Definition
Technology platform that attracts potential real estate clients through websites, social media, paid advertising, or content marketing to build agent lead pipeline.
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Lead generation platforms (like BoomTown, Zillow Premier Agent, Advangelists) generate real estate leads for agents through various methods: paid search (Google Ads), social media advertising, content marketing, website capture forms, referral programs. Agents pay for leads or pay for platform that generates leads. Quality varies: some platforms deliver high-volume low-quality leads; others focus on quality. Effective lead gen requires matching platform to agent's market and strategy. Some platforms specialize in buyer leads, others in seller leads, others in investment properties. Modern platforms track lead source effectiveness: showing agents which sources convert best. Lead generation costs vary: pay-per-lead models charge per contact; performance-based models charge only for actual conversions. Building organic lead generation (sphere of influence, referrals) is often cheaper and higher-quality than paid leads, but requires time. Agents balance paid and organic lead sources.
Pro Tip
When choosing an agent, ask about their lead generation strategy. Agents with strong lead sources are typically more actively marketing your property.
Example
Agent pays $1,000/month for BoomTown lead generation platform, receives 30-40 leads monthly from paid search and social media, converts 1-2 to clients.