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Real Estate Leads

August 18, 2023

At least half of real estate agents believe lead generation, or lead gen, is the most crucial element of their marketing efforts. Indeed, generating leads is the lifeblood of a successful real estate business. As the industry continues to evolve, so must the strategies employed to attract seller and buyer leads.

From leveraging the reach of social media platforms and content marketing to embracing virtual events and 3D virtual tours, each strategy offers unique opportunities to target a larger audience and develop a solid online presence. 

As a real estate professional looking to boost your business, diversifying your strategies is necessary to thrive in the competitive industry. Implementing the ten best real estate lead generation strategies below can strengthen the overall business presence for both veteran and new agents and even FSBO (for sale by owner) home sellers.

Key Takeaways 

  • Lead generation lies at the core of successful real estate marketing.  
  • The benefits of lead generation can be maximized by implementing diverse strategies, from website creation and SEO to robotic handwriting technology.
  • All real estate agents, whether newbies or veterans, can benefit from a well-organized lead-generation campaign.
Learn more about our all-in-one marketing platform and see how you use Addressable to win more leads and dominate your market!

9 Proven Strategies for Acquiring More Real Estate Leads

1. Create an Engaging Website With Lead Capture Forms and SEO

As your virtual storefront, your website is the first point of contact for your target clients. By incorporating lead capture forms strategically on your landing pages, you can turn visitors into valuable leads. About 4.84 percent of marketers use form submissions to generate leads. Here are more specific reasons to use this technique in your campaign:  

Capturing qualified leads

Whether part of CRM software such as BoldLeads or lead management platforms like Redx and Zurple, lead capture forms allow you to gather essential information from visitors interested in your real estate services. By customizing these forms to ask specific questions, such as location preferences, budget, and property type, you can focus on potential clients ready to purchase or sell a property.

Building a database

With lead capture forms, you collect contact information like names, email addresses, and phone numbers of new leads. This data creates a valuable database of potential clients you can establish rapport and follow up with later, a process known as lead nurturing. Maintaining a solid database enables you to establish long-term relationships, potentially increasing your conversion rate. 

Personalized communication

Armed with the information collected through lead capture forms, you can tailor your communication to each lead's specific needs and preferences. Personalized emails or messages that address their requirements and interests are more likely to resonate with potential clients and make them feel valued. DemandSage says 70 percent of customers expect personalization from brands, including real estate agents and brokerages.

Showcasing expertise

An engaging website can serve as a platform to demonstrate your chops as a real estate agent. By offering informative blog posts, market reports, and guides related to buying, selling, or investing in properties, you establish yourself as a reliable and authoritative source. This can increase your potential clients' confidence in using your services.  

Encouraging immediate action

Strategic placement of lead capture forms and compelling call-to-action buttons can encourage visitors to take immediate action. Whether you want them to sign up for a newsletter, set an appointment, or download a valuable resource, the process should be straightforward and enticing, leading to increased lead conversions.

An engaging real estate website with well-designed lead capture forms is a potent tool for generating leads. By offering valuable content, personalized communication, and a seamless user experience, you can attract potential clients and position yourself as a go-to expert in the real estate market.

However, with around 1.1 billion websites online today, you must ensure users find yours in the digital maze. Here are ways to help you boost your SEO:  

  • Keyword research. Identify relevant and high-traffic keywords related to real estate in your target area. Tools such as Google Keyword Planner can help you discover valuable search terms that potential clients use to find properties.
  • Local SEO. Optimize your website locally with location-based keywords in titles, meta descriptions, and content. Create Google My Business and Bing Places profiles, ensuring consistent and accurate NAP (Name, Address, Phone number) information.
  • Mobile-friendly website. Your website must be responsive and mobile-friendly, as many users search for properties on their smartphones and tablets. The National Association of Realities (NAR) confirms this fact
  • Link building. Acquire high-quality backlinks from reputable sources to enhance your website's credibility. Collaborate with local businesses and industry influencers for link opportunities.
  • User experience. Focus on delivering an excellent user experience, including fast-loading pages, easy navigation, and a visually appealing design.
  • Video marketing. Leverage the power of videos to showcase properties, share testimonials, and provide virtual tours. Engaging virtual open houses can improve user retention and attract more leads.
  • Social media integration. In a 2022 study on agents, social media emerged as the number one growth channel for real estate agents who've probably seen it work. Like them, you can use marketing platforms such as social media to promote and increase listings, share useful content, and interact with potential clients. Integrated into your website, your social media presence can help improve your search engine rankings.  
  • Reviews and testimonials. Encourage satisfied clients to write reviews and testimonials on your website and review platforms like Google My Business, Zillow, and Yelp. Positive reviews build trust and credibility.

