The 9 top real estate lead generation companies for 2024 by Megan DeMatteo, Emile L&#8217;Eplattenier for HousingWire

Professional for Agents: $139 per month
Professional for Teams: $139 per month plus additional per-user charges
Business Suite for Brokers: $139 per month plus additional per-user charges
Network Boost: Around 40+ leads for as little as $350 per month

Pros:

Email and SMS marketing services, built-in lead management CRM, lead capture forms, lead exclusivity, full marketing suite

Cons:

Lead list generation comes with a fee, does not offer a concierge service, limited analytics, no free trial period

Automated workflow
Social media integration
Customizable reports
Network Boost helps generate leads through social media ad campaigns
HouseValues helps you get leads from a desired ZIP code
Leads Direct helps run pay-per-click advertising campaigns

Exclusivity: Yes
Trial period: No
Contract requirements: Six-month minimum

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SmartZip

Best for seller leads

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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 real estate 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 this data. This dashboard will show a list of property owners in the agent’s target area based on the client’s 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.

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Starting at $500 per month, with an average monthly spend of $1,000

Pros:

Predictive analytics, comprehensive marketing and nurturing tools
Design quality of marketing materials

Cons:

Leads are not exclusive and are generally top of the funnel
Not recommended for new agents; relatively pricey

Predictive analytics
Smart CRM
Direct mail campaigns
Home valuation landing pages
CMA tool
CheckIn app
Local trend reports

Exclusivity: No
Trial period: No
Contract requirements: Annual contract is required

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Offrs

Best for finding seller leads (without a contract)

Visit Offrs

Offrs was one of the first companies to offer AI-powered predictive analytics to find likely sellers based on hundreds of data points. Their latest feature, RAIA, is a ChatGPT-powered conversational chatbot that’s been trained by licensed real estate agents to qualify and nurture your inbound leads for you, converting them into clients. You can jump in when you’re ready for more personal communication with the most qualified real estate leads. With the available ROOF upgrade, you can leverage a team of licensed Inside Sales Agents (ISAs) to help qualify and convert your leads.

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Starts at $499 per month for exclusive leads. The no-contract option is more expensive than the 12-month contract option. Visit Offrs to request a demo and get their latest pricing.

Pros:

A no-contract option so you can try Offrs (for a slightly higher cost per month)
A highly effective chatbot to qualify new leads by asking pertinent questions

Cons:

No CRM, but if you are looking for seller leads and already have a CRM for your contact management, Offrs + RAIA is an excellent choice.

Uses AI to analyze data & market trends to identify likely sellers
RAIA AI qualifies leads via SMS, email, or web chat
AI is trained by licensed agents & ISAs
AI predictive lead scoring
Available ROOF upgrade means ISAs will call leads for you

Exclusivity: Yes, with an additional cost
Trial period: No
Contract requirements: Month to month

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Catalyze AI

Best for exclusive, inherited-property seller leads

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Catalyze AI utilizes

Catalyze AI is our top choice for inherited property or probate leads. Probate leads represent an estimated $69 billion in annual property sales in the U.S. The company uses real-time data to identify inherited properties in your area. It deploys predictive analytics to identify, with a high degree of accuracy, the most 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 your competitors. These real estate 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.

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Starts at $360 per month for 30 leads ($12 per lead for homes under $1 million; $15 for higher-value homes)

Pros:

Intuitive dashboard, affordable, monthly sales training calls with scripts for better conversions

Cons:

Limited to inherited properties, no extra marketing bells and whistles are included

Predictive analytics technology (finds leads before standard competitors)
User dashboard to monitor new leads
Radius-based leads within 50 miles from you

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

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Zillow Premier Agent

Best for buyer leads based on location

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As a major player in the real estate industry, Zillow is hard to overlook. The company has the resources to invest heavily in SEO, UX, and UI, and as a result, Zillow dominates Google search results. Its easy-to-use interface makes it a top choice for consumers searching for properties. That’s good news for agents and brokers looking to attract real estate leads.

Zillow Premier Agent (ZPA) is Zillow’s paid advertising program that connects agents to buyer leads. Zillow Premier Agent offers enhanced visibility to its members on Zillow’s platforms, giving ZPA agents priority placement in property listings, plus exclusive access to real estate leads. The platform’s high traffic volume, effectiveness and straightforward CRM make it a top choice for lead generation.

Agents do pay for these leads, with Zillow’s “Zillow Flex” now taking a percentage of commissions from referred leads. While Zillow offers significant exposure and reach, some industry insiders argue the company prioritizes “Flex” over “Premier Agent” partners. Nonetheless, if you want to cast a large net, Zillow Premier Agent can help you reach more real estate leads in your area.

