Vetted by HousingWire  |  Our editors independently review the products we recommend. When you buy through our links, we may earn a commission.

The world of real estate is constantly in flux, yet one thing remains true: Lead generation is one of the most important requirements for maintaining a successful real estate business. Particularly in today’s economy, with interest rates on mortgage rates stubbornly perched around 7.5% and dwindling inventory in most states, today’s brokers must get creative to keep a fresh pipeline of homebuyers coming through the door.

This article is your compass through these challenges, equipping you with the most effective real estate lead generation ideas and strategies to thrive. From upgrading your real estate website with eye-catching and functional marketing tools, to harnessing AI and a few other unconventional tactics, this guide explains the best lead generation ideas for real estate agents.

Overview: How to generate consistent real estate leads

In marketing, consistency is everything. Unfortunately, posting one random social media selfie per week isn’t going to help you nurture long-standing relationships with potential clients, nor will sending a single marketing email.

So what’s the easiest way to be consistent? By being true to yourself. As Florida-based real estate broker Carys Eccleshall describes, one-size marketing strategies rarely work, and agents are most likely to take daily action when their marketing plan involves things they actually like and feel comfortable doing.

Ahead, we’ll go over some traditional and more innovative marketing tactics. But remember: If these methods don’t resonate with your personality or if you’re unsure of what to say, opt for a different strategy that makes you feel confident. Your lead generation approach should be something you’re willing to do every single day — and it might involve creating a unique blend of tactics that work for you.

---

Top real estate lead generation ideas for 2024

Digital real estate lead generation ideas

According to the National Association of Realtors (NAR), roughly 96% of homebuyers use the internet in their home search. Leveraging the power of the internet will not only help you reach a wider audience and capture potential leads, but it’s also necessary for establishing basic credibility.

Here are some tried and true digital marketing strategies:

Backlinking

Learn how to set up backlinks (or hire an agency who specializes in this) so that your website appears in articles and blog posts on other sites. One easy way to start is by becoming a guest blogger for a respected real estate website and including a link to your website in your author bio. This will help establish credibility as a leading expert in your field, while inviting readers outside your existing audience to visit your website.

Predictive analytics

Artificial intelligence (AI) is here to stay. As a real estate professional, you can utilize AI machine learning to find local leads in a more targeted way. Gone are the days of shouting into the void. Instead, you can use an AI tool that can better predict a customer’s needs based on their prior search history and other online behavior.

---

Intelligent lead nurture sequences

Creative, engaging and personalized nurture sequences are essential for both effective real. estate lead generation and client conversion. Keeping this in mind, you’ll want to track your customer from when they first share their email address with you (lead capture) to when they become a client, and finally, beyond. (You never know — the 20-something buying their first starter home with you may grow into a lifelong client who turns to you when they are ready to upsize or buy a vacation home.)

Throughout the buyer’s journey, Intelligent lead nurturing keeps agents connected to them through automated, behavior-driven messages tailored to specific needs. This personalized approach enhances engagement and builds relationships that last decades.

Social media strategies

Social media is a gold mine for real estate lead generation. There’s no better way to gain your future clients’ trust than to post relatable, personable content on channels like Facebook and Instagram.

Here are some tactics to make the most of your social media efforts:

Start a hyperlocal Facebook group

Create a resource and offer value that will benefit the people in your desired zip codes. Share community news, events, yard sales and, of course, any Open Houses hosted by you, your team or brokerage.

Engage with buyers via Instagram Stories

Video (especially “real” or candid video) is one of the most personalized and emotionally compelling forms of media. Post daily updates to your Instagram stories to engage potential buyers and help prospects get to know you, relate with you and trust your judgment.

Utilize Facebook ads

Leverage Facebook ads to reach a wide audience, then test the quality of those audience members through targeted offers, events and invitations.

Create viral reels and videos

Whether on YouTube, TikTok or Instagram Reels, invest a few hours every week recording yourself walking through home tours, particularly of impressive properties or those with unique characteristics. Use ChatGPT or another AI-driven writing tool to help you craft engaging scripts, and start each video off with a strong hook. Feature the home’s most unique selling points prominently, and invite your audience’s reactions to it by asking them to drop opinions in the comments. 

In-person real estate lead generation ideas

While the digital world is certainly vital for generating real estate leads, personal connections can be just as powerful.

Here are some strategies for generating leads in person:

Open houses

Open houses are often underestimated as a lead generation tool. To maximize their potential, develop a well-thought-out strategy. Effective marketing can attract a substantial number of visitors. Leverage in-person marketing, organic social media promotion, and paid advertising to create a buzz around your open houses. When executed correctly, open houses can lead to a revolving door of new clients and leads.

Host a first-time buyers’ workshop

Partner with a local community organization, neighborhood association or nonprofit education center to share information with prospective first-time homebuyers. These seminars serve as a win-win, offering helpful information for potential homebuyers, brimming with questions, and also positioning you as a go-to expert for all their inquiries.

Set up a local booth

Spend one Saturday per month at your local grocery store. Set up a free “ask-me-anything” booth, where families and individuals can run their questions by you and gather flyers for upcoming open houses.

Traditional real estate lead generation methods

Don’t underestimate the effectiveness of traditional lead generation methods. These time-tested strategies still work:

Direct mail campaigns

Send targeted, physical marketing materials, such as postcards or brochures, to potential clients in specific geographic areas. The key to generating real estate leads through direct mail is to create a personal connection. Be sure to include your headshot, as well as contact information and an office address where people can stop by for questions.

Community events

Word-of-mouth marketing costs little in dollars, but a lot in personal time invested. Yet showing up to community events can pay back dividends once you establish yourself as a trusted guide among homebuyers in your town or zip code. It’s worth taking a few hours per week to interact with potential leads at garage sales, fundraisers, recreational events, school gatherings and recitals. While there’s no need to be showy about it, carrying a few branded pens or posting a tasteful decal on your car will also help you stay top-of-mind to those you interact with.

Out-of-the-box real estate lead generation ideas

To truly excel in real estate lead generation, you need to think outside the box. Here are some creative strategies:

Strategic partnerships

Don’t limit your partnerships to mortgage lenders and title reps; explore relationships with local businesses too, including repair companies, lawn care services and even divorce attorneys (think about it: their clients are going to need help selling their former homes and buying two new ones!).

When choosing your alliances, a reciprocal relationship is crucial. Both parties should benefit equally. By providing value to your partner’s clients and maintaining these connections over time, you open the door to potentially receiving referrals from them.

Starting a podcast

If you serve an easily identified audience niche, such as real estate investors, military families, millennial homebuyers, first-time homebuyers, luxury homebuyers or even simply those in a specific metropolitan area, establish a personal brand to serve those clients by recording an educational podcast.

Providing a quiz (plus a related add-on service)

One of the most fun ways to capture real estate leads from your website is by designing a quiz to educate your target clients. Make sure the quiz aligns with your personal brand. For instance, if you focus on selling mid-century modern homes, your quiz can be about how to choose the right mid-century floor plan for your clients’ family size. Bonus points if you offer an add-on service for anyone who signs up for your mailing list. If you focus on a luxury niche, for example, you can create a quiz to help clients identify their interior design style and send an email follow-up days later that pairs them with a local designer specializing in that style.

Conclusion: Adapting to an ever-evolving market

The real estate landscape is dynamic, and agents must constantly adapt to the market conditions. Generating real estate leads will always be a top priority. Knowing this will help you stay ahead of the curve and secure your place in this competitive industry.

Frequently asked questions

Let’s address some common queries about real estate lead generation: