6 Best Real Estate Lead Generation Companies
Gina is a licensed real estate salesperson, experienced trainer, and former high school educator of 1,000+ learners. She writes for Fit Small Business with a focus on real estate content.
Jealie is a staff writer at Fit Small Business, specializing in real estate education.
This article is part of a larger series on Real Estate Lead Generation and Marketing.
The best lead generation companies for real estate assist agents and brokerages in generating, attracting, nurturing, and advertising eligible homebuyer and seller leads. An efficient realtor lead generation system is critical in establishing and growing a successful real estate business; thus, it should offer software integrations, IDX (internet data exchange) websites, and campaign automation. We identified the six best real estate lead generation companies based on price, ease of use, customer support, and features.
Here are the top lead generation companies for real estate agents and brokers based on our criteria:
- Placester: Best for its expert-built websites and code-free, real estate-specific website builder for agents and brokerages
- Follow Up Boss: Best for its all-in-one customer relationship management (CRM) platform with robust workflow automation tools
- BoldLeads: Recommended for agents and brokerages ready to scale lead generation efforts
- Zillow Premier Agent: Ideal for real estate professionals seeking buyer leads with costs varying by market
- Zoho CRM: Suitable for agents wanting an affordable CRM with robust social integrations
- Market Leader: Best for real estate professionals who need tools to automate their marketing efforts
Best Real Estate Lead Generation Companies at a Glance
Lead Generation Websites | Starting Price | Free Trial | Offers Exclusive Leads | Marketing Assistance | Customer Support |
|---|---|---|---|---|---|
 | $80 per month for National Association of Realtors (NAR) members; $100 for non-NAR members | 30 days | N/A | ✓ | Phone, email, and virtual concierge |
 | $69 per user, per month | 14 days | N/A | ✓ | Phone, email, and virtual concierge |
 | $269 per month | N/A | ✓ | ✓ | Phone, email, and text concierge |
 | Depending on the ZIP code; average cost starts at $20 per lead | N/A | N/A | ✓ w/fee between $20 and $60, depending on ZIP code sales, competition, and ad spend | Phone, email, and virtual concierge |
 | $14 per user, per month | 30 days | N/A | ✓ | Phone, email, and virtual concierge |
 | $129 per month | N/A | ✓ | ✓ | Phone and email |
Which lead generation website is right for you?
To help determine which lead generation website is best for you, take this quiz:
Placester: Best Expert-built & Code-free Professional Website Builder
Placester
Overall Score:
4.80 / 5
What We Like
- Unlimited updates forever on expert-built websites
- Customizable website design and templates
- Fully integrated with advanced internet data exchange (IDX) listing search
What's Missing
- Limited customization options for the Starter plan
- No third-party integrations or lead capture tools in the Starter plan
- Limited customer support for lower-tier plans
Why Choose Placester
- Placester is the only website builder with real estate-specific website designs. In addition, each design is highly customizable, search engine optimization (SEO)-friendly, and includes a code-free IDX feed.
Placester is a code-free professional website builder that allows brokers and agents to develop a lead generation website easily. It includes a simple platform with professional-looking website templates and leads capturing tools—helping you expand your real estate business. You can also create a search engine optimization (SEO)-friendly website with an IDX feed using premade templates or pay for customizable website building services in its marketplace.
If you are not particularly tech-savvy or prefer to leave design elements up to professionals, Placester has a “Do It For Me” (DIFM) option. With this option, you will work with a website designer to customize your site to your specifications. They will ask you a series of questions to understand what you are looking for and receive a draft of your website within 48 hours. From there, you can make changes and updates with your designer to ensure your website fits your exact preferences and reaches the right audience.
There are several add-on services available in the Placester Services Marketplace to supplement the standard features of your plan. These include site setup, custom site development, website updates, logo design or cleanup, picture retouching, video editing, branding and style guide, blog articles, email text, and SEO. Placester CRM also integrates with third-party platforms like Zapier and TotalBrokerage to help agents in email marketing, customer support, and lead generation.
In addition, to generate qualified leads, Placester has custom landing pages designed to help real estate agents and brokers attract different types of site visitors through organic search. Although this isn’t the only option on our list for building a lead generation website, it’s the option with the most custom real estate website designs to set your brand apart.
Additional Placester Features
Sample Placester website templates
- Real estate-specific website templates and landing pages: Customizable Placester’s website templates and landing pages to match and boost your brand.
- IDX listing search engine: Gives buyers a more accurate and detailed insight into active properties and, thus, enables users to generate more leads.
- Built-in SEO tools: Assists users on how to optimize websites for SEO.
