8 Best Real Estate Lead Generation Companies 2024
Generating leads is the foundation of a successful real estate business. The best real estate lead generation companies offer features for generating, attracting, nurturing, and advertising to eligible homebuyer, renter, and seller leads. I’ve identified the eight best generation companies for real estate agents and brokers based on price, lead generation capabilities, marketing functionalities, ease of use, and customer support.
- Best for multichannel communications and lead nurturing: Zoho CRM
- Best for in-depth reporting and insights: HubSpot CRM
- Best for multilocation teams and brokerages: CINC
- Best for lead exclusivity and full marketing suite: Market Leader
- Best for all-in-one CRM with automation tools: Follow Up Boss
- Best for location-based buyer leads: Zillow Premier Agent
- Best for content marketing: Placester
- Best for lead tracking: Real Geeks
If you’d prefer to buy real estate leads directly, read our guide on the Best Places to Buy Real Estate Leads.
Zoho CRM: Best for Multichannel Communication
Pros
- Easy to navigate
- Over 800 seamless integrations
- Email and SMS marketing available
Cons
- Not real estate-specific
- No white-label solutions
- Print marketing solutions not included
Zoho CRM Monthly Pricing (Per User):
- Standard: $14
- Professional: $23
- Enterprise: $40
- Ultimate: $52
- CRM Plus: $57
- CRM Flex: $14
- Free trial: 15 days
Prices are based on annual billing (per user, per month); monthly billing is also available for slightly higher rates.
My Expert Opinion on Zoho CRM
Zoho CRM is a robust marketing tool and client relationship management (CRM) system, offering features like automated email marketing and productivity tools for managing active deals. It excels in social media integration and multichannel communication, allowing users to connect profiles, view all client interactions, and automate engagement rules. However, Zoho could enhance its utility for real estate professionals by integrating with local multiple listing services (MLS) and providing additional marketing tools.
Build visual data analytics report through Zoho CRM (Source: Zoho CRM)
- Highly customizable: Zoho CRM provides the highest number of customization options for real estate lead generation companies. It has easy-to-change layouts, components, and views; you can even design your CRM in the Canvas Design Studio.
- Team collaboration tools: It has process management rules, team feeds, internal chats, notes, and tags.
- Multichannel marketing: It provides extensive tools for communicating with leads and clients through social media, email, phone, live chat, and web portals.
- Lead management: It identifies leads from a variety of sources, measures ongoing return on investment (ROI), tracks engagement, and easily nurtures leads through multiple channels to maximize conversions.
Zoho CRM has a customer review rating of 4.3 out of 5 from over 6,500 reviews. One user says Zoho is a great choice for his small firm because it is easy to use and deploy, and the admins appreciate the point-and-click nature of the automation and workflows. Other feedback mentions that the platform is accessible from anywhere, including cell phones. Furthermore, some say it is a good tool for password management for various clients and campaigns.
However, some users said that the programming language for custom functions was frustrating, and the document merge function lacked fonts and sometimes merged the wrong characters. Another user reported integration limitations and app issues (buggy). Additionally, some users also criticized the support provided by Zoho CRM. For more accessible support, HubSpot might be a better fit.
Read more details in our extensive Zoho CRM review to decide if it fits your real estate business best.
HubSpot CRM: Best for In-depth Reporting
Pros
- Unlimited users and contacts
- Contact and lead management
- Detailed analytics and reporting
Cons
- Additional marketing and sales tools can be expensive.
- Free CRM is limited.
- It has no built-in IDX websites.
HubSpot CRM Monthly Pricing:
- Starter: $15 per seat
- Professional: $1,080 for 5 seats
- Enterprise: $4,000 for 7 seats
- Free trial: 14 days
Prices are based on annual billing (per user, per month); monthly billing is also available for slightly higher rates.
My Expert Opinion on HubSpot CRM
HubSpot CRM is a leading real estate lead generation company with a versatile contact management system. The platform integrates with websites and social media, supports email campaigns, and offers lead and task management. However, its key strength lies in detailed reporting and analytics, presenting data in clear graphs and charts, and enhancing marketing and client interactions. HubSpot could improve by having more affordable pricing tiers as costs rise sharply for advanced packages.
Lead generation analytics dashboard from HubSpot (Source: HubSpot)
- Reporting dashboard: Get details about your lead generation and marketing strategies in easy-to-understand visuals.
