When you begin your career as a realtor, you can end up wasting a lot of time trying to generate and manage new leads. Client relationships are important, but if you don’t know which ones to focus on, you’re in danger of letting the good ones slip by. The right real estate lead generation software will make your workflow more efficient and help you close more sales.
To start your search, we’ve listed the top 15 real estate lead generation software and compared the pros and cons for each.
Top 15 Real Estate Lead Generation Software
- Zurple – Best Comprehensive Real Estate Lead Generation Software
- MarketLeader – Best Real Estate Lead Generation Software for Beginners
- BoldLeads – Best Real Estate Software for High-quality Lead Generation
- RedX – Best Real Estate Lead Generation Software for Finding Sellers
- Zoho CRM – Best Free Real Estate Lead Generation Software
- Pipedrive – Best Real Estate Lead Generation Software for Productivity
- Top Producer X – Best Real Estate Lead Generation Software for Large Brokers
- Adobe Marketo Engage – Best Real Estate Lead Generation Software for Automation
- Pardot – Best Real Estate Lead Generation Software for Nurturing Leads
- Keap Max Classic – Best Real Estate Lead Generation Software for Small Brokers
- Revaluate – Best Real Estate Lead Generation Software for Growth
- First.io – Best Real Estate Lead Generation Software for Maximizing Contacts
- RealScout – Best Real Estate Lead Generation Software for Collaboration
- Structurely – Best Real Estate Lead Generation Software for Conversations
- Freshsales – Best Real Estate Lead Generation Software for Forms
1. Zurple – Best Comprehensive Real Estate Lead Generator
Pricing: $99/month, contact sales
When it comes to real estate lead generation, Zurple offers the most comprehensive solution for both realtors and brokerages. In addition to lead generation, Zurple provides realtors with a CRM that is tailored to their needs. For instance, their patented AI insights allow you to automate conversations with your prospects. It even notifies you when to contact leads based on their behavior. Moreover, Zurple helps you manage the whole conversion process, from building your website to closing a sale.
| Pros | Cons |
| Industry-standard | Occasional issues sending emails |
| AI solutions for every step | Conversation AI isn’t that intelligent |
| Targeting for high-quality leads | |
| Many reminder features | |
| Drill down on subareas, not just cities |
2. MarketLeader – Best Real Estate Lead Generation Software for Beginners
Pricing: Pay per lead, contact sales
What’s the point of getting new leads if they’re already talking to other realtors? MarketLeader understands that it’s important for you to get leads in your target demographic that are yours to talk to, and not shared with anyone else. To manage these exclusive leads, MarketLeader provides you with a full-package CRM that handles everything from marketing to templates to analytics. Best of all, you only pay for each lead, rather than a fixed rate.
| Pros | Cons |
| Automatically follow up with all clients | Poor UI |
| Good for new agents | Expensive |
| Integrates well with marketing campaigns | The quality of leads will diminish |
3. BoldLeads – Best Real Estate Software for High-quality Lead Generation
Pricing: Contact sales
The philosophy at BoldLeads is that it’s better to have one lead that you know is likely to be interested rather than 10 low-quality leads with incomplete information. Claiming five times the returns of direct mail campaigns, BoldLeads helps you automate your marketing blasts and nurture leads on a variety of communication platforms. Typically, the platform will send you leads that are early in the process of buying and selling.
| Pros | Cons |
| No competition in your territory | Takes a while to see results |
| Easy to manage your leads | Limited cost per lead info |
| Automate your ad management |
4. RedX – Best Real Estate Lead Generation Software for Finding Sellers
Pricing: GeoLeads: $50/month Expired: $60/month, FSBO/foreclosure: $40/month, FRBO: $80/month
The best part about RedX is that all their tools help connect agents like you to sellers that are already qualified. Prioritizing accurate contact information, RedX offers monthly subscriptions to expired leads, geographic-based leads as well as sellers that are landlords or need to sell quickly. The expired leads subscription is exceptionally powerful as it permits you to contact homeowners whose listings recently expired. On top of all these plans, RedX includes a free CRM.
| Pros | Cons |
| Excellent qualified leads | Some leads will be disagreeable |
| Focuses on specific niches | Occasionally provides inaccurate information |
| Affordability | |
| Free CRM |
5. Zoho CRM – Best Free Real Estate Lead Generation Software
Pricing: Free for up to 3 users, Billed annually: $14-$52/user/month
Zoho CRM is an industry-leading CRM tool that is useful both for realtors and brokers. It’s perfect for you if you’re on a budget as it is free for up to 3 users. Their integrated communication tools include social media, email, bot chats, and quick chats. The CRM functionality is also useful to help you increase and keep track of referrals. For paid users, there are further customizations available that can help you with property management.