- Services marketplace: Allows you to browse the hundreds of affordable services anytime offered by reliable, Placester-approved marketing professionals.
- Integration with Zapier: Provides more than 4,000 integrations, like Trello and Pipedrive, for users on the Advanced plan.
Placester Customer Feedback
Most Placester customer reviews praised the modern, professional-looking styles of all available website designs and templates. Additionally, users found it simple to create and manage their websites, saving them time. They also appreciate the customer support provided by associates and the public real estate marketing academy. With these, Placester garnered a 4.7 out of 5 in customer review ratings.
However, some users complained that Placester’s CRM is unstable, and there are no choices for purchasing real estate leads offered. If you are looking for a platform with a website, CRM, and paid leads, check out Market Leader.
Read our comprehensive Placester review to determine whether Placester is suitable for you.
Placester Pricing
Plans | Best For | Cost |
|---|---|---|
Starter Plan | Agents wanting to get started with digital marketing | $80 per month |
Advanced Plan | Single site solution for design and branding focused agents and teams | $150 per month |
Office Builder Plan | Design-conscious brokerages that want to offer and manage digital marketing for their agents | $300 per month |
Follow Up Boss: Best All-in-one CRM With Robust Workflow Automation Tools
Follow Up Boss
Overall Score:
4.76 / 5
What We Like
- Advanced lead distribution feature auto-assigns leads to real estate agents based on their location or geography of expertise
- Integrates with 200+ real estate lead sources, including Realtor.com and Zillow
- Robust automation tools
What's Missing
- Subpar customer support
- Steep pricing
- No option to buy leads
Why Choose Follow Up Boss
- Follow Up Boss is a CRM developed for nurturing real estate leads. Create public notes on your contacts, book appointments, view daily tasks, and collaborate with your team to accomplish more.
Follow Up Boss is a CRM software designed for real estate agents—integrating sales, real estate marketing, and reporting tools in a single platform. Its workflow automation tools enable users to generate real estate leads, manage sales pipelines, and make notes to share with their team. It also offers a multichannel communication tool to real estate agents and agencies, allowing them to communicate with contacts via short message service (SMS) messaging, email, and an in-app phone.
Plus, a unified team inbox makes it easier for teams to keep track of all ongoing conversations. Follow Up Boss provides a custom phone number to keep your client contacts separate from others, enabling you to contact them quickly through a phone call, text message, or email.
Follow Up Boss integrates with over 30 other tools, including Google Workspace, Zapier, Office 365, and 200-plus lead providers, like Zillow, Realtor.com, Ylopo, and Facebook Ads. These features combined make Follow Up Boss the most comprehensive and user-friendly CRM on our list.
Additional Follow Up Boss Features
Screenshot of teams and brokerages lead screen (Source: Follow Up Boss)
- Action plan tool: Provides historical data and system criteria to ensure they contact leads at the best possible opportunity.
- Team leaderboard: Evaluates each real estate agent and motivates teams to improve overall performance.
- CRM report generating tools: Provide extracting data-backed reports that indicate operational performance.
- Mobile app: Provides all the information needed when meeting with potential clients or sellers.
- Third-party CRM integrations: Allow users to synchronize data into the CRM platform, manage their social media accounts, track insight trends, and enhance productivity.
Follow Up Boss Customer Feedback
Based on 193 Facebook reviews, Follow Up Boss received a 4.9 out of 5 rating. Agents and brokers praise its real estate software, claiming that it keeps all of their leads and conversations organized, and that customer service goes above and beyond to assist them. A feature that Follow Up Boss lacks is the option to produce or purchase real estate leads. If you need this feature, Zillow Premier Agent or Placester may better fit you.
Want to learn more about this CRM? Check out our expert Follow Up Boss review to learn more about its pros and cons and determine whether it’s a good fit for your real estate business.
Follow Up Boss Pricing
Plans | Best For | Cost |
|---|---|---|
Grow | For solo agents and small teams that need full-featured CRM with unlimited leads and contacts and automatic lead follow-up | $69 per user, per month |
Pro | For real estate teams chasing growth that need advanced tools like team leaderboard and personalized onboarding | $499 per user, per month for up to 10 users |
Platform | For big teams and brokerages that want an enterprise-class CRM | $1,000 per user, per month for up to 30 users |
BoldLeads: Best for Scaling Lead Generation Efforts
BoldLeads
Overall Score:
4.75 / 5
What We Like
- Exclusive leads and customizable follow-up funnels
- Extensive customer support and software training and coaching
- Managed pay-per-click (PPC) ads
What's Missing
- No free trial
- IDX website is only available on the advanced plan
- Tracking and follow-up tools don’t include advanced analytics like segmentation
Why Choose BoldLeads
- BoldLeads organizes and administers your pay-per-click (PPC) advertisements on Facebook and Google, including ad placement and advanced targeting. It also provides automated email drip campaigns with a simple learning curve for you to see results.
