What Is A Lead In Real Estate

What is a lead in real estate

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What Is A Lead In Real Estate

A lead in real estate is the most important part of being an agent. Without leads you won’t make any sales and therefore won’t make any money. Today we are going to be looking at “what is a lead in real estate?” and taking a look at the importance of ensuring you have a steady supply of leads coming in.

Understanding Leads: A lead in real estate refers to any information that has the potential to be converted into a client or sale. It typically includes contact information of individuals or entities interested in buying, selling, or investing in property. If you can contact them they are a lead.

Not All Leads Are The Same

Let’s take a look at the different kinds of leads in real estate and discus what it is they are looking for, where to find them and the importance of this type of lead.

Buyer Leads

  • What They Want: Buyer leads are potential clients interested in purchasing property. These individuals are often actively searching for homes or investment properties and may have specific criteria in mind.
  • Where To Find Them: Generating buyer leads can involve online marketing strategies, hosting open houses, leveraging real estate listing platforms, and engaging through social media. Creating informative content, like buying guides and market analyses, can also attract potential buyers.
  • Why You Want Them: Buyer leads are crucial for real estate agents as they directly contribute to sales. These leads will provide some of the highest ROI and will also generate referral leads.

Seller Leads

  • What They Want: Seller leads are property owners interested in selling their property. These leads can be more challenging to identify as the intention to sell isn’t always publicly known.
  • Where To Find Them: Attracting seller leads can involve direct mail campaigns targeting homeowners, online content focused on selling tips and market trends, and networking with local communities.
  • Why You Want Them: Seller leads are valuable as they provide inventory for real estate professionals to offer to their buyer clients. Having a good portfolio of seller leads can position an agent as a key player in the market. These clients are likely also looking to buy a home also, earning you commission on both ends of the deal.

Investor Leads

  • What They Want: These leads consist of individuals or entities looking to invest in real estate for returns. They may be interested in rental properties, fix-and-flips, or long-term investment opportunities.
  • Where To Find Them: Generating investor leads often requires a more data-driven approach, focusing on market trends, return on investment analyses, and networking through investment forums and events.
  • Why You Want Them: Catering to investor leads can be a niche market for real estate professionals, but one of the most profitable. Investors may buy or sell many properties within a year depending on their investment strategy.

Referral Leads

  • What They Want: Referral leads come from recommendations by previous clients, colleagues, or other industry contacts. These are often considered high-quality leads as they come with a level of pre-established trust. It is your job to find out what they are looking for and to assist them in anyway possible.
  • Where To Find Them: Developing a strong referral network involves providing excellent service, maintaining relationships with past clients, and engaging with local communities and professional networks. These leads will come naturally if you treat your existing clients with a high level of professionalism.
  • Why You Want Them: Referrals can significantly lower marketing costs and lead to more reliable and consistent business opportunities.

These are the various leads you will come across in real estate. Understanding the differences is essential for real estate professionals to effectively target and serve their prospective clients. You will likely see better results by keeping your main focus on one or two of these leads as to not spread yourself to thin. Once you’ve got a great lead generation system in place for one you may move onto the next.

Where To Find Real Estate Leads

Find leads is one of the hardest parts of being a real estate agent, below I will outline some of the ways agents find new leads.

Digital Marketing

  • Websites: A well-designed real estate website optimized for search engines is a powerful tool for generating leads. Including things such as property listings and informative blogs can attract potential buyers and sellers.
  • Social Media Platforms: Platforms like Facebook or Instagram can be used to engage with potential clients, showcase properties, and share market insights. Social media ads targeted to specific demographics can also generate leads but I would suggest you start their.
  • Online Advertising: Pay-per-click (PPC) advertising, display ads on relevant websites, and sponsored content can effectively reach a broader audience. Tailoring these ads to target specific real estate interests can yield high-quality leads.


  • Real Estate Events: Attending or hosting seminars, webinars, open houses, and local real estate meetings can be a great source of leads. These events offer opportunities to connect with potential clients and other real estate professionals.
  • Community Involvement: Participating in community events, sponsoring local activities, and volunteering can help build a positive reputation and generate leads through word-of-mouth.
  • Professional Groups and Associations: Joining local business associations, real estate investment groups, and chambers of commerce can expand a professional network and lead to referrals and new contacts.

Traditional Advertising

  • Print Media: Newspapers, real estate magazines, and community newsletters can reach a segment of the market that prefers traditional media. You may also go door to door with flyers or even just leave a door hanger. Well-placed advertisements and listings in these mediums can attract less tech savvy leads.
  • Billboards and Outdoor Advertising: Billboards, bus benches, and flyers can generate local awareness and leads. These methods are particularly effective in high-traffic areas. Be sure to keep a look out for them next time you’re walking through the city.
  • Direct Mail: Sending postcards, newsletters, or brochures to targeted neighborhoods or demographics can be an effective way to generate seller leads, especially in areas with high turnover rates.

Real Estate Platforms

  • Online Real Estate Marketplaces: Websites like Zillow, Realtor.com, and Trulia attract vast numbers of buyers and sellers. Being active on these platforms can generate significant leads.
  • Lead Generation Services: Subscription to lead generation services can provide a steady stream of leads. These services typically use advanced algorithms and market analysis to identify potential clients.
  • CRM Tools: Utilizing Customer Relationship Management (CRM) tools can help in managing and nurturing leads effectively. These tools can track interactions, preferences, and the stage of each lead in the sales process.

The sources of real estate leads are diverse, ranging from digital and traditional marketing strategies to networking and specialized real estate platforms. A successful real estate professional typically employs a combination of these methods to maintain a consistent stream of leads. Coming up with your own unique ways to generate leads is something you should also keep in mind as to stand out from your competition.

Now that you understand what a lead is in real estate, Its time to take a look at how to convert leads into clients

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