- Landing page builder: Create customized pages and pop-ups for different types of leads to maximize conversions.
- Email marketing: A robust email marketing platform allows you to create highly customized emails for every lead generation strategy.
- Pipeline management: Visual pipeline and deal managers help prevent leads or clients from falling through the cracks.
HubSpot CRM holds a 4.4 out of 5 customer rating from more than 11,000 reviews. Users report improved sales team efficiency thanks to the software’s lead identification capabilities. The software seamlessly integrates with the sales process and offers a variety of filtering options to assist users in prioritizing tasks effectively. Users also appreciate its all-in-one platform for scaling businesses.
However, some users report delays in lead info synchronization, which causes them frustration. Deals cannot be sorted alphabetically by associated companies, which some users find inconvenient. The personalization aspect of templates may not always work, necessitating manual information entry. If you want a better user experience on a customizable platform, consider Placester as an alternative.
See how HubSpot stands out among the best real estate generation companies in our detailed HubSpot CRM Review.
CINC: Best for Multilocation Teams & Brokerages
Pros
- Mobile app
- Third-party integrations
- All-in-one platform with tools from lead generation to closing
Cons
- Additional marketing features for a fee
- Long onboarding time
- Integrations limited by your plan
CINC Monthly Pricing
- Solo Plan: Starting at around $900 to $1,100, along with advertising fees, for a single user
- Ramp Plan: Beginning at approximately $1,000 to $1,300, in addition to advertising fees, catering to up to four users
- Pro Plan: Commencing at roughly $1,200 to $1,500, plus advertising fees, for a user capacity of up to 49
- Select Plan: Tailored pricing available for 50 or more users
To get more detailed CINC pricing based on the features you need, contact CINC directly for a quote.
My Expert Opinion on CINC
CINC is a lead generation service offering tools for online marketing and team management. Its strength lies in enabling users to efficiently sort leads and automate personalized follow-ups across various channels, making it ideal for multilocation teams and brokerages that require robust, organization-wide systems. The mobile app further supports on-the-go contact management and real-time updates on lead statuses. CINC could enhance its appeal by providing a free trial, allowing brokerages to assess its fit before committing.
Convert more visitors to leads with an IDX website through CINC (Source: CINC)
- IDX website: CINC offers a conversion-optimized IDX website to help you expand your database.
- Seller suite: It provides potential homesellers with a personalized report with a comprehensive analysis of the current value of their property and a better understanding of their options.
- CINC Academy: Users can access articles, tips and tutorials, webinars, and live events.
CINC has a rating of 4.4 out of 5 from over 100 reviews, receiving positive feedback for being user-friendly and easy to navigate. Users appreciate the email and text alerts and the ability to create templates for these communications. The platform makes it easy to label clients, sort them by type or category, and prioritize them. The dashboards also enable users to focus on important leads.
However, some users express concerns about the quality of leads based on ad spend and the lack of control over ads. Additionally, there’s no ability to delete bad leads from the account. Reviewers do not recommend CINC for solo agents who cannot personally contact all leads, including those who remain unresponsive or have lost interest. If you’re a solo agent, consider Zoho CRM as an alternative option.
Read how our experts feel about this real estate lead generation company in our CINC Review.
Market Leader: Best for Lead Exclusivity & Full Marketing Suite
Pros
- Email and SMS marketing services
- Built-in lead management CRM
- Lead capture forms
Cons
- Lead list generation for a fee
- No concierge
- Limited analytics
Market Leader Monthly Pricing
- Professional for Agents: $139
- Professional for Teams: $139 + additional per user charges
- Business Suite for Brokers: $139 + additional per user charges
My Expert Opinion on Market Leader
Market Leader provides a comprehensive lead generation service for agents, featuring automated workflows, social media integration, and customizable reports. It excels as a top choice for realtors due to its exclusive leads and extensive marketing suite. Market Leader has mass marketing tools, IDX websites, a lead management CRM, and marketing support, streamlining lead management and optimizing marketing efforts. However, Market Leader could enhance its user experience by offering round-the-clock customer service.
Example of a social media ad on Facebook through Network Boost (Source: Market Leader)
- Network Boost: Generate leads through social media ad campaigns and connect with more consumers in your local market.
- HouseValues: Get leads from a desired ZIP code sent directly to you and your CRM for easy follow-up.