BoldLeads provides various tools, such as robust marketing campaigns, automatic market reports, and a custom IDX website. These tools help agents and brokerages generate buyer and seller leads and automate follow-up, which will scale their real estate lead generation efforts and multiply the number of exclusive leads. Plus, BoldLeads provides exclusive real estate leads, a CRM tool, and premade lead nurturing funnels.
BoldLeads also offers ad management, email and SMS themes, automatic market reports, and third-party interfaces. The platform’s funnel system shows organized leads to generate interactions and customize your message to a particular audience. BoldLeads, unlike the other providers on our list, also administers your pay-per-click (PPC) advertising and offers intensive training and coaching for using their lead generating and nurturing software.
Additional BoldLeads Features
BoldLeads’ text concierge feature
- Exclusive leads within your ZIP code: Exclusive leads along with ad management, landing pages, and text concierge provide users with a clearer view of each lead’s status from the get-go and get more leads and deals.
- Customizable follow-up funnel: Layered with emails, texts, and ringless voicemails to track clients effectively.
- BoldLeads CRM: Shows engagement indicators, task reminders, and lead status, preventing any leads from falling through the cracks.
- Customer support and training: Includes coaching, BoldLeads blueprint, lead conversion webinars, and a help center to answer your questions in detail.
- Third-party integration: Integrates directly with various management tools and over 3,000 other apps like LionDesk and Zapier.
BoldLeads Customer Feedback
BoldLeads has a 4.7 out of 5 customer review rating from 872 users, indicating that many agents have successfully utilized it to produce and convert leads. Numerous agents also noticed more significant results with BoldLeads over time. They improved their understanding of BoldLeads and built appropriate target areas and follow-up techniques.
Some agents, however, reported that their leads were not qualified, making conversion difficult. While lead conversion cannot be guaranteed, Zillow Premier Agent is a better option, offering a constant flow of buyer leads that real estate agents can acquire and convert to buyer clients.
Want to know if BoldLeads is a good match for your real estate business? Check out our comprehensive BoldLeads review.
BoldLeads Pricing
Plans | Best For | Cost |
|---|---|---|
Buyers or Sellers | Generating and converting one type of lead | $269 per month |
Ad Spending | Varies depending on budget/actual cost of PPC ads on social media and search engines | Additional $250 per month |
Lite | New agents looking for leads and a simple CRM | $499 per month |
Professional | Growing businesses needing enhanced features and more leads | $699 per month |
Advanced | Complete system for those ready to level up | $1,399 per month |
Zillow Premier Agent: Best CRM to Generate Buyer Leads per Location
Zillow Premier Agent
Overall Score:
4.72 / 5
What We Like
- Includes a personalized agent website
- Exclusive placements on your listings
- Streamlined CRM
What's Missing
- Lacks robust follow-up tools
- Leads aren't necessarily qualified or exclusive
- Can become expensive depending on your location
Why Choose Zillow Premier Agent
- Zillow receives more traffic from active home buyers than any other real estate website. Hence, it’s only reasonable to take advantage of its enormous number of leads. Furthermore, Zillow Premier Agent (ZPA) allows you to create homebuyer leads without spending a lot of time or effort learning the program.
Zillow Premier Agent (ZPA) provides buyer leads per location with varying pricing tiers for realtors hunting buyer clients. It is a highly effective platform for generating buyer leads rather than strategically assisting realtors in obtaining sales listings. Because many active buyers visit Zillow’s listings during their property search, it provides real estate brokers with a steady flow of buyer leads that they can acquire and convert to buyer clients.
Further to this, ZPA agents pay for Zillow listing page placement, and leads gathered are sent into ZPA’s CRM, which is wholly integrated with the platform and its third-party tools, such as Realtor.com and HomesConnect. ZPA’s CRM is convenient and straightforward to use. You can also receive phone calls straight from active customers willing and able to purchase from targeted listings, allowing you to quickly convert clients over the phone.
As a Premier Agent, you are given priority status when you claim your properties on Zillow. You will be the first agent on the listing, which brings greater attention to your Zillow profile and encourages clients to contact you.
Additional Zillow Premier Agent Features
Zillow Premier Agents’ website and mobile app interface
- Ad placement: Helps in generating leads and building brand recognition.
