Casanova Brooks
Casanova Brooks

Licensed Agent

Realtor.com Leads Cost in 2022: The Good and The Bad


Table of Contents

Leads are a necessary part of any real estate business.

Whether you’re a new agent trying to get your foot in the door or a seasoned pro looking to expand your business, leads are essential. There are a lot of different lead generation services out there for real estate agents, but today we’re going to focus on Realtor.com’s leads cost.

And while there are many ways to get leads, not all lead sources are created equal.

In this article, we’ll see how Realtor.com’s lead service, Connections Plus, stacks up in terms of cost. Not only that, but we’ll also provide some helpful tips on getting the most out of your leads using this lead generation tool.

What Are Realtor.Com Leads, And How Do They Work?

Realtor.com leads cost and How Leads Work

In the real estate industry, time is of the essence. When a prospective buyer is interested in a property, they want to work with an agent who can act quickly and get the deal done.

That’s where Realtor.com’s Connections Plus service comes in. By sending out a lead to up to two agents, Connections Plus ensures that the buyer will be able to work with an agent who can respond quickly and efficiently.

And because the lead is sent to multiple agents, the buyer has a greater chance of finding the perfect agent for their needs.

A potential buyer who doesn’t get a follow-up within a timely manner is likely to move on to another property.

That’s why Connections Plus has unique features that allow an agent to have a quick follow-up time, ensuring no lead inquiry is left unanswered.

The automated email and text response system is a real time-saver, and the ability to track your progress and see your performance metrics makes it easy to see what’s working and what needs improvement.

While Zillow Premier Agent allows buyers to choose which agent they work with, Connections Plus works by sending out a lead to up to two agents.

How Much Do Realtor.Com Leads Cost?

The cost of leads from Realtor.com Connections Plus service starts at $200 per month. This is a set fee, unlike Zillow, where you set a monthly budget for a certain number of impressions.

The average monthly cost for exclusive leads on Realtor.com is $1,000 per month.

If you’re looking for a more affordable option, non-exclusive leads start at $200 per month. Either way, Connections Plus is slightly cheaper than Zillow Premier Agents.

What Are Exclusive And Non-Exclusive Leads In Realtor.Com?

Real Estate Prospects

When it comes to types of real estate leads on Realtor.com, there are two primary types which are exclusive and non-exclusive.

As their names suggest, the main difference between these two types of leads is who has access to them.

Non-exclusive leads are sent to all agents in a given zip code, meaning anyone can contact them. It also makes it a competitive market, and the one who contacts the lead first has a better opportunity of securing their business. While this may be distressing for some agents, it also lowers non-exclusive leads to more affordable rates.

Exclusive leads, on the other hand, get only sent to one agent by Realtor.com- typically the one who pays the most for them. This exclusivity comes at a cost, making exclusive leads more expensive than their non-exclusive counterparts.

However, this higher price tag also gives agents a better chance of closing a deal. For agents who are serious about their business, exclusive leads may be worth the investment.

Benefits and Drawbacks Of Realtor.Com's Connections Plus

There are several benefits that come with using Realtor.com Connections Plus, and these are:

More Affordable

Realtor.com’s Connection Plus is a more affordable option than Zillow Premier Agents. You only have to pay a set monthly fee, rather than a monthly budget for a certain number of impressions.


The second benefit is that it offers an automated email and text response system. This is a real time-saver, as it ensures that no lead inquiry is left unanswered.

Performance Metrics

Performance metrics

Connection Plus has performance metrics that are available to users. This allows you to see what’s working and what needs improvement in your real estate business.

Less Competition

Connections Plus sends out leads to up to two agents. This gives you a better chance of securing a lead, as there is less competition.

Exclusive Leads

The fifth and final benefit is that Connections Plus offers exclusive leads.As mentioned before, these are the most expensive type of lead but also the most likely to result in a deal.

On the other hand, here are a few drawbacks of using Realtor.com’s Connections Plus:

  • It can be a more expensive option than other lead types.
  • Competition against other agents who are also using Connections Plus.
  • There’s no guarantee that you’ll get exclusive leads.
  • You have to be careful not to overspend on leads.

