8 Best Places to Buy Real Estate Leads in 2022
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.
This article is part of a larger series on Real Estate Lead Generation and Marketing.
Buying real estate leads through a lead generation provider is a fast way to obtain or create lists of potential clients to create immediate revenue. This makes it an especially cost-effective option for a new agent, but services can also be used to supplement referral business and other traditional organic lead generation methods. We examined the strengths, weaknesses, prices, and ideal users to identify the top eight lead generation platforms where agents can buy real estate leads:
- BoldLeads: Best source of paid leads for newer agents looking to establish their business
- Zillow Premier Agent: Best for agents who want to gain leads from the industry’s most trafficked website
- Market Leader: Great source of leads for those who want to automate their lead generation and marketing efforts
- REDX: Best place for identifying for sale by owner sellers, expired listings, and other niche leads
- Offrs: Best for agents who want to increase their chances for lead conversion with artificial intelligence (AI) insights
- CINC: Best for brokers who want to centralize all their lead generation, nurturing, and marketing efforts
- SmartZip: Best for established agents wanting to target repeat buyers and sellers
- Qazzoo: Best place for buying only the most highly targeted leads
Places to Buy Real Estate Leads at a Glance
Company | Lead Specialty | Standout Features | Average Pricing per Lead |
|---|---|---|---|
 | Buyers and sellers |
| National average is $9 per lead |
 | Buyers |
| $20 and $60 per lead, although costs vary by location |
 | Buyers and sellers |
| About $20 to $30 per lead, depending on location |
 | Foreclosures and Expireds |
| From $39.99 to $59.99 per month |
| Sellers |
| Approximately $10 to $12 cost per shared lead |
 | Sellers |
| About $3.68 cost per lead |
| Sellers |
| Depends on the targeted area |
 | Buyers and sellers |
| Number of leads per month depends on subscription plan |
Purchasing real estate leads through a lead generation platform can save you time and effort by finding you the right clients to focus on and convert. Take our quiz below to determine the real estate lead service that will best fit your needs.
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BoldLeads: Best Place to Buy Real Estate Leads for New Agents
BoldLeads
What We Like
- Provides video, scripts, and webinars
- Text message concierge
- Low average price per lead
What's Missing
- No for sale by owner (FSBO) data
- Does not manage listing information
- No social media marketing
Pricing Breakdown
- Buyers or sellers leads: $249/month
- Buyers and sellers: $500/month
- Ad spending: Additional $250/month
Who BoldLeads Is Best for & Why
With the hands-off, set-it-and-forget-it system for buying leads through BoldLeads, this platform is ideal for an agent who is starting out and just wants to capture as many opportunities as possible without being too particular about their lead quality. The free coaching included with BoldLeads is also a great opportunity for new agents who don’t have training opportunities with their brokerage or team.
BoldLeads obtains buyer and seller leads through various ad channels. In order to register with their platform, you must claim your ZIP code, and there are only a limited number of agents allowed for each area.
Their in-house experts create landing pages, paid ad campaigns, and set up advertising automations. Once leads are obtained, they are channeled through to your BoldLeads customer relationship manager (CRM), which then goes through a series of engagement strategies. With almost the entire lead generation process automated, agents can focus on responding to clients as they engage and assign follow-up tasks as needed to each lead.
BoldLeads client database
Highlight Features
- Marketing email blasts sent to leads providing current market updates and changes
- Ability to assign contacts with a lead status to easily organize your prospect lists
- Task reminders for agents to follow up and reduce missed opportunities
- Funnels that channel leads through a series of automated nurturing texts and emails
Customer Reviews
BoldLeads is rated 4.7 out of 5 by 754 users, including customers connected to large brokerages like RE/MAX, Douglas Elliman, and Sotheby’s, to name a few. Many positive reviews state they’ve received a large number of leads through the platform in a short period of time, and they have resulted in numerous closed deals.
Some mention that in the beginning stages of receiving leads, the sellers did not list their homes immediately, requiring a longer nurturing time before seeing any results. For agents looking to close deals faster, Market Leader’s platform may provide higher closing rates with their homevalues.com product.
