The 9 top real estate lead generation companies for 2025

Our picks: The 9 top real estate lead generation companies for 2025
Best for full-service marketing suite + exclusive leads Market Leader From $189
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Best for seller leads SmartZip From $500
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Best for automated lead nurturing Zurple From $149
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Best for seller leads (with a no-contract option) Offrs From $499
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Best for exclusive inherited-property seller leads Catalyze AI From $180
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Best for buyer leads based on location Zillow Premier Agent From $20
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Best affordable, all-in-one lead generation platform RealGeeks From $299
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Best for geo-targeted lead generation CINC From $899
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Best for AI-powered lead generation & conversion Ylopo From $395
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Market Leader: Best for full-service marketing suite + exclusive real estate leads

As its name suggests, Market Leader is known for offering a complete marketing suite with features like email and SMS marketing services, lead capture forms and a built-in lead management CRM. The company provides in-house advertising experts who send buyer and seller leads exclusively to you, streamlining lead management and marketing efforts.

Market Leader is a strong option for real estate professionals seeking lead generation and marketing solutions in one platform. Its full marketing suite and real estate lead exclusivity set it apart, although it would stand out even more if it offered concierge service and a free trial option. Users have praised its efficient CRM capabilities but noted challenges with lead responsiveness in some cases.

Features

• Automated workflow
• Social media integration
• Customizable reports
• Network Boost: generates affordable leads through social media ad campaigns
• HouseValues: helps you get seller leads from a desired ZIP code
• Leads Direct: helps run pay-per-click advertising campaigns

Exclusivity: Yes

Trial period: No

Contract requirements: Six-month minimum

Pros & Cons

• Guaranteed number of leads each month
• Automated email and SMS marketing and lead nurturing
• Built-in lead management CRM
• Lead capture forms
• Lead exclusivity
• Full marketing suite

• Lead responsiveness can be an issue
• Does not offer a concierge service
• Limited analytics
• No free trial period

Pricing

• Professional for Agents: $189 per month
• Professional for Teams: $329 per month plus additional per-user charges
• Network Boost: Around 40+ leads for as little as $350 per month

Visit Market Leader

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Market Leader Review

SmartZip: Best for seller leads

SmartZip uses predictive analytics to predict likely sellers six to 12 months in advance, offering a first-mover advantage in tight inventory markets. The company provides robust marketing and nurturing tools, including a CRM with real estate lead data, home valuation landing pages, direct mail campaigns, a comparative market analysis tool and more.

SmartZip primarily benefits experienced listing agents, yet any agent willing to nurture seller leads can thrive with this platform. To generate real estate leads, SmartZip employs predictive analytics that sifts through consumer data from credit card companies, market data from MLS, and other demographic data.

Real estate agents using SmartZip gain immediate access to its CRM populated with leads and their data. This dashboard shows a list of property owners in the agent’s target area based on the client’s likelihood to sell within the next 18 months. Armed with this data, agents can use the included automated marketing tools to market directly to sellers who are likely to transact.

Features

• Predictive analytics
• Smart CRM
• Direct mail campaigns
• Home valuation landing pages
• CMA tool
• CheckIn app
• Local trend reports

Exclusivity: No

Trial period: No

Contract requirements: Annual contract is required

Pros & Cons

• Predictive analytics targets likely sellers
• Comprehensive marketing and nurturing tools
• Design quality of marketing materials
• Automated home valuation landing pages

• Leads are not exclusive and are generally top-of-funnel
• Not recommended for new agents; relatively pricey

Pricing

Starting at $500 per month, with an average monthly spend of $1,000

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SmartZip Review

Zurple: Best for automated lead nurturing

Zurple generates real estate leads within your target market (up to 10 areas) with branded property search or home valuation landing pages. Once a lead is sent to the included CRM, Zurple sparks conversations via text or email with your leads from all sources and alerts them to new listings in their area of interest.

The nurturing messages are fully automated and change based on the leads’ behavior on your website. These automated conversations nurture your leads until the system determines they are ready for you to jump in with a human touch to bring sales across the finish line.

Features

• Personalized and timely engagement with leads from Zurple and other sources
• Branded property search landing pages for your target market (up to 10)
• Automated home valuation landing pages 
• Tracks lead behaviors online to understand where they are in the purchasing process and follows up automatically
• Pipeline Boost to generate affordable buyer leads
• Video and social media marketing tools

Exclusivity: Yes

Trial period: No

Contract requirements: Six-month minimum

Pros & Cons

• Generates exclusive buyer and seller leads
• Provides immediate replies to inquiries, emails and texts
• Takes the pressure off of agents to be available 24/7
• Automated lead nurturing and pipeline management
• System can nurture leads from any source, not just leads from Zurple

• Landing pages are basic and not integrated into your website
• Pipeline Boost leads are affordable, but high funnel

Pricing

Starting at $149 per month, you can also purchase search engine marketing (SEM) services from Zurple, additional sites at $100 per month, per site, and upgrade to include their Pipeline Boost feature.

