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According to the National Association of Realtors (NAR), 96% of homebuyers use the internet in their home search. It’s now more crucial than ever to optimize your real estate website and online presence to attract new business — whether you’re a seasoned real estate agent or a newcomer eager to establish your digital footprint. In this article, we delve into the best real estate lead generation websites to attract new clients and build your online brand in 2024.
Summary
Placester: Best for done-for-you support team & marketing services
Features
- Marketing support team to help with daily tasks
- IDX integration
- CRM tools
- Email auto-responder & drip campaigns
Pros & Cons
- 30-day free trial
- Unlimited page creation
- Content creation services included in their top-tier package
- Lead capture via gated listings + automated home valuation landing pages
- Do-It-For-Me services have a $500 setup fee + higher monthly subscription fee
- Website design templates lack customizability
What We Love
Placester is a real estate agent’s key to exceptional lead generation. It comes with a hands-free, Do-It-For-Me (DIFM) package that helps any agent craft a custom website in just 48 hours – no matter how tech-savvy you are (or aren’t). This innovative service is great for the individual agent looking to level-up their online presence, and it also offers significant advantages for teams and brokerages.
Looking at the pros and cons, Placester stands out as a fast and affordable real estate website builder, especially with its recent pricing changes. It allows code-free site editing, which provides a good number of customizations, even in the less expensive Do-It-Yourself (DIY) package.
Yet, for lead generation specifically, Placester’s templates provide built-in lead-generation functionality, such as custom landing pages, hyperlocal community pages and testimonials.
There’s also the seamless integration of a customer relationship management (CRM) tool, which helps you nurture your email list with features like auto-response, email drip and blast campaigns.
Additionally, Placester’s DIFM + Content plan boosts organic traffic through search engine-optimized blogs and social content. All in all, Placester’s DIFM package is a compelling solution for real estate professionals looking to supercharge their lead generation efforts with a hassle-free website.
Zillow Premier Agent: Best for matching with buyers
Features
- Plans for individual agents, small teams & brokerages
- Improve discoverability & brand recognition with Premier Agent profile
- Access to Zillow and Trulia’s audience and data
- Lead capture via ads on Zillow’s listing + agent finder pages
Pros & Cons
- User-friendly dashboard
- Easily connects ZPA agents to buyers
- No minimum monthly spend
- Cost per lead is comparatively high
- Lacks all-in-one marketing tools other platforms have
What We Love
Targeted at real estate agents and brokers, Zillow Premier Agent is particularly well-suited for those focused on representing buyers. It’s also a valuable choice for agents who don’t already have an extensive sphere of influence for referral leads.
The platform provides a dashboard for tracking team performance and custom lead routing through its agent CRM. Users praise the concierge features of the Zillow platform, such as call vetting before transferring leads to agents and access to a buyer’s previous search information upon receiving the lead.
That said, Zillow Premier Agent’s cost per lead can be steep, influenced by area competition and your ZIP code. Negative reviews primarily revolve around this cost, combined with poor lead quality and low conversion rates due to window shoppers.
Agents who use Zillow Premier Agent should expect to consistently nurture the leads they receive, as exclusivity is not the norm. For this reason, smaller teams may face challenges, especially when competing with larger brokerages with more extensive budgets and potentially long-standing relationships.
Zurple: Best for exclusive buyer leads + automation
Features
- Advanced CRM with personalized, automated lead nurturing
- Purpose-built lead generation websites
- Listings include school + community information
- Done-for-you pay-per-click (PPC) advertising
- Lead capture via gated listings + automated home valuation landing pages
Pros & Cons
- Exclusive buyer leads
- Tracks lead’s behavior + sends personalized, automated conversion & nurturing messages
- Seller leads generated via automated home valuations
- Behavioral lead scoring identifies hot leads
- Very limited website customization options
- Websites are very basic with limited personal branding
- Replaces rather than augments your CRM
- Opaque pricing structure
What We Love
Zurple builds custom-branded lead-generation sites and advertises them on search engines and social media platforms to generate buyer leads. Unlike Zillow or other large platforms, Zurple’s leads are exclusive. As an agent, you can claim your city, zip code or favorite neighborhoods, and Zurple will send leads from those areas to you.
Once your leads are captured, Zurple tracks their behavior on your Zurple website and sends personalized, automated SMS and email messages until they’re ready to speak to you. The system can track when a buyer lingers on or saves a listing, and other behaviors that signal they’re close to making an appointment.
