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Real Estate lead generation guide

5 Best Tactics For Real Estate Lead Generation

Ask any realtor what’s the best way to generate leads, and you’ll get a different answer each time.

From timeless tactics like cold calling and referrals, to more modern, marketing-based solutions like email outreach and Facebook ads, it can be quite easy to get overwhelmed.

But one thing we can all agree on is that there’s nothing better than qualified leads who come to you.  If you’re tired of getting on calls with cold prospects and putting in hours and days into developing relationships only for your leads to disappear on you, you should know that there are better ways.

By following the lead generation tactics below, you can make it so that you’re working with qualified and relevant leads only. Leads who will be qualifying themselves through your website before even getting on a call with you.

To help you make the most out of the best real estate lead generation, here’s what we’ll cover:

Lead generation in the real estate industry
  • Top 5 Lead Generation Tactics For Real Estate Brokers and Agents
  • Top 3 Real Estate Landing Page Examples
  • Top 3 Real Estate Lead Form Examples

1. Leveraging customer feedback and social proof

real estate social proof reviews

As a real estate agent, one of the strongest weapons in your lead generation arsenal is social proof and customer feedback.

Social proof is your reviews, testimonials, results, and social shares that make it easy for customers to trust you. For real estate, the best review portals you can leverage for social proof include:

  • Zillow
  • Yelp
  • Realtor.com
  • Google
  • Trulia
  • FSBO.com
  • Foreclosure


By proudly displaying social proof on your website, focusing on digital experiences you’re showing your leads what kind of results you’ve accomplished for your previous customers and what makes you so trustworthy as a realtor.

The reason social proof works so well is because we’re psychologically predisposed to do something when we know others have done it too. This applies to making purchases and any other type of behavior too.

In real estate, where trust is everything, this becomes even more important as your customers have to make a complex decision that will have a huge impact on their lives.

For example, if a cold prospect sees on your website that you have a high client satisfaction rating from your previous clients and have 4+ years of expertise in a middle-class, suburban environment with plenty of previous clients, they’ll be more likely to work with you if that’s what they’re looking for.

You can also show how long you’ve been working in real estate, how many projects you’ve worked on, and more, to display your authority.

LeadProof popups on laptop screen

Showing proof via LeadProof popups

Get More Leads with High-Converting Lead Forms

Now, if you’re wondering how to boost your social proof as a real estate broker, here are a couple of low efforts tactics you can start using today:

  • Previous customer ratings and reviews.
  • Testimonials from most successful clients.
  • Likes and shares.
  • Positive comments on your blog and listings.
  • Badges and certifications.
  • Client showcase.
  • User count.
  • Number of houses sold to demonstrate your longevity in the industry.
  • Real-time stats on your website (e.g. if someone downloaded something from you, or filled in a form to contact you.).

Done well, social proof can turn your real estate website into a lead converting machine. If your prospects can see that other customers are regularly signing up for your services, they’ll be more likely to do so as well.

Which is why real-time stats, in particular, can be a strong source of social proof. With LeadGen App, you can make it so that a pop-up notifies your website visitors whenever someone fills in your form to get in touch with you (or any other form).

This, in turn, creates urgency and motivation for your visitors to do the same.

real estate landing page

Source: MyLondonHome

2. Optimized landing pages for lead generation

A strong landing page can do most of the work for you to convert cold prospects into leads.

The purpose of it is to encourage visitors to take a certain action, usually related to your services, and to put them on the next step of becoming your customer.

Below, we’ll take a look at a couple of real estate landing page examples for inspiration. But until then, here’s what you need to know about personalized landing pages for specific audiences.


When someone clicks on your ad (for your real estate listing, service promotion, or some other platform), they’re telling you they’re interested in what you offer.

The next step is to present the right message at the right time.

The whole point of your landing page is to match your ad and drive conversions with a relevant Call to Action (CTA). You have to tell interested leads what to do next.

Your CTA should always support your conversion goal, which is usually related to your offer.

Get More Leads with High-Converting Lead Forms
real estate marketing funnel

Source: Unbounce

So, your CTA could ask your visitors to fill in a form with a few questions about their down payment and contact information. Or if you’re looking to book more appointments, you can encourage visitors to select a time slot from your calendar and submit their phone number.

