Casanova Brooks
Casanova Brooks

Licensed Agent

5 Ways To Generate Leads In Real Estate


Table of Contents

What are the ways to generate leads in real estate?

While some agents believe that all leads are created equal, this is not the case. In fact, the quality of your leads can make or break your real estate business. 

This is why it’s important to focus on generating high-quality leads above anything else. Luckily, there are a number of ways to do this so that you can get the most out of your real estate lead generation efforts.

We’ll cover the top five ways to generate real estate leads. Let’s get started!

Best Ways To Generate Leads In Real Estate

understand leads

1. Understand What Leads Are

A lead is a potential real estate customer who has shown some interest in purchasing or leasing property. Real estate agents typically generate leads through open houses, cold calling, door-knocking, and online marketing.

However, not all leads are created equal. Some may be interested in taking a tour of a property but have no intention of making an offer, while others may be ready to make a purchase but are not yet pre-qualified for a loan.

As a result, real estate agents need to qualify their leads in order to determine the best way to proceed. Doing so can maximize their chances of making a sale or finding a tenant for their property.

The Different Types Of Leads And How They’re Generated

Real estate agents can generate numerous types of leads, each with its own benefits and drawbacks. 


The most common type of lead is a referral, which typically comes from a friend or family member. Referrals are often high-quality leads, but they can be challenging to come by.

One way to get them is to simply ask your current clients if they know anyone who might be interested in buying or selling a home. Another approach is to offer incentives for people who give you referrals, such as discounts on your services or a cut of the commission. 

Of course, it’s also important to provide good service and build strong relationships with your clients, as that will make them more likely to recommend you to others. By taking these steps, you can increase your chances of getting high-quality referrals.

Cold Calling

Another common type of lead is a cold call, which involves calling people who have not expressed interest in buying or selling property. Cold calls can be effective, but they often result in a high volume of rejection.

For real estate agents, cold calls are a necessary evil. It’s often the only way to reach potential clients who aren’t actively looking to buy or sell a property. However, real estate agents can expect to receive a high volume of rejections when making cold calls. 

In many cases, potential clients are not interested in speaking with a real estate agent, or they may already be working with another agent.

As a result, real estate agents must be prepared for a lot of rejection when making cold calls. Despite the challenges, cold calling can still effectively reach new clients and grow your business.

Online Leads

Another type of lead is an online lead, which comes from sources like real estate websites and online directories. Online leads can be very effective in overall real estate lead generation, but they may require more follow-up work than other types of leads.

For example, an online lead might come from a website that captures contact information but does not provide much background. As a result, the real estate agent would need to take the time to reach out and learn more about it before moving forward.

In contrast, a lead from a personal referral might already have a strong relationship with the real estate agent, making it easier to close the sale. Therefore, while online leads can be valuable, they should not be the only source for a real estate agent.

Ultimately, the best type of lead is the one that results in a sale. However, all other types have the potential to turn into a sale if they are properly managed.

cold calling

How To Track And Measure Lead Generation Efforts?

There are a number of ways to track and measure lead generation efforts. The most important factor is to make sure that you are following the right metrics. Here are some things to consider when tracking and measuring leads:

What is the goal of your lead generation campaign? What type of leads are you targeting? Where do your leads come from? How many leads do you need to achieve your goal? What is the cost per lead? How long does it take for a lead to turn into a customer in your local real estate market?

Once you have determined what metrics to track, there are a number of ways to collect the data. You can use website analytics tools, such as Google Analytics, or lead capture software, such as an email autoresponder. You can also track leads manually, such as by using a spreadsheet.

For example, if you notice that your online advertising is generating a lot of leads but most are not qualifying as real estate prospects, you may need to adjust your targeting. 

On the other hand, if you’re generating many leads from referrals. Still, few of them are converting into customers. You may need to focus on developing better relationships with your referral sources. 

Tracking and measuring your lead generation efforts can assure you that you’re using your time and resources effectively to maximize your chances of success.

Tips For Improving Lead Capture And Conversion Rates

There are several things you can do to improve your lead capture and conversion rates.

