Best Real Estate Leads in 2021 (Paid Leads)

Dated: November 22 2021

Views: 248

Paid leads aren’t for everyone.

Too many agents get sucked into paying for leads but fail to get an ROI because their follow-up is lousy. I only recommend paid leads if you have a solid conversion plan

There are several considerations when considering paid lead services.

Are you focusing on buyers or sellers?

Do you want lots of lower qualities leads with a long sales funnel, or fewer, higher-quality leads?

Are you willing to take a lower cost-per-lead but have to compete for new clients with two other agents who also get that lead?

Or are you okay if your lead service sells leads to other agents in your zip code at all?

Below is the best real estate lead providers for those ready to gas up their pipeline. 

The Contenders



$250+/mo. ZBuyer gets seller leads by advertising cash offers for homes. That may not seem so great at first, but many of these responders are better off listing traditionally, and just need an agent to show them the way. That said, it is also an option for investor-friendly agents or outright investors. The leads are reasonably priced, though you have to work them. Volume may be limited depending on your area, but it might be worthwhile in combination with your other prospecting strategies.


Zillow Premier Agent

~$200+mo. No Zillow haters here! Zillow is the #1 most visited real estate portal in America. It is a great source of leads. Folks submitting their information are usually actively looking to buy a home, and an agent with a prompt response and quality follow up will close deals. If you need a strong supplemental pillar to your business, Zillow is a solid choice.


Prime Seller Leads

$199+/mo + advertising spend. Prime Seller Leads is a product from iVortex Media. Unlike other options, PSL manages your advertising spending. It offers a home value estimate on a home valuation landing page promoted via Google Ads or Facebook Ads. They include an option for exclusive real estate leads for an area. Consider Prime Seller Leads if you are a brokerage or team prepared to spend $3000+ on paid lead generation.



$269+/mo plus $250+/mo ad spend. BoldLeads sells exclusive leads that can focus on prospects who are either buying or selling. It includes a backend CRM and automated follow up system. No sharing your leads with other agents! Most leads are generated via Facebook advertisements. Consequently, they get a lot of leads, but generally low quality. If your systems are set up to process and nurture those kinds of leads, BoldLeads is a competent solution worth considering to keep your pipeline full.


$200+/mo. Offrs is a real estate lead generation software mostly designed to generate listing leads, using predictive analytics. Offrs uses big data to guesstimate likely sellers in the next 12 months.

~$200+/mo. is the second most visited real estate website in America. is owned by, which is in turn owned by the Murdoch family (Fox, Wall Street Journal, and more). They are also partnered with the CRM Top Producer and lead generation OpCity. is a solid source of buyer leads for real estate agents.


~$1000+/mo. SmartZip combines the high-tech tools of AI and predictive analytics to the old-school tools of direct mail. They use their predictive marketing to identify likely home sellers, and then mail those home sellers personalized pieces designed to get them to call you. It is the tech-savvy way of running your direct mail campaign and focusing on listing leads. SmartZip is worth considering for those who are farming with a direct mail component. And like all leads, they are only as good as you are. You’ve gotta work it.

Other Real Estate Lead Providers

There are a number of other paid lead services for real estate, including:

Paid Leads from your Platform

Some quality leads may come from your website/CRM platform that you are already using.

Most real estate industry leading platforms also offer their own paid lead services.

Running a competent AdWords or Facebook campaign is a basic skill set for these companies. These “lead generation” sites send home buyer traffic to your IDX website and forced registration to convert the leads, or a home valuation landing page to convert potential sellers. Some include lead generation software backends that allow you to closely monitor and tune your spending and results.

Real Estate Marketing Software

Marketing software is different from paid leads. Buying leads isn’t marketing. You buy the lead. Someone else is doing the marketing to get that lead to you.

This real estate software is designed for you to generate your own leads. There are numerous different marketing strategies and tools, including:

FSBOs, Expireds, and More

The paid leads above are about paid advertising and inducing a consumer to contact you.

Alternatively, you can also get lists of leads that you proactively engage, like FSBOs, Expireds, probates, and more.

Some of the companies that do that for agents include:

Real Estate Leads for New Agents

Before you buy leads as a new agent, you need to be realistic about your budget and your strategy.


A “good” return on paid lead spending is about 5x. So if the average commission in your market is $5000, then you reasonably might expect to spend as much as $1000 before you actually get enough leads per month to turns into a closing.

Big teams that know what they are doing are very happy with a 5x return. Think about it. What if I told you, a big shot real estate team leader, to spend $20,000 and you would get $100,000 back a couple months later? A 5x return is great!

But that’s a lot of money for some agents starting out.

My recommendation is to budget for that kind of money up front. I also might recommend sticking to the portals to start because those are actually reasonably hot leads.

If you don’t have that kind of money, then I recommend skipping buying leads altogether. Put together a lead generation plan that focuses on your sphere, referrals, networking, or the myriad other low-cost techniques for generating leads.

Follow Up

Now about your lead generation strategy.

These leads are worthless if you cannot follow up and convert them with persistent, quality engagement.

The ROI shrinks really fast into negative red territory when you aren’t properly engaging leads. The agents failing at this are often the same ones you will see complaining about how awful leads are on Facebook.

Get comfortable with making phone calls. Follow up is more than just assigning drip campaigns.

I don’t recommend spending money on leads unless you know that your funnel is working. Before forking out cash, build your business working with friends and family, or cold calling expired or FSBO leads.

At most, start with a small spend so you can tinker with your system and make sure you are engaging the leads well.

Do-It-Yourself Lead Generation

Most paid leads come either from the major portals (Zillow,, Facebook ads, or Google AdWords.

Perhaps you want to skip the expensive middle man and find potential clients ready to sell or buy a home. Here are some ideas on how to DIY and go straight to the client.

A great thing about building your own lead generation is that you earn exclusive real estate leads. No one else gets them.

The business is ultimately lead generation. He who owns the leads owns the business. Even if you are paying for leads now, start working on a way of earning them yourself.

Portal Leads

It would be tough to replicate a portal, though there are things you can do to compete with them.

An IDX enabled real estate website, some long tail keywords, hyperlocal SEO, and some lead capturing call-to-actions can earn you organic leads the same way a portal does.

With Zillow, Redfin, and all involved in  Blog author image

Jessica Eblen

Developing the career of our family of agents and support staff through hard work, integrity, and defined processes that are the BEST in the industry.....

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