While organic marketing is important for every business, buying targeted real estate leads is the fastest way to fill your pipeline. However, not all lead sources are created equal. The best lead gen platforms offer high-quality, targeted leads that align with your market and business goals.
In this article, I’ve listed the best places to buy real estate leads, why I chose them, and their standout features. No fluff, just the actionable intel you need to invest your marketing dollars where they matter most.
Market Leader: Best for monthly guaranteed leads
Smartzip: Best for seller leads
zBuyer: Best for on-demand leads generated via cash offer
SOLD.com: Best for preferred agent network and referral leads
CINC: Best for paid search advertising
REDX: Best for prospecting leads
Zurple: Best for digital marketing and automation
Zillow Premier Agent: Best for buyer leads
The Close’s top picks for the best places to get real estate leads
Market Leader: Best for monthly guaranteed leads
ProsCons
Guaranteed lead volume every month
Advanced lead behavior tracking
Contact info is guaranteed
Refunds for fake leads with bogus emails and phone numbers
Excellent for long-term business forecasting
Lead quality isn’t always premium
It can be cost-prohibitive
May not be ideal if you already have a robust and active website
Requires a minimum six-month contract
Starting monthly pricing
• Professional for Agents: $189 + $30 to $50 per lead (for one user only)
• Market Leader Teams: $329 + $30 to $50 per lead (up to 10 users)
• Market Leader Business Suite: Custom
• Network Boost: $300 for 30 leads (must purchase Professional for Agents or Teams)
Why I chose Market Leader
Market Leader has a long-standing reputation and a proven track record in real estate lead generation. It’s ideal for agents who have a healthy marketing budget and know how to make their paid lead generation profitable. Plus, its lead guarantee ensures agents get the maximum results, which is another reason it is one of the best places to get real estate leads.
Additional features
Network Boost: If you want to increase your pipeline, you can use Market Leader’s Network Boost, which can give you an estimated volume of 30 leads for $300 per month.
HouseValues: Market Leader’s HouseValues provides homeowners with free home valuations and captures their contact information. These seller leads are then given to agents so they can proactively connect with potential sellers early in their decision-making process.
Smartzip: Best for seller leads
ProsCons
Uses predictive analytics
Guaranteed leads
You can claim a ZIP code and join their nationwide referral network
Offers excellent value for its annual price
Nurturing time for leads can be long
Doesn’t include a CRM
Limited third-party integrations
Starter monthly pricing
• Starts as low as $299 per month, but may vary based on the services and subscriptions selected
Why I chose Smartzip
Smartzip is one of the best places to purchase real estate leads because it uses predictive analytics to identify homeowners most likely to sell. Its Smart Data feature analyzes over 200 data points to ensure agents receive targeted leads with a high probability of conversion.
It is the only predictive analytics company that guarantees a certain number of leads: 30 leads per month in your targeted ZIP code, and 90 leads within five ZIP codes if you upgrade to the premium package. Smartzip is great for agents because these leads are targeted at sellers who are ready to list. And you know what they say — leverage those listings to get even more leads.
Additional features
RAIA (AI chatbot): Smartzip’s RAIA (Real Estate Artificial Intelligence Advisor) utilizes SMS and email to qualify leads. It leverages advanced AI to predict homeowner selling behavior, offering agents accurate leads.
Check-in App: Provides a daily action plan and real-time lead alerts, so you know exactly when and whom to follow up with for the best shot at closing.
zBuyer: Best for on-demand leads generated via cash offer
ProsCons
Lead count is guaranteed
Lead replacement policy
Includes email and SMS marketing
On-demand leads and requires no contract
Built-in lead capture tools
Leads are not exclusive
There is a minimum spend of $400 per month
Lacks a CRM
Lacks a concierge program
Lead nurturing and conversion take time
Starter monthly pricing
• $400 per month minimum (leads cost between $12 and $17 each)
• $12 per lead for buyer leads
• $15-$17 per lead for seller leads (price range is based on county and availability)
• No contract or startup fees
Why I chose zBuyer
zBuyer maintains a solid commitment to customer satisfaction that some of the larger software companies can’t match. It has an excellent track record of supplying valuable, verified leads by targeting potential sellers’ interest in cash offers and directing them to HousingNow.com. The site is similar to Zillow, where buyers can browse listings after inputting their contact information.
What makes zBuyer different is its process of verifying leads for realtors to ensure they are ready to transact. While the leads aren’t exclusive, zBuyer only shares each with a maximum of six agents. Therefore, if an area already has that many agents active, it will likely be sold out.
Additional features
Lead count guarantee: When you sign up with zBuyer, you can select the monthly number and type of leads you want to receive, such as 20 real estate buyer leads and 15 seller leads. If these numbers aren’t met, zBuyer will provide additional leads or adjust the price for the following month to ensure you reach your target.