Here are some tips:

  • Use an online form builder to create optimized forms for lead capture.
  • Use pop-ups or exit intent pop-ups to offer value in exchange for contact information.
  • Place calls-to-action on your website and blog to encourage visitors to sign up for your mailing list.
  • Use lead magnets, such as ebooks or white papers, to offer something of value in exchange for contact information.
  • Use social media to generate leads and drive traffic to your website.
  • Run targeted ads on Google, Facebook, or other online platforms.
  • Use a CRM or lead management software to track and manage your leads.
  • Work with a lead generation agency to outsource your lead generation efforts.

Improve your lead capture and conversion rates by following these tips to generate more leads and close more sales.

2. Generate Leads Through Online Channels

online leads

Online channels offer a number of advantages for lead generation. First, they allow you to reach a large audience with your message. 

Second, they provide an easy way to sign up for your mailing list or request more information about your products or services. Lastly, they offer a cost-effective way to generate leads.

There are a number of online channels that you can use for lead generation.

These include:

  1. Your website: Use your website to capture leads with forms, pop-ups, or calls-to-action.
  2. Your blog: Use your blog to generate leads with targeted content and calls-to-action.
  3. Social media: Use social media to generate leads with targeted content and ads.
  4. Online directories: Use online directories, such as Yelp or Google My Business, to generate leads with your business listing. You can also find expired listings using these directory services like your state’s MLS.
  5. Pay-per-click ads: Use pay-per-click ads to generate leads with targeted ads.

You can reach a large audience with these online channels and create a successful real estate business.

Evaluate Your Website And Make Necessary Changes

Your website is one of the most important tools in your lead generation arsenal. To make sure that your website is generating leads, you need to evaluate it regularly and make changes as needed. 

Here are some things to look for:

– Does your website have a clear call-to-action?

This ensures that if visitors to your website are interested in your offer, they know how to sign up for more information.

– Is your website optimized for lead capture?

Make sure that your forms are placed prominently on your website and easy to fill out.

– Is your content targeted and relevant?

Your website content should be targeted to your ideal customer and relevant to their needs.

– Is your website easy to navigate?

Make sure your website is easy to navigate so visitors can easily find the information they’re looking for.

If you find that your website is not generating leads, make the necessary changes to improve its performance.

– Is your website mobile-friendly?

With more and more people using mobile devices to access the internet, your website must be optimized for mobile.

If you answered “no” to any of these questions, you need to make some changes to your website. Make sure to optimize your website for lead generation, so you can increase your chances of generating leads and closing sales.

Research And Use Effective Keywords For SEO Purposes

One of the best ways to generate leads is to use effective keywords for search engine optimization purposes. 

By researching and using relevant keywords for your business, you can improve your chances of appearing on search engine results pages (SERPs). This, in turn, will help you to generate more leads.

To find the right keywords for your business, you can use keyword research tools, such as Keyword Revealer or Ahrefs.

Once you have a list of relevant keywords, you can start incorporating them into your website content, blog posts, and social media posts.

Using effective keywords can improve your chances of generating leads through SEO.

search engine optimization

Use Social Media Platforms To Connect With Potential Leads

Social media platforms, such as Facebook, Twitter, and LinkedIn, offer a great way to connect with potential leads. You can use social media to share your content, interact with potential customers, and build relationships.

To generate leads with social media, many real estate agents follow these social media tips:

  • Post targeted content that is relevant to your audience.
  • Use effective calls-to-action.
  • Engage with potential leads.
  • Build relationships.

Generate Leads Through Online Directories

Online directories, such as Yelp and Google My Business, offer a great way to generate leads. When people search for businesses in their area, your business will come up in the results.

To make sure that your business is listed in online directories, you need to claim and optimize your listing, add photos and videos, and encourage reviews. Doing these improves your chances of generating leads through online directories.

Generate Leads With Pay-Per-Click Ads

Pay-per-click (PPC) ads offer a great way to generate leads. With PPC ads, you can target a specific audience with your ad campaigns. This allows you to reach potential leads who are interested in what you have to offer.

ad campaign

To generate leads with PPC ads, you need to:

  1. Research your target audience. This will help you to identify the keywords that they are using to search for businesses like yours.
  2. Target your ads to your target audience. Ensure that your ads are relevant to your target audience and that they are targeting the right keywords.
  3. Monitor your results. Track your click-through rate (CTR) and conversion rate to see how well your ads perform.