We’ll also be looking at web and contact form examples below, keep on reading.

There’s a lot of different ways you can modify your CTA, and it will largely depend on your objective.

But if you want your landing page to have an impact and to drive action, there are certain steps you can take to increase your conversion rates. Such as:

  • Minimizing links and menu items.
  • Highlighting CTAs.
  • Using multi-step forms (more on this below).
  • Maximizing the number of different lead offers.
  • Adding exit intent pop-ups.
  • Retargeting your prospects with Facebook ads.
  • And more.

3. Lead magnets

Lead magnets are valuable content offers on a web page that your visitors can access in exchange for contact information (usually email and first name).  

A good lead magnet bridges the gap from awareness of your company’s existence to sympathy and trust in your brand. Over time, this will increase your lead quality too.

A good real estate lead magnet that converts should:

  • Solve a problem of your potential customers.
  • Promise one main success or goal they’ll get from your lead magnet.
  • Present your expertise.
  • Be easy to digest and of high value.

And for a lead magnet to be successful, it needs to have the following:

  1. A landing page that provides an irresistible offer for your target audience.
  2. Clear messaging so that it can be understood in an instant.
  3. Top-notch content delivery that lives up to your promise.

Other real estate lead magnet topics might include:

  • List of homes in your neighborhood under a certain price range.
  • Homebuyers’ or home sellers’ guides.
  • Relocation packets.
  • Neighborhood market reports.
  • “How-to” e-books or videos. E.g. how to stage a home, increase curb appeal, so on.
  • Free home evaluation.
  • And more.

You can also include web forms in your landing pages to convert more first-time visitors into leads and extract more data from them.

See the full real estate mortgage application form example in action hereThat’s a lot of valuable information you can extract from a potential lead who’s seeing your website for the first time.

When a first-time visitor fills in your multi-step form (like the one above) on your landing page, a couple of things are happening:

  • They’re more engaged and spend more time on your landing page, which makes them more likely to follow through with your CTA.

  • They’re getting free value or information in the form of information they’re getting. For example, you can create a multi-step form that calculates how much mortgage payment they have to make, a loan calculator on how much money they can borrow, find an expert advisor based on their requirements, and more.

  • They’re more likely to fill in the form as multi-step forms are much easier to process. If you see 10 questions at the same time, you feel more overwhelmed, compared to having everything nicely presented on different stages.

  • And finally, you get more specific data from your customers, you can even preview leads before accepting or rejecting them, and boost your overall conversion rate.

By qualifying leads, you decide who to work with, while saving time and money because you’re not getting on a call with just anyone.

4. Using multi-step forms to get more frequent and higher-quality leads

Real estate enquiry form in multi step format

Multi-step forms are tools to capture responses or convert visitors into leads. Because industries like real estate are highly driven by online lead capture forms, multi-step forms are an important part of your lead generation. And they’re also useful for educating and engaging your website visitors.

What makes multi-step forms different from regular web forms is that multi-step forms present different questions on different form steps, rather than a single page.

Here’s an example of a real estate multi-step form that goes on for multiple pages and asks for different information. Which are as follows:

  1. What type of mortgage are you interested in?
  2. What is the approximate purchase price?
  3. Estimate your credit score.
  4. Bankruptcy, short sale or foreclosure in the last 7 years?
  5. What is your email address?
  6. What is your phone number?
  7. When do you need the services?

5. Choose Your CRM

As a real estate agent, you know that not everyone who visits your website will be relevant to work with you.

So, you need to categorize leads and keep track of lead information so that you never run out of customers.

For this, you need a CRM (customer relationship management) tool to manage and build stronger relationships with your contacts.

The right CRM for real estate professionals can help you:

  • Keep track of client and property deals, insights, and other information in an easy-to-access place.
  • Automatically update lead contact information with the latest details.
  • Track conversion history, your portfolio, and other sales activity in a visual pipeline.
  • Segment lists in your lead capture forms to save you valuable time.
  • And much more.

