Real Estate Lead Generation: Everything You Need To Know

Generating leads in real estate online is not easy, with 98% of homebuyers starting their search on the internet.

The good news? With the right tactics, you can rise above the noise and catch the attention of potential clients.

In this guide, we’ll break down the best strategies for real estate lead generation and show you how to use tools like involve.me to take your lead game to the next level.

No matter if you're new to the business or just looking to refine your approach, you'll find everything you need to know right here:

How to Build an Effective Real Estate Leads Funnel

Building an effective real estate lead funnel means creating a clear path that takes people from "just looking" to "ready to act."

For real estate agents, the journey starts with grabbing attention and ends with generating real estate leads. A lead funnel guides potential clients step-by-step and moves them from curiosity to commitment.

Let’s break it down into three key steps using involve.me’s lead generation strategies:

#1 First, Focus on Guiding Your Audience

involve.me's Property Finder Quiz lets you create interactive quizzes that help home buyers find suitable homes in a fun and interactive way.

It’s almost like you're handing out a friendly map that points them in the right direction.

Read more: what's the easiest way to create a quiz online?

#2 Next Up is Understanding Who They Are

Surveys are your secret weapon here. Ask simple but targeted questions about their preferences, such as location, budget, and property type.

This data is the heartbeat of your lead generation process. Knowing what your audience wants means you’re ready to jump in with the right follow-up.

It's possible to create such surveys for free using involve.me's Survey Maker tool. The solution is packed with AI features (e.g., AI form generator, AI insights) to speed up the process and let you move on to the final stage, which is...

#3 Lead Capture

This step is where you turn casual visitors into solid buyer leads. involve.me’s customizable forms can sit right on your property listings, blog posts, or landing pages, ready to gather contact details.

You’re not just throwing out a net - you’re targeting folks who are already halfway in. Choose from over 300 form templates and get ready to close deals.

Important: In just 3 steps, you'll create a lead generation process that can put you ahead of other real estate lead companies. It’s about making your marketing efforts smarter, keeping up with industry trends, and turning your website into a market leader in your local market.

For real estate agents looking to connect with local businesses and homebuyers, this approach can turn your traffic into real growth.

How to Optimize Your Website for Real Estate Lead Generation

Now, let's take a look at how you should prepare your website for lead generation:

#1 Create Valuable Content

82% of realtors have their own listings on their website. Your website should beat all of them, and it can be achieved with the right approach - proper optimization.

Optimizing your website for real estate lead generation starts with creating content that pulls people in.

Think blog posts about the local market, property guides, or simple tips for first-time homebuyers. This type of content drives traffic and positions you as a go-to resource in your area.

Here's an example blog post from PMI New York City:

Read more: how to drive organic traffic to your website with interactive content

#2 Use Interactive Tools for Engagement

Interactive tools can take things up a notch. involve.me’s quizzes get visitors to stick around and engage.

For example, a giveaway quiz like “What's your biggest pain point when trying to sell or rent your property?” does double duty - it’s fun for the user, and it gives you valuable information.

You’re learning about your audience while they’re figuring out their next move.

Get this Giveaway Quiz For Real Estate template here.

#3 Add Powerful CTAs

Don’t forget the power of a solid Call To Action (CTA).

Simple and direct CTAs like “What's my home worth?” or “Get your property estimate today” work best.

With involve.me, you can even tailor CTA buttons to match what a user clicked on or answered in a quiz. It's a smart tactic to keep the momentum going.

In this article, we show you over 100 CTA examples for a better form conversion.

And here's what Coldwell Banker's CTA looks like:

Important: Generating leads goes beyond traffic - you need to know what makes people tick. Once you combine great content, interactive tools, and strong CTAs, you'll build a lead-generation process that works for you and your visitors.

For any real estate agent aiming to generate real estate leads and connect with local businesses, this strategy turns casual clicks into conversations.

How to Use Social Media for Real Estate Lead Generation

There is no question whether or not you should use social media for real estate lead generation.

More than 50% of realtors are already doing it. What's more, social media is the best channel for gathering the highest number of quality leads.

It’s where your audience is already hanging out, so why not meet them there? Let’s talk strategy:

#1 Start with Facebook (Meta) Ads

92% of realtors use Facebook. It’s a goldmine for reaching the right people.

You can target specific demographics like age, location, or home-buying interests.