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Zurple Review

Offrs: Best for finding seller leads (without a contract)

Offrs was one of the first companies to offer AI-powered predictive analytics to find likely sellers based on hundreds of data points. Their latest feature, RAIA, is a ChatGPT-powered conversational chatbot that’s been trained by licensed real estate agents to qualify and nurture your inbound leads for you, converting them into clients. You can jump in when you’re ready for more personal communication with the most qualified real estate leads.

With the available ROOF upgrade, you can leverage a team of licensed Inside Sales Agents (ISAs) and AI agents to help qualify and convert your leads.

Features

• Uses AI to analyze data & market trends to identify likely sellers
• RAIA AI qualifies leads via SMS, email, or web chat
• AI is trained by licensed agents & ISAs
• AI predictive lead scoring
• Available ROOF upgrade means ISAs will call leads for you

Exclusivity: Yes, with an additional cost

Trial period: No

Contract requirements: Month to month

Pros & Cons

• A no-contract option so you can try Offrs (for a slightly higher cost per month)
• A highly effective chatbot to qualify new leads by asking pertinent questions

• No CRM, but if you are looking for seller leads and already have a CRM for your contact management, Offrs + RAIA is an excellent choice.

Pricing

Starts at $499 per month for exclusive leads. The no-contract option is more expensive than the 12-month contract option. ROOF is a free upgrade for all premium plans The company charges a 25% referral fee for every closed deal qualified by ROOF.

Visit Offrs to request a demo and get their latest pricing.

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Offrs Review

Catalyze AI: Best for exclusive inherited-property seller leads

​​​​Catalyze AI is our top choice for inherited property or probate leads. Probate leads represent an estimated $69 billion in annual property sales in the U.S. The company uses real-time data to identify inherited properties in your area. It deploys predictive analytics to identify, with a high degree of accuracy, the most highly motivated inheritance leads before they end up in probate court.

While the company doesn’t provide marketing tools, its predictive analytics technology puts you considerably ahead of your competitors. These real estate leads are often eager to sell, making them highly valuable — especially for such an affordable product. However, leads may take time to close, and the service isn’t available in all markets. This company is best suited for experienced listing agents familiar with the probate process.

Features

• ​​​​Predictive analytics technology (finds leads before traditional probate lead services)
• User dashboard to monitor new leads
• Radius-based leads within 50 miles from you

Exclusivity: Yes, exclusive listing leads get pushed to your platform.

Trial period: No, but select discounts may be available (must inquire)

Contract requirements: Can cancel at any time

Pros & Cons

• Intuitive dashboard
• Affordable leads
• Monthly sales training calls with scripts for better conversions

• Limited to inherited properties
• No extra marketing bells and whistles are included

Pricing

Starts at $180 per month for 30 leads ($6 per lead for homes under $1 million; $8 for higher-value homes)

Visit Catalyze AI

Zillow Premier Agent: Best for buyer leads based on location

As a major player in the real estate industry, Zillow is hard to overlook. The company has the resources to invest heavily in SEO and user experience and interface design. As a result, Zillow dominates Google search results. Its easy-to-use interface makes it a top choice for consumers searching for properties. That’s good news for agents and brokers looking to attract real estate leads.

Zillow Premier Agent (ZPA) is Zillow’s paid advertising program that connects agents to buyer leads. Zillow Premier Agent offers enhanced visibility to its members on Zillow’s platforms, giving ZPA agents priority placement in property listings, plus exclusive access to real estate leads. The platform’s high traffic volume, effectiveness and straightforward CRM make it a top choice for lead generation.

Zillow also offers “Zillow Flex” a pay-at-closing lead product that offers buyer leads to qualified agents with no upfront cost. While Zillow offers significant exposure and reach, some industry insiders argue the company prioritizes “Flex” over “Premier Agent” partners. Nonetheless, if you want to cast a large net, Zillow Premier Agent can help you reach more real estate leads in your area.