Lead replacement: zBuyer ensures agents receive a replacement for every bad lead, maintaining the value of their investments. This additional layer of security enables agents to concentrate on engaging with viable prospects.
SOLD.com: Best for preferred agent network and referral leads
ProsCons
Offers a private referral network
Doesn’t require a contract
Easy and free sign-up process
You can pay for Guaranteed Display to get more referral leads
An agent referral fee is not indicated on the website
Not ideal for new agents
Onboarding and learning curve
Starter monthly pricing
• Signing up on SOLD.com is free, but agent referral fees (or a percentage of your commission) are undisclosed as of this writing.
Why I chose SOLD.com
SOLD.com is one of The Close’s recommended pay-at-closing real estate lead companies. It connects agents with motivated buyers and sellers, utilizing data-driven insights and proprietary algorithms to match you with serious clients. It’s an excellent option for agents who want to minimize upfront risk, as you only pay when a transaction closes, making it a low-commitment and performance-based approach.
You create your profile, set your preferences for leads, and convert the leads you’re sent. However, I’ve seen some reviews stating that if an agent is new and signs up, they may not see many leads. If you’re a new agent, I recommend signing up, but don’t expect a flood of leads to come your way.
Additional features
Agent portal: Upon logging in, agents can view their wins, losses, and the number of their SOLD.com leads. They can also check their agent ranking within their ZIP codes and explore opportunities to boost their rankings and get more referrals.
Marketplace: As members of SOLD.com’s referral network, agents can access vendor offers in the Marketplace. These offers include discounts, educational resources, and sales performance incentive funds (SPIFs).
CINC: Best for paid search advertising
ProsCons
AI automation can follow up on your behalf
Includes a private referral network
Offers a great CRM and mobile app focused on real estate
Geared toward teams and top performers
Includes lead nurturing and seller lead capture
Getting started can be expensive
It takes time to get a return on investment
Not recommended for new agents because of the upfront cost
AI feature is an additional cost
Starter monthly pricing
• $899 for single agents
• $1,299 for teams
Please contact a CINC sales rep for more details about pricing for the Guaranteed Sales Program and additional advertising promotions available to new clients.
Why I chose CINC
CINC is an excellent platform for buying leads in real estate, as it utilizes Google and Meta to generate leads through hyper-local advertising, which is done for you by the CINC team. Instead of only advertising, CINC funnels leads directly into its proprietary system using paid search, remarketing campaigns, and cash offer ads.
This approach ensures potential clients are reached and directed into a streamlined management system. If you already have a solid digital footprint, investing in CINC can further expand your reach.
Additional features
CRM and mobile app: The CRM and mobile app are top-notch, and with artificial intelligence (AI), CINC nurtures and responds to your leads 24/7, no matter when they engage with your ads. That way, you can always ensure you take care of your leads promptly and automatically.
Alex (CINC AI bot): Alex engages with leads by sending personalized messages, streamlining communication, and enhancing lead conversion rates. It’s available 24/7, ensuring timely responses to potential clients.
REDX: Best for prospecting leads
ProsCons
Unlimited lead generation potential for a single monthly fee
Excellent value for money
Great for agents who are comfortable with cold calling
Fantastic user interface, including its Vortex lead management system
CRM has no automation options
Not ideal for agents who are discouraged by rejection
Outbound lead gen means more work for you on the front end
High percentage of inaccurate data
Starter monthly pricing
• Expired leads: $60
• GeoLeads: $60
• FSBO leads: $60
• FRBO leads: $60
• Pre-foreclosure: $60
• Full suite of five lead types: $199
• Ad builder: $49
• Brand Builder Standard: $449
• Brand Builder Creator: $899
• Brand Builder Pro: $1,799
• Social Media Management Add-on: +$699
• Power dialer bundled with ad builder: $99
• Vortex: Free with any lead purchase
Why I chose REDX
REDX is an outbound real estate lead marketing system that provides data on property details, including FSBO and expired listings, as well as contact information for buyers and sellers. This data is organized in Vortex, its customer relationship manager (CRM), to help agents in their outbound prospecting.
It is ideal for budget-conscious agents who invest time marketing by phone or door knocking, as success with the platform requires consistent effort and a proactive approach to lead gen. If you’re going with REDX, practice your cold-calling scripts and have your CRM handy.
Additional features
Power Dialer: The Power Dialer enables agents to connect with more prospective clients by automating the dialing process, saving time, and enhancing efficiency. It has up to four lines, allowing you to maximize your prospecting calls.
Ad Builder: For just $49, REDX’s Ad Builder streamlines the creation and management of social media ads for agents. It customizes the audience who’ll see ads, ensuring their brand is seen by homeowners likely to sell.