Throw in a few real estate case studies to make your ads even more convincing. This will show people that you understand their needs and that you’re ready to help.

Extra tip: to see how other real estate agents are using Meta ads to get leads, you can go through Meta's Ad Library and get inspired.

Read more: our integration with Facebook Pixel

#2 Spice Things Up with Interactive Quizzes

involve.me lets you create shareable quizzes that spark conversations on social media.

Imagine a quiz like “Are you ready to buy a house?”

Apart from simply being a fun question, it’s a clever way to figure out who’s serious about buying and who’s just browsing.

We've got plenty of features to make your quizzes stand out:

See more here.

#3 Over on Instagram, Stories Are Your Best Friend

Use them to show off your latest property listings and drive traffic straight to your site.

Link those stories to interactive landing pages built with involve.me’s tools.

It’s a smooth, no-pressure way to capture interest and engage people.

Other effective platforms you should consider using are:

• LinkedIn

• YouTube

• TikTok

How to Take Advantage of Email Marketing and Follow-up Strategies

Email marketing offers an ROI of around 4,300%, according to the Direct Marketing Association.

So don't think about whether you should do it - just do it.

Automating your email campaigns keeps you in touch with leads without constant effort, guiding them through each step of the buying journey.

Here are a few ideas:

#1 Start by Setting Up Automated Lead Nurturing Emails

Picture this: someone takes a quiz on your site, showing interest in a specific type of property.

Now, you’ve got the data you need to send them tailored emails - homes that fit their style, location, and budget.

It’s like sending a friendly nudge that says: “Hey, we’ve got exactly what you’re looking for.”

Read more: tips for automated follow-up emails

#2 Send Personalized Follow-ups

They don’t just make your emails more relevant. They also show that you’re paying attention.

Use lead scoring to understand your prospects better.

For instance, if a lead's responses to a quiz suggest they’re a first-time buyer, your next email can focus on tips and listings perfect for newcomers.

Extra tip: the first follow-up email is usually the most effective and can increase your reply rate by 2,5%, according to Woodpecker.

Read more: send custom emails with involve.me

#3 Put Effort into Email Content

Think about catchy subject lines like “Your Dream Home Is Just One Click Away” or “Hot Listings You Won’t Want to Miss.”

Keep the email body short, to the point, and packed with value.

Maybe include a call to action like, “Check out these homes we picked just for you" or something more casual, less pushy, and perhaps even a little bit random, such as "Eenie, Meenie, Miney, Mo":

You might like this: email subject line AI generator template

Why Real Estate Agents Should Host Open Houses

Open houses might seem old-school, but they’re still one of the best ways to generate leads.

There's nothing quite like getting people through the door and seeing their faces light up when they find a room they love.

It’s a great chance for real estate agents to connect directly with potential buyers. But don't just rely on conversations - make the most of every visitor by gathering their contact details right on the spot:

#1 Design Interactive Surveys

One smart move is to use interactive surveys powered by involve.me.

Imagine your guests filling out a quick survey on a tablet as they walk in, sharing their preferences and contact info.

This simple step turns casual visitors into leads you can follow up with later.

#2 Don't Forget About a Lead Capture Form

Prompt viewers to fill out a lead capture form for more details or to schedule a one-on-one consultation.

It's a natural next step that keeps the momentum rolling.

#3 Host Virtual Tours if Needed

With more buyers looking online (you already learned this), digital tours have become a must.

Your goal should be to not only show them a house but also keep them engaged.

Try embedding quizzes within the virtual tour itself or a contact form, at the very least. Ask questions that assess their interest or gather details on what they’re looking for.

See how Sotheby's International Realty is doing it:

Our 4 Real Estate Lead Generation Case Studies You Should Know

It's time to show you examples of how other companies generate leads:

#1 How a Real Estate Agency from Chicago, Illinois, Boosted Lead Generation with involve.me

The Challenge: High Traffic, Low Conversions

A real estate agency faced a common problem - high traffic to their website but not enough of those visitors turning into leads. They were spending time and money driving people to their site, only to see them leave without taking any action. That’s when they decided to shake things up with involve.me.

The Solution: Interactive Lead Funnels

Instead of the usual static forms, they built interactive lead funnels using involve.me's quizzes, surveys, and personalized lead forms. The questions were curiosity-sparking and turned the whole experience into a fun quiz that helped users find properties that matched their needs.