| Pros | Cons |
| Highly recommended for beginners | Poor UI reflects poorly on the sender |
| Easy deployment | Poor support staff |
| Automate workflows |
6. Pipedrive – Best Real Estate Lead Generation Software for Productivity
Pricing: Billed annually: Essential: $12.50/month, Advanced: $25/month, Professional: $50/month, Enterprise: $99/month
Another general CRM solution, Pipedrive also helps realtors convert more leads. They claim that real estate professionals were 26% more productive using this software. That comes as no surprise, given that they allow you to create specific pipelines for properties, buyers, and investors. Other features of note include conversation history tools to keep leads engaged and the ability to take notes with your voice in between property showings.
| Pros | Cons |
| Easily automate tedious steps | The online app is poor |
| Follow up with clients | Difficult to learn |
| Manage several pipelines | Hard to integrate with third-party tools |
| General tool, customizable for real estate |
7. Top Producer X – Best Real Estate Lead Generation Software for Large Brokers
Pricing: Billed annually: Starter: $54/month, Professional: $85.50/month, Advanced: $94.50/month
To simplify your client database and workflows, Top Producer X is a CRM tool that integrates with over 150 real estate lead sources. You can easily import your existing contact lists and sync your contacts to help you save time. When it comes to converting leads, they provide clean, professional templates for realtors looking to follow up. Finally, you can track your email performance with their analytics tools.
| Pros | Cons |
| Helps organize realtors with large brokerages | Bad for individual users |
| Easy to onboard | Doesn’t sync with your contacts easily |
| Limited functionality |
8. Adobe Marketo Engage – Best Real Estate Lead Generation Software for Automation
Pricing: Contact sales
Marketing automation is vital to help you save time. Marketo helps realtors build and scale their marketing campaigns based on rich behavioral data. They get you to the leads that are most likely to become clients because of their expansive database. To boost your revenue, use Marketo’s analytics tools to analyze your campaigns and channels. Most importantly, users can drill down to personalize their interactions with each customer.
| Pros | Cons |
| Automates everything seamlessly | Difficult to use the email system |
| Allows you to segment audiences | Pay extra for certain features |
9. Pardot – Best Real Estate Lead Generation Software for Nurturing Leads
Pricing: Growth: $1,250/month, Plus: $2,500/month, Advanced: $4,000/month, Premium: $15,000/month
While Pardot is considered a B2B marketing automation tool, they excel at real estate lead generation because they empower all users to nurture their leads. Naturally, you don’t want to rush potential buyers and sellers. Therefore, Pardot enables you to send your leads relevant personalized ad content at every step of the conversion process. During marketing campaigns, this AI-based tool will adjust in real-time based on your campaign’s success to optimize and provide you with detailed feedback.
| Pros | Cons |
| Best for email marketing | Poor reporting |
| Integrates well with other tools | Annoying UI |
| Create several automation rules | Expensive |
10. Keap Max Classic – Best Real Estate Lead Generation Software for Small Brokers
Pricing: $56-$350+/month, depending on your number of contacts
To help bolster your referrals, Keap Max Classic is the perfect tool to engage your leads. Their incredible automated follow-up tools will continually interact with leads until it deems them ready to convert. Aside from reducing your time spent on leads, Keap increases your efficiency by automating your sales processes and delegating your tasks to your team. Subscribers to this software will also have access to a growth coach.
| Pros | Cons |
| Feature-rich | Difficult to learn |
| Scale across online/offline channels | Poor customer service |
| Improves efficiency |
11. Revaluate – Best Real Estate Lead Generation Software for Growth
Pricing: Contact sales
If your client database needs an overhaul, Revaluate organizes it and uses machine-learning insights to detect when someone is thinking of moving. They offer two products: Reveal and Reside. Reveal draws from a myriad of private and public data to help you score your database and segment it based on prospect intent. Therefore, they allow you to reach those who are most likely to move in the next six months. Meanwhile, Reside will help you identify a new demographic to work with and catalyze your growth in that area, thus diversifying your portfolio of prospects.
| Pros | Cons |
| Saves time | Expensive |
| Strong predictive analytics | |
| Best if you’re already successful |
12. First.io – Best Real Estate Lead Generation Software for Maximizing Contacts
Pricing: Contact sales
You might already be a successful realtor. But eventually, you’ll need to take the next step, First.io will help you extract more sales from your current network of leads. Simply synchronize your mobile and email contacts and then the tool will work to identify the best ones. Start conversations with likely sellers months before they sell. Sometimes, the best customers are hiding in plain sight.
