The Best Way to Generate Real Estate Leads

If you’re here, we’re going to assume you’re here to find a net new source of clients…so we’ll leave out repeat business and referrals from past clients in the content below. Of course if you’re not you’re staying in touch with past clients for both referrals and repeat business, check out this article on maximizing real estate referrals.

Ok let’s start…

Leads are oxygen for a real estate sales pipeline. They’re essential for the business. The vast majority of most agents’ time is spent either generating leads OR servicing the leads that have been generated.

So the type of real estate leads to focus on is a pivotal decision. And any successful agent knows you can’t do it all when it comes to lead sources. Focussing on one source at a time is the best way to expand your real estate business. You’ll only need to be successful with a few of these lead sources so the purpose of this article is to evaluate the most popular lead sources and help you decide which to move forward with.

Here are the top lead sources based on our research with top performing agents – we’ll cover each in more detail below:

• Open Houses
• Expireds
• FSBOs
• Property Portal Leads
• Pay at Closing Leads
• Organic Social
• Paid Social
• Search Engine Optimization (SEO)
• Sphere of Influence
• Geographic Farming
• Networking & Relationship Building

Open Houses

Granted our signature software product is an Open House sign-in app so it’s expected that we’d mention this as a top lead source. But we’re not artificially boosting Open Houses in the ranking for best leads; actually they were far and away the top source for leads among agents we heard from in our research (including agents that independently answered this question on Reddit and popular Facebook Groups like Lab Coat Agents.)

Open Houses are a powerful lead-generation tool for both new and experienced agents. Many successful agents started by hosting Open Houses for other agents in their brokerage, giving them direct access to BOTH buyers AND curious neighbors who might be considering selling one day. Super agent Andy Tse talks the importance of Open Houses for his trajectory to greatness here with coach Tom Ferry:

By focusing on Open Houses, newer agents can build their brand in a target market, expand their network, and quickly add leads to their database.

By actively engaging with attendees, agents can establish trust and position themselves as the go-to resource for future real estate needs. Using a free Open House sign-in sheet app like Curb Hero is obviously encouraged.

We’ve got 30+ Open House ideas for maximizing Open House lead gen but getting into the practice of hosting Open Houses for other agents is the first thing. Consider each Open House you host as an “at bat” and from there you can optimize your Open House game in any number of directions depending on the scenario. Oh and if you want to turbo charge the number of at bats you get, check this article on hosting 100 Open Houses in 100 Days.

Also remember that Open Houses not only generate new buyer leads but also help establish an agent’s presence in a specific market. Over time, this strategy builds momentum, leading to more seller prospects AND stronger community recognition, which can also boost your brand in the eyes of possible sellers.

By consistently refining your open house strategy—through targeted promotion, proactive engagement, and timely follow-up—you can establish a steady source of leads. Whether working with buyers, sellers, or both, open houses remain one of the **best ways to generate real estate leads**. A well-executed event can result in multiple future transactions, making it a valuable part of your lead generation plan. Key concepts to focus on include **strategic promotion, visitor engagement, follow-up process, and neighborhood outreach** to maximize results.

Cold Outreach

Cold outreach can be one of the best ways to generate real estate leads. While it requires patience and tough skin (aka lots of rejection) agents who master these strategies are able to put up serious numbers. Another benefit is that there’s nearly an unlimited amount of prospects in these outreach categories so you can reliably scale your business.

Expired Listings

One of the most effective but often overlooked strategies for generating leads is targeting expired listings—homes that were previously on the market but failed to sell.

These homeowners are often frustrated with the process and may be hesitant to relist, making it crucial to approach them with a fresh perspective and a clear value proposition.

We cover expired listings scripts that accomplish this but the best way is to see it in action. Here’s a two hour video showing from BAM showing agents Tom Toole, Dan O’neil and Byron Lazine live cold calling expired listings.

Consistently reaching out to expired listings, whether through cold calling, direct mail, or door knocking, can yield motivated sellers who are ready to relist with the right agent.