- Leads Direct: Market Leader’s pay-per-click advertising campaigns drive consumers who search for home listings on various search engines, including Google and Bing, directly to your personal IDX website.
- Industry experts: Digital advertising experts generate leads sent exclusively to you.
Market Leader has a customer rating of 3.3 out of 5 from over 200 reviews. It has garnered praise for its efficient CRM capabilities, streamlining client relationship management through automation. Users have lauded the seamless integration of tasks into the app and dashboard, minimizing the need for extensive training. Its user-friendly interface and customizable features have been highlighted as key strengths, empowering realtors to navigate the system easily.
Contacting supervisors and customer support has proven to be a hurdle for certain users, impacting prompt issue resolution. Additionally, the absence of a free trial option has limited those seeking to explore the platform’s capabilities before committing. If you’re looking for a trial period before committing, an alternative to consider is Placester, which offers a 30-day free trial.
Read how our experts feel about this lead generation company for real estate in our Market Leader Review.
Follow Up Boss: Best for All-in-one CRM With Automation Tools
Pros
- 24/7 access to customer support
- Unlimited contacts, lead sources, and integrations available in all plans
- Cancellation of subscription available at any time
Cons
- No built-in lead list generation
- No exclusive leads available
- No IDX websites included within the platform
Follow Up Boss Monthly Pricing
- Grow: $58 per user
- Pro: $416 for ten users, with $49 for additional users
- Platform: $833 for 30 users, with $20 for additional users
- Free trial: 14 days
Prices are based on annual billing; monthly billing is also available for slightly higher rates. Get two months free with an annual subscription.
My Expert Opinion on Follow Up Boss
Follow Up Boss is CRM software designed specifically for real estate professionals. It organizes leads and contacts efficiently in a single system and integrates with over 250 lead sources and website providers. This real estate lead generation company stands out with its all-in-one CRM capabilities and automation tools. It allows users to automatically send personalized emails, texts, and calls, focusing on high-potential leads to close more deals. However, Follow Up Boss could improve by providing exclusive leads to its users.
- FUB community: Follow Up Boss provides access to exclusive events and on-demand training for improved CRM skills through courses and webinars.
- Mobile app: The software is available through a mobile app, providing easy access.
- Team leaderboard: The dashboard lets you see the team’s activity and track monthly sales.
Follow Up Boss has a customer rating of 4.6 out of 5 from over 90 reviews. Positive feedback highlights its comprehensive software that helps agents keep track of important client details. Users also like its valuable features that enable them to follow up with clients and send personalized emails and messages. Follow Up Boss integrates with other real estate tools, making it an excellent option for agents looking for an all-in-one solution.
However, some users note that the reporting tool is not as sophisticated as they would like and that the import process can be challenging. Additionally, Follow Up Boss does not allow for custom salutations on mailing labels, and there is no option to choose alternate fonts, colors, or label styles. Also, the platform requires more technical skills to operate. For an easier, more beginner-friendly option, consider Zoho CRM.
Read how our experts feel about this top lead generation company for real estate in our Follow Up Boss Review.
Zillow Premier Agent: Best for Location-based Buyer Leads
Pros
- Personalized agent profile
- Exclusive placements on your listings
- Streamlined CRM with built-in lead management
Cons
- Lacks robust lead follow-up tools
- Comes with additional fees for lead list generation
- Can become expensive depending on your location
Zillow Premier Agent Pricing
- Purchase ZIP codes: Cost is determined by market demand and agent competition within a selected ZIP code, but typically about $20 to $60 per lead.
- Zillow Flex: A 25% to 35% referral fee is paid to Zillow for closed transactions.
My Expert Opinion on Zillow Premier Agent
Zillow Premier Agent (ZPA) is a leading platform for generating buyer leads, leveraging its status as the most-visited real estate website to connect agents and brokers with abundant local buyer leads. The system directs leads into ZPA’s CRM, simplifying follow-up automation and maximizing lead conversion. ZPA excels due to its high traffic and priority listing features, which enhance agent visibility and buyer lead generation. However, ZPA could improve by offering equally effective tools for generating listing clients.
Zillow Premier Agent dashboard (Source: Zillow)
- Agent profile: Host reviews, show past sales, show teams, and add links to social media profiles and websites.
- Return on investment (ROI) calculator: This determines whether you need to increase or decrease your spending or completely reevaluate your strategy on ZPA to improve your conversion rates.