Features

• Automatic lead placement in Zillow’s CRM
• Priority status when claiming properties on Zillow
• Ease of automating follow-ups for lead conversion
• Direct integrations with all real estate CRMs

Exclusivity: No

Trial period: No

Contract requirements: Vary

Pros & Cons

• Personalized agent profile
• Exclusive placements on your listings
• Excellent for building brand awareness
• Streamlined CRM

• Lacks robust lead follow-up tools
• Leads aren’t necessarily qualified or exclusive
• Zillow Flex is invite-only
• Price per lead can be higher than other companies

Pricing

Depends on the ZIP code — around $20 to $60 per lead. Unfortunately, Zillow isn’t very transparent about the cost of leads through their Zillow Premier Agent program. It depends in large measure on your market.

Visit Zillow Premier Agent

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Real Geeks: Best affordable, all-in-one lead generation solution + website design

Real Geeks offers a robust solution for real estate lead generation, CRM, IDX website design and all-around marketing suitable for single agents, teams and brokerages. In addition to their IDX website and CRM lead generation platform, Real Geeks offers advanced feature upgrades like an AI chatbot to help engage real estate leads and a downloadable property search app for your clients with a 4.7 rating in the Apple App Store.

The company generates leads using done-for-you PPC advertising on Facebook and Google for an additional monthly fee. Advanced users can leverage Real Geek’s Facebook Ad Tool for a more hands-on approach to lead generation.

Features

• IDX real estate websites
• Real Leads campaign manager and lead generator
• Automated home valuation tool
• Automated market reports
• CRM with lead activity tracking, SMS lead autoresponders and third-party integrations
• Geek AI chatbot 
• Client-facing property search app

Exclusivity: No

Trial period: None specified

Contract requirements: Minimum six-month contract required

Pros & Cons

• Comprehensive toolkit includes lead generation website, CRM, automated marketing and lead nurturing tools
• Done-for-you Facebook and Google PPC advertising

• Limited customization options for websites
• Additional fees for certain features
• No free trial

Pricing

Starts at $299 per month for 2 users with a 12-month contract, $499 per month for a six-month contract

Visit RealGeeks

CINC: Best for geo-targeted lead generation

CINC is an all-in-one lead generation platform that combines sophisticated paid advertising, IDX websites and an AI-powered CRM to generate and nurture leads. CINC’s advertising team excels at targeting leads in mico-niches such as neighborhoods, school districts, and even specific property types such as waterfront homes or golf communities. Service upgrades include cash offer ads and Google Local Service Ads (LSAs) to generate high and mid-funnel seller leads.

CINC is an ideal choice for productive agents and teams who work in competitive geographic or property-type niches and want automated systems to engage and nurture leads. Entry-level pricing is higher than some competitors, but unlike competitors, CINC includes leads in their pricing.

Features

• Sophisticated geographic and property-type lead targeting 
• Integrated IDX website and CRM 
• AI-powered chatbot trained by top-producing agents 
• Mobile app 
• Referral network 
• 3-line auto dialer available

Exclusivity: Yes

Trial period: No

Contract requirements: 6 months

Pros & Cons

• Targets leads in dozens of geographic and home-type niches
• Sophisticated IDX website and CRM
• Highly skilled PPC advertising team leverages data from 50,000 agents and teams
• Fully automated lead nurturing powered by AI
• Industry-leading training and support

• Starting price is higher than competing platforms
• IDX websites have limited customization options
• Sold as an all-in-one platform – cannot purchase leads or software separately
• CINC AI is a $200 per month upgrade

Pricing

CINC’s pricing starts at $899 per month for solo agents and $1500 per month for teams but can vary widely based on market and property-type niche. Software and lead generation services are not sold separately.

Visit CINC

Ylopo: Best for AI-powered lead generation & conversion

Ylopo uses dynamic home search, home valuation and AI-powered video ads to drive real estate leads to landing pages on a custom-branded IDX website. Once leads are generated, they are qualified, converted and nurtured using Ylopo’s proprietary AI text and AI voice assistants.

Trained on over 50 million conversations on the company’s platform, Ylopo’s AI assistants boast response rates that can rival human agents — with the added benefit of being available to respond to inquiries 24 hours a day, seven days a week. As an early adopter and current industry leader in AI, Ylopo’s AI lead generation solutions are ideal for tech-savvy agents, teams, and brokerages who want to be on the cutting edge of lead generation technology.

Features

• AI-powered text and voice assistants
• IDX lead generation websites
• Sophisticated demographic ad targeting
• Seller leads generated from buyer ads (buy/sell leads)
• Mission control dashboard to monitor + adjust ads

Exclusivity: Yes

Trial period: No

Contract requirements: Six-month minimum

Pros & Cons

• Industry-leading AI text and voice assistants engage leads
• IDX websites suitable for lead generation and branding
• Seamless integrations with popular CRMs

• Consumer response to AI text and voice assistants might shift
• Limited customization options for IDX websites
• No CRM included

Pricing

Starts at $395 per month + ad spend.

