If you’re struggling to get clients in real estate, you’re not alone. I remember when I first started in real estate—I had my license, a nice website, and a few business cards, but no actual clients. I kept hearing, “Just tell people you’re an agent, and the business will come.” Spoiler: it didn’t.
The truth is, real estate is a business, and in business, clients don’t just show up—you have to go get them. The agents who succeed aren’t necessarily the best at contracts or negotiations; they’re the ones who know how to consistently attract and convert leads.
The problem? The industry is more competitive than ever. Clients have more choices, and if they don’t see you as the go-to agent, they’ll choose someone else.
But here’s the good news: once you learn how to generate a steady stream of clients, your entire business changes. No more wondering where your next deal is coming from. No more hoping a random friend calls you to buy a house. Just consistent, predictable business.
In this guide, I’ll walk you through exactly how to get real estate clients, including:
- The most effective strategies top agents use to attract buyers and sellers.
- How to build a referral-based business that keeps clients coming to you.
- The biggest mistakes that keep agents stuck (and how to avoid them).
Why Getting Real Estate Clients Is Tougher Than Ever
Let’s be real—getting clients today isn’t as easy as it used to be. Years ago, simply having a real estate license and a few yard signs was enough to get leads. Today? Not so much.
I remember talking to a newer agent in my office who was frustrated. She had done everything the broker suggested—posted on social media, told friends and family, even went to a few networking events—but she still wasn’t getting clients. “I don’t get it,” she said. “I see agents crushing it online. What am I doing wrong?”
Here’s what I told her: getting clients isn’t just about being seen—it’s about being trusted.
Top Reasons Agents Struggle to Get Clients
Reason | Why It’s a Problem | What You Can Do Instead |
More Competition Than Ever | The number of licensed agents has skyrocketed, meaning clients have endless options. If you don’t stand out, you get overlooked. | Build a strong personal brand, specialize in a real estate niche, and use targeted marketing to become the go-to agent. |
Consumers Are More Skeptical | Buyers and sellers have more access to real estate trends than ever. Many think they don’t need an agent or believe all agents are the same. | Showcase your expertise through content marketing (blogs, videos, market updates) and client success stories to prove your value. |
Referrals Aren’t Enough Anymore | Word-of-mouth is great, but it’s unpredictable. If you only rely on referrals, you’ll have inconsistent business. | Diversify your lead generation with online marketing, social media, and proactive outreach. |
Lack of a Lead Generation Plan | Many agents “wing it” and hope clients come to them, instead of having a clear system for attracting and converting leads. | Develop a step-by-step plan for generating leads through multiple channels (online, offline, and real estate networking). |
Not Following Up Enough | Most leads don’t convert immediately. Agents who don’t follow up consistently lose out on potential clients. | Set up a CRM system and follow a structured follow-up process (calls, emails, texts, and social media touches). |
Failing to Adapt to Digital Marketing | Many agents still rely on outdated methods (cold calling, door knocking) without leveraging digital tools. | Use SEO, paid ads, email marketing, and social media to create an online presence that attracts clients. |
What This Means for You
The agents who thrive in today’s market aren’t just hoping clients come to them—they have a repeatable system for generating leads.
If you want to grow your business, you need to:
- Differentiate yourself from other agents.
- Showcase your expertise so buyers and sellers trust you.
- Use modern marketing strategies to attract clients consistently.
Now, let’s get into exactly how you can do that.
The 7 Best Ways to Get Clients as a Real Estate Agent
Getting clients isn’t about luck—it’s about having a strategy. The most successful agents don’t just rely on one method; they use multiple approaches to generate leads consistently. Whether you’re a new agent trying to get your first client or an experienced agent looking to scale, these strategies will help you build a steady pipeline of buyers and sellers.
Build a Strong Referral Network
Referrals are still one of the best ways to get clients, but you can’t just sit back and wait for them. You have to be intentional about building and maintaining your referral network.
