Online lead generation in 2023

Are you looking to improve your lead generation strategy and attract more potential clients? Then you came to the right place! The real estate industry is quickly adapting to the digital revolution. More agents are realizing the value of digital marketing in improving their business objectives. Research suggests that over 90% of US citizens actively use the internet. According to Forbes, 71% of American businesses have an online presence, and about 28% of total business volume in 2022 was conducted online.

These statistics simply show how important it is for a real estate agent to have a strong online presence. The best lead generation strategies for realtors often depend on your local market, personal capabilities, and available resources. Today, we’ll explore some of the best real estate lead generation companies, their effectiveness, and how they can revolutionize your sales and conversions. But first, let’s familiarize ourselves with lead generation.

What is Lead Generation?

What is Lead Generation?

Lead generation is the process of attracting and converting potential prospects who are showing interest in your company's product or service. Some examples of lead generators include blog posts, online content, live events, and social media campaigns.

When it comes to online lead generation in real estate, there are various innovative tools and strategies at your disposal. Nowadays, many realtors and real estate companies utilize the internet to find potential buyers or sellers. For instance, they may use social media campaigns, optimized blogs and websites about property buying or selling, virtual tours of properties, and landing pages with compelling call-to-action statements to generate leads.

Lead Generation Challenges Facing Real Estate Agents

The best lead generation for realtors essentially does one thing - they attract potential clients who are actively searching for and are ready to purchase their products. But, the concept of quality lead generation is not a walk in the park. It’s a technical process that requires expertise, knowledge of the market, and patience.

Agents often find it difficult to manage efficient long-term lead generation strategies with the day-to-day activities of their careers. This is why successful property professionals hire lead generation companies or tools to help them attract potential clients. Here are some common challenges that a lead generation expert can help you overcome:

I. Finding High-Quality Leads

One of the most significant challenges facing real estate agents is the task of not just generating leads, but generating high-quality leads. High-quality leads are those individuals who are genuinely interested in buying or selling a property and are in a financial position to do so. Many agents spend time and resources reaching out to leads who are not yet ready or serious about moving forward, which can result in wasted effort.

II. Maneuvering Through a Competitive Market

The real estate market is notoriously competitive. With the increasing number of real estate agents and online portals, standing out from the crowd and getting the attention of potential clients can be daunting. It is a challenge to differentiate oneself and capture leads before the competition does.

III. Adapting to Technological Changes

The advent of technology in the real estate sector has been both a boon and a bane. On the one hand, it provides numerous platforms for online lead generation. On the other hand, many agents struggle with mastering new digital marketing strategies, keeping up with the latest social media trends, and understanding search engine optimization.

IV. Follow-Up and Nurturing Leads

The process of lead generation does not end with getting a potential client's contact information. Real estate agents need to nurture these leads, follow up regularly, build a relationship, and convert them into clients. However, the lead nurturing process is time-consuming, requiring a strategic approach and patience.

Factors to Consider When Choosing a Lead Generation Company

Factors to Consider When Choosing a Lead Generation Company

When it comes to finding the best lead generation for real estate, there are several critical factors that you need to consider. Not every company may suit your specific needs or business model, which is why understanding what to look for can make a significant difference in your success.


Cost is a significant factor when it comes to choosing a lead generation company. Compare the cost per lead among different companies and consider the potential return on investment. A company may offer the cheapest leads, but if the conversion rate is low, it might not be the best choice.

Customizability and Integration

The best real estate lead generation ideas involve a customized approach that caters to your specific business needs. You'll want a company that can tailor its strategies to your target market, geographic area, and type of property you deal with. Additionally, the lead generation service should easily integrate with your existing customer relationship management (CRM) system for smooth operations.

Client Support and Service

Good customer support can make a world of difference, especially when you're dealing with something as complex as lead generation. Look for a company that offers robust client service, with accessible support to help you navigate any challenges that may arise.

Reviews and Reputation

Research the reputation of the company and read reviews from other real estate agents. These can give you invaluable insights into the effectiveness and reliability of the company's lead generation services.

Lead Generation Website

In the digital age, a real estate lead generation website is critical. It serves as a platform where potential clients can learn more about your services, view property listings, and make inquiries. Some companies offer website design as part of their package, which can be an added advantage.

Best Real Estate Lead Generation Companies 2023

So, considering all the factors mentioned and our own experiences engaging different companies and tools in lead generation, here is a list of some of the best companies for agents trying to improve their lead generation strategies in 2023.