| Pros | Cons |
| Helps you extract more sales | Provides little information until you sign up |
| Cleans your database for you | |
| Get ahead of the competition |
13. RealScout – Best Real Estate Lead Generation Software for Collaboration
Pricing: Free trial, Agents & Teams: $39/agent/month, Brokerage: $499+/month
Differing from other lead generation software, RealScout enables realtors and homebuyers to search for homes together. This poses a unique advantage: potential buyers under this system will not be exposed to the ads of competitors. Indeed, prospects will search for properties directly in your unique customer portal, which will consist of MLS listings. To help cater to them, you can customize alerts for every buyer. Furthermore, their machine-learning-based comparison tool empowers leads to compare listings side by side and even compare room by room.
| Pros | Cons |
| Integrates MLS listings aesthetically | Only usable for real estate agents |
| Usually increases your sales | Agent plan lacks the features of the brokerage plan |
14. Structurely – Best Real Estate Lead Generation Software for Conversations
Pricing: Ranges from $299-$1,499+/month depending on contacts
Marketed as an “extra brain”, Structurely is an AI tool that helps you converse with leads. For an entire year, this software will continually follow up with leads to help you qualify them. All you need to do is click to connect your leads from your preferred CRM. Structurely offers you pre-built scripts, but you can also create your own, and intervene in a conversation at any time. Of course, they also automate tedious tasks which further improves your efficiency.
| Pros | Cons |
| AI messages sound natural | AI responds too fast, unnatural |
| Improves follow-up efficiency | Clients will understand they’re talking to a robot |
| Maintains relationships for a year |
15. Freshsales – Best Real Estate Lead Generation Software for Forms
Pricing: Free Plan for unlimited users
Start your conversions off on the right foot, Freshsales helps agents create custom lead generation forms. Then, track your leads through their entire lifecycle with access to all their relevant information. On their paid plans, their AI-powered scoring mechanism will assist you with sorting your leads. Prioritize those who are most likely to convert, or those that are at risk of falling off.
| Pros | Cons |
| Automated lead lists | Terrible customer support |
| Easy to access, nice UX | |
| Integrate other software |
Frequently Asked Questions
How does lead generation software help real estate agents?
As a real estate agent, generating leads should be one of your top priorities. However, realtors risk losing a lot of time on lead generation when they could easily optimize it with effective software. Going beyond a standard CRM to manage leads, lead generation software will help push prospects through every step of the conversion process. Furthermore, the best lead generation software will help you find the best leads. To achieve this, the software could take your existing leads and rank them by their propensity to buy or sell. Alternatively, the software could find you new leads that are considered valuable by their algorithm or by the rules you set out. For example, you might want leads that live in a certain area or leads that have recently seen their listings expire. Whatever your use case, lead generation software will help realtors quickly find new leads and interact with them efficiently.
How do real estate agents get leads?
Real estate agents usually get leads through two mechanisms: referrals and lead generation software. In 2017, the national association of realtors found that 64% of buyers found their realtor through a referral. Agents can get more referrals by maintaining strong relationships with their customers. Choosing a CRM such as Zoho or Structurely helps realtors keep up with their clients. In turn, this makes them more likely to refer them to their friends and family.
Lead generation software also helps agents get leads by helping them drill down on a particular region or demographic of interest and finding the people most likely to buy or sell a home. The best software will even give you exclusive leads, so you can pull ahead of your competition.
What is the best lead management system for real estate agents?
The most comprehensive software for realtors to manage their leads is Zurple. While many different systems help agents find leads and manage them, Zurple helps manage leads at every step of the process. They build a complete profile of each lead and help you connect with them from the time they reach your website until the final sale.
What is the best free real estate lead generation software?
Zoho CRM is one of the leading customer relationship management software while also offering most of its functionality for free to teams of up to 3 people. However, its free tools will only help you manage client relationships rather than find you new ones. Typically, you need to pay for software that generates new leads for you.
What is the best lead generation software for a local realtor?
There are a couple of tools that are excellent for helping realtors reach a certain area. While Zurple provides functionality for reaching potential clients in a particular subregion, RedX’s GeoLeads tool is engineered to find you new, exclusive leads in a specific neighborhood. Given that GeoLeads is more affordable, that might tip the scales in its favor for a modest local realtor.