A Real Estate Broker's Guide to Getting Leads in 2024 

 

Quality leads fuel successful real estate teams.

As a broker, your job is to arm agents with top-notch tools and tactics.

This guide tackles your specific lead generation challenges head-on.

The Bottomline:

Seasoned pro or newbie? You'll find strategies here to dominate your local market. Let's fire up your team's success!
 

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Chapter 1: Top Lead Generation Companies

1. Zillow Premier Agent: Your Gateway to Exclusive Leads

Zillow Premier Agent isn't just popular—it's a powerhouse. Why do agents love it?

Massive reach and laser-focused advertising.

Becoming a Premier Agent unlocks a treasure trove of leads from Zillow's huge user base.

Check out these perks:

  • You control the budget and lead criteria for your team

  • Zillow dishes out leads based on agent availability and performance

  • Full visibility into lead activity and agent follow-up via the Premier Broker dashboard

  • Your brokerage branding shines on all agent profiles and communications

2. Realtor.com: Big Network, Flexible Options

Realtor.com is another heavyweight in lead generation.

Millions visit monthly, offering agents a wide range of advertising choices to fit different budgets and goals.

Here's what to expect:

  1. Exclusive leads never resold to other agents

  2. Customizable lead routing and distribution settings

  3. Seamless integration with top CRMs for smooth lead management

  4. A dedicated customer success manager to help optimize your results

3. BoldLeads: The Seller Lead Specialists

All about listing homes? Take a close look at BoldLeads (Now Leads+).

They're experts at generating motivated seller leads through targeted Facebook and Google ads.

What makes BoldLeads stand out?

  • Exclusive leads never shared with other agents

  • Done-for-you ad campaigns and landing pages customized for your brokerage

  • Automated lead nurturing via email, text, and voicemail drops

  • Smooth integration with your existing CRM and tools

4. Ylopo: AI-Powered Marketing Magic

Ylopo takes a data-driven approach to lead generation. We use artificial intelligence and machine learning to optimize your campaigns.

Our platform adapts to user behavior, delivering the right message at the right time.

What sets Ylopo apart?

  1. Consolidated lead generation across all your agents and locations

  2. Smart lead routing based on agent skills, availability, and performance

  3. Automated, multi-channel follow-up campaigns to boost conversion rates

  4. Advanced reporting and analytics to track ROI and fine-tune your strategy

Ylopo provides your entire team with a unified lead generation solution that gets smarter over time.

Plus, Ylopo clients see 2-3x more engagement on their ads compared to industry benchmarks.

The average agent converts 5-8% of leads into closed deals, with a 450% average ROI. Those numbers are hard to ignore - just ask our clients!

Chapter 2: Effective Lead Generation Strategies

Now that we've covered the top companies, let's dig into some strategies to maximize your team's lead generation efforts.

1. Content Marketing

At the core of successful real estate marketing lies the art of attracting and nurturing leads, with content as your secret weapon. Deliver targeted, valuable information to establish yourself as a trusted local expert.

Start by creating engaging neighborhood guides featuring stunning photos and videos of schools, parks, restaurants, and events.

Offer actionable tips for buyers and sellers on prepping homes for sale, navigating inspections, and understanding mortgages.

Stay ahead in the market by sharing real estate trends using reliable MLS data. This not only showcases your expertise but also helps clients make informed decisions.

Consistently publish high-quality content to boost organic traffic to your website and social media profiles while keeping your audience engaged.

Convert this traffic into leads with clear calls-to-action (CTAs) and strategically placed lead capture forms

Provide value first.

When you consistently deliver helpful information, you'll naturally attract leads who see you as their go-to real estate resource.

2. Social Media Advertising

Unleash the power of social media advertising to pinpoint your ideal audience with laser precision. Platforms like Facebook, Instagram, and LinkedIn offer robust tools for reaching potential clients.

Start by crafting detailed buyer personas considering age, income, location, interests, and pain points—this insight is invaluable.

Quality visuals are crucial. Use high-resolution images that highlight stunning property features and happy clients to grab attention instantly.

Your ad copy should hit home with engaging phrases like "Find your dream home today!" or "Don't miss out on this incredible opportunity!" to create urgency and excitement.

Every ad needs a clear call-to-action (CTA). Encourage engagement with prompts like "Schedule a showing now" or "Download our free home buyer's guide."

Follow these steps and you'll craft compelling social media ads that attract high-quality leads while making your offerings feel like valuable opportunities rather than mere advertisements.

3. Email Marketing

Email marketing is a powerhouse for nurturing leads and re-engaging past clients.

Regular, content-rich newsletters build trust and credibility.