Seller leads are generated via social media ads that offer automated home valuations, the industry-standard strategy for capturing listing leads. Zurple uses the same personalized, automated messaging to nurture seller leads, though agents are encouraged to take the reins earlier than with buyers.
Zurple is ideal for agents and small teams who want to generate buyer leads in bulk and keep them warm with automated messaging. You get all this automation and advertising expertise for just $149 per month, plus the cost of leads. Zurple’s cost per lead is often much lower than that of competitors like Zillow.
AgentFire: Best for hyperlocal leads
Features
- Automated home valuations
- Direct integrations with popular CRMs and StreetText for PPC ads
- Hyperlocal area guides for zip codes, neighborhoods, and even condo buildings
- Single property websites with open house CTAs
- Lead routing for teams
Pros & Cons
- Concierge team of designers and marketers to set up your website
- Creative lead capture CTAs
- #1 rated lead generation website on Google, G2, Trustpilot and Facebook
- Lead converter collects phone numbers and emails from property addresses
- Lead capture via market updates, automated home valuation, single property and neighborhood guide landing pages
- No PPC advertising services
- Lead management tools are basic
- No integrated CRM (though some might see this as a pro)
What We Love
AgentFire offers sleek, affordable done-for-you lead-generation websites ideal for agents who want an optimized site without the steep cost and learning curve. After your initial consultation, AgentFire’s designers and marketing experts will customize your website for hyperlocal lead generation in your farm area. Once your website is live, you can drive leads via PPC, SEO or social media to automated home valuation and buyer landing pages.
Although AgentFire has higher ratings than any other website builder, some might be dissuaded by the lack of an integrated CRM or PPC advertising services. If you already have a CRM you love and don’t mind running your own PPC ads, we think AgentFire offers exceptional value for money.
CINC: Best for hyperlocal leads (for teams)
Features
- Google and Facebook ad integration
- Automated workflows
- Team trainings, masterminds and live workshops
- “Guaranteed Sales” program
- Lead capture via gated listings, automated home valuation, cash offer, distressed properties and customizable landing pages
Pros & Cons
- Comprehensive CRM
- Advanced demographic targeting
- Guaranteed return on investment in the first year
- Not ideal for solo agents
- More expensive than other options, though leads are included in the price
What We Love
CINC is one of the top choices for real estate lead generation, with many professionals in the industry considering it a powerhouse. While other platforms cast a wide net, CINC sources leads primarily from Google and Meta (Facebook and Instagram), thereby targeting your desired demographics with more precision.
Hyperlocal marketing is the name of the game when it comes to landing real estate leads. It’s more than simply knowing a future client’s desired zip code, but also their favorite delis, coffee shops and grocery stores. Such street-by-street client behaviors provide additional insights into where a lead may buy a home.
CINC is an all-in-one solution that seamlessly integrates these targeted marketing strategies with an IDX website and a comprehensive CRM system. CINC’s AutoTrack feature also provides helpful marketing automation, taking lead nurturing a step further with behavior-driven follow-ups. In addition to automated email and text campaigns, CINC provides smart suggestions after each client or lead communication to optimize conversion strategies.
While CINC’s subscriptions can be on the expensive side, the value it offers still makes it an attractive choice. And for those concerned about the cost, CINC’s Guaranteed Sales Program helps ease some of that worry by offering a risk-free return on investment. Unveiled in August 2023, the program ensures that participants fully recoup their investment and attain six-figure earnings within 24 months.
CINC will even provide the platform for free until the minimum transaction requirement is met, if such earnings aren’t achieved within the first year. While all business investments inherently involve some risk, CINC’s guarantee offers a small safety net for those interested in taking the leap.
Sierra Interactive: Best for advanced IDX feed integration
Features
- Standout SEO features to improve organic traffic
- Specific IDX filter tags (attract better-qualified leads)
- Sophisticated CRM with auto dialer
- Lead capture via gated listings + automated home valuation and customizable landing pages
Pros & Cons
- Reports high conversion rates
- Unlimited pages
- Allows multiple MLS feeds
- Not ideal for solo agents
- More expensive than other options, though leads are included in the price
What We Love
Though priced slightly higher at $499 per month, Sierra Interactive stands as an all-in-one lead generation solution catering to real estate agents in higher-end luxury markets. Its top-quality websites are not only sleek, upscale and elegant, but are expertly designed for SEO, driving organic traffic and providing a competitive edge.