- Mobile app: It helps users keep track of their leads in real time.
- Third-party integrations: These easily organize your leads from partners’ platforms.
Zillow Premier Agent has a customer rating of 2.2 out of 5 from over 50 reviews. Positive feedback highlights the dashboard, which gives a comprehensive view of past sales, client messages, current leads, and reviews. Customers also appreciate the updated format for buyer leads, which allows for direct phone connections with potential buyers, resulting in more vetted and higher-quality leads.
However, some users report that the price is high for what they are getting, and the platform charges for renewals without prior notice. Some users note that they received unqualified leads. It may be worth considering CINC for those seeking exclusive and high-quality leads.
Want to know more about Zillow Premier Agent’s CRM as one of the best real estate lead generation companies? Read our Zillow Premier Agent review.
Placester: Best for Content Marketing
Pros
- Customizable website design and templates
- Fully integrated with advanced IDX listing search
- Email marketing tools provided
Cons
- Leads are not guaranteed.
- It can be expensive.
- Built-in CRM is limited.
Placester Monthly Pricing:
- Do It Yourself (DIY): $79
- Do It For Me (DIFM): $119
- DIFM Content Pro: $239
- Broker Management Software: $25 per active agent
- Free trial: 30 days
Prices are based on annual billing; monthly billing is also available for slightly higher rates.
My Expert Opinion on Placester
Placester offers real estate lead services that make it easy to create professional IDX websites featuring tools like home valuations, property searches, and content marketing. It stands out for allowing users to generate high-quality leads through unlimited landing pages and blog posts, effectively engaging audiences and nurturing existing clients. However, Placester could improve by enhancing its built-in CRM with more comprehensive lead management features and mass marketing tools.
Placester has many designs you can choose from and customize to fit your needs (Source: Placester)
- Real estate-specific website templates and landing pages: Customizable Placester’s website templates and landing pages match and boost your real estate brand.
- IDX listing search engine: It gives buyers a more accurate and detailed insight into active properties and, thus, enables agents to generate more leads.
- Built-in SEO tools: Technical websites are optimized for search engines, and the drag-and-drop website creator includes prompts to optimize your content.
- Services marketplace: Browse hundreds of affordable services offered by reliable, Placester-approved marketing professionals.
Placester received a customer rating of 3.5 out of 5 from over 80 reviews. Users speak highly of Placester, noting its user-friendly interface and simple navigation, which provide ample creative possibilities. One user finds uploading content and editing the site easy, while others appreciate the comprehensive site design and color options. Additionally, the seamless integrations are a notable highlight.
However, some users report frustration with automatic renewals, stating that no notice is given before they occur. Other reviewers report difficulty editing page information, with changes sometimes taking multiple attempts to save. Another report stated that there are issues with lead generation, as the platform does not require phone numbers for clients signing up, making it difficult to reach new signups except via email. For a more efficient way to contact prospect leads, consider CINC for its automated follow-up features.
Read our comprehensive Placester review to determine whether this top real estate lead generation company is suitable for you.
Real Geeks: Best for Lead Tracking
Pros
- Customizable IDX website
- Integration with external lead generation platforms
- Various landing page designs to appeal to specific client types
Cons
- Limited to buyer and seller leads
- No specialization in niche leads such as expired listings, foreclosures, or for sale by owner (FSBO)
- Direct mail marketing restricted to postcards only
Real Geeks Monthly Pricing:
- Establish: $299
- Grow: $599
- Expand: $999
- Conquer: $1,599
Prices come with a one-time setup fee based on annual billing; a 6-month payment term is also available at slightly higher rates.
My Expert Opinion on Real Geeks
Real Geeks offers an all-in-one sales and marketing solution with a built-in CRM to manage leads from start to finish. It stands out as one of the best real estate lead generation companies due to its real-time lead tracking that identifies actively engaged website visitors, enabling agents to prioritize clients ready to convert. The automated email drip campaigns streamline follow-ups as prospects progress in their conversion journey. Real Geeks can further improve by providing more affordable pricing and shorter contract terms.
Real Geeks’ Facebook and Google lead manager (Source: Real Geeks)
- Targeted landing pages: Customize landing pages to effectively target niche clients. Each page captures lead information directly into the CRM, tracking which prospects come from each page to help sort leads by their specific needs.