Visitors were answering a few questions about their dream home, and in no time, they were looking at property recommendations picked just for them.

Making the Forms Work Harder

One key move was embedding these forms directly on the property listings. So, right when someone saw a house they liked, the lead capture form was already there, ready to go.

The agency also used logic jumps - smart little twists that guided each visitor to the next step based on their answers. This way, they got relevant information without feeling like they were filling out a never-ending questionnaire.

The Results: a 30% Jump in Qualified Leads

Before making these changes, their lead conversion numbers were low despite all the traffic.

But after they rolled out the involve.me setup, it was like flipping a switch. In just a few months, they saw a 30% jump in qualified leads - people who were genuinely interested and ready to talk.

From Clicks to Conversations

The interactive quizzes kept visitors engaged, while the personalized forms helped the agency gather precise data about their preferences.

What used to be a generic lead capture process became a real conversation starter, leading to more connections and, ultimately, more deals.

That’s how one smart move with involve.me turned a tricky situation into a lead-generating machine.

#2 How a Luxury Real Estate Firm from New York Increased Lead Engagement by 50% with involve.me

The Challenge: High Traffic, Low Engagement

A high-end real estate firm had no problem getting visitors to its website. Potential clients were browsing through stunning property listings, yet they often left without taking any action.

The firm needed a better way to engage these visitors and turn their interest into real leads.

The Solution: Personalized Surveys That Speak to Clients

The firm decided to use involve.me’s personalized surveys to grab attention and keep it. They designed a "Find Your Dream Property" survey that asked about each visitor's preferences, like location, budget, and must-have amenities.

What made the difference was the follow-up for high-potential leads - it was a personalized message that made each visitor feel understood.

Making Interactions Matter

They strategically placed these personalized surveys across their property pages and prompted users to take the survey after viewing a few listings. This timing was key as it kept the visitor’s attention while they were still exploring their options.

The interactive survey segmented leads based on their budget, location, and buying intent, so follow-ups were much more targeted.

The Results: 50% Jump in Lead Engagement

Before these changes, most visitors were window-shopping - high interest, low action. But once the surveys went live, it was a different story.

Engagement skyrocketed, with a 50% increase in lead activity. After completing the survey, potential buyers started requesting more property details and scheduling viewings.

Turning Interest into Action

The real win here was in the personalized approach. Thanks to engaging visitors based on their specific preferences, the firm could offer property recommendations that truly matched their needs.

With this tailored strategy, they changed casual browsers into serious buyers.

involve.me’s tools transformed the firm's engagement game by turning high-end property listings into high-quality lead generation.

#3 How a Boutique Real Estate Agency from Tampa, Florida, Reduced Lead Qualification Time by 40% with involve.me

The Challenge: Time-consuming Lead Qualification

A boutique real estate agency found itself bogged down by manual lead qualification. With leads coming in from all directions - email, social media, open houses - the team struggled to sort through them and figure out who was ready to buy.

Without clear data on lead intent, prioritizing follow-ups was a daily challenge.

The Solution: Automated Lead Scoring to the Rescue

The agency turned to involve.me to streamline this process, specifically using its lead scoring feature within quizzes and surveys.

They created a "Home Buyer Readiness Quiz" that asked potential clients about their timeline, budget, and preferred neighborhoods. Each response was scored automatically, helping the team quickly gauge the lead's level of interest.

Shifting from Manual to Instant

Embedding the quiz on their website was a game-changer. Now, instead of spending hours sorting through unqualified leads, agents receive a prioritized list based on the quiz results.

This meant they could focus their energy on the high-intent clients - those who were most likely to turn into real buyers - right from the start.

The Results: 40% Faster Lead Qualification

Before they started using involve.me, agents were drowning in data, manually sifting through leads without a clear sense of who to call first.

However, with the automated lead scoring in place, they cut their lead qualification time by 40%. The team could now move faster and smarter as well as focus on the leads that mattered the most.

Zeroing in on Serious Buyers

The new approach saved time and made each interaction count.

As a result of segmenting leads into high, medium, and low priority based on their quiz answers, the agency got a clear view of who was ready to make a move. A slow, manual task turned into a quick and precise process.

involve.me helped the boutique agency shift from a reactive approach to a proactive one.