To maximize impact:

  • Segment Your List: Group contacts by lead source or preferences to tailor content.

  • Personalize Emails: Use names in subject lines and greetings to boost open rates.

  • Provide Value: Share tips, new listings, or market updates instead of pure promotions.

  • Include Clear CTAs: Encourage actions like scheduling calls or viewing listings.

Consistently delivering relevant emails keeps you top-of-mind and boosts client conversion chances.

4. Networking

Networking is a game-changer for generating real estate leads. Connecting with professionals and immersing yourself in the community creates a steady stream of referrals. Here's how:

  1. Attend local events like chamber meetings and charity fundraisers to meet people in relaxed settings.

  2. Join real estate groups such as NAR or AREAA, participate actively, and seek leadership roles.

  3. Collaborate with mortgage brokers, home inspectors, and interior designers to co-market and refer clients.

  4. Regularly ask past clients and your network for referrals; keep them informed that you're ready to help their contacts.

Consistent networking builds relationships that lead to lasting business success.

5. SEO Optimization

SEO is your secret weapon for skyrocketing your website's visibility on search engine results pages (SERPs), drawing in organic traffic from potential real estate clients.

Start by diving into keyword research with tools like Google Keyword Planner or Ahrefs to discover what phrases your audience uses.

Target long-tail keywords such as "luxury homes for sale in [city]" or "top real estate agents in [neighborhood]" to attract specific, high-intent visitors.

Next, weave these key phrases naturally into your content—titles, headings, meta descriptions, and body text—without overloading them.

Your goal?

Keep it engaging and readable while signaling relevance to search engines.

High-quality backlinks are another game-changer. Create valuable content that others will want to share or link back to. Guest posts on niche websites can further boost your credibility and reach.

For real estate pros, local SEO is vital.

Claim and optimize your Google My Business listing, register with local directories, and include geographic details in title tags and meta descriptions to enhance local visibility.

Make SEO the cornerstone of your digital strategy and watch as more clients find their way to you effortlessly!

 

Automated Outreach:

Ylopo AI Voice tirelessly calls and nurtures your leads to drive qualified appointments right into your calendar.

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Chapter 3: How to Buy Real Estate Leads

Buying leads can quickly fill your sales funnel. Here are some tips for purchasing leads:

Tip #1: Thoroughly Research and Compare Lead Providers

Not all lead generation companies are equal. Before committing, compare your options thoroughly. Consider these key factors:

  • Lead source and quality: Are leads from high-intent traffic sites or third-party brokers?

  • Pricing and contract terms: What's the cost per lead? Watch out for pricey subscriptions.

  • Customization options: Can you tailor leads to your target market and needs?

  • Delivery method and frequency: How will you receive leads? Ensure it fits your follow-up process.

  • Customer support and training: Is there a dedicated rep for questions?

Don't trust marketing claims alone. Seek objective reviews, ask for references, and check real estate forums for unbiased opinions.

Tip #2: Start with a Small Test and Track Your Results

Even if a lead provider looks promising, the true test is trying their leads.

But don't blow your entire marketing budget on an unproven source.

Start with a small batch of 10-20 leads to gauge quality and responsiveness without breaking the bank.

Track key metrics:

  1. Contact and qualification rates: How many leads can you reach, and how many are qualified prospects? High invalid contact info or disinterest signals trouble.

  2. Conversion rates: How many turn into appointments, contracts, or deals? Contacts aren't valuable unless they convert.

  3. Cost per acquisition: Divide total spend by closed deals to see if you're getting positive ROI compared to your average commission.

If results impress and costs align, consider scaling up purchases. If not, cut losses and explore other options.

Tip #3: Focus on Speed to Contact and Persistent Follow-Up

To maximize results from purchased leads, you need a strategic follow-up approach. Speed and persistence are key to high conversion rates.

An MIT study reveals that the odds of qualifying a lead drop sixfold after just one hour, yet most companies wait 48 hours to respond.

Immediate contact is crucial for converting leads effectively.

Here's how to ensure quick response:

  • Use an auto-dialer or power dialer to call new leads within minutes.

  • Send personalized texts or emails within five minutes of online submissions.

  • Leave brief, value-packed voicemails if you can't reach them live.

  • Follow up twice daily for the first three days, then 2-3 times weekly until contact is made.

Once initial contact is established, build trust through consistent nurturing:

  1. Send value-added emails with market updates and tips.

  2. Mail personalized cards or gifts for special occasions like birthdays.

  3. Invite prospects to client events or educational seminars.

  4. Offer free home valuations or buyer consultations to showcase expertise.

Remember, fortune favors persistent follow-up.

