Real Estate Lead Generation Proven Strategies: A Guide for New Agents

Why lead generation matters for real estate agents

As an agent, you are your own company. Building it requires clients, so you must attract and engage those looking to buy, sell, or rent. Real estate leads are your lifeblood and how you will continue to make money.

Your ability to capture leads directly affects your income. Using a variety of strategies gets your name in front of a wider audience. It ensures you can compete with agents in your market. Relationships are often the foundation for success in real estate, and most of those start as a lead.

Real estate lead generation strategies to try

Where should you start to find real estate leads? It depends on your market, marketing savvy, personality, and the time you have. As some of you may be starting out as part-time agents, efficiency and effectiveness matter!

Review these ideas and then put those into practice that best align with your goals.

1. Optimize your website

According to the National Association of Realtors (NAR) ,72% of agents have a website. Consider your website as your digital storefront. It introduces potential clients to you and the services you offer.

A basic site may seem good enough, but you’ll be more likely to attract rental leads if you optimize it for search engines. Search engine optimization (SEO) is crucial in getting your site in front of consumers searching for keywords related to your offerings. They can include both general terms like “rental real estate agents” and those that localize, such as city, neighborhood, or ZIP code.

In addition to using keywords in the content, other SEO best practices include:

• Having a responsive website that displays correctly on mobile and desktop
• Including client testimonials and success stories
• Including unique meta descriptions and titles for each page
• Publishing high-quality and accurate content
• Optimizing the images on your site with alt tags
• Ensuring your website loads quickly
• Using internal linking throughout your site

Once potential clients find you, make sure you have a lead capture form to collect their information. It could be a simple contact form or a sign up for your newsletter or blog.

2. Use social media to its fullest potential

Social media is a powerful way to promote yourself, especially if you’re a new agent trying to increase leads. You can choose which ones to use for business depending on how active you are on platforms and the audience you want to reach. Limit it to two or three; otherwise, it will become overwhelming.

To reach younger generations, consider Instagram or TikTok. For Gen X or seniors, Facebook is a better option. LinkedIn is also an important platform to showcase your expertise, education, and experience.

You should also understand the pros and cons of each site. For example, Instagram focuses on visuals, and you can’t include links in the post. Consider what you want to post before you choose your platforms.

Every social media platform also offers advertising. You’ll be able to build an audience to target based on demographics, geography and interests. Much of the time, you can experiment with campaigns for a small investment.

The most important thing about using social media is consistency. Post often, respond to comments, and share other content.

3. Reach out to FSBOs and FRBOs

To grow your client base, prioritize targeting For Sale By Owner (FSBOs) and For Rent By Owner (FRBOs).

In 2024, FSBOs accounted for 6% of home sales, with a typical sales price of $380,000. Agent-assisted home sales had an average price of $435,000. Given the stark difference in pricing, there’s an opportunity to convince owners to work with you.

Similarly, reaching out to FRBOs allows you to offer property management services or assist in finding qualified tenants. Position yourself as a valuable resource by pitching how your expertise in pricing, staging, and negotiating can benefit both parties. Plus, you can handle applications and tenant screening for these property owners.

To get started, here are some ways you can reach out to FSBOs and FRBOs:

• Direct mail campaigns
• Cold calling
• Networking
• Offer free valuation or consultations
• Attend open houses
• Collaborate with title companies or attorneys

4. Host open houses and virtual tours

Open houses are an excellent opportunity to showcase properties to prospective buyers and gather leads. Promote open houses through online listings, social media, and local advertisements to attract a broad audience.

Set up a digital sign-in form with a QR code so attendees can leave their contact information. You can use this to reach out after the event.

For virtual tours, consider video walkthroughs or live-streaming. Since so many people look for homes to buy or rent online, they expect you’ll have these resources. They’re a perfect way to connect with these clients and provide a comprehensive view of the property's features and amenities, generating interest and inquiries.

5. Sponsor niche events

Keep an eye out for community events or fundraisers with a strong tie-in to a potential audience segment. For example, an event for urban history and architecture lovers can attract people interested in your neighborhood.

Another idea is a food festival celebrating local businesses in the community you want to feature. Even a nearby animal shelter fundraiser could be a good opportunity to highlight pet-friendly rentals.

There’s an event for just about every interest, and when those align to properties, it’s a very creative way to generate real estate leads.

6. Build community connections to boost real estate leads

Being a connected member of your community can be a great way to find leads. There are several ways to accomplish this, including:

• Joining your chamber of commerce and attending events: These offer the chance to network with other real estate professionals in the area. They are your competition but can also be mentors. Other local business owners will also be there and could be a source of real estate agent leads.
• Partnerships with local businesses: There are many professions that complement yours, including mortgage brokers, home inspectors, and interior designers. Establishing mutually beneficial relationships can lead to referrals and collaborative marketing efforts to expand your reach. Consider co-hosting events or cross-promoting each other's services to leverage shared networks and attract new clients.
• Getting involved with local causes: If you have a passion for a cause, becoming part of these groups can be another way to connect. You may already be involved but haven’t thought of how it could support your new career. One idea is to donate a portion of your commission to the cause for anyone you meet through the nonprofit.