Visit Ylopo

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Our methodology: How we chose the top real estate lead generation companies for agents for 2025

HousingWire is the destination for industry leaders and decision-makers to stay informed and stay ahead of what’s going on in the U.S. housing industry.

We bring decades of combined experience in the real estate industry as agents, brokers and marketers to find the best real estate tools for every type of agent, broker and team. We also crawled the web so you don’t have to, analyzing a sample of reviews across social media, the Better Business Bureau (BBB) and online discussion forums.

To determine which real estate lead generation companies are best for industry professionals, we’ve analyzed dozens of products and 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.

Real estate lead generation companies: FAQs

Are lead generation companies worth it in real estate?

Yes, lead generation will truly be the lifeblood of your business’s success. It may seem challenging to generate real estate leads at first, but once you build up a current of strong, qualified leads, you’ll see how much less effort will be necessary to sustain sales.

Many real estate professionals turn to lead generation companies like the ones listed above to streamline the process and access more potential clients. While some agents have achieved significant success with these services, whether they are worth it (or not) depends on your individual circumstances. Assess your budget, target market and specific goals before investing in any service. Also, determine which aspects of marketing you are least comfortable attempting on your own and start outsourcing there.

Luck also plays a role in determining whether or not a lead generation company is worth the investment. Lead generation is by nature highly unpredictable – local market conditions, timing and speed to lead all play a role. You might land several hot leads on day one or it may take you six months (or longer) to close a single deal.

Where do real estate agents get most of their leads?

Real estate agents acquire leads from multiple sources. While real estate lead generation companies are one option, agents also obtain leads through traditional avenues like their sphere of influence,  referrals, open houses, community events and their personal networks. Real estate professionals use online platforms, such as social media and websites, to attract potential clients outside of their immediate local area. The choice of lead generation methods may vary, but it’s always a great idea to diversify your lead channels for the most well-rounded approach.

How do I find the best lead generation company for real estate?

Our team of real estate experts recommends choosing a real estate lead generation company that custom-tailors its services to you. There’s no sense in paying for leads outside of your zip codes or from demographics that aren’t going to be interested in the properties in which you specialize. As the saying goes, in real estate “the riches are in the niches.”

The quality of leads you’ll get from a lead generation company will vary widely based on the advertising strategies the company uses, how (or if) they vet leads, and if their leads are exclusive to you. While no lead generation company can guarantee their leads will transact quickly, the best companies can target leads in your specific niche, vet them, and send them only to you.

Choose companies that offer transparent pricing and clearly defined lead sourcing methods, avoiding hidden fees or unclear processes. If possible, opt for a trial period to assess the company’s performance before making a long-term commitment.

Agents should also consider the potential benefits of any lead nurturing or marketing tools that come bundled with a company’s service. Automating repetitive tasks can help you convert leads faster and more efficiently— giving you more time to make the personal connections that get you to the closing table.

Should I pay for leads in real estate?

Yes. Like any lead generation strategy, paid leads are an investment in your business. Just keep in mind that it might take a few weeks or months to see a return. It’s still a long game. Your ROI from paid leads will depend on the nurturing strategies you use and how well you can implement them today, next week and six months from now. Automated conversion and nurturing tools can help, but the most successful agents build relationships with leads. This is why simple check-in phone calls are so powerful.

Paid leads may offer quantity, but their quality can vary. Decide whether you prefer a smaller number of high-quality, active leads or a larger volume with potentially more “cold” prospects. It’s also wise to diversify your lead generation methods. While paid leads can be a part of your strategy, don’t overlook organic methods like referrals, networking and your overall online presence.

The full picture

The lead generation landscape is more dynamic than ever, with a range of top companies offering lead gen services tailored for agents, teams and brokerages. Whether you opt for an all-in-one lead generation platform like Real Geeks, an industry-leading marketplace like Zillow Premier Agent, or specialized solutions like Catalyze AI, the key is to align your choice with your skill level, budget and target market.

If you’re a brand new agent, an all-in-one system that generates buyer leads and includes marketing tools to convert them, like Market Leader or Real Geeks will have the best ROI. Agents with four to 10 years of experience should opt for more advanced (and more expensive) systems that leverage predictive analytics to deliver seller leads that are highly likely to sell. Smartzip and Offrs are our top picks in this category. Finally, teams and brokerages will benefit most from high-priced platforms like Ylopo that can target hyper-local leads and convert and nurture them for the long haul with sophisticated AI tools.

We’ve thoroughly researched the top real estate lead generation companies and weighed the pros and cons to help you make an informed decision to support your business.