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Depends on the ZIP code — around $20 to $60 per lead. Unfortunately, Zillow isn’t very transparent about the cost of leads through their Zillow Premier Agent program. It depends in large measure on your market.

Pros:

Personalized agent profile, exclusive placements on your listings, streamlined CRM

Cons:

Lacks robust lead follow-up tools, leads aren’t necessarily qualified or exclusive, variable costs based on your location

Automatic lead placement in Zillow’s CRM
Priority status when claiming properties on Zillow
Ease of automating follow-ups for lead conversion

Exclusivity: No
Trial period: No
Contract requirements: Vary

Visit Zillow Premier Agent

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Ylopo

Best for AI-powered lead generation & conversion

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Ylopo uses dynamic home search, home valuation and AI-powered video ads to drive real estate leads to landing pages on a custom-branded IDX website. Once leads are generated, they are qualified, converted and nurtured using Ylopo’s proprietary AI text and AI voice assistants.

Trained on over 50 million conversations on the company’s platform, Ylopo’s AI assistants boost response rates that can rival human agents — with the added benefit of being available to respond to inquiries 24 hours a day, seven days a week. While it remains to be seen whether consumers will eventually sour on AI marketing, we think its adoption in the industry is inevitable. As an early adopter and current industry leader in AI, Ylopo’s AI lead generation solutions are ideal for tech-savvy agents, teams, and brokerages who want to be on the cutting edge of lead generation technology.

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Starts at $395 per month + ad spend.

Pros:

Industry-leading AI text and voice assistants engage leads, IDX websites suitable for lead generation and branding, seamless integrations with popular CRMs

Cons:

Consumer response to AI text and voice assistants might shift, limited customization options for IDX websites, no CRM included

AI-powered text and voice assistants
IDX lead generation websites
Sophisticated demographic ad targeting
Seller leads generated from buyer ads (buy/sell leads)
Mission control dashboard to monitor + adjust ads

Exclusivity: Yes
Trial period: No
Contract requirements: Six-month minimum

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RealGeeks

Best affordable, all-in-one lead generation solution + website design

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Real Geeks offers a robust solution for real estate lead generation, CRM, IDX website design and all-around marketing suitable for single agents, teams and brokerages. In addition to their IDX website and CRM lead generation platform, Real Geeks offers advanced feature upgrades like an AI chatbot to help engage real estate leads and a downloadable property search app for your clients with a 4.7 rating in the Apple App Store.

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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

Pros:

Comprehensive toolkit including lead generation websites, CRM, marketing and lead nurturing tools

Cons:

Limited customization options for websites, additional fees for certain features, no free trial

IDX real estate websites
Real Leads campaign manager and lead generator
Home valuation tool
Market reports
CRM with lead activity tracking, SMS lead autoresponders and 3rd-party integrations.

Exclusivity: No
Trial period: None specified
Contract requirements: None specified

Visit RealGeeks

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Zurple

Best for automated lead nurturing

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Zurple generates real estate leads within your target market (up to 10 areas) with branded landing pages that pull in MLS listings for your area. Once a lead is input into its CRM, Zurple sparks conversations via text or email with your leads from all sources and alerts them to new listings in their area of interest. Automated conversations will nurture your prospects until they become “hot leads” — allowing you to jump in with a human touch to bring sales across the finish line.

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Starting at $309 per month, you can also purchase search engine marketing (SEM) services from Zurple, additional sites at $100 per month, per site, and upgrade to include their Pipeline Boost feature.

Pros:

Provides immediate replies to inquiries, emails and texts
Takes the pressure off of agents to be available 24/7
Automated lead nurturing and pipeline management

Cons:

Landing pages are basic + not integrated into your website

Provides personalized and timely engagement with leads from Zurple and other sources
Offers branded landing pages with an MLS listings feed for your target market (up to 10
Tracks lead behaviors online and in the real world to understand where they are in the purchasing process
Uses behavioral-based communications to build a rapport with leads at key points in their journey
Video and social media marketing tools

Exclusivity: Yes
Trial period:
Contract requirements: Six-month minimum

Visit Zurple

zBuyer

Best for customer service

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zBuyer offers a suite of tech-forward features, such as email and SMS marketing, a mastermind group, 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 real estate leads to users seeking top-quality prospects.

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Starts at $400 per month; can vary by zip code

Pros:

Leads are sent directly to your CRM, social media integration, and real-time leads are provided

Cons:

Fee-for-lead list generation model (relatively more expensive options), leads are shared with up to 6 agents, cash offer seller leads can be challenging to convert