- Mobile app: Manage leads and stay connected with clients on the go at no extra cost. The app logs leads automatically from the website and tracks the source of lead activity, allowing prospects to access listing information directly.
- IDX websites: Multiple design options and editable templates are offered, featuring a custom design editor to align your website’s colors, layouts, and other elements with your brand.
- Automated email marketing: Execute drip email campaigns through the CRM, targeting certain leads based on predefined criteria and streamlining your marketing efforts.
Real Geeks has garnered a 4.6 out of 5 rating from over 250 Google reviews. Positive feedback often praises its comprehensive website capabilities and user-friendly CRM. Users have noted the effectiveness of its pre-established workflows in maintaining lead engagement and have expressed satisfaction with their website’s search engine performance. Additionally, Real Geeks’ customer service is frequently commended for its promptness and helpfulness.
Conversely, some clients believe the website templates could benefit from an update. Others have mentioned that certain features have a learning curve. A common concern is the limited options for marketing customization. For those seeking a broader range of marketing tools, Market Leader is another one of the best lead generation companies for real estate that might be a better fit.
Read what our experts think about this lead generation real estate company in our Real Geeks review.
How We Evaluated the Top Real Estate Lead Generation Companies
The top real estate lead generation companies for realtors should offer tools and features that assist agents and brokerages in generating and converting more leads to clients. Having great lead generation will help you find success in the industry. I examined different lead generation and marketing companies for realtors against specific criteria, including pricing, general features, lead generation features, ease of use, customer rating, and expert rating.
After careful evaluation, I found that Zoho CRM is the top choice among the lead generation companies, with a score of 4.96 out of 5. This company provides plenty of options for mass marketing, lead management CRM, and social media integrations. With Zoho’s automated workflow and marketing tools, agents can easily create professional materials to sell properties and generate new clients.
The other criteria used to determine the top lead generation companies for real estate include:
- Breakdown
- General Features
- Pricing
- Lead Generation and Advanced Features
- Customer Service/Ease of Use
- Customer Rating
- Expert Rating
20%
Lead Generation and Advanced Features
10%
Customer Service/Ease of Use
30% of Overall Score
We researched each provider to find those with additional real estate lead generation tools going beyond what agents gain by simply buying a list of leads. In particular, we looked for software with mass marketing tools, lead list generation, lead capture forms, and customizable reports.
20% of Overall Score
While budgetary constraints must be met, cost-per-lead and return on investment (ROI) are arguably more crucial than the actual monetary cost. We evaluated each option to find companies offering the best value for the money.
20% of Overall Score
We searched for companies that either include a lead generation website or integrate with IDX platforms. We also looked for those with CRM capabilities, social media integrations, and features like workflow automation, trigger and alert-setting, and marketing assistance.
10% of Overall Score
It’s important that platforms are easy to use and that you have access to customer support. We favored software providers known for stellar customer service on one or more channels.
10% of Overall Score
Based on customer feedback for each platform, with special attention given to actual user reviews of the product and the popularity of each real estate lead generation company.
10% of Overall Score
We specifically evaluated each platform’s unique or standout features, as well as its popularity and the overall value for the cost.
*Percentages of overall score
Frequently Asked Questions (FAQs)
A real estate lead generation company is a specialized firm that assists agents and brokers in finding clients. Utilizing strategies like email and SMS marketing, social media integration, IDX websites, and CRM services, these companies gather information on individuals interested in buying or selling property. Once prospects are identified, the information is passed on to real estate professionals, who follow up and work to convert them into customers. These companies help agents and brokers expand their client base and increase sales.
More than half of realtors invest between $50 and $500 on lead generation efforts each month.[1] This range indicates a significant commitment to attracting new clients, although the exact amount can vary based on the particular strategies and tools they choose to employ.
Data shows that realtors get most of their leads from social media,[1] a highly effective tool for generating high-quality leads. Networking with other industry professionals and attending local events are key strategies for building relationships that can lead to potential clients. Additionally, some realtors enhance their lead acquisition by investing in targeted advertising campaigns or partnering with specialized lead generation companies.
Bottom Line
Examine the top real estate lead generation companies to find the best tools for your growing business. Consider the unique needs of your real estate operations, from the scale of your business to specific requirements, such as IDX websites, social media integration, and workflow automation. A detailed exploration of these options will equip you with a lead generation company that not only meets your current needs but also supports your long-term success.
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