Zurple: Best for digital marketing and automation
ProsCons
Offers exclusive leads
Powerful lead nurturing system
Easy-to-use platform with a minimal learning curve
Excellent analytics
Includes extra features, like social media schedulers and video messaging
Limited integrations
Doesn’t offer training
Customer service needs improvement
Can be expensive for some agents
A six-month contract is required
Starter monthly pricing
• Zurple system: $149 (includes $10 data services fee)
• Add-ons:
• Additional website: $100 per month
• Lead products
• Pipeline Boost (social media leads): $10 per lead
• Search engine lead products (auto leads and auto listings): Depends on city, but generally $35 to $40 per lead
Why I chose Zurple
Zurple is a real estate lead source that generates leads using community-specific landing pages. These pages capture contact information in exchange for detailed home valuations or IDX searches.
If you’re a tech-savvy agent seeking robust analytics, Zurple might be your ideal fit. Its seamless integration with Facebook and Google Ads can benefit agents with a strong online presence. Additionally, Zurple’s automatic follow-up tools make it an excellent choice for agents looking to utilize their CRM to its full potential.
Additional features
Lead-capturing websites: Zurple’s customizable IDX websites showcase current MLS listings and property search features. They include lead capture tools, such as forms for scheduling showings and home valuations, which turn visitors into potential clients.
Pipeline Boost: This cost-effective solution enables agents to expand their databases through expertly managed Instagram and Facebook ad campaigns. It generates targeted real estate buyer leads for realtors and engages them with personalized email and text messages.
Zillow Premier Agent: Best for buyer leads
ProsCons
Ability to capture real estate buyer leads earlier than competitors
Automated digital advertising
Broker management tools
Allows a variety of integrations
Includes a built-in CRM
Lacks price transparency
Leads aren’t exclusive
Customer service needs improvement
Zillow CRM is very basic
Cost per lead can be higher than other platforms
Starter monthly pricing
• Price starts at about $1,000 for major metro markets
• For markets outside of major metros, Premier Agents pay between $300 and $500
Why I chose Zillow Premier Agent
Zillow Premier Agent (ZPA) should be on your radar if you’re looking for where to buy real estate leads. Zillow puts ads for Premier Agents right next to property listings on its site. If someone chooses you, they fill out a quick form with their contact info, and then Zillow sends that info your way. You’ll also get leads when they want to visit a specific property.
Most of these leads will be buyers who are near the top of the funnel. Becoming a ZPA widens your reach, as you’ll receive premium placement on Zillow and its network sites like Trulia, StreetEasy, and RealEstate.com.
Additional features
Third-party CRM integrations: ZPA integrates with multiple CRMs, including Top Producer, Follow Up Boss, and Lofty, allowing agents to manage and nurture leads seamlessly.
Training resources: ZPA provides training resources for agents, including courses and guides to enhance lead generation and client management skills. These resources help agents utilize Zillow’s tools effectively and improve business performance.
Methodology: How I chose the best places to buy real estate leads
Our expert researchers, agents, writers, and editors at The Close evaluated dozens of lead generation companies to find the best places to buy real estate leads. We analyzed each platform and based our top choices on the following criteria:
Pricing: We looked at the average price per lead for buyer and seller leads, exclusive leads, subscription costs, the minimum required ad spend, and whether a contract is required.
General features: This category covers the main features of each lead generation company. This includes lead-capture tools, lead management, built-in CRM, multiple integrations, mass marketing tools, analytics and reporting tools, and IDX websites.
Advanced features: Do these lead gen companies offer advanced features? Some notable advanced functionalities include lead scoring, lead nurturing, team distribution, scripts, and AI tools.
Reputation: I assessed each lead generation company’s reputation by considering feedback from verified users.
Read more about our methodology here.
Frequently asked questions (FAQs)
What is the best platform to get real estate leads?
Market Leader is our top platform for purchasing real estate leads, mainly because it guarantees a certain number of exclusive leads each month. However, the best lead gen platform depends on your budget and preferences.
Is it worth it to pay for leads?
Paying for leads is worthwhile if they are high-quality and you have a solid follow-up system in place. Buying leads can provide a consistent flow of potential clients. However, you’re responsible for evaluating the cost per lead and conversion rates to ensure a good return on investment.
Is it worth it to buy leads on Zillow?
Buying leads on Zillow can be beneficial due to the extensive reach of the Zillow network among homebuyers and sellers. The lead generation platform, Zillow Premier Agent, enhances the visibility of agents’ profiles, enabling you to generate more leads than non-Premier agents. However, it can be costly for newer agents. Ensure you’re extra diligent in following up to convert your leads.
Your take
Buying real estate leads isn’t the only strategy for success in the industry, but it is an essential part of your business development. Where do you buy your leads? Did your favorite make it to our list? Let us know in the comments!
