3 FSBO scripts that actually book appointments (+ tips for using them)

12 proven real estate scripts that boost confidence & earn more business

Our methodology: How we chose the best places to buy real estate leads

HousingWire is the destination for industry professionals to stay informed and ahead of what’s happening in the constantly evolving U.S. housing market.

When determining which sources for buying real estate leads are best for real estate professionals, HousingWire’s team of experienced agents and brokers evaluated dozens of platforms, weighing the pros and cons of each alongside both quantitative and qualitative data like price, special features, ease of use, return on investment, client support and customer reviews.

We crawled the web so you don’t have to, analyzing a broad sampling of reviews across social media, the Better Business Bureau (BBB), and online discussion forums. Our goal is to arm you with the best place to buy real estate leads, no matter what type of leads you’re looking for.

FAQs: How & where to buy real estate leads

Where do Realtors get most of their leads?

It really depends on the sales style of the real estate agent as to where they get most of their leads. An effective real estate lead generation strategy blends leads from several sources.

For example, you can buy real estate leads from one or more platforms alongside traditional strategies like networking, tapping into your sphere of influence and seeking out referrals. Don’t forget to consider some free lead-generation techniques like social media and YouTube videos.

Experienced agents generally purchase a mix of affordable high-funnel leads with long nurture times, and pricier warm leads they can work right away. This strategy ensures a stream of leads who are close to a transaction without breaking the bank on expensive warm leads.

Is it worth it to buy real estate leads?

The way to determine if buying real estate leads works for you and your business is to evaluate your monthly return on investment. If you spend $500 monthly on lead generation but close one or more transactions each month from the leads you purchased, your return on investment will be positive. But it’s also important to scrutinize each lead source to ensure you’re getting the best return from all of your lead generation efforts.

For example, if you are getting leads from multiple paid sources, it’s important to keep track of how many leads from each paid source you close so you can decide if your budget could be maximized with a different lead source.

How much do Realtors spend on leads?

How much real estate professionals spend on buying real estate leads depends on their business level. Mid-career agents often spend upwards of $1000 each month on leads, while more experienced agents spend less since they almost always rely on referrals for the bulk of their business.

If you’re just starting out, you don’t want to overspend because you will have a harder time converting and closing each lead.

It makes a lot of sense to diversify your lead generation to include some free and low-cost options until you get a couple of transactions under your belt. There’s nothing wrong with starting out by sitting open houses, cold-calling FSBOs and expireds, or networking in your community.

Couple that with a solid and consistent social media campaign to get the ball rolling. You can consider scaling your business with paid leads once you build enough cash reserves for a bigger marketing budget.

You can scale your business once you get some processes in place to handle the influx of paid leads without letting too many slip through the cracks.

How do new Realtors get leads?

Believe it or not, many Realtors never pay for leads. They rely on referrals and repeat business from their past clients. That will come once you’ve been in the industry for a few years. In the meantime, you’ll most likely start with the people in your sphere of influence who already know, like and trust you. That’s the fastest and easiest way to drum up your first few deals.

Think of places you go regularly or local groups you interact with online. Do you attend church? Do you participate in volunteer work, hobby groups or social networks? Are you involved in sports or your children’s school? Get in the habit of telling everyone about your career path and encourage questions about the industry to show off your growing local expertise.

Once you have some experience working with buyers, you can slowly add paid leads to the mix. Many new agents start with buyer leads from Market Leader or Zillow, while others practice their cold-calling skills with affordable expired listing leads from REDX.

Are Zillow leads good?

Honestly, yes. Zillow is the single greatest source of hot buyer leads. It’s the most searched database for homes in the U.S. and beyond. If you want to get in front of all those buyers, Zillow is where you need to be. You might get a lot of leads that are not quite ready to buy, but they’re looking ahead and anticipating (and maybe dreaming about) their next move. Regardless, nearly all buyers and sellers start their journey on Zillow.

Many leads from Zillow could have a lead time of six to 12 months, so you’ll want to set up an effective (and ideally automated) system to stay in close contact with them. Check out our favorite lead-nurturing strategies and marketing tools.

The secret is not to lose touch with your network of leads or rely too heavily on automated tools. To stay top of mind, it’s a great idea to reach out with a friendly phone call every so often.

How many real estate leads turn into sales?

According to NAR, real estate agents convert leads at a rate of 0.4% to 1.2%, which isn’t a heartening statistic. But this goes back to what I mentioned earlier about honing your conversion, nurturing and closing skills. Get comfortable talking to people about real estate and converting them from someone you know into a potential client. The better you are at having these conversations and converting leads into clients, the higher your conversion rate will be.

Having said that, not all leads are created equal. Some leads will be easy to turn into clients, ready to make a home-buying decision this week. While others may be looking 12 months out.

You won’t convert all your leads, but aim for one to two out of ten listing appointments and one to two out of 100 top-of-funnel buyer and seller leads (like those from social media or lead sources such as REDX) who may need a longer nurturing period. There are immediate pay-offs, and there’s also a long game. Get good at your long game!

How do real estate agents generate leads?

Buying leads can complement traditional lead generation strategies like hosting open houses or first-time homebuyer seminars.

There are so many ways to generate leads — including many free ways. Start by telling your friends, family and former colleagues that you’re embarking on a new career in the real estate industry. Then, make an announcement on all your socials about your new career.

If you’re an experienced agent, remind your friends and followers on social media and in person that you’re open to referrals and looking to help people reach their financial goals.

Raise the topic of real estate in conversations, go to networking events and talk about your market, answer homebuyers’ and sellers’ questions with social media posts, and ask for referrals from people you know or meet.

If you need more great ideas, don’t forget to check out our article on how to generate leads here.

The full picture: Where to buy real estate leads in 2025

Real estate is evolving. You need a source for high-quality leads to stay ahead of your competition. Relying on a paid real estate leads source can be crucial for your success in 2026.

Market Leader, a comprehensive real estate lead generation system, is suitable for solo agents, offering features like email and SMS marketing, lead capture forms and an integrated CRM to manage your leads. It focuses on nurturing leads for long-term client relationships.

For those who want to focus their energy on buyers, Zillow Premier Agent provides major brand recognition and exposure on the Zillow platform while offering tools and resources to connect with buyers and convert leads. However, Smartzip focuses on potential home sellers interested in cash offers.

Experienced agents seeking pay at closing leads will generate significant returns from Sold.com. Meanwhile, REDX is an option for individual agents who prefer phone prospecting and a provider that offers affordable a la carte seller leads, script templates and software to help convert them into clients.

No matter which source you buy real estate leads from, weighing the pros and cons of paid leads is a must. When it comes to real estate lead generation, make sure to diversify your strategy and don’t overlook organic methods like referrals and traditional networking. Get out there and meet new potential clients and build relationships, too. The investment in conversations with new people will prove invaluable down the road.

Real estate advice + top tech, lead gen & marketing tools — delivered to your inbox.

Get expert advice, independent reviews and product recommendations from our editorial team of experienced real estate agents, brokers and coaches.