2. Utilize Social Media Advertising and Content Marketing

Outside of your website, social media advertising and content marketing alone allow you to capitalize on these platforms' vast reach and targeting capabilities. Below are their most significant advantages to your real estate lead generation efforts:

Expansive audience reach

Major social media platforms like LinkedIn or Twitter have billions of active global users, and using them allows you to customize according to user location, age, interests, and behaviors. Facebook ads, for example, offer this level of customization for an expanded audience reach.

Engaging visual content

Gitnux says 86 percent of homebuyers prefer watching videos to explore properties, proving how visually oriented the real estate industry can be. On top of your website, your social media accounts are also a great place to upload your videos.  

Building brand awareness

Consistent and valuable content marketing on social media helps build brand awareness and recognition. By sharing informative blog posts, market insights, success stories, and other relevant content, you position yourself as a trusted authority in the real estate market.

Lead magnets and content offers

Content marketing can include lead magnets, such as e-books, guides, or webinars, which offer valuable information in exchange for contact information. These content offers are a powerful lead capture tool, allowing you to nurture and convert leads effectively.

Engaging with potential clients

Social media platforms facilitate direct communication with potential clients through comments, direct messages, and live chat features. Be careful with automation, though, as this can turn off potential customers when used in the wrong way. Engaging with prospects in real-time builds rapport, trust, and a sense of authenticity, enhancing the chances of converting leads into clients.

Analyzing performance

Social media platforms offer detailed analytics and insights into your ad and content performance. By monitoring these metrics, you can assess the effectiveness of your strategies, make data-driven decisions, and optimize your campaigns for better results.

3. Leverage Online Listing Platforms and Directories

Leveraging online listing platforms and directories is a highly effective strategy for real estate professionals seeking to generate leads. These platforms serve as virtual marketplaces, attracting many potential buyers and sellers actively searching for properties. 

By listing your properties and services on these channels, you can boost your reach and visibility, leading to a higher chance of converting leads into clients. What you might find most interesting is that even expired listings can still earn you millions. Active or not, online listings can help your lead generation efforts in many ways, including: 

Detailed property information

These platforms allow you to provide comprehensive details about each property listing, including high-quality images, property features, pricing, and contact information. This level of detail helps potential clients make informed decisions and streamlines the lead-generation process.

Enhanced search and filter options

In 2021, 99 percent of homebuyers aged 23 to 56 searched for homes online. The good news is most online listing platforms offer advanced search and filter options, enabling users to trim down their search according to specific criteria, such as location, price range, property type, and amenities. By optimizing your listings with relevant keywords, you can ensure that your properties appear in relevant searches.

Lead capture mechanisms

Many online listing platforms and directories have built-in lead capture mechanisms, allowing interested parties to contact you directly for more information or to schedule viewings. This simplifies the lead generation process and provides direct access to potential clients.

Third-party validation

Listing your properties on reputable online platforms lends credibility to your business. Potential clients often trust these platforms and may perceive your offerings as more reliable, boosting their confidence in contacting you.

4. Establish a Strong Local Presence 

Local directories are online platforms that showcase businesses operating in specific geographic areas. As such, they are an excellent resource for connecting with potential clients interested in local real estate services. There are several ways a strong presence on local business directories is valuable to you as a real estate professional, such as the following: 

Targeted audience

Local directories attract users specifically looking for services in their area. By being listed on these platforms, you can reach individuals actively seeking real estate assistance in your locality, increasing the likelihood of converting leads into clients.

Geographic relevance

Local directories provide a geographical context for your business, showcasing your expertise within a specific location. This is particularly advantageous for clients who prioritize working with real estate professionals with in-depth knowledge of their neighborhoods.

Enhanced visibility

Being present on reputable local directories enhances your online visibility and search engine rankings. Your business will likely appear in relevant search results when potential clients conduct local searches for real estate services, driving organic traffic and lead opportunities.

Positive reviews and testimonials

Many local directories allow clients to leave reviews and testimonials about their experiences with your services. However, according to Brightlocal, consumers trust Google's review platform the most across all industries and the BBB specifically for real estate. In any case, positive feedback can significantly influence potential clients, building trust and confidence in your capabilities.