Create Valuable Content That Will Attract Attention

One of the best ways to generate leads is to create valuable content. This can be in blog posts, eBooks, white papers, or infographics. 

A lot of businesses make the mistake of creating content that is all about them. However, if you want to generate leads, you need to create content that is focused on your audience and their needs.

Creating valuable content can attract attention and encourage potential customers to contact you. This, in turn, will help you to generate more leads.

Use Marketing Automation Tools To Streamline The Process

Marketing automation tools, such as HubSpot and Pardot, offer a great way to streamline the process of lead generation. With these tools, you can automate tasks, such as email marketing, social media campaigns, and lead nurturing. This will save you time and allow you to focus on other aspects of your business.

3. Generate Leads Through Offline Channels

Offline channels can also be used for lead generation. These channels include print ads, networking events, etc. While offline channels may not be as effective as online ones, they can still generate leads.

Network With People In Your Industry At Events And Conferences

In offline lead generation, networking is one of the most effective methods. You can meet potential leads and customers by attending events and conferences related to your industry, such as real estate investing. This gives you a chance to build relationships and get your business in front of a new audience.

Use Print Ads

Print ads can be a great way to generate leads. You can place ads in magazines, newspapers, or online directories. Ensure that your ad includes a call-to-action so potential leads can contact you.


Meet New Customers Through Word-Of-Mouth Marketing From Satisfied Clients

One of the best ways to generate leads is through word-of-mouth marketing. When your current customers are happy with your product or service, they will be more likely to recommend you to their friends and family. This can help you to generate new leads and grow your business.

In addition, word-of-mouth marketing is often more trusted than other forms of marketing, as it comes from a personal recommendation. As a result, investing in providing a great product or service that will leave your customers satisfied is one of the best ways to generate leads and grow your real estate business.

Connect With Other Businesses In Your Area To Create Partnerships Or Joint Ventures

Another offline lead generation method is to connect with other businesses in your area. This can be done by creating partnerships or joint ventures. This will allow you to reach a new audience and generate leads for your business. 

For example, a real estate agent could partner with a local home improvement store. The real estate agent could then offer discounts to customers who purchase products from the home improvement store. 

This would benefit the real estate agent by generating new leads, as well as benefiting the home improvement store by increasing sales.

joint ventures

You can also generate leads by sponsoring local events or donating to charities in your community. This allows you to get your business name out there and attract potential customers who may not be aware of your business otherwise. 

By sponsoring local events, you also have the opportunity to network with other businesses in your community.

Get Involved With Your City’s Chamber Of Commerce

Chambers of commerce are business organizations that promote and support local businesses.

By getting involved with your chamber of commerce, you can meet other real estate agents and business owners, learn about new development projects in the works, and get your name out there as a real estate agent who is active in the community. 

Chambers of commerce can be a great way to generate leads, so if you’re not already involved, it’s worth considering joining one.

4. Convert Your Leads Into Customers

convert leads

Identify The Leads That Are Most Likely To Convert Into Customers

The first step in converting leads into customers is to identify the leads that are most likely to convert. There are a number of factors that you can use to identify these leads, such as their location, budget, and the type of property they’re interested in.

The most obvious factor is location. If an agent is only interested in selling properties in a particular city or state, then they will only want to generate leads from that area. Another important factor is budget.

An agent will need to know how much money a potential lead is willing to spend on a property before they can begin the selling process. Finally, the type of property a lead is interested in is also a helpful indicator.

For example, if a lead is only interested in apartments, then the agent will know that they should only show them properties that fit those criteria. Real estate agents can ensure that they are only generating high-quality leads by taking the time to consider these factors.

Build Relationships With Your Leads

Once you’ve identified the leads that are most likely to convert, you need to start building relationships with them. This can be done by staying in touch and providing them with helpful information. You should also make sure that you’re available to answer any questions they have about the purchasing process.

Convert Them Into Paying Customers By Providing A Great Customer Experience

A real estate agent’s job is to help people buy and sell the property. But in order to be successful, they need to do more than just show houses or put up signs. They need to provide a great customer experience.