For Sale By Owner (FSBO)

FSBOs, while dreaded, present another strong opportunity for proactive agents. These homeowners often believe they can sell their property without an agent, but many quickly realize the challenges of handling marketing, negotiations, and legal complexities on their own. The key to converting FSBOs is offering genuine assistance rather than immediately pitching services and expect pushback. We have an entire artcile on FSBO scripts but like Expireds, watching the best in the biz demonstrate what it takes to convert FSBO leads is the best way to learn. Here Ricky Carruth interviews Shane Noblin about his success with FSBO leads while demonstrating his skills in a live cold call session.

Circle Prospecting

Another highly productive cold outreach method is circle prospecting, where agents call homeowners within a targeted area—often around recently listed, sold, or open house properties. Unlike FSBOs and Expireds these prospects are unlikely to be a listing prospect in the immediate term but that also means they’re not being bombarded by calls from other agents. You’ll be developing relationships with a longer timeline to a transaction BUT they can also be a good source of referrals given the context of a nearby listing or sale (ex: anyone you’d want to be your next new neighbor?). We’ve got an entire deep dive on circle prospecting here but here are some tips to ensure success:

• Know the Target Areas: Prospects will be in neighborhoods with recent sales or listings so it’s important to confidently know that market including the details on any recent transactions. This is your opportunity to demonstrate value.
• Use Effective Scripts: Prepare concise and informative talking points to communicate your message clearly and professionally during outreach.
• Leverage Technology: Utilize tools like dialers and customer relationship management (CRM) systems to streamline your prospecting efforts and keep track of interactions.
• Consistent Follow-Up: Regularly check in with prospects to build relationships and stay top-of-mind for future real estate needs.

Cold calls aren’t for the feint of heart. Handling objections effectively is crucial when cold calling. By using a structured approach, refining your scripts, and staying persistent, cold outreach can be one of the best ways to generate real estate leads from scratch. While it requires patience, agents who master this strategy can build their entire business off of just one of these prospecting tactics.

Digital Marketing: Organic & Paid

Property Portal Leads

For many agents, paid portal leads from platforms like Zillow, Realtor.com, Homes.com, RedX, and Ylopo provide a steady stream of buyer and seller inquiries. These services offer leads either through flat-rate pricing or referral fees upon closing, allowing agents to access potential clients without heavy upfront marketing efforts. The key to success with portal leads is quick response times, solid follow-up systems, and strong conversion strategies to ensure the investment pays off. The other reality is you need ample budget to keep campaigns running while waiting for leads to convert and generate ROI.

Pay at Closing Leads

We’ve got an entire post on pay at closing leads but the benefit to these is that there isn’t an upfront cost per lead (NOTE: some pay at closing leads will have up front setup costs to initiate a campaign). While you can avoid that upfront cost per lead, be prepared to fork over 30-40% of the commission so build that into your forecasts.

Organic Social

A well-executed social media strategy is one of the best ways to generate real estate leads without relying solely on costly paid campaigns. Posting high-quality content on platforms like Facebook, Instagram, and TikTok helps agents stay visible and relevant to potential buyers and sellers. The key is to provide value—whether through market updates, tips for homebuyers, or behind-the-scenes insights into the real estate process. By positioning yourself as a knowledgeable and approachable professional, you build trust with your audience over time.

Instagram Reels and TikTok videos can increase brand awareness and engagement, driving more traffic to your website or direct messages. A successful social media approach typically includes a mix of the following: market insights, property showcases, home-buying tips, lifestyle-focused content, and interactive posts.

Consistency and engagement are essential for long-term results. Agents who post regularly, respond to comments and messages, and interact with other users tend to see the most success. Social media is not just about broadcasting information—it’s about building connections.

Paid Social

Beyond organic content, paid social media strategies can accelerate lead generation especially for those looking to accelerate results—particularly Facebook and Instagram ads—can be an effective lead generation tool.

