Redfin is all about using tech to connect homebuyers with agents, so it's not hard to see why many view it as one of their top options for lead generation.
Browse Redfin in many big cities, and you'll see lots of listings and tools to research homes.
For partners, this could mean more folks raising their hand for help. Pretty tempting, right?
But hold up. Working with Redfin has some real trade-offs.
Those referral fees partners pay? A big slice of the commission, sometimes over 30%.
And just because buyers are on Redfin doesn't guarantee they'll buy.
Lead quality changes a ton between markets.Still, Redfin's got some snazzy tech tools to help you stay organized and follow up faster.
For some agents, this automation could be a total game changer. But it takes work to use them well.
So is Redfin worth a shot?
This article looks at 5 key parts of the puzzle that matter most. We'll explore what agents should think about with costs, tech perks, service expectations and more.
But before going deeper, here’s a list of the top lead gen tools you need to succeed in 2024 and beyond.
#1: Redfin’s Listing Service Drives Targeted Traffic
Source: Redfin
With a tech-savvy focus, Redfin provides an online platform where homebuyers can search listings, research neighborhoods, and connect with agents.
Redfin has listings in many major metro areas, driving targeted traffic to their site.
This targeted traffic is one of the biggest potential lead sources for partners.
When homebuyers browse Redfin and inquire about properties, partner agents have the opportunity to connect with these motivated leads.
Redfin’s listing reach expands your exposure to serious buyers already engaged in the site.
However, it’s important to note that partner agents aren’t given exclusive geographic areas on Redfin.Multiple agents may be connected with leads in the same neighborhood.
But for active partners willing to quickly respond and provide great service, the site can still be a lead opportunity.
#2: Redfin’s Referral Model Offers Commission Splits
Redfin’s partner program is based on a referral model, where partner agents pay Redfin a referral fee when a deal closes.
This fee ranges from 30-35% of the buyer’s agent commission.
The advantage of this model is that agents aren’t paying upfront for leads.
You only pay a referral fee if a lead converts.
However, the referral fee percentage is on the high end compared to other lead referral models.
When weighing the costs and benefits, consider your average commission and conversion rates.
If you can convert a solid percentage of Redfin leads into sales, the referral fees may still make financial sense in return for the lead flow.
But for lower converting agents, the fees may be too much.#3: Redfin Lead Quality Varies by Market
While Redfin attracts motivated buyers engaging with their platform, lead quality can vary significantly by market.
For example, in competitive markets like San Francisco and New York, Redfin buyers tend to be more qualified as home prices necessitate higher incomes and financing readiness.
However in some smaller markets, Redfin attracts more casual site visitors in earlier research phases.Be sure to talk with partner agents in your area to get insights on what level and quality of leads they receive from Redfin to understand what to expect.
The results can be quite different across different cities and towns.
#4: Redfin Partner Agents Must Deliver Great Service
To be successful as a Redfin partner agent, you need to be responsive, reliable and provide excellent customer service.
Redfin’s model is based on efficiently connecting each match with an agent who will meet their needs.
That means quickly responding to new lead notifications, following up in a timely manner and being readily available to show homes or answer questions.
Clients we speak to often complain when partner agents are slow to respond or not attentive enough.
Bring your A-game when it comes to service and communication.
Additionally, make sure to set proper expectations with leads upfront on your availability, pricing and services offered.
Redfin will connect you, but it’s up to you to deliver.#5: Redfin Technology Can Streamline Follow-Up
A major benefit of Redfin is how their technology can streamline lead management and follow-up.
Redfin has built CRM and communication features to help partners stay organized and responsive.
For realtors used to mostly manual processes, these systemized features can be a game changer for handling large lead volumes efficiently.
Redfin partners often highlight that the CRM and automated follow-ups save huge time and effort compared to their previous workflows.
Evaluate your existing processes and tools to determine if Redfin’s tech suite would provide a boost.
For less tech-savvy agents, there may be more of a learning curve to leverage the platforms fully.But for most, Redfin’s tech and automation is a major perk.
Key Takeaways: Weighing the Pros and Cons of the Redfin Model
When considering partnering with Redfin, it’s important to thoroughly evaluate the pros and cons to determine if the model is a fit for your specific business.
Pros
Exposure to motivated buyers already on Redfin site
No upfront costs - only pay on closed referrals
Streamlined CRM and follow-up technology
Redfin handles marketing and traffic generation
Cons
Referral fees range 30-35% of commission
No exclusive geographic territory
Lead quality varies significantly by market
Must be highly responsive and service-focused
Less personalization than traditional brokerages
Take time to analyze your business needs, capacity, costs and marketing approach to guide your decision.
While Redfin isn’t a fit for every realtor, their large buyer audience and turnkey structure offers intriguing potential if the model aligns with your goals.
Discuss options with your broker and evaluate referral models before jumping in.
Weigh the benefits and drawbacks outlined above based on your unique objectives.
If you decide to test the Redfin platform, go in with clear expectations around costs, commissions and required service levels.With smart assessment and preparation, partnering with Redfin’s real estate marketplace and referral program can provide a scalable new source of motivated buyer and seller leads.
See How Ylopo Gives You the Best of Both Worlds
If Redfin seems appealing but rigid, it's time to explore a better fit.
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Our customizable tools seamlessly integrate with your business to help you scale faster, easier and on your terms.Schedule a personalized walkthrough to:
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About the Author
Aaron “Kiwi” Franklin
Head of Growth
Aaron "Kiwi" Franklin is the Head of Growth at Ylopo and an innovative technologist and serial entrepreneur who has over 25 years of experience creating digital solutions for major brands and pioneering companies at the intersection of technology and real estate. His depth of expertise stems from leading development of the first website for Apple to founding a global community of over 1,000 elite athletes. Connect with me