If you’re anything like I was in my first year as a real estate agent, you’ve probably Googled “where to find real estate leads” more times than you care to admit. I remember sitting in my car between showings, scanning articles and watching YouTube videos, hoping to find some magic list of lead sources that would finally fill my pipeline. Most of what I found was vague or flat-out recycled advice: “door knock,” “cold call,” “post on social media.” Okay, but where exactly? Who do I talk to? And how do I not sound like every other agent out there?
Over the years—and I’m talking over 20 of them now—I’ve learned that great leads rarely come from just doing what everyone else is doing. Sure, open houses and referrals matter. But the best leads I’ve ever landed came from the least expected places: a conversation in line at the DMV, a local Facebook gardening group, even a coffee shop barista who overheard me talking about comps.
This guide is packed with real, actionable lead sources—some traditional, some completely out of left field—but all of them have worked, either for me or for agents I coach. Whether you’re brand new or trying to break into a niche like commercial or divorce leads, there’s something here you can use today.
The 3 Big Questions Agents Ask About Leads (and Straight Answers You’ll Actually Use)
After talking with hundreds of agents and managing my own pipeline for over three decades, I’ve noticed that nearly every lead generation problem boils down to one of three questions. If you’re asking these, you’re not alone—and you’re asking the right things.
Where Do I Find Real Estate Leads—Consistently?
Short answer? You don’t “find” leads—you create them by staying visible and valuable in the right places.
The long answer is that leads are everywhere, but most agents waste time looking where there’s high competition and low trust. You can’t just post a listing and expect strangers to chase you. You need a system. Here’s mine in one sentence:
“Focus on building relationships in 2 offline places, 2 online platforms, and 1 niche where you’re the go-to agent.”
Let me give you an example. One of agents I know picked dog parks and community yoga classes as her offline spots. Online, she focused on Instagram Stories and her Google Business Profile. Her niche? First-time buyers in their 30s moving from apartments to starter homes.
Her lead flow went from dry to steady in 90 days—without spending a dime on ads.
Where Can I Find Buyer Leads Without Chasing Ghosts?
The biggest lie in this business is that buyer leads are easy. They’re not—unless you know where they already are.
- New construction sites: Walk in and introduce yourself. Many buyers tour without agents.
- Local Facebook groups: Watch for posts like “Anyone know a good mortgage broker?” That’s code for “I’m buying soon.”
- First-time buyer seminars: Host one at a library or brewery. They build instant credibility.
I once met a buyer lead in the home improvement aisle of Lowe’s. He was holding tile samples and muttered something about “just fixing this up enough to sell.” We chatted. Three weeks later, I had the listing.
Buyer leads aren’t hiding—they just don’t wear signs around their necks. You need to train your eyes and ears to spot them.
Where Do I Find Commercial or Niche Leads Like Divorce or Probate?
These leads require more finesse—but they’re far less saturated. Most agents avoid them because they don’t know how to start.
For commercial real estate, I always tell new agents: stop trying to “break in” through listings. Instead, start conversations with small business owners. Walk your downtown core. Ask them about expansion plans. You’ll be surprised how often they say, “Yeah, I’ve been thinking about a second location.”
For divorce and probate, lead gen is about empathy first, scripts second. I once built a steady stream of listings from a single divorce mediator because I didn’t lead with, “Let me sell your client’s home.” I led with, “If you ever need someone who can guide a client through selling with compassion and discretion, I’d love to help.”
These niches aren’t just about transactions—they’re about timing, trust, and being the agent who shows up before the listing hits the market.
Traditional Places to Find Real Estate Leads That Still Work (If Done Right)
You already know the names: referrals, open houses, FSBOs, expireds, your sphere. The issue isn’t the lead source—it’s how you’re using it. Most agents treat these channels like passive opportunities instead of what they really are: systems that need to be built, tested, and optimized.
Let’s break each one down—with updated strategies, real-world examples, and tools that make implementation dead simple.
Referrals: Systemize Your Sphere in 3 Tiers
You’re sitting on a goldmine—but if your SOI isn’t segmented and nurtured strategically, you’re leaving deals on the table. Here’s how to fix that:
Tier | Description | Strategy | Tools |
A | Refers regularly or has high influence | Monthly handwritten notes, calls every 60 days, invite to VIP events | CRM (Follow Up Boss, Wise Agent), Handwrytten, PopBy ideas |
B | Would refer, but needs nudging | Email every 30 days, social media engagement, market tips | Mailchimp, Canva newsletters |
C | New or low-engagement contacts | Quarterly touches, casual check-ins, add to retargeting ads | Facebook Custom Audiences, Google Sheets |
Script Example:
“Hey [First Name], I just wanted to say thank you again for supporting my business. I’m putting together a market update for my top clients and thought of you. Want me to send over a quick video breakdown of what homes in your area are doing?”