Zillow Premier Agent: Best Place to Buy Real Estate Leads for Visibility
Zillow Premier Agent
What We Like
- Obtain additional buyer leads on non-exclusive listings
- Interactive listing tools
- Listings appear on multiple leading real estate sites
What's Missing
- Must have your own exclusive listings to list on website
- Limited marketing automations
- No personalized website or landing pages
Pricing Breakdown
- Pricing varies based on location
Who Zillow Premier Agent Is Best for & Why
The Zillow Premier Agent (ZPA) platform is best for the agent looking to focus on representing buyers, especially buyer-focused agents who have larger budgets and impeccable follow-up skills. Zillow has an extensive network of real estate listing websites that gain millions of visitors each month. Agents who participate in the ZPA program receive exposure across all of their real estate platforms, such as Trulia and StreetEasy.
In order to list on Zillow, you must have an exclusive listing. Their ZPA program allows an agent to have their contact information next to the listing agent’s name to gain buyer leads. The buyer can decide to select your contact information instead of the listing agent based on your personal customer rating and the number of recent sales listed next to your name, giving you a leg up regardless of your experience in the industry.
The cost of ZPA is based on the ZIP code you choose, the average home price, and your budget. The higher the home price, the more expensive the ZIP code is, and based on your budget, your contact information will appear on a certain percentage of listings. This cost structure means you’re competing against many agents, so if you get a lead, you must follow up immediately as it’s likely they’ve contacted multiple agents in a short period of time.
Zillow Premier Agent webpage and mobile app
Highlight Features
- Buyers who reach out are very active in their search and often prequalified
- Buyer insights provide you with other homes they have viewed and saved
- Mobile-friendly for agents on-the-go
- Ability to be the exclusive agent across the networks for 30 days
- Track lead conversion and performance for business goal setting
Customer Reviews
Based on 2021 user ratings, Zillow is rated 4.7 out of 5 by users. Reviews mention ZPA providing high-quality leads with accurate information for high conversions. Some really enjoy being able to get leads via the mobile app while out on other showings, but say that calls can be distributed at odd hours of the day.
One customer mentioned a desire for more options on the app and that calls could be qualified before connecting with an agent. For agents who enjoy taking calls but want to focus on it during specific times, REDX has a power dialer that can assist with processing calls on your client list.
Market Leader: Best Place to Buy Real Estate Leads With Marketing Automation
MarketLeader
What We Like
- Monthly flat rate for buying real estate leads
- CRM provided
- Marketing automation included
What's Missing
- No education material or coaching
- Social media marketing not included
- Limited agent branding
Pricing Breakdown
- $129 per month
Who Market Leader Is Best for & Why
Market Leader has been around since 1999 and has extensive experience in lead generation for real estate professionals. The platform generates leads through a few different strategies. For example, Market Leader’s HouseValues.com website collects potential seller leads, and they offer pay-per-click advertising campaigns to drive traffic to your IDX website.
The Market Leader platform allows agents to create their own lead generation website by selecting from various layouts, and adding widgets, stock photos, and custom navigation. Because it doesn’t offer site customization or provide creative insights, the platform is best suited for an agent with some creative, marketing, and technical ability. They do have a simple drag-and-drop interface and allow in-line edits, but the platform is just not ideal for the agent who just wants to focus on responding to leads and following up.
Market Leader CRM, website, and marketing automation
Highlight Features
- CRM integration means all your leads are in one place
- IDX website helps promote agent branding
- Marketing automation reduces manual engagement
- Content library provides design suggestions for email and website
Customer Reviews
Clients rate Market Leader 4.5 out of 5. Many say the platform provides everything you need to generate leads and convert lifelong customers. They really enjoyed the text messages with information on website visitors and liked having the ability to see the activity of leads every day.
Some users want an auto-responder for new leads to help with engagement and would like Market Leader’s CRM to be integrated with Facebook and social media leads. Clients who prefer a platform integrated with social media might choose Offrs for more marketing solutions.