- Stay in touch with past clients through email, phone calls, and social media.
- Ask for referrals directly, but in a natural way. Instead of saying, “Do you know anyone who needs an agent?” try, “If you hear of anyone looking to buy or sell, I’d love to be the person you recommend.”
- Build relationships with professionals who interact with buyers and sellers, like mortgage lenders, attorneys, financial planners, stagers, interior designers, anyone that may have regular contact with a potential buyer or a homeowner.
Early in my career, I closed a deal with a first-time homebuyer who was thrilled with the experience. Instead of just thanking her and moving on, I stayed in touch. A year later, she referred me to her brother, who was looking to buy, and he then referred me to a coworker. That one deal turned into three, simply because I nurtured the relationship.
Optimize Your Online Presence
In today’s market, most clients will research you online before they ever contact you. If your online presence is weak, you’re losing business without even knowing it.
- Make sure your website is professional, mobile-friendly, and optimized for local SEO.
- Keep your Google Business Profile updated with reviews, photos, and posts.
- Encourage happy clients to leave reviews on Google and Zillow.
I once had a seller call me out of the blue. When I asked how he found me, he said, “I searched for top agents in my area, and you had the best reviews.” That call led to a six-figure listing—all because I had a strong online presence.
Master Social Media for Lead Generation
Real estate social media isn’t just for posting listings—it’s one of the most powerful ways to attract and engage potential clients.
- Use Instagram, Facebook, and LinkedIn to share market updates, client success stories, and educational content.
- Post behind-the-scenes content to show your personality and expertise.
- Run targeted ads to attract local buyers and sellers.
I had an agent friend who struggled with lead generation until she got serious about Instagram. She started posting market tips, home-buying advice, and client success stories. Within months, she was getting messages from followers asking for help with buying and selling. Social media works—if you use it correctly.
Use Direct Outreach (Cold Calling, Emailing & Postcard Farming)
Many agents avoid direct outreach because they think it’s outdated. But when done right, it’s one of the fastest ways to get in front of potential clients. The key is to be helpful, persistent, and strategic about who you’re reaching out to.
Cold Calling FSBOs & Expired Listings
FSBOs and expired listings are some of the warmest cold calls you can make because these homeowners have already shown interest in selling. Your job is to position yourself as the solution to their challenges.
- Approach FSBOs with a value-first mindset: “I see you’re selling your home on your own. Have you had any serious offers yet?”
- Offer a service to expired listings: “I noticed your home came off the market. If I could show you a strategy to get it sold quickly, would you be open to a conversation?”
- Follow up consistently—most homeowners don’t relist right away, but they will when frustration sets in.
I once called an expired listing that had been on the market for six months without selling. The owner was hesitant at first, but after I walked them through a new pricing and marketing strategy, they gave me the listing. It sold in two weeks—simply because I reached out at the right time.
Email Marketing: A Low-Cost Way to Stay Top-of-Mind
Most people won’t buy or sell the first time they hear from you, but if you stay in front of them, you’ll be the agent they think of when they’re ready. Real estate email marketing is the way to achieve this.
- Send monthly market updates to your database.
- Share helpful tips, like “How to Sell Your Home for Top Dollar” or “The Biggest Homebuying Mistakes to Avoid.”
- Keep emails personal and engaging, not just generic sales pitches.
I once landed a $700,000 listing simply by following up with a seller who had originally said they weren’t ready. I sent a quick email with a recent market update, and that small touchpoint led them to call me when they finally decided to sell.
Postcard Farming: The Power of Consistency
While digital marketing is essential, old-school direct mail still works—if you do it right. The key to successful postcard farming is consistency and relevance.
- Choose a targeted neighborhood where you want to dominate.
- Send valuable content, not just “Call me if you need an agent.”
Examples:
- “Recent Homes Sold in Your Neighborhood”
- “Thinking About Selling? Here’s What Your Home Might Be Worth”
- “The Top 3 Things That Make Homes Sell Faster”
- Follow up with personal outreach—knock on doors, host events, and connect with homeowners.