Some agents prefer using Facebook Lead Forms to capture contact information directly within the platform, while others opt for landing pages to pre-qualify leads before reaching out. Successful paid campaigns often use lead magnets, such as exclusive property lists, market reports, or mortgage deal insights, to entice potential clients.

While paid social requires an investment, the ability to target specific demographics and retarget engaged users makes it a valuable tool for growing a real estate business.

Search Engine Optimization (SEO)

Beyond social media, Search Engine Optimization (SEO) is a powerful long-term strategy for attracting high-quality, inbound leads. By consistently publishing blog content, optimizing website pages, and securing positive Google Reviews, agents can increase their visibility in search engine results. One agent reported gaining 100+ daily website visitors after writing 110+ blog posts over five years, demonstrating the potential of well-executed SEO. Unlike paid ads, SEO leads require no ongoing ad spend, making it a cost-effective way to generate leads over time. For agents willing to invest in content creation and website optimization, SEO can provide a steady stream of motivated buyers and sellers searching for real estate expertise.

Sphere of Influence

One of the most powerful and consistent lead sources for real estate agents is their Sphere of Influence (SOI). Many successful agents rely heavily on their personal and professional networks—especially past clients, family, and friends—to generate a steady stream of referrals. The key to cultivating this valuable resource is maintaining strong, ongoing relationships. Here’s a video that goes over a few tactics to keep your sphere engaged.

We’ve also got an article here with many more sphere of influence tactics for real estate agents.

Geographic Farming

Geographic farming is a long-term listing strategy that positions agents as the go-to real estate source/expert in a specific neighborhood through consistent marketing and community engagement. We’ve got an article 100% dedicated to geo-farming but here are the cliff notes:

• the most successful agents use mailers and postcards to keep homeowners informed about market trends, recent sales, and new listings, ensuring their name becomes synonymous with real estate in the area.
• Beyond direct mail, hosting local events, sponsoring community activities, and actively participating in neighborhood groups help strengthen relationships and establish trust.
• Some agents take farming a step further by partnering with local businesses, networking at social clubs, or engaging in activities like pickleball and golf to create organic connections with potential clients.

Because farming is a long-term commitment, agents who stay consistent and gradually expand their reach—like one agent who grew their farm from 3,500 to 5,000 homes—see the biggest payoff in the form of steady leads, strong brand recognition, and a loyal client base.

Networking & Relationship Building

Successful agents know that real estate is a relationship-driven business, and strategic networking can be a game-changer for lead generation. Hosting meetup groups and social events, such as young professionals’ networking nights or first-time homebuyer workshops, allows agents to connect with potential clients in a casual, low-pressure environment. Partnering with lenders to co-host real estate socials, like wine and networking nights, can also attract motivated buyers and sellers while strengthening referral partnerships. Additionally, joining Realtor associations and business networking groups—especially category-exclusive organizations—creates long-term opportunities by building connections with professionals in related industries like insurance, financial planning, and home services. These relationships not only generate direct referrals but also position agents as trusted resources in their communities.

Beyond local networking, agent-to-agent referrals provide another steady stream of business, especially for relocations. Many agents leverage real estate Facebook groups, industry networks, and platforms like MyHotSheet and CallTend to connect with out-of-area agents looking to refer clients. Hosting regular meetups or online mastermind groups can also strengthen these relationships, ensuring agents are top-of-mind when referral opportunities arise. By prioritizing both local and industry networking, agents can build a strong support system that consistently delivers high-quality, warm leads and lasting professional partnerships.

Final Thoughts: Choosing the Best Real Estate Lead Sources

The best real estate lead generation strategy depends on an agent’s strengths, budget, and long-term goals. Regardless of the method, success comes down to consistency, follow-up, and delivering value to potential clients. By testing different approaches and refining strategies over time, agents can create a balanced, effective lead generation system that fuels long-term growth in their real estate business.