The real estate industry is competitive, and agents need to stand out to attract and retain customers. A key way to do this is by providing an exceptional level of service.

This means being responsive to phone calls and emails, punctual for appointments, and knowledgeable about the market. It also means going above and beyond for clients, whether it’s helping them negotiate a good price or simply making them feel like they’re your only priority.

Providing a great customer experience doesn’t just benefit the customer but also the real estate agent. Satisfied customers are more likely to use an agent’s services again in the future, and they are also more likely to refer friends and family. 

In other words, happy customers mean more business for real estate agents.

So if you’re in the process of converting leads into paying customers, remember that providing a great customer experience is just as important as finding the right property. It could be the key to success.

nurture leads

5. Nurture Your Leads

Anyone in the real estate business will tell you that one of the most important things you can do is to nurture your leads. But what does that mean, exactly?

Nurturing your leads simply means staying in touch with them regularly and keeping them updated on new listings, changes in the market, and anything else that might be of interest to them.

The goal is to create a relationship of trust and communication so that when the time comes for them to buy or sell a property, they will think of you first.

There are many different ways to nurture your real estate leads. Here are some of the most effective ones:

Understand What Your Leads Want And Need, And Provide Them With The Information They Need

One of your key responsibilities is to nurture your leads. This means understanding what they want and need and providing them with the information they need to make an informed decision about buying or selling a property.

There are a number of ways you can do this, but one of the most effective is simply keeping in touch. Send occasional emails or postcards, for example, letting your leads know about new properties that have come on the market or changes in the real estate market.

You can also offer them helpful resources, such as guides to buying or selling a home, articles on real estate trends, or even just tips for maintaining their property. By staying in touch and providing useful information, you can build trust and relationships with your leads, making them more likely to use your services when they’re ready to move.

Keep In Touch With Your Leads Through Email Marketing, Social Media, Or Other Methods

Email marketing allows you to stay in touch with your leads without being too intrusive. You can also use social media to stay in touch with your leads. Social media is a great way to build relationships with your leads. It’s also a great way to get referrals.

talk to clients

Be Available To Answer Their Questions

When your leads have questions, be sure to answer them. If you’re unable to answer their questions, they may lose interest and move on to another real estate agent.

It’s also important to be responsive to their inquiries. If you don’t respond promptly, they may get the impression that you’re not interested in their business.

The bottom line is that if you want to nurture your real estate leads, you need to be available to answer their questions and be responsive to their inquiries.

Follow Up After A Sale To Make Sure The Customer Is Happy And Satisfied

It’s not enough to just make a sale; you also need to follow up with your customer afterward to make sure they’re happy and satisfied.

One way to do this is to send a customer satisfaction survey. This will help you get feedback on your performance and allow you to address any concerns the customer may have.

Another way to follow up with your customers is to simply call them and ask how they’re doing. This is a great way to build relationships and get referrals.

The bottom line is that if you want to nurture your real estate leads, you need to follow up after the sale to make sure the customer is happy and satisfied.


A multi-channel marketing approach is the best way to generate leads in 2022. Use a combination of methods, such as online ads, SEO, and social media outreach, to reach the most people. 

Another effective way to get leads in 2022 is by creating valuable content that potential buyers want to consume. This could be in the form of blog posts, eBooks, or even videos. Generating leads through referrals will also continue to be important in 2022. 

Build strong relationships with clients and other real estate professionals to increase your chances of getting quality leads from them. 

Finally, staying up-to-date on industry changes is important to adjust your marketing strategy accordingly. If you can anticipate what trends buyers will follow next year, you’ll be better equipped to attract them to contact you about purchasing a home. 

Equip yourself. How are you planning on generating real estate leads in 2022?

casanovabrooksCasanova Brooks is a real estate entrepreneur. With a background as a licensed realtor at Berkshire Hathaway and currently serving as a Change Agent at eXp Realty, Casanova brings a wealth of expertise and experience to the table. Beyond real estate transactions, Casanova is a seasoned motivational speaker, author, and podcast host. His book, “Real Estate: Play the Game Like the Winners,” reflects his commitment to sharing insights and strategies for success in the ever-evolving world of real estate. Join him on his journey as he continues to make waves in the world of real estate and beyond.

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