- Return on investment (ROI) calculator: Determines whether you need to increase or decrease your spending or completely reevaluate your strategy on ZPA to improve your conversion rates.
- Zillow 3D Home: Allows users to capture your listing in the 3D video, giving you extra exposure to interested buyers.
- Mobile app: Helps users keep track of their leads in real time.
- Third-party platform integration: Helps you track and organize your leads from partners’ platforms.
Zillow Premier Agent Customer Feedback
Zillow Premier Agent users rate the site 4.7 out of 5 based on 2,332 reviews, claiming that it is simple to use and an excellent tool to thrive in real estate. They also feel that having the opportunity to change advertising ZIP codes is beneficial for generating leads in specific locations, which allows them to regulate their budget and devote funds to more profitable ZIP codes.
However, several agents expressed dissatisfaction with the quantity and quality of leads provided for the price. Furthermore, some customers perceive the concierge program to impede lead conversion and prefer to engage with leads independently. Because Zillow leads aren’t guaranteed, you’ll be competing with other realtors. Explore Market Leader, where you’ll be assured a set amount of exclusive buyer and seller leads each month.
Want to know more about Zillow Premier Agent’s CRM? Read our Zillow Premier Agent review, where we go through the platform’s extensive feature set and explain which types of real estate firms gain the most from it.
Zillow Premier Agent Pricing
Plan | Best For | Cost |
|---|---|---|
Zillow Premier Agent | Generating buyer leads who are actively searching for properties | Depending on the ZIP code; leads cost approximately $20 to $60 each |
Zoho CRM: Affordable CRM With Robust Social Integration
Zoho CRM
Overall Score:
4.69 / 5
What We Like
- Free plan and a range of affordable pricing options
- Easy to navigate and set up
- Integrates easily with Zoho's ecosystem of software platforms, such as Zoho Desk and Zoho Campaigns
What's Missing
- Has limited file storage allocation in most plans
- Does not offer white label solutions
- Does not include marketing options for digital or print marketing
Why Choose Zoho CRM
- Zoho CRM offers essential features, excellent support services, and an easy-to-set-up and use interface at lower prices. It also offers valuable lead management, sales performance features, and integration with over 50 third-party apps.
Zoho CRM offers low-cost subscription plans with features like sales workflow automation, team collaboration, and multichannel customer outreach. It also offers a free program for three users, containing basic features such as contact, lead, and deal management. Zoho CRM provides robust social integration tools for client data enrichment through Twitter and Facebook. These tools help realtors monitor customers’ social activity, automate lead generation, and better social engagement with leads and contacts.
It is ideal for agents and teams searching for a scalable, all-inclusive CRM system, enabling users to handle their sales, marketing, customer support, and inventory requirements from a unified platform. It provides users with essential features like social media management to monitor mentions of their brand on various social channels.
Additional Zoho CRM Features
Zoho CRM’s omnichannel communication feature to nurture more leads (Source: Zoho CRM)
- Lead generation and management pages: Help users identify quality leads from a pool of incoming leads and engage with them closely via live chat and social media.
- AI (artificial intelligence) assistant: Provides users with a conversational AI tool that assists them in performing and completing tasks more effectively.
- Territory management tool: Allows users to categorize accounts, contacts, and deals into specific territories.
- Third-party app integrations: Enables users to synchronize customer data into the platform.
- Sales forecasting: Estimates the needed revenue and number of expected customers to generate during a specific period.
Zoho CRM Customer Feedback
The wide range of features that cater to all team sizes appeals to Zoho CRM’s users. It has many features, and most users claim it’s simple to learn and use. It received a 4.3 out of 5 customer review rating. Some users, however, noticed difficulties and errors with lead uploads, account listings, and workflows. Furthermore, Zoho CRM does not provide real estate agents with marketing options for digital or print marketing. Consider Market Leader, a one-stop shop for online and direct mail marketing and lead generation and conversion.
Interested in learning more about Zoho CRM? Read our extensive Zoho CRM review to see if it’s the best fit for your real estate business.
Zoho CRM Pricing
Plans | Best For | Cost |
|---|---|---|
Standard | For small teams and businesses looking for a low-cost, all-in-one CRM solution | $14 per user, per month, billed annually |
Professional | For medium-sized teams and enterprises that require comprehensive email marketing solutions | $23 per user, per month, billed annually |
Enterprise | For large corporations and sales teams that require artificial intelligence (AI) and predictive sales solutions | $40 per user, per month, billed annually |
Ultimate | For large organizations that require additional user licenses and robust analytics and business intelligence solutions | $52 per user, per month, billed annually |
Market Leader: Best for Its Automated Listing & Marketing Suite
Market Leader
Overall Score:
4.65 / 5
What We Like
- Dashboards display individual and group productivity
- CRM integration with over 40 different lead sources
- Scalable for expanding teams
What's Missing
- Leads can only be purchased through Market Leader's website
- It is not cost-effective for larger teams
- Lead availability in specific ZIP codes may be limited
Why Choose Market Leader
- Market Leader offers a comprehensive set of features in a low-cost monthly subscription plan. It provides digital, print, and direct mail marketing automation as well as a marketing suite with templates and resources.