Niche directories

Apart from general local directories, there are niche directories specifically catering to the real estate industry. Listing your business on them can further refine your target audience and attract prospects specifically interested in real estate services.

Local partnerships

Being listed on local directories can also open doors to potential partnerships with other businesses in your area. Collaborating with complementary local businesses, such as mortgage brokers or home improvement companies, can lead to referrals and expand your client network.

5. Host Virtual Events and Webinars To Attract Potential Clients

Virtual events offer a convenient and accessible platform to reach more people, regardless of geographical constraints. Here are various ways your lead generation campaigns can benefit from this strategy: 

Lead capture opportunities

Hosting virtual events and webinars provides an excellent opportunity to capture leads. By requiring participants to register beforehand, you can gather their contact details and follow up with them after the activity, nurturing the leads and converting them into clients.

Cost-effective reach

Virtual events eliminate the need for brick-and-mortar venues and let you reach a broader audience without incurring significant costs. This makes them a cost-effective way to engage with potential clients and maximize your lead generation efforts.

Leveraging technology

Utilizing webinar platforms and virtual event marketing tools provides attendees with a seamless and professional experience. These platforms have features such as slide presentations and screen sharing, allowing you to effectively deliver compelling content to your audience.

Building brand authority

Like social media marketing, hosting virtual events and webinars can also elevate your brand authority within the real estate industry. By showing your expertise and sharing valuable insights, you position yourself as a trusted resource. Consequently, you can attract potential clients who view you as a reliable guide in their real estate journey. 

6. Implement Email Marketing Campaigns Targeting Prospects

Email marketing is a powerful lead-generation technique for real estate agents, leveraging the widespread use of emails and the ability to reach a targeted audience. Agents can build and maintain a database of prospects, allowing personalized communication and timely updates on property listings, market trends, and promotions. 

Email campaigns can nurture potential clients, building trust and credibility over time. By offering valuable content such as property guides or market reports, agents can establish themselves as industry experts. Email automation helps streamline the process, ensuring regular interactions with leads. However, success depends on relevant content, segmentation, and compliance with data privacy regulations.

Most importantly, your lead generation email campaign's success rests mainly on the quality of your email list. Here are five tips to help you ace yours: 

  • Create compelling sign-up incentives. Offer valuable incentives, such as exclusive content, e-books, or discounts, to entice website visitors and potential clients to subscribe to your email list.
  • Utilize lead magnets. Implement lead magnets like free webinars, guides, or checklists that require email registration to access, attracting prospects genuinely interested in your real estate expertise.
  • Optimize landing pages. Design clear and visually appealing landing pages with concise forms for email capture, reducing friction and encouraging sign-ups.
  • Leverage social media and events. Promote email sign-ups on social media platforms and collect emails at networking events, open houses, or seminars to expand your subscriber base.
  • Run contests and giveaways. Host engaging contests or giveaways, where participants must provide their email addresses to enter, further growing your email list while sparking interest in your services.

7. Network With Other Professionals and Join Industry Associations

Professional networking and joining industry associations are powerful strategies for generating real estate leads. Through networking, you can build and maintain relationships with individuals in your field, allowing you to establish a strong reputation within the real estate community. 

Expanding your network through engagement

Networking events, conferences, and online forums allow you to meet other real estate professionals, prospective clients, and partners. These interactions open the door to new opportunities and referrals, expanding your network and increasing the chances of finding potential leads.

Industry associations and credibility

Membership in reputable associations, such as the National Association of Realtors (NAR) or local real estate boards, grants you access to a vast pool of professionals sharing the same interests and goals. This exposure lets you showcase your skills, knowledge, and commitment to ethical practices, making you a more attractive option for potential clients seeking a trustworthy agent.

Continuous learning and development

Additionally, joining industry associations provides opportunities for continued education and professional development. These organizations often offer seminars, workshops, and certifications that can further enhance your skills and update you on the latest trends and regulations in the real estate industry. This ongoing learning makes you a more effective agent and boosts your credibility among potential clients, increasing the likelihood of generating quality leads.

Visibility at events and conferences

Furthermore, industry associations frequently organize events and conferences, which serve as excellent platforms for networking. By actively participating in these gatherings, you can engage with influential figures and top-performing agents, fostering connections that can lead to potential business partnerships and referrals.

8. Offer Valuable Free Resources in Exchange for Contact Information

Offering valuable free resources in exchange for contact information is a highly effective lead-generation strategy for real estate professionals. Realtors can establish trust, showcase expertise, and build lasting relationships by providing potential clients with valuable content or tools. 