One agent I know built her entire business through postcard farming. She picked a neighborhood, sent high-value mailers every month, and after six months, she got her first listing. Within two years, she had become the go-to agent in that area, simply because she stayed top-of-mind.
Host Local Events & Open Houses
People want to work with agents they know and trust. One of the best ways to build trust is by being present in the community.
- Host open houses and invite neighbors to attend.
- Partner with local businesses for community events.
- Run first-time homebuyer seminars or real estate investment workshops.
I once co-hosted a homebuyer seminar with a mortgage lender. Only ten people showed up, but two of them became clients. Small, local events may not bring in huge crowds, but they establish credibility and lead to high-quality clients.
Create Value-Driven Content (Blogging, Video & Newsletters)
Content marketing positions you as the expert people trust.
- Write blog posts that answer common real estate questions.
- Create short video content explaining market trends and home-buying tips.
- Send out a monthly newsletter with local market updates.
One of the most successful agents I know generates dozens of leads a month simply by posting weekly market update videos on Facebook and YouTube. People start seeing him as the go-to expert, and when they’re ready to buy or sell, he’s the first person they call.
Leverage Paid Advertising for Fast Results
While organic marketing is great, paid ads can accelerate your lead generation.
- Run Facebook and Instagram ads targeting local buyers and sellers.
- Use Google Ads to appear in searches like “best real estate agent near me.”
- Retarget website visitors with follow-up ads.
A colleague of mine started running Facebook ads after struggling with slow months. Within weeks, she had multiple buyer leads, and within six months, she closed three deals directly from her ads. Paid advertising works when you have the right strategy.
The Key to Success: Use Multiple Strategies Consistently
The agents who succeed don’t rely on just one lead source. They combine multiple strategies and stay consistent.
- If referrals aren’t coming in, they’re generating leads online.
- If social media isn’t working, they’re making calls and knocking on doors.
- They follow up relentlessly and never wait for business to come to them.
If you commit to these strategies, you won’t just get clients—you’ll build a real estate business that thrives no matter the market.
FAQs About How to Get Clients in Real Estate
Where do most real estate agents get their clients?
Most agents get their clients through referrals, online marketing, and direct outreach. Repeat business from past clients, networking, and social media also play a big role in generating leads.
What is the best way to find real estate clients?
The best way to find clients depends on your strengths and market, but a combination of referral marketing, online presence, and direct prospecting works best. Agents who consistently engage with their network and market themselves strategically see the most success.
Where do most realtors get their leads?
Realtors generate leads through social media, SEO, Google and Facebook ads, networking, and direct outreach (cold calling, postcard farming, and email marketing). Many also use lead generation platforms like Zillow, Realtor.com, and local listing sites.
How long does it take to get clients as a new real estate agent?
It depends on your effort and strategy, but most new agents take three to six months to land their first deal. The fastest way to get clients is through consistent prospecting, networking, and leveraging online marketing.
How do I get real estate clients without cold calling?
If you prefer not to cold call, focus on social media marketing, content creation (blogging, videos, newsletters), networking events, and paid ads. Open houses, referral marketing, and direct mail campaigns are also great alternatives.
What social media platform is best for getting real estate clients?
Facebook, Instagram, and LinkedIn are the most effective for real estate. Facebook is great for local community engagement and ads, Instagram works well for showcasing listings and client stories, and LinkedIn is ideal for networking with professionals and investors.
How can I get free real estate leads?
Free lead generation methods include networking, social media engagement, organic SEO, door knocking, and asking past clients for referrals. Hosting community events and offering free home valuations can also attract potential clients.
How often should I follow up with potential real estate clients?
The best agents follow up at least every few weeks with warm leads and monthly with colder prospects. Using a CRM system to track follow-ups ensures you stay top-of-mind without being overly aggressive.
