information will remain readily accessible to them.

Zillow Premier Agent also includes a comprehensive ROI Report tool, so you can:

• Track and assess how effective your marketing investments are
• Calculate commissions and return on investment from your Zillow Premier Agent subscription
• Calculate net profits from your listings
• Get insights into which zip codes within your Premier Agent markets yield the highest success rates

Another perk of becoming a Zillow Premier Agent member is getting access to Zillow Flex, a referral program that operates on a pay-at-closing model.

This program supplies leads without requiring an upfront payment — Zillow takes a 35% commission when a deal closes.

This can help you save money since you’ll only pay for leads that successfully convert.

Standout Feature:

The My Agent feature exclusively markets you as the go-to agent on Zillow and Trulia listings (from your potential customers' view) for up to 30 days.

Pros:

• Automated advertising
• The My Agent feature
• Comprehensive ROI tool
• Wide reach

Cons:

• Non-exclusive leads (seller leads are only exclusive for 30 days)
• Complex and expensive pricing models — the cost per lead can get high depending on zip codes and competition

Pricing: Zillow Premier Agent pricing varies by zip code. Each area has a pricing plan based on the number of active home shoppers. Urban areas with higher populations are usually more expensive than rural areas.

Due to its unique system, you’ll need to contact sales for specific pricing.

However, some reviewers report a range of $200 to $800 per month, depending on the SoV you pay for and the zip codes you choose.

Best Overall: Market Leader

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Market Leader streamlines the lead acquisition process using a variety of buyer and seller sources. It can even capture leads from your own website.

Its straightforward setup is helpful for virtually any real estate professional, including individual agents, teams, and brokerage firms.

With Market Leader, you’ll get a specific quota of exclusive leads each month — so you won’t have to worry about competing with other agents.

As a comprehensive software suite, Market Leader also offers integrated marketing tools, property search capabilities, and a real estate-specific CRM system. You can also automate follow-ups and segmented campaigns for more precise lead targeting.

For instance, you can create diverse campaigns that focus on select regions, demographics, or interests and monitor their performance.

Standout Feature: Predictable number of exclusive buyer and seller leads from your target market(s) each month.

Pros:

• Exclusive lead guarantee
• Automated follow-ups
• Segmented campaigns

Cons:

• Doesn’t have the most user-friendly CRM
• Some agents complain about lead quality (likely since most of its exclusive leads are top-of-the-funnel)

Pricing: You’ll need to contact sales for specific pricing options.

However, some reviewers report that Market Leader charges $139.95 per month for the Market Leader Professional system, plus $25 per lead (if you add lead generation services to your subscription) — depending on your local market.

Best for Lead Nurturing Automation: Zurple

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Zurple also offers real estate professionals exclusive leads in their markets — but the price point is higher due to its ultra-intelligent lead nurturing features.

With advanced behavioral marketing automation built in, real estate professionals with big sales goals can automate consistent and personalized follow-ups. This makes it a great solution for experienced agents and established real estate agencies.

Not only will you get access to better-quality leads who are actually interested in listings in your preferred markets …

But Zurple will also captivate your prospects with customized, prompt, and relevant messages — as well as updates on new listings and the market — all crafted to spark responses.

Zurple will also give you a heads-up the moment they're set to progress further.

If you’re looking for the ultimate automated lead nurturing solution, Zurple may be your best option.

Standout Feature: Intelligent lead nurturing helps you automate consistent follow-ups with behavior-driven messages.

Pros:

• Exclusive leads
• Automated pipeline management
• Automated lead nurturing with personalized messaging

Cons:

• Expensive
• May be too robust for new real estate agents and firms
• Unbranded landing pages

Pricing: You'll need to contact sales for specific and up-to-date pricing.

However, some reviewers report the following starting monthly prices:

• Basic Package: $309/month
• Auto Leads: $139/month
• Pipeline Boost: $300/month
• Additional Sites: $100 per site, per month

Best for Getting Listings: Offrs

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Offrs factors in hundreds of data points to generate predicted sellers for your real estate business for select zip codes. It can even help you predict your year's gross commission income (GCI).

The lead-generation company does offer other real estate leads — but it specializes in delivering seller leads. In fact, Offrs promises agents 30 leads per month in their preferred zip codes — or it’ll expand the target area for free.

Offrs also automates lead nurturing with automated ads and provides a CRM so you can track the results.

Standout Feature: Predictive analytics help you more accurately pinpoint prospects who may be ready to sell their homes.

Pros:

• Specializes in seller leads
• Flexible (you’re not locked into a long-term contract)
• Impressive predictive analytics

Cons:

• Long lead nurture period (up to 12 months)
• No guarantee that predicted sellers are looking to sell
• Some agents report low-quality or uninterested leads
• Expensive

Pricing: Offrs plans range from $499 to $1,199 per month, though you might be able to secure a discount during special promos. For instance, its Q1 2024 pricing is currently 36% OFF, with monthly pricing ranging from $299 to $799.

It also offers tailored solutions for brokerages, including personalized apps for each agent.

Best for Hyper-Local Listings: CINC

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CINC is a comprehensive platform designed to streamline the real estate process. It combines IDX websites, a sophisticated CRM, and hyper-local targeted leads.

Its all-in-one system offers everything from lead generation to nurturing to IDX listing presentations.

Primarily sourcing leads from Google and Meta (including Facebook and Instagram), CINC leverages advanced targeting based on niche property types, local markets, and specific demographics. Its ListCast feature can also help you retarget leads across these platforms to promote maximum engagement. Then, its AutoTrack feature uses behavior-driven strategies to follow up with leads automatically.

The platform adjusts the nature and scheduling of nurturing messages, including texts and emails, based on each lead's behavior. It also offers an AI texting assistant, Alex, that goes beyond standard pre-qualifying queries. Applying insights from successful agents, CINC trains its AI to properly interact with leads and tailors its messaging to nudge them to conversion.

You can also get actionable insights after interactions with potential or past clients to optimize conversion strategies.

For teams, CINC enhances productivity and collaboration with features like automated lead routing, which ensures new leads get matched with the most suitable agent.

You’ll also get tools to help with agent accountability and seamless team management, which will simplify oversight across different members and channels.

Standout Feature: Cinc’s AI texting assistant, Alex, behaves like a well-trained sales assistant.

Pros:

• Behavioral messaging
• Sleek and stylish IDX websites
• Guarantees a return on investment in the first year
• Tailored onboarding helps you find the best neighborhoods, communities, and school districts your target audience is looking for

Cons:

• Lack of website customization options
• Not the best fit for solo agents
• Expensive

Pricing: You’ll need to contact sales for specific pricing options for your business. However, some reviewers report the following starting monthly prices:

• Solo agents: $900/month (depending on your market and with a six-month contract)
• Teams: $1,500/month (depending on market and size with a six-month contract)

Find Your Best Fit

Consider your immediate needs and long-term goals when choosing the right real estate lead generation company for your business.

Evaluate your budget, team size, the markets you serve, and the specific challenges you face when it comes to lead generation and conversion.

Where available, take advantage of free trials and read reviews and feedback from current users. You can also compare options on platforms like G2 or Capterra.

You’ll also need to factor in learning curves and what kind of onboarding support each option offers.

By thoroughly weighing your options, you’ll be able to pinpoint the best solution for your real estate business goals.

That’s it for now.

Here’s to your success!