The following are reasons this approach works: 

  • Establishing trust. Offering valuable resources demonstrates goodwill and establishes trust with potential clients. It shows that you are genuinely interested in helping them make informed decisions in their real estate journey.
  • Showcasing expertise. Providing high-quality resources positions you as an expert in the real estate market. Clients are more likely to choose a realtor they perceive as knowledgeable and reliable.
  • Building relationships. Collecting contact information allows realtors to stay in touch with potential leads, nurturing the relationship over time. This enables ongoing communication, ensuring you remain top-of-mind when the lead is ready to make a move.
  • Lead segmentation. The data collected from lead forms can help segment potential clients based on their interests and needs, allowing for personalized follow-up and marketing.

Some examples of valuable free resources for lead generation in real estate include: 

  • Comprehensive homebuyer's guide. This detailed manual walks potential buyers through purchasing a property, including tips, checklists, and important considerations.
  • Market reports. Regularly updated reports on local real estate market trends provide buyers, sellers, and investors with valuable insights.
  • Neighborhood guides. In-depth guides highlighting the features, amenities, and lifestyle aspects of various neighborhoods help buyers make informed decisions.
  • Home valuation reports. These reports provide estimated property values for homeowners interested in selling or refinancing.

Real estate professionals can generate leads, create a positive brand image, and foster long-term client relations by exchanging these resources for contact information. However, it's essential to respect the privacy of leads and provide an easy opt-out option for those who wish to discontinue communication.

9. Use Targeted Online Ads and Retargeting Campaigns

Utilizing targeted online ads and retargeting campaigns is a powerful strategy for generating real estate leads. These digital advertising methods allow realtors to reach a specific audience, increase brand visibility, and maintain engagement with potential clients. Explore these benefits of targeted online ads and retargeting campaigns for lead generation:

Targeted online ads

Online advertising platforms like Google Ads and social media offer precise targeting options. Realtors can define their target audience based on location, demographics, interests, and online behaviors. By tailoring ad content to suit the needs and preferences of their target market, real estate professionals can attract more qualified leads.

Localized reach

Real estate is inherently localized, and targeted online ads enable realtors to focus on specific geographical areas where they operate. This local focus ensures that ad spend is directed toward potential clients genuinely interested in properties in the area.

Retargeting campaigns

Retargeting, also called remarketing, involves showing ads to people who have previously visited a realtor's website or engaged with their content. By placing a tracking pixel on their site, realtors can identify past visitors and show them relevant ads across the internet, keeping their brand fresh in their minds. Unfortunately, a recent Forrester survey finds only a fourth of B2C marketers, including real estate agents, use data analytics.  

Increased conversion rates

Retargeting campaigns are particularly effective in converting leads into clients as they target individuals who have already expressed an interest in the realtor's services. These reminders can prompt potential clients to take the desired action, such as filling out a contact form or scheduling a consultation.


Running targeted and retargeted PPC (pay-per-click) and other online ads can be less expensive than old-fashioned methods like distributing flyers or airing TV commercials. Realtors can allocate their ad budget toward reaching a highly relevant audience, resulting in a higher return on investment (ROI).

Measurable results

Online advertising platforms provide detailed analytics and performance metrics. Realtors can track the success of their campaigns, determine what's working, and make data-driven decisions to optimize their lead-generation efforts.

Flexibility and customization

Digital advertising allows real estate professionals to quickly adjust their ad campaigns according to performance and feedback received. They can test different ad creatives, messaging, and target audiences to find the most effective combination.

Bonus Strategy: Leverage AI and Robotic Handwriting 

AI-driven lead generation platforms can examine large volumes of data to determine potential leads based on their online behavior, demographics, and preferences. This enables you to tailor your efforts to your most promising prospects' needs, increasing your chances of converting them into clients.

Additionally, robotic handwriting technology allows you to direct mail to potential leads at scale, whether handwritten letters, notes, postcards, and more. These personalized communications create a sense of authenticity and care, fostering a stronger emotional connection with your audience. This makes your potential clients more likely to remember you and consider your services when they're ready to make a real estate decision.

Furthermore, AI can optimize your online ad campaigns by continuously analyzing performance metrics and making data-driven adjustments. This ensures your advertisements reach the right audience, maximizing ad spend and generating more high-quality leads.