$499/month for single agents, + lead gen costs (your ad budget) + your MLS fees
The integrated CRM suggests automated action plans for incoming leads, guaranteeing timely and strategic communication. In addition to SEO, Sierra Interactive’s lead generation power is fueled through ad tooling. Your monthly subscription grants you up to $1,000 in free Google Ads management, access for five users and the ability to use hundreds of templates for your website, whether for property pages or community pages, buyer pages, seller pages and blogs.
iNCOM: Best for cost-effective IDX integration
Features
- No commitment
- Personalized ad targeting
- Lead capture via gated listings + automated home valuation, price drop, listing update and foreclosure landing pages
Pros & Cons
- Affordable, with no commitment
- Great SEO functionality
- More features than comparably priced rivals
- Limited design options
- Less-than-stellar CRM
What We Love
At just $49.95 per month, iNCOM presents a budget-friendly solution for real estate professionals, particularly suited for those looking to attract more real estate leads. It offers unmatched affordability with no long-term commitments, unique IDX search options like foreclosures and recently sold properties, and easy lead export to other CRMs. However, the CRM options are somewhat limited, and there are relatively few website templates.
iNCOM offers a basic package for a typical single agent at $49.95 per month, along with a $250 setup fee. Additional services for paid Google or Facebook ad management are available at $100 per month, plus ad spend.
It also earns a nod for stickiness: its notable ReCall Marketing feature periodically re-targets website visitors with personalized ads on other sites, helping your business stay top-of-mind during your clients’ home search.
Five must-have features for real estate lead generation websites
Your real estate website is an essential part of an integrated lead generation strategy. Let’s review some of the key features your website will need to generate and capture new leads. These include:
Email capture capabilities
You’ll need the ability to capture leads (get visitors’ email addresses, phone numbers or, better yet, detailed home search criteria) using popups that invite your website visitor to subscribe or register. For example, a landing page that offers a free home valuation is an effective way to capture seller leads. You can also offer downloadable neighborhood guides, a list of your preferred home stagers, or tips for preparing a home for sale. The goal is to stay in touch with your website visitors until they’re closer to a transaction.
Buyer and seller-specific landing pages
You’ll want a site that offers visitor-specific content pages. For example, buyers will want to browse listings while home sellers visiting your site will appreciate your free home valuations. Don’t simply direct traffic to your homepage — give prospects and leads what they’re looking for right away.
CRM Integration + Automated drip campaigns
A solid CRM that can leap into action and contact site visitors via text or email immediately after they’ve shared their contact information on your website, ensuring you never lose a prospect by waiting too long to make contact with them. Speed to lead matters more than ever in 2024.
Excellence in branding
Your real estate website can generate leads by effectively communicating your brand and value to every site visitor. While most traffic you drive to your site through pay-per-click or PPC ads will just want what they came for, others will stick around to learn about you and the services you offer. Visitors may arrive at your site for the listings, but if your site’s branding doesn’t make you seem likable, trustworthy and competent — in that order — converting them to clients will be an uphill battle.
Mobile-friendly design
You must be able to attract real estate leads where they live — on their phone, where most browsing, researching, sharing and home comparisons occur. Like many of us, homebuyers are constantly on the go. Your target client is likely a busy professional juggling personal and work responsibilities and hopping from one open house to the next on the weekends. Your real estate website needs to look and work great on mobile. If it doesn’t, they’ll find one that does.
The full picture: Real estate lead generation websites
Your real estate website should be an engine that attracts leads, keeps them engaged, and captures their contact information. It should have a clean, appealing design and a highly functional user experience — and should include an MLS feed, easy-to-navigate listings, and a home valuation page for potential sellers. Email capture is essential so that you can add new site visitors to your CRM and continue to stay in contact with them until they’re ready to move.
Thankfully, real estate lead generation websites have evolved significantly in recent years. Our list of top real estate lead generation websites includes options for agents at every stage of their careers, as well as for teams and brokerages. There are website providers for almost every budget to help you connect with prospective buyers and sellers online. We regularly revisit our choices to reflect changes in technology and the market, new offerings, price changes, and the latest features to ensure you’re making a good investment in a tool that will stand the test of time.