Open Houses: Turn Looky-Loos into Leads
If you’re still using paper sign-in sheets, you’re missing the point. Modern open houses are lead funnels—and they should do three things:
- Capture contact info
- Segment buyer vs. seller intent
- Trigger immediate follow-up
Modern Open House Funnel Example
Step | Action | Tool |
1 | Visitor scans QR code to sign in | Curb Hero, Spacio |
2 | Auto-text thanks + link to nearby listings | TextMagic, Follow Up Boss |
3 | Personalized video email sent within 24 hrs | BombBomb, Loom |
4 | Add to CRM and segment as buyer/seller/neighbor | Any CRM with tags |
Conversation Tip:
Ask every single person this question:
“Are you just starting to look, or have you been out touring for a while?” This gives you instant insight into their urgency—without sounding pushy.
FSBOs & Expireds: Win Without the Hard Sell
These leads are burned out on agents. That’s your opening.
I’ve found that empathy and education work far better than scripts or pressure.
FSBO Outreach Script (Email or DM)
“Hey [Name], I saw you’re selling your home on your own—totally respect that. If you ever want a free pricing review or need a second opinion on buyer offers, I’m happy to help. Zero pressure.”
Expired Outreach Script (Text)
“Hey [Name], saw your home came off the market. If you’re curious why it didn’t move, I can send you a quick 2-minute video with what I’d do differently. No strings—just info.”
Value Bomb to Offer:
Create a “Why Listings Don’t Sell” one-pager or video. Offer it in your outreach. It positions you as helpful without pitching.
Past Clients & SOI: Stay Relevant Without Being Annoying
You don’t need to spam. You just need to stay useful and visible.
Monthly Content Ideas That Don’t Suck:
Week | Touchpoint | Format |
Week 1 | Local Market Update | 2-minute Loom video personalized by neighborhood |
Week 2 | “What’s My Home Worth?” check-in | Homebot or email + CMA |
Week 3 | Lifestyle Tip | Local events guide or homeowner checklist |
Week 4 | Personal Connect | Text: “Saw this and thought of you…” style message |
Automate it using tools like Google Calendar, Zapier, or CRM workflows. And when in doubt, lead with questions like:
“Thinking of renovating? Want to know which projects boost home value the most in [Your City]?”
Bonus: Host a Client Appreciation Event That Generates Leads
Yes, events are old-school—but they work if you position them right.
Instead of just a party, try this:
“Invite a friend who’s thinking about buying or selling, and you both get entered into a local gift basket drawing.”
Turn every “thank you” into a potential referral. I did this at a pie giveaway once. Picked up two listings from plus-ones I’d never met before.
Out-of-the-Box Lead Sources Agents Overlook (But Shouldn’t)
If you’ve been in the game long enough, you already know the usual suspects—referrals, open houses, Facebook ads. But what about the weird places? The lead sources that don’t show up in training manuals but still produce real deals?
Some of the best leads I’ve ever gotten came from the most random interactions. Why? Because I wasn’t competing with 100 other agents, and I showed up where people weren’t expecting a sales pitch.
Let me walk you through some of the most unexpected (and ridiculously effective) lead sources I’ve used—or coached agents to use successfully.
Local Facebook & Reddit Groups (Done Right)
These are digital goldmines—if you approach them with value, not a pitch.
How I’ve Used This:
I once landed a $900k buyer from a local “Buy Nothing” Facebook group. I commented on a post about school zoning—not even about real estate—and offered to share a school map I had. That turned into a DM, then a Zoom consult, then a closing.
How You Can Do It:
Platform | What to Look For | Engagement Tactic |
Neighborhood, parenting, DIY, local business groups | Comment with useful info (school districts, market stats), not links | |
r/[YourCity], r/RealEstate, r/PersonalFinance | Answer questions in-depth; sign off with “local agent if you ever need help” |
Divorce Leads Through Professionals (Soft Touch Approach)
I got my first divorce lead from a therapist. Not a lawyer. Not a coach. A therapist.
Here’s the trick: professionals working with divorcing clients don’t need another pushy agent in their inbox. They need someone who gets the emotional side.