Best for Finding Buyers - Zillow Premier Agent

Zillow Premier Agent

Zillow Premier Agent connects agents with potential buyers and sellers. But what is a Zillow Premier Agent exactly? Simply put, it's an agent who has the opportunity to advertise on Zillow and its affiliate sites, like Trulia and StreetEasy.

The Zillow Premier Agent cost is a monthly fee that allows you to receive part of the ad share in specific ZIP codes. This means your information is advertised across the Zillow Group portfolio, enhancing your visibility. The Zillow Premier Agent pricing can vary based on location and market competitiveness, so it's vital to consider your budget and potential ROI.

With the Premier Agent Zillow system, you also get access to tools and insights to better serve clients. Through the Zillow Premier Agent website and app, you can manage leads, respond quickly to inquiries, and track performance.

Best for Seller Leads - REDX Real Estate Leads

REDX Software

The REDX system is designed to help agents and brokers streamline their prospecting efforts. With various tools available, including call dialers and lead management software, REDX aims to turn your lead generation process into a breeze. The software scours the web, pulling leads from expired listings, FSBO (For Sale By Owner), pre-foreclosure records, and targeted neighborhoods. The leads are then conveniently delivered to you via its Vortex platform.

REDX lead generation is as easy as setting up an account and choosing your lead type. With the Vortex Dialer, you can reach out to multiple leads simultaneously. REDX pricing varies based on the services you choose. Don't forget to leverage the training resources provided. They offer tips and strategies to help you get the most out of your lead generation efforts.

Best for Automation - Zurple

Zurple is a unique real estate lead generation software known for its automated intelligent lead nurturing and online lead generation. At its core, Zurple's strategy involves targeted advertising to drive potential clients to a landing page where their information can be captured. The software uses automation to send personalized follow-up emails based on lead behavior on your website, ensuring consistent communication and engagement.

Zurple also offers lead behavior tracking and conversation tools. Lead behavior tracking alerts agents when a lead is ready to move forward with a transaction while the conversion tool enables automated yet personalized conversations with leads, building relationships and ultimately,  conversions.

Best for Scalability - eXp Realty

eXp Realty and lead generation

eXp Realty is an exciting cloud-based real estate brokerage that offers multiple tools for agents to generate leads. The heart of eXp Realty is its cloud-based environment. This is a virtual space where agents, brokers, and team leaders collaborate, allowing them to network and share lead ideas.

To further facilitate lead generation, the brokerage firm provides IDX websites and CRM systems that attract and manage leads without any upfront cost. eXp Realty also offers training and support on lead generation strategies and techniques. Plus, their responsive support team is always ready to assist with any questions or issues.

Best for New Agents - Keller Williams Lead Generation

Keller Williams Lead Generation

Keller Williams Realty adopts a comprehensive lead generation model that combines traditional techniques with new technology. They provide their agents with access to a robust Customer Relationship Management (CRM) system known as Command, which is designed to effectively manage client databases, track leads, and ensure timely follow-ups. 

Alongside the CRM, they have developed their proprietary artificial intelligence platform, Keller Cloud, to offer a suite of applications, including tools for lead generation, contract management, and business analytics. The AI's machine learning capabilities play a crucial role in identifying and prioritizing high-quality leads.

In addition to these digital tools, Keller Williams Realty emphasizes the value of training and education in lead generation. Regular training sessions and courses from Keller Williams University equip agents with practical skills to improve their lead generation strategies. 

Furthermore, they also support their agents with Market Center Lead Generation initiatives, providing leads sourced from various channels, such as open houses and referrals. Another distinctive feature of their model is the AI personal assistant, Kelle, which facilitates mobile lead management. Last but not least, Keller Williams agents are set up with personalized websites and are trained in optimizing their online presence via SEO and social media, both potent tools for generating leads.

Best for Large Teams - CINC Real Estate Leads

CINC Real Estate Leads

CINC, or Commissions Inc., is a real estate technology platform that's a game-changer for top-producing agents, teams, and brokers. Cinc primarily generates leads through strategic advertising on high-traffic platforms like Facebook and Google. These ads direct potential clients to personalized IDX websites, where they can browse listings and submit their contact information.

Once leads land on the IDX websites, they're captured and stored in Cinc's CRM. This system includes features like lead scoring, behavior tracking, and automated follow-ups, which help nurture leads and move them down the sales funnel.