Deciding whether or not to use Realtor.com’s Connections Plus is a personal decision.

It’s important to weigh the pros and cons of each lead type before making a decision. Consider your budget, your business goals, and how much time you’re willing to invest in each lead.

There is no one-size-fits-all answer when it comes to real estate leads.

The best way to decide is to experiment with different types of leads and see what works best for you and your business. Whichever lead generation type you choose, always remember to follow up in a timely manner and be professional.

Is It Worth It To Buy Leads From Realtor.Com?

Buying Leads

The answer to this question depends on a number of factors.

First, you, as a real estate agent, need to consider your budget and how much you’re willing to spend on leads.

If you’re on a tight budget, then it may not be worth it to buy leads from Realtor.com. However, if you’re willing to spend a little more money on getting qualified leads, then Realtor.com could be a good option for you.

Another factor to consider is your business goals. If your goal is to generate as many leads as possible, then Realtor.com could be a good option for you.

However, if your goal is to generate exclusive and quality leads, then you may want to consider another lead type, such as Zillow Premier Agent.

And finally, you need to consider your competition. If you’re competing against other agents who are also using Realtor.com, then it may not be worth it to buy leads from Realtor.com.

However, if you’re the only agent in your area using Realtor.com, then it could be a good way to get an edge over your competition. When you weigh all of the factors, it’s up to you to decide if buying leads from Realtor.com is worth it for your business.

Lead Conversion

What Is The Conversion Rate Of Realtor.Com Leads?

The conversion rate of Realtor.com leads will depend on a number of factors, including the quality of the leads, the price you’re willing to pay per lead, and your sales skills.

In general, the higher the quality of the leads real estate agents try to generate, the higher the conversion rate will be.

Additionally, if you’re willing to pay more for real estate leads, you’ll likely see a higher conversion rate.

And finally, your sales skills will also play a role in your ability to convert real estate leads into actual sales.

If you’re new to real estate sales, you may not have the same success converting leads as an experienced agent.

All of these factors will come into play when determining your conversion rate. However , in general, you can expect a higher conversion rate with Realtor.com leads than with other lead types.

Does Paying For Leads Work?

You can run ads, host events, or even offer discounts to generate leads as a real estate agent. But one method that is often overlooked is paying for leads. While it may seem counterintuitive to spend money on something that you could get for free, there are actually a number of advantages to paying for leads.

First of all, when trying to get paid leads, you are essentially buying a list of potential customers who have already expressed an interest in your product or service.

By buying leads, you can avoid the time and expense of running ads or hosting events. This means that you are more likely to convert these leads into actual sales. Additionally, paying for leads can help to save you time and money in the long run.

And finally, paying for leads can give you a competitive edge over other businesses that are relying on free methods of generating all the leads. When you weigh all of the pros and cons, it becomes clear that paying for leads is a smart investment for any business.

How Do Zillow Leads Work?

Zillow leads work differently than Realtor.com leads. With Zillow, agents set a monthly budget for a certain number of impressions.

This means that your listing will be shown to prospective buyers who are searching in your area.

The number of impressions you get depends on your budget and how much you’re willing to pay per lead.

While this may be a more costly option upfront, it could pay off in the long run if you’re able to secure a few deals. Because when impressions are turned into leads, those leads are exclusive to you.

But buyers actively searching on Zillow most of the time already have an idea of the properties they want to see, which means that you may have to work a little harder to persuade them. It’s important to remember that with Zillow, you’re not just competing against other real estate agents in your area – you’re also competing against the properties themselves.


In conclusion, there are a number of things to consider before determining whether buying leads is worth it for your company. Your budget, company goals, and the degree of competition are all important factors.

You’ll also need to figure out which lead type is best for you. If you have a limited budget, Realtor.com leads cost might be a viable alternative.

But, if you want unique leads, Zillow may be a better option. It’s ultimately up to real estate agents to pick the most appropriate lead type for their business.

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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