REDX: Best Place to Buy Niche Real Estate Leads
REDX
What We Like
- Focuses on FSBO and foreclosure leads
- Ability to manage leads in one place
- Affordable pricing options
What's Missing
- No market reports
- Limited agent marketing
- No personalized IDX website
Pricing Breakdown (per month)
- FSBO leads: $39.99
- Preforeclosure leads: $39.99
- GeoLeads: $59.99
- Expired leads: $59.99
- For Rent by Owner (FRBO) leads: $39.99
Who REDX Is Best for & Why
Agents can buy a variety of real estate leads from REDX, including sale by owner (FSBO), preforeclosure, GeoLeads, expired, and for rent by owner (FRBO) leads. Agents specializing in foreclosures or who have experience in foreclosure transactions can be successful with the preforeclosure leads provided by REDX. Keep in mind that the nature of these leads requires an agent with established experience in real estate because it requires an agent to prospect for business via the phone.
Prospecting for business over the phone is more difficult than setting a marketing funnel and letting the system do the work of nurturing leads using automated emails or ads. The REDX system will dial as many leads as possible to get someone on the phone for you. Each lead tool has contact information that can be inserted into REDX’s power dialer. The power dialer saves time and connects you to many contacts within a short period of time.
REDX prospecting platform
Highlight Features
- Power dialer maximizes client contact
- Ability to pick and choose lead tools
- Easy-to-use platform
- Phone script provided for each lead source
Customer Reviews
With a limited number of reviews for REDX, they are still rated extremely high at 5 out of 5. Customers said having the ability to get leads in specific neighborhoods was an easy way to get new business. Others mention that the expired leads list is updated regularly.
Based on reviews, REDX could improve by ensuring every property in the expired lead list has owner information, and they would like it if their platform had the ability to monitor overall lead activity. If you’re looking for a more robust platform with lead oversight, then BoldLeads would be a better fit.
Offrs: Best Place to Buy Real Estate Leads With AI Insights
Offrs
What We Like
- Predictive seller leads
- Relatively low monthly cost
- Social media integrated
What's Missing
- No traditional CRM
- Limited client engagement tools
- Low client ratings
Pricing Breakdown
- About $300 per ZIP code, per month
Who Offrs Is Best for & Why
This platform is the best place for data-driven agents to buy real estate leads. Offrs uses more than 250 data points to determine the likelihood of a potential seller putting their home on the market. Because Offrs uses data from third-party providers to predict consumer behavior, this information is shared with the agent in SmartApps.
Data-savvy agents can leverage the information when prospecting to convert the leads into closed deals. In addition to predictive seller leads, Offrs also generates leads through FSBO leads, expired listings, and buyer leads. These leads feed into their SmartApps powered by artificial intelligence (AI) to manage leads based on various lead sources.
Offrs territory builder interface
Highlight Features
- Smart data provides insights on potential sellers
- Build your own territory for leads in specific areas
- Online ads maximize your marketing dollar with smart data
- Customizable templates increases marketing engagement
Customer Reviews
Offrs is rated 3.2 out of 5 with 76 reviews. Some users praise the lead feeding option and Smart App platform. Those who were able to select their desired ZIP codes also were fruitful in their outreach efforts.
Other customers indicate that there wasn’t any training or onboarding onto the platform and expressed dissatisfaction with the number of leads received. If users prefer to pay per lead instead, REDX would be a better solution.
CINC: Best Lead Generation Service for Consolidated Marketing
CINC
What We Like
- IDX website
- Client communication drip campaigns
- Market reports
What's Missing
- Limited lead automation
- Longer onboarding time
- High monthly cost
Pricing Breakdown
- About $1,500 per month
Who CINC Is Best for & Why
Given the number of resources provided by CINC, this platform is ideal for the agent looking to grow and build a team. One single system consolidates lead generation, lead management, and the marketing required to scale your real estate business and keep a constant flow of business. If an agent is looking to start their own brokerage, CINC also provides an enterprise brokerage solution to allow you to manage multiple agents on one platform.
CINC’s comprehensive platform provides lead generation, nurturing, conversion, and retention through the entire sales cycle. It provides a lead generation website that integrates with your local MLS, but also has a managed lead generation program leveraging pay-per-click ads and social media advertising.
Real estate requires multiple systems to keep business streamlined, and CINC provides the necessary integration to simplify multiple platforms into one. The system integrates with Gmail and Google Calendar along with larger real estate websites like Zillow and Realtor.com.