HubSpot research indicates it takes an average of eight touches to secure an initial meeting.

Be diligent but respectful in your efforts.

Tip #4: Constantly Optimize Your Approach Based on Data

Successful lead generation thrives on continuous improvement. As you handle more leads, you'll gather critical data to refine your strategy.

Spot trends: If leads from specific zip codes or price ranges underperform, tweak your targeting or switch providers. Notice a follow-up sequence that boosts appointments? Implement it across the board.

Key metrics to track:

  • Contact rate: % of reachable leads

  • Qualification rate: % of good prospects

  • Appointment rate: % booking consultations

  • Contract rate: % signing agreements

  • Closing rate: % deals closed

  • Acquisition cost: average cost per lead/client

  • Customer lifetime value: revenue per client over time

Regularly review these metrics, identify patterns, and test new methods. Embrace experimentation—breakthroughs often come from bold moves and unconventional tactics.

Chapter 4: How to Generate Your Own Real Estate Leads

Generating your own leads can be more cost-effective and sustainable in the long run. Here are some methods to consider:

1. Build a Strong Online Presence

Your online presence is your virtual storefront, making the first impression on potential clients.

To stand out as a market expert, invest in a sleek, mobile-friendly website that mirrors your brand and expertise. Create valuable content in there to address audience needs and position yourself as a trusted real estate resource.

Make sure to also stay active on social media to engage with your community and show off your personality.

Share market insights, client success stories, and local highlights.

High-quality photos and videos of listings capture attention like nothing else – don't underestimate their power!

2. Leverage Local SEO

Local SEO is key to attracting leads who are actively searching for real estate services in your area.

Optimize your content for local search terms like "real estate agent in [your city]" or "homes for sale in [your neighborhood]".

Here's how:

  1. Claim and enhance your Google My Business listing

  2. Embed city, state, and neighborhood names into your website

  3. List your business on directories like Yelp, Zillow, and Realtor.com

  4. Engage locally by sponsoring events or joining organizations

Focusing on local SEO attracts highly targeted leads specifically seeking a real estate agent in their vicinity.

3. Offer Free Resources

Capture leads effectively by offering free, high-quality resources. Think eBooks, market reports, home valuation tools, or insightful newsletters.

To create irresistible lead magnets:

  • Address your audience's key concerns

  • Ensure professional design and quality content

  • Use a compelling call-to-action

  • Follow up within 5 minutes

Free resources not only capture leads but also showcase your expertise and build trust with potential clients.

Check out Ylopo's Buyer Presentation Tool for fast, easy, but high-value guides!

4. Host Webinars and Workshops

Hosting educational events like webinars or workshops is a dynamic way to demonstrate your expertise, engage potential clients, and generate quality leads.

Success hinges on choosing topics that align with your skills and captivate your audience.

Once you've selected an engaging subject, create excitement through strategic promotion using email campaigns, social media posts, and targeted ads.

During the event, deliver valuable content that participants can immediately apply. This not only showcases your knowledge but also provides tangible benefits, positioning you as a trusted resource.

Conclude with a clear call-to-action guiding attendees towards their next step with you.

The event is just the start. Follow up promptly with thank-you messages, additional resources, and clear next steps to maintain momentum and convert attendees into clients.

5. Utilize CRM Tools

Generating leads is just the start – managing and nurturing them until they're ready to collaborate is crucial. That's where customer relationship management (CRM) tools shine.

To maximize CRM effectiveness:

  1. Choose a CRM that integrates seamlessly with your website and other tools

  2. Set up automated campaigns that provide valuable content

  3. Segment your leads for targeted communications

  4. Regularly review CRM data to spot trends and refine strategies

Final Thoughts

Lead generation is an ongoing process that requires commitment from your entire brokerage.

Implementing these strategies and continuously refining your approach allows you to build a robust pipeline of leads for your agents, driving growth and success for your brokerage.

Focus on delivering value, building trust, and providing exceptional service for lasting success.

And while you're at it, make sure that your lead funnel is as streamlined as it gets...

Transform Your Lead Generation with Ylopo

Ylopo's cutting-edge AI tools can help you prioritize, adapt, and refine your approach. Our system delivers quality leads directly to your CRM, engages prospects through smart communication, and showcases your listings beautifully online.

With Ylopo, you can focus on what matters most: building trust, delivering value, and serving your community. Let our technology handle the heavy lifting of lead generation while you cultivate lasting relationships and close more deals.

Don't miss out on potential connections. See how Ylopo can enhance your real estate success. Book your free demo today and transform your lead funnel!

 

About the Author

Aaron “Kiwi” Franklin

Head of Growth