Your 3-Step Playbook:
- Build relationships with local divorce attorneys, therapists, or mediators via coffee chats or LinkedIn.
- Offer to create a “Selling During Divorce” PDF they can share (include practical steps + legal/financial tips).
- Follow up every 6–8 weeks with market updates or new resources.
You’re not selling—you’re supporting. That’s what earns the referral.
Strategic Local Partnerships
Think of all the people who interact with homeowners before they decide to list:
- Landscapers
- Painters
- General contractors
- Estate sale organizers
- Pool maintenance companies
I coached one agent who created a “Homeowner Network Card”—basically a list of trusted vendors. She gave it to every past client, and each vendor kept her card in return. When their clients mentioned selling, guess who they referred?
Fast Action Tip:
Create a branded PDF with your preferred vendors. Offer to co-market with them. You get exposure, they get leads. Everybody wins.
Coffee Shops, Dog Parks & Community Boards
Yes, this sounds absurdly old school—but hear me out.
- Post a flyer on the library or co-op board offering a free “What’s My Home Worth?” report.
- Offer free treats at the dog park with your business card attached (I’ve seen this literally turn into two listings).
- Hang at the same local café once a week and talk to regulars. One agent I coached did this and became “the real estate guy” everyone asked for advice.
Meetup Groups and Hobby Clubs
This one’s especially good if you’re introverted or hate cold outreach—because the rapport is already built around shared interests.
- Hiking clubs
- Wine tasting groups
- Photography meetups
- Homebrew or DIY workshops
You don’t even have to talk about real estate until it comes up naturally (and it will). I’ve landed listings after six months of regular group meetups—because when someone needed an agent, I was already in their trusted circle.
Bonus: Reverse-Engineer LinkedIn for High-Value Niches
If you’re targeting commercial, relocation, or high-income buyers/sellers, LinkedIn is untapped territory.
Strategy:
- Build a list of target professions: execs, HR directors, franchise owners.
- Connect + offer value: “I help [role] relocate employees to [City]. Happy to share insights or be a local resource.”
- Publish posts weekly on market trends, ROI on property types, or relocation hacks.
It positions you as the knowledge broker, not just a seller.
Digital Places to Find Real Estate Leads (Even While You Sleep)
Digital lead gen is either a black hole or a money machine—depending on whether you build it intentionally or just “post and pray.”
Here’s the truth: Most real estate agents treat their online presence like a business card. But what you need is a system that attracts, captures, and nurtures leads 24/7.
Let’s break that down.
Google Business Profile (The Most Underrated Free Lead Source)
If you don’t have a fully optimized Google Business Profile (GBP), you’re invisible to the 60% of buyers and sellers who start their search with “realtor near me.”
How to Optimize It:
Element | What to Do | Why It Matters |
Business Name | Use your full name + niche or area (e.g., Jane Smith – Denver Home Specialist) | Boosts keyword relevance |
Services | Add detailed services: buyer’s agent, seller’s agent, relocation, probate, etc. | Improves visibility for niche searches |
Posts | Share weekly: listings, tips, videos, open houses | Signals freshness to Google |
Reviews | Aim for 3–5 per month, keyword-rich if possible | Major trust + ranking factor |
Niche Landing Pages That Work While You Work
Don’t just drive traffic to your homepage. Use targeted landing pages built around specific lead intent:
Examples of High-Converting Pages:
Landing Page Focus | Hook/Headline | Offer |
First-Time Buyers | “Is Your Rent Higher Than a Mortgage?” | Free 5-step guide + mortgage calculator |
Downsizers | “Ready to Trade Square Footage for Lifestyle?” | Home valuation + local downsizing guide |
Probate/Divorce Sellers | “Need to Sell During a Tough Time?” | Private consultation + value estimate |
Relocation Buyers | “Moving to [Your City]? Start Here” | Local guide + virtual consultation calendar |
Use tools like LeadPages, KVCore, or simple WordPress plugins to build these. Add forms with a strong lead magnet and automate follow-up with email drip campaigns.
YouTube & TikTok: Education Over Entertainment
Forget the dances. YouTube and TikTok are the new Zillow for younger and mid-tier buyers—if you focus on hyper-local content.