Example IDX websites from CINC
Highlight Features
- CRM mobile app allows on the go calls, emails, and texts
- Must be used with pay-per-click marketing
- Ability for clients to schedule virtual open houses
- CRM designed to manage a team
Customer Reviews
CINC is rated 4.1 out of 5 by users. CINC customers said the text feature increased their conversion rates and were impressed with its ability to convert the leads to buyers and sellers. There is room for improvement on its ability to import outside data if it’s designed to support brokerage operations. For a platform with a CRM and robust automation, BoldLeads may be a better option.
SmartZip: Best Source of Repeat Buyer or Seller Leads
SmartZip
What We Like
- Agent branding
- Daily plan of action provided
- SmartTargeting capabilities
What's Missing
- Leads are not exclusive to agent
- 12-month contract
- High monthly cost
Pricing Breakdown
- Between $500 and $1,000 per month
Who SmartZip Is Best for & Why
Because SmartZip’s leads are not exclusive to the agent, and it has a high monthly cost and long contract time frame, this platform is best for agents who have the ability to convert purchased real estate leads and who have already built a base business. Since analytics determine who is most likely to sell in the near future, the real estate leads you buy from SmartZip may take longer to convert. Therefore, agents must be willing to participate in the platform long term.
The platform contains lead generation, marketing, and customer engagement in one solution. It provides real estate agents with homeowner contact information who are most likely to sell based on predictive analytics. Once SmartZip identifies leads who may sell in the next six months, it employs multi-channel marketing strategies to reach potential sellers and keep them engaged. They also provide a Reach150 program that allows agents to increase their referral rates.
SmartTargeting from SmartZip
Highlight Features
- Pre-designed landing pages
- Customizable and branded marketing
- Clients are added to automated drip campaigns
- Ability to leverage platform for client reviews
Customer Reviews
SmartZip is rated 4.7 out of 5 by customers. Many enjoy the robust marketing efforts such as sending postcards directly to leads to engage potential clients. As expected, those who committed long term saw a larger return on their investment. A few individuals would have liked to see a higher volume of leads from social media marketing. For customers who want immediate leads, Qazzoo is a better option as you can select which leads you want to contact.
Qazzoo: Best Place to Buy Highly-targeted Real Estate Leads
Qazzoo
What We Like
- Ability to preview and select leads
- Accurate lead information guarantee
- No long-term contract
What's Missing
- Setup fee
- Unknown lead sources
- Lead engagement not provided
Pricing Breakdown
- Starter: $299
- Advanced: $399
- Top Producer: $499
- Setup fee: One-time $500 setup fee for each plan
Who Qazzoo Is Best for & Why
Since agents can select leads based on client-provided information, Qazzoo is the best place to buy real estate leads for agents who don’t want to limit lead generation to a specific ZIP code, property type, or transaction. The platform allows agents to focus on growing their business from different angles, and can pivot as needed. Qazzoo has a 100% guarantee on lead accuracy or agents can flag the lead if the information is inaccurate.
Qazzoo connects agents to potential buyers and sellers. The platform is unique among real estate lead generation services by giving agents the ability to buy real estate leads for individual prospects they want to work with. Qazzoo makes it simple for potential buyers to submit the correct information and their qualifications. Agents then have the ability to select who they think will convert to leads without spending excess money targeting those who will not.
Lead previews from Qazzoo
Highlight Features
- Lead information accuracy guarantee
- Not limited to geographic area
- One-click ability to claim leads
- Ability to export leads to a different CRM
Customer Reviews
Qazzoo is rated 4.1 out of 5 by their clients. Customers recommend participating in the onboarding and training process as that will help ramp up business faster. They enjoy the ability to choose which leads are best for their own conversion strategies, although some mention having too many leads to start out with.
A few reviews mentioned not being able to get in touch with their clients and wanted their leads to be qualified for them. If agents want more lead qualification, then the Zillow Premier Agent program would be better fitting as the clients are submitting their information based on listings.
Bottom Line
It’s important to make sure that the platform where you buy real estate leads aligns with your goals, strengths, and target audience to maximize your return on investment. But along with referrals, marketing, and advertising, buying real estate leads is a fantastic way to supplement your lead flow. It is also a convenient, cost-effective way to guarantee that you continue to build your real estate business with qualified leads.