Tools like Pipedrive can help you shorten your overall sales cycles by empowering you with the right information for each of your leads. Other CRMs you can use include:

  • HubSpot CRM.
  • Zillow Real Estate CRM.
  • Contactually.
  • Bitrix24
  • And more.


pipedrive crm

Source: Pipedrive 

CRM tool
Get More Leads with High-Converting Lead Forms

There are plenty of CRM choices out there. Ideally, you should pick one that’s been designed for real estate agents specifically (like Pipedrive).

Then, to take this to the next level, you can integrate your CRM with the rest of your website. 

So that whenever someone fills in your web form, you get a notification, and the prospect’s contact information is automatically stored under the right section (e.g. if they’re a qualified lead or not).

From there, you can follow up with the lead accordingly.

Ready to start gaining more real estate leads?

Let’s take a look at some real estate landing page examples to see what they do right and what you can do to improve your own page.

Top 3 Real Estate Landing Page Examples


1. OpenAgent

Source: https://www.openagent.com.au/

  • Free “What’s your property worth?” lead magnet.
  • Multi-step form to compare the top real estate agents in your area. This leads to selecting top-performing agents for your objective, what type of property you’re selling, and other information.
  • Includes free property reports and a commission calculator to keep visitors on the website longer.

2. Redfin

Source: https://www.redfin.com/

  • Very clear benefits and pain points real estate customers care about (“tour homes fast”, “sell for more than the home next door”, etc.).
  • Free consultation in exchange for email address web form.
  • “How much is my home worth?” web form on a different page

3. Minto

Source: https://www.minto.com/

  • An interactive form that leads to a map of apartment rentals in the region.
  • Engaging video with company story.
  • Clear company benefits and what they offer.

Top 3 Real Estate Lead Form Examples

1. Real estate contact form

Lead capture form

  • Gathers essential information like the type of real estate solution visitors are looking for, space to leave a custom message, and finally, contact information.

  • Multi-step form that tracks progress and how many steps are left.

  • Simple design choices which make the form look great on any contact page (customizable).

2. Home-buyer loan calculator

Calculator form

  • Easy way to show new homebuyers a calculator on how much money they can borrow.

  • Goes through a step-by-step process of obtaining all essential first-time buyer loan information (property value, deposit, income, etc.).

  • Branded in the Gov.UK elements form design (customizable).

3. Mortgage payment calculator

 Calculator form

  • An interactive calculator that gives results on mortgage repayment values based on loan and interest rate formula.

  • Simple, 2 question web form that doesn’t require much to set up. Gives immediate results on the next screen.

  • Engaging visual elements that make the payment calculator stand out.

Interested in using top real estate lead forms and templates?

Check out some of our top, lead-generation templates here


So, to recap, one of the best ways to generate qualified real estate leads is to optimize your website and online presence for lead generation.

This way, when a cold prospect lands on your web page for the first time, they’ll want to download your lead magnet or immediately fill in your web form to get in touch with you.

Then, you can also leverage social proof and previous customer feedback to start converting more leads.

Finally, once you’re getting a consistent inflow of leads, you can categorize them in your CRM and manage your leads accordingly.

Now, let’s sum up some of the most frequent questions when it comes to real estate lead generation.

  • What is the best lead generation for real estate?

There are many different lead generation tactics you can try out. But if you’re looking to start generating free and qualified leads, you can try the tactics mentioned above:

  1. Leveraging customer feedback.
  2. Categorizing leads.
  3. Optimizing your landing page for lead generation.
  4. Using lead magnets to educate your leads.
  5. Using multi-step forms to boost your landing page conversion rate and get more leads from people who land on that page.
  • What is a lead in real estate?

A real estate lead is anyone who’s interested in using your services to buy, rent, or sell their house. For real estate agents, a steady flow of leads is essential in growing your business.

  • What is an unqualified lead?

Not all leads are created equal. An unqualified lead is someone who might be interested in what you’re selling, but they don’t have enough information to pull the trigger yet. Consider educating them more, offering an alternative service, or better explaining your process. Sometimes, they might not be ready to buy straight away, but might do so later on.

Now, are you ready to start consistently generating more real estate leads from your landing page?

Start using LeadGen App for free to capture more leads through best web forms for real estate brokers, designed for lead generation specifically!

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