Market Leader provides users with an extensive marketing suite along with their CRM and lead generation system. Agents and brokerages can create single property websites to market their listings at a budget-friendly price. Websites and listings can be shared directly through Facebook and LinkedIn or in a polished listing email to select contacts. Moreover, Market Leader agents can purchase a guaranteed number of exclusive buyer and seller leads per month.
Its marketing suite is equipped with a library of postcards, flyers, greeting cards, and business cards to assist real estate professionals with their marketing strategies. These templates can be customized based on use case and clientele and automated through print, email, and phone campaigns. Schedule birthday and anniversary cards to send to past clients or craft a monthly newsletter to be sent to prospective clients.
Additional Market Leader Features
Market Leader is accessible via desktop and mobile devices
- Listing management software: Enables agents to advertise exclusive listings to generate buyer leads for their seller clients.
- Automated marketing campaigns: Improves conversion by creating a better client experience.
- 40-plus lead generation site integration: Helps agents manage leads and streamline contacts in a single database.
- IDX home search: Gives users an active and up-to-date listing database.
- Productivity dashboard: Helps identify and track key performance indicators for individual agents and teams to aid future business growth.
Market Leader Customer Feedback
Market Leader has a customer review rating of 4.47 out of 5. Users like the platform’s ease of use for mobile and desktop databases, especially for creating websites. They like the CRM and its capacity to trace all sent emails and the training materials and mobile apps.
Some clients, however, were dissatisfied with the training videos and wanted them to be shorter. Other clients desired that their website’s content rank better in Google searches. If you wish for better search engine optimization (SEO) and a higher-ranking website, explore Placester.
Do you want to know if Market Leader is a suitable fit for your real estate company’s needs? Check out our in-depth Market Leader review.
Market Leader Pricing
Plans | Best For | Cost |
|---|---|---|
Market Leader Pro | For individual agents who need an all-in-one CRM and marketing solution | $129 per month |
Professional for Teams | For small teams focused on residential buying and selling transactions | Starts at $139 per user, per month for the Pro account |
Business Suite for Brokerages | For mid-size brokerages onboarding over 15 agents | Starts at $139 per user, per month for the Pro account |
Leads | This is optional for agents who require additional exclusive leads | $20 to $30 per lead depending on your market |
How We Evaluated the Best Real Estate Lead Generation Companies
The top real estate lead generation companies for realtors offer tools and features that assist agents and brokerages in generating and converting more leads to clients. We examined lead generation companies for realtors and determined that Placester is the top overall.
Based on our evaluation, Placester provides customizable website and landing page templates that you can quickly customize to fit your brand. It offers key features, such as lead management, code-free IDX listing functionality, a vital CRM system, and a professional services marketplace, which are essential to generate, capture, nurture and convert leads into clients.
To learn more about how we determined the best real estate lead generation companies, click below:
25%
Pricing
25%
Lead Generation Features
25%
Integrations & Advanced Features
10%
Expert Rating
10%
Customer Reviews
5%
Customer Service
25% of Overall Score
While budgetary constraints must be met, cost-per-lead and ROI are arguably more important than the actual monetary cost. We evaluated each option to find companies offering the best value for the money.
25% of Overall Score
We researched each provider to find those with additional real estate lead generation tools going beyond what agents gain by simply buying a list of leads. In particular, we looked for software with mass marketing tools, lead list generation, lead capture forms, and customizable reports.
25% of Overall Score
We searched for companies that either include a lead generation website or integrate with IDX platforms. We also looked for those with client relationship management (CRM) capabilities, social media integrations, and features like workflow automation, trigger and alert setting, and marketing assistance.
10% of Overall Score
We specifically evaluated each platform’s unique or standout features, as well as popularity and the overall value for the cost.
10% of Overall Score
Based on customer feedback for each platform, with particular attention given to actual user reviews of the product, and the popularity of each real estate lead generation company.
5% of Overall Score
It’s important that platforms are easy to use and that you have access to customer support. We favored software providers known for stellar customer service on one or more channels.
*Percentages of overall score