By leveraging the power of AI and robotic handwriting, you can enhance your lead generation efforts, engage potential clients on a deeper level, and ultimately increase your success in the competitive real estate market. Master these technologies to stay ahead of the curve and build long-lasting relationships with your leads.

Did you know? Atherton, California, has held the title of America's most expensive  ZIP code, 90427, for over three years. According to Forbes, San Francisco Bay Area homes are selling at a median price of $9 million in 2022. Knowing facts like this is crucial to lead generation as it helps prevent wasting resources, ensuring that marketed properties are aligned with prospective buyers' financial capacities.

Polish Your Lead Generation Strategies To Boost Your Real Estate Business  

Attracting a steady stream of real estate leads is essential for success in the industry, and the strategies discussed in this article have been proven effective. From harnessing the power of digital marketing and SEO techniques to leveraging the value of personalized interactions, each approach plays a vital role in generating leads. 

The key is understanding your audience, including prospective, current, and past clients. It also requires adapting to changing market trends and consistently providing valuable resources and experiences. With a holistic approach to incorporating these strategies, real estate professionals can elevate their lead-generation efforts and position themselves for sustained growth in the competitive landscape.

Contact us at Addressable and see how our innovative techniques can rev up your lead-generation campaign. We'd love to get on board and refine your real estate marketing strategy.  

FAQs on Getting More Real Estate Leads

Is cost-per-lead the most critical metric of a campaign's economic viability?  

Cost-per-lead may be the most crucial factor in determining the economic viability of a campaign that uses traditional techniques like printing brochures or cold calling, even with the use of a power dialer.

However, digital strategies require a different approach. When sourcing leads online, cost-per-conversion becomes the most important metric, where a low-cost lead also usually means a low-quality one. In this scenario, return on investment becomes the more important question.

Can I build a real estate business from online leads?  

You can build a real estate business from online leads if you obtain them from reputable lead sources. One example of a reputable lead generation company is Offrs, which provides listing and seller leads using predictive analytics. You must also be willing to invest in exclusive leads, which are high-quality leads sent only to one buyer. 

You can use online leads to build a digital sales funnel as the basis for your real estate business. However, while you will find digital lead generation physically easier compared to traditional methods, you need to build a strong online presence to be relevant in your industry.  

What is lead quality vs. lead quantity? 

Lead quality refers to the chances of a lead converting into a customer. The best leads are prospects who are highly likely to become customers. On the other hand, lead quantity is the total number of leads generated, where more leads mean more opportunities to make a sale. 

However, because leads can be of varying levels of quality, it is crucial to strike a balance between quantity and quality to ensure positive results. When buying real estate leads, it is crucial to consider quality versus quantity.

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Can other agents mail to my area?
Nope! No other agent can market in your tiles.
How does Addressable work?
With our proprietary technology, an actual ballpoint pen is pressed to heavy card stock using a realistic human font. Our end-to-end process is carefully designed so that there are no marketing “tells or tip-offs.” Each homeowner who receives a card will believe you took the time to write it.
Do people really think these are real?
Yes! In a 3rd party blind study, participants were presented several cards. Some messages were written by our robots, some by humans. Participants were unable to identify which handwriting was done by a robot.
Why are handwritten cards better than post cards?
Most of our agents have the option to use brokerage postcards for free or low cost. Agents choose to use handwritten cards because we get them listing leads. Brokers want their logo going out—it’s a branding play. In reality, they don’t really help your business. Postcards focus on the brokerage. Handwritten cards focus on building rapport with the homeowner and how you can be of service. Postcards often don’t make it in the door. They typically go directly into the homeowner’s recycle bin. Postcards are mailed in bulk. The USPS discards undeliverable postcards. They kind of go into the void. And you don’t get confirmation when they actually drop in the mail. Postcards are visually overwhelming. There’s no clear message why someone should pick up the phone and call you.
Can I test a small number?
We’ve learned through testing that the minimum sweet spot for generating listing leads is 1,000 cards. Less than that won’t deliver the results you want . Our goal is to set you up for success and demonstrate clear value with every dollar you spend on handwritten cards.
How do you differentiate from other handwriting companies?
Addressable provides an end-to-end solution. When we produce a handwritten mail campaign for you, our goal is to generate listing leads for you. We help you stand out—and differentiate yourself—in a competitive market. Our experts craft the message, target the right homeowners, and track your results.
Can you tell me all the agents you work with?
Nearly every individual agent or team we work with does $20+ million in production, and they're very private about their marketing programs. They consider Addressable part of their secret sauce. Check out our top clients that have found success with us.