7. Connect with estate liquidators

As a new real estate agent, estate liquidators can be a valuable resource. They manage the sale of personal property and real estate assets, often through estate sales or auctions. By forming relationships with estate liquidators, you can gain access to potential listings of probate properties, estates in need of downsizing, or properties with motivated sellers.

Collaborating with them helps you expand your network and potential client base and can position you as a trusted resource in handling complex real estate transactions.

8. Create valuable content

Content marketing is another effective strategy for attracting organic traffic to your social profiles or website. Through insightful posts, you can establish your authority in a niche.

Create informative articles, videos, infographics, and guides that address common questions and concerns of buyers, sellers, and renters. Publish them on your website and then share them on social media and via newsletters.

You may also want to consider signing up for PR-focused email lists such as HARO, SourceBottle, and JournoRequests. These platforms connect you with journalists who may need quotes or insights from experts like you.

There are also many publications related to real estate, local and national, where you can apply to be a guest author. Realtor.com has such a program, as do many local REALTOR® associations. A quick search online will reveal lots of opportunities to submit your own expert takes.

9. Combine traditional and digital marketing together

Your potential clients consume lots of media every day. The best way to get their attention is by using both. Traditional media, like radio spots, deliver the best reach, ensuring that everyone in your city or town hears your name. Combining that with targeted advertising via social media, display ads, and geofencing allows you to hone in on specific audiences.

You can also consider print in the traditional category. One idea is the weekly free magazines that many cities have. They offer readers information on events, restaurants, and more. An ad in these could be a good investment. Local newspapers and real estate publications are also options.

Keep your messaging consistent, and be sure you have a way to measure performance. That’s easy with digital tactics. For those in the traditional bucket, use QR codes for print to drive to your website, for example.

10. Offer free consultations or workshops

Real estate leads have little value without trust and credibility. Free consultations and workshops on home-buying tips, selling strategies, or market trends can deliver this. Hosting informative sessions shows clients you’re knowledgeable and want them to be, too. These events encourage attendees to consider you for their future real estate needs.

11. Follow up promptly and persistently

Effective follow-up is crucial for converting real estate leads into clients. No matter how they find you, be sure you respond quickly. You also want to personalize these based on your knowledge of a potential lead's home preferences and interests.

They are likely to ask various real estate questions, so be prepared to answer them accurately. If you don’t immediately know the answer, let them know you’ll contact the seller or landlord and get back to them.

Consistent follow-up demonstrates your commitment to client satisfaction. You’re respecting their time, which increases the likelihood of closing more deals and growing your network.

12. Contact expired listings

Another oldie but a goodie is reaching out to homeowners or landlords whose listings have recently expired to find real estate leads. You can find expired listings by signing up for your state’s MLS (multiple listing service), buying leads from companies like Zillow, or manually combing through sites like Realtor.com.

When you do reach out via phone or email, be short and to the point, as they’ll likely be receiving a number of messages from other agents as well.

13. Leverage AI for smarter lead generation

Artificial intelligence (AI) can be another tool for real estate leads. AI can eliminate a lot of manual tasks and administrative work, so you can focus on relationships. Here are some ways to put them into practice:

• Add a chatbot to your website that can answer standard questions when you’re not available.
• Use customer relationship management (CRM) systems with AI capabilities to automate lead nurturing emails and segment your contacts for more personalized messaging.
• Consider investing in predictive analytics, which uses historical data and algorithms to identify patterns, which could then trigger you to make contact. The data can include browsing actions on your website, social media engagement, and other interactions.
• Let AI do the advertising for you. Google and Meta both have AI assistants that can manage paid ads based on your goals, budget, and target audience.

14. Invest in lead generation software

Lead generation software can automate and optimize client acquisition efforts. With or without AI, an integrated CRM streamlines follow-ups and provides analytics on engagements.

Lead generation software can enhance conversion rates with insights into someone’s preferences and behaviors so you can tailor your outreach and marketing efforts. In a crowded, competitive, fast-moving market, lead generation software helps you keep pace and develop a strong foundation for long-term success.

Not sure where to start your search? Here are five of the top-ranking lead-generation software options:

1. Market Leader
2. CINC
3. zBuyer
4. Sold.com
5. Smartzip

How RentSpree can help you turn those leads into clients

Generating real estate leads as a new agent requires a proactive approach, strategic planning, and getting creative. Putting these strategies into play can be the boost your new career needs.

If rental leads are a focus for you, RentSpree can help. Our technology ecosystem empowers you to market all your listings and manage applications, screening, payments, and more.

‍