The Problem of Cost When Using Lead Generation Companies

It can be costly to engage the top lead generation companies

Now, let’s discuss the elephant in the room; how much will it cost you to engage these companies and can you afford it? As you have seen in the previous section, there are a lot of tools and resources that real estate agents are given when they decide to use these tools. From a cost-to-cost perspective, we can broadly say that agents typically get their money’s worth on these platforms.

But, charges that range from $50 to $300 per month in addition to other agent-related fees might seem a little too much for an agent or a business with a limited budget. Luckily there is another incredibly powerful and cost effective way of attracting quality leads for your real estate business. This is called real estate SEO.

Overview of Real Estate SEO: The Most Cost Efficient Way of Generating Quality Leads

Real Estate SEO: The Most Cost Efficient Way of Generating Quality Leads

Search Engine Optimization, or SEO refers to the practice of optimizing a website or web content to increase its visibility and ranking in search engine results pages. Understanding SEO can greatly benefit your online presence as a real estate agent and help you attract and target potential clients.

Search engines like Google use complex algorithms to determine which websites to display when people search for keywords or phrases. SEO involves optimizing your website and its content to align with search engine algorithms, making it more likely for search engines to rank your site higher in relevant search results. Therefore, Real estate SEO simply means optimizing your real estate business, and properly positioning it online to target and attract potential property buyers and sellers.

How SEO Generates Quality Leads for Real Estate Agents

Enhanced Online Presence: Using well-crafted SEO tactics, realtors can boost their website's visibility on search engine result pages (SERPs). When potential clients use relevant search terms, a highly ranked website increases the likelihood of being noticed. This results in greater organic traffic and widens your audience reach.

I. Attracting Focused Traffic

SEO is an effective tool to pull in focused traffic to your website. Tailoring your site with keywords linked to your real estate offerings and the local market can draw in prospective clients who are actively looking for properties or agents in your vicinity. This focused traffic tends to convert into quality leads as they are specifically interested in your services.

II. Local SEO

The real estate business is inherently local, making local SEO strategies vital for agents. Tweaking your website for local searches makes sure your business shows up in local map listings and local search outcomes. This aids in reaching out to potential clients actively searching for real estate services in your target location, raising the likelihood of getting leads from your local community.

III. Building Trust and Authority

Skillful SEO practices can boost your online reputation and credibility as a real estate agent. By regularly creating high-quality, useful, and SEO-optimized content, you position yourself as a trusted authority in your field. This trust-building helps to convert potential clients into actual clients.

IV. Mobile-friendly Websites

With the growing usage of mobile devices for real estate searches, mobile optimization of your website is crucial. SEO ensures your website offers a smooth browsing experience on mobile devices, increasing user engagement and enabling potential clients to easily find your contact information or request property details.

V. A Lasting Investment

SEO is a lasting investment with enduring results for real estate agents. Contrary to paid advertising, which only brings in leads during the campaign duration, the efforts invested in SEO can continue to attract organic traffic and leads for a long time.

Best for Cost Effective Lead Generation - Ardor SEO

Imagine positioning your website and online content to attract specific clients who are already looking to purchase or lease properties on your portfolio. Imagine you can increase lead generation by about 200 to 300% in the next 12 months - all at a fraction of the cost compared to the other lead generation companies. You have already seen how SEO and organic search work and how it is a great strategy for long term results. So, it’s value for money both in the short and long term. Optimization is the principal marketing strategy for Ardor SEO and therefore the services are considerably more pocket-friendly than the other companies on this list.

Kris Reid, a prolific property agent in Massachusetts, sits at the helm of Ardor. He built the platform with the aim to provide exceptional real estate marketing services that real estate professionals can trust. 

Ardor has built an exclusive network of successful clients and real estate businesses that they utilize for training and capacity building for their new partners. Real estate agents looking to succeed and have long-term success need professional lead-generation partners. It's time you forget about cold calling and wasting time and resources following uncertain leads that might not generate sales. Let Ardor position your business brand effectively and watch clients come to you.

Ardor SEO helps your prospective clients cut through online noise allowing them to pay attention to your business and what it has to offer. We have helped ambitious agents throughout the United States to increase their sales through strategic SEO, and we'd love to hear from you. Get in touch today to book a 1 on 1 with one of our SEO specialists.

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    About the author 

    Kris Reid

    Kris Reid, the Coolest Guy in SEO, is the CEO of Ardor SEO. His expertise lies in helping real estate professionals get more leads and customers to predictably grow their business. Get to know Kris and learn more about our team here.

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