Winning Content Ideas:
- “Top 3 Neighborhoods in [City] for First-Time Buyers”
- “What $500K Buys You in [Your Area] Right Now”
- “5 Mistakes to Avoid When Selling During Divorce”
- “Cost of Living in [City] – 2025 Update”
Why It Works:
Platform | Content Lifespan | SEO Benefit | Lead Conversion |
YouTube | Long (months/years) | High | Medium-High |
TikTok | Short (48–72 hrs) | Low | Medium (great for brand awareness) |
Calls to Action: End every video with:
“Want a custom list of homes in this price range? DM me ‘List’ or visit [link].”
Retargeting Ads: Catch the Ones That Got Away
Most agents run Facebook or Google ads to cold traffic. That’s fine—but what about the 95% who don’t convert on the first visit?
That’s where retargeting comes in.
Example Funnel:
- Visitor lands on your downsizing landing page
- Doesn’t sign up
- Sees your retargeting ad: “Still thinking about downsizing? Here’s what homes are selling for right now in [ZIP Code].”
- Clicks ad → goes back to your site → now they convert
Use Facebook Custom Audiences + the Meta Pixel (or Google Ads with remarketing tags).
Email Drips That Don’t Suck (or Get Ignored)
Once you capture a lead, how you follow up determines whether they ghost or close.
Here’s the formula I use for high-converting email follow-ups:
5-Day “Warming” Sequence (For Buyer Leads):
Day | Email Focus | Subject Line |
1 | Thank you + what to expect next | “Got your request—here’s what’s next” |
2 | Market insight + personal tip | “Homes are going fast—here’s how to stay ahead” |
3 | FAQ-style value email | “3 things most buyers don’t realize until it’s too late” |
4 | Offer help | “Want a quick chat to map out your game plan?” |
5 | Testimonial + CTA | “How Brian found the perfect home in 3 weeks” |
Use tools like Mailchimp, ActiveCampaign, or Follow Up Boss to automate this sequence.
Paid Lead Sources – What’s Worth It (and What’s Not) in 2025
I’ve seen agents drop thousands on leads with nothing to show but inbox spam and burnout. But I’ve also seen agents print money with paid sources—because they knew exactly how to filter, follow up, and convert.
The truth? Paid leads aren’t bad. Bad systems are bad. Let’s sort through what’s worth your time and budget this year.
Zillow, Realtor.com, Opcity – Are They Dead?
Not dead—but dangerously overpriced unless you have a tight follow-up machine.
The Math That Matters:
Platform | Avg Cost Per Lead | Close Rate (National Avg) | ROI Potential |
Zillow | $75–$150 | 2–5% | Medium (if immediate follow-up is in place) |
Realtor.com | $40–$90 | 2–4% | Medium-Low |
Opcity | Referral fee model (~25–35%) | 5–7% | Medium-High (if you hate upfront costs) |
What Works:
Agents who call leads within 2 minutes and text drip immediately get the best results. If you’re too busy or disorganized, skip these.
Specialty Lead Providers – Niche and Profitable
These can work well if you’re focused on divorce, probate, FSBO, or absentee owners.
Examples:
Provider | Niche | Pros | Cons |
REDX, Vulcan7 | Expireds, FSBOs | Filtered data, CRM tools | High competition |
DivorceThisHouse, Sold.com | Divorce sellers | Pre-motivated sellers | Less volume |
PropStream, PropertyRadar | Absentee owners, investors | Great for investor-focused agents | Requires targeting skill |
Google & Facebook Ads – Still Worth It?
Yes—but only if your ad strategy matches your landing page and your follow-up.
High-Performing Ad Hooks (2025)
- “Homes Under $400K in [Your City]—Get the List”
- “What’s Your Home Worth in 2025? Get Your Free Report”
- “Thinking About Downsizing? Get Our Guide to Selling Smart”
Make sure to:
- Drive to a single-focus landing page (no homepage links!)
- Install tracking pixels for retargeting
- Follow up with a 5-touch sequence in the first 10 days
If you’re only running ads to “look busy,” you’re lighting money on fire. But if you treat ads like entry points to a funnel, they can absolutely deliver.
FAQs About Where to Find Real Estate Leads
What's the best source for real estate leads?
The best source is a mix of referrals, hyper-local content marketing, and niche partnerships—because it combines trust, visibility, and low competition.
How to get seller leads in real estate?
Offer free home value reports, create downsizing or relocation guides, and partner with divorce attorneys or probate professionals to reach motivated sellers early.
Where can I find listing leads?
Listing leads come from past clients, expireds, FSBOs, and life transitions—targeted follow-ups, neighborhood farming, and local Google Business optimization work best.
