How to Generate Good Real Estate Leads in the US
                     How to Generate Good Real 
Estate Leads in the US
An introductory slide for a presentation on strategies for generating real estate leads in the US market.
Importance of Leads
Generate new opportunities Gauge demand Stay top of mind
Leads enable agents to connect with The number and quality of leads show how Following up on leads keeps agents top of 
potential clients and convert them to much demand exists for properties in a mind when clients are ready to buy or sell.
customers. market.
Generating and nurturing quality leads is crucial for real estate agents to build their business.
Lead Generation Timeline
1985
The Multiple Listing 2005
Service (MLS) is Zillow launches, allowing 
created, allowing real home buyers to search 
estate agents to share listings online for free.
listings.
1995
The first real estate 
lead generation 
companies are 
founded, selling leads 
from newspaper ads.
“Good leads are the cornerstone of a 
successful real estate business. 
Without quality leads, even the best 
agents struggle to grow.”
ROBERT KIYOSAKI
Types of Leads
Cold leads Warm leads Hot leads
Prospects who have not shown previous Prospects who have shown some interest such Prospects who are actively looking to buy/sell 
interest in the agent or their listings as visiting open houses or requesting info soon and have contacted the agent directly
Understanding the different categories of leads allows 
agents to prioritize and nurture leads more effectively.
Lead Generation Methods
Online Advertising SEO Open Houses
Paid ads on social media and Optimizing your website and Hold open houses for listed 
Google to attract potential buyers content to rank higher in search properties to meet potential buyers 
searching online. engines for relevant keywords. in person.
Referrals Direct Mail
Ask past clients and your sphere of influence to refer you Send postcards and newsletters to homes in your farm 
to friends looking to buy or sell. area to generate new seller leads.
Lead Nurturing Process
Build 
Identify Leads Qualify Leads Make Offer Close Deal
Relationship
Use lead generation Assess leads to Nurture leads by Make a customized offer Follow-up persistently to 
sources like websites, determine if they are providing relevant to qualified leads when convert qualified leads 
referrals and events to ready to buy or sell real content and information they are ready to into clients and close 
identify potential leads. estate based on needs through emails, calls transact. deals.
and time frame. and newsletters.
Analyzing Lead Sources
Lead Source Conversion Rate
Organic Search 25%
Referrals 15%
*Data sourced from ABC Real Estate's 2022 lead generation report.
Following Up with Leads
• Call prospects quickly • Provide value
Call or email prospects within 24 hours of receiving their Send prospects useful info related to their needs to 
contact info to increase conversion rates. show you can solve their problems.
• Ask questions and listen • Remain patient and positive
Ask prospects questions to understand their needs and Be patient with prospects in earlier stages and stay 
listen closely to build rapport. positive to eventually win their business.
• Follow up repeatedly
Follow up at least 3 times via phone, email, and mail to 
nurture prospects.
Lead Management Tools
Lead to Opportunity Conversion Rate
Qualified Lead Percentage
Measuring 
Lead Quality
Lead Response Time
Lead to Customer 
Conversion Rate
Optimizing Lead Generation
1 Identify your ideal customers and what they need
2 Create targeted, valuable content to attract those customers
3 Use social media, email and website to distribute content
4 Follow up and nurture leads until they are sales ready
5 Analyze results and refine strategy over time