#4 How an International Property Management Company from Sydney, Australia, Improved Its Rental Lead Conversions by 60% Using involve.me

The Challenge: Low Rental Lead Conversions

An international property management company struggled to turn rental inquiries into signed leases.

Their lead capture forms were too generic and didn’t collect enough useful information from prospective tenants, so follow-up efforts felt more like a guessing game than a targeted conversation.

The Solution: Interactive Forms with Tailored Questions

To fix this, they swapped out their basic contact forms for involve.me’s interactive forms and surveys. These new forms asked specific questions about the renter's preferences, like property type, budget, and move-in timeline.

Gathering this detailed information upfront allowed the company to create follow-up messages that felt more like a personalized service than a standard reply.

Turning Data into Action

The company embedded these custom forms directly on their rental listings so prospective tenants could share what they were looking for without any issues.

All the data collected through the forms were automatically stored in involve.me, which meant the team had everything they needed to craft targeted emails. Instead of sending generic follow-ups, they could now offer specific properties that matched each renter’s needs.

The Results: a 60% Boost in Lead Conversions

Before they implemented these changes, the company's low conversion rate was a result of not having enough information to tailor their outreach.

But after introducing involve.me's interactive forms, their rental lead conversions jumped by 60%. The additional data collected let them create follow-ups that felt more relevant to each prospect. The outcome? More lease signings, of course.

Making Follow-ups Count

The personalized approach transformed how the company connected with potential renters. Instead of one-size-fits-all emails, they sent tailored property recommendations that matched each renter's preferences.

This level of detail made them more effective in closing deals.

With involve.me, the company transformed a scattershot lead strategy into a focused, data-driven approach.

Do you want to achieve success like these 4 companies? Register for involve.me today - it's free.

Don't Miss These Key Metrics for Real Estate Lead Generation

When it comes to real estate lead generation, keeping an eye on the right metrics separates guesswork from real progress.

Your most important key performance indicators (KPIs) are:

• conversion rate - they show how many of your website visitors are turning into leads,

• lead quality - it's a measure of the value of the leads you are generating,

• cost per lead - it helps you figure out how much you're spending to get each potential client.

They tell you if your efforts are paying off or need a new game plan.

How involve.me Helps Here

The platform’s analytics give you a clear view of how each part of your lead funnel is performing.

You can see how many users completed a quiz, filled out a lead form, or dropped off halfway. This kind of insight lets you tweak your approach and continuously optimize your strategy.

For example, if you notice a lot of users are taking your quiz but not filling out the form, it’s a sign you might need to adjust your follow-up questions or make the process simpler. With involve.me, you’re tracking their journey every step of the way, so you know your marketing efforts are on target.

P.S. involve.me operates out of Vienna, Austria, and complies with GDPR regulations as an EU-based company. When you collect personal data through our platform, you retain complete ownership of that information. You also have the option to set data retention periods, so personal data is automatically deleted at intervals of your choice (e.g., 30 days, 6 months, 1 year).

Conclusion

After reading this article, generating real estate leads won't be a guessing game anymore.

With the right strategies and tools like involve.me, you can turn casual website visitors into committed clients:

• focus on building interactive lead funnels,

• optimize your website content,

• using the power of social media and email,

• host live and virtual tours

In no time, you'll create the perfect experience that guides prospects from curiosity to action.

Start today with involve.me, and watch your real estate business succeed.

Do You Have Additional Questions? FAQ

We're here to answer them!

How Do I Generate Leads in the Real Estate Business?

Generating leads in real estate starts with building an effective lead funnel that guides potential clients from browsing to taking action. Using tools like involve.me, you can create interactive quizzes, surveys, and lead forms to capture more detailed information from your audience.

Where Do Realtors Get Most of Their Leads?

Realtors often get most of their leads from a mix of online sources, including their website, social media platforms like Facebook and Instagram, online real estate listings, and interactive tools such as quizzes or surveys. Offline sources include referrals, open houses, and local networking events.

Are Real Estate Lead Generation Companies Worth It?

Real estate lead generation companies can be worth it if they provide high-quality, targeted leads that are likely to convert. However, using interactive tools like involve.me helps realtors create their own personalized lead funnels, so they can focus on capturing and converting leads directly from their own website.

How Much Do Realtors Spend on Lead Generation?

The amount realtors spend on lead generation varies widely, typically ranging from a few hundred to thousands of dollars per month, depending on their strategies and the size of their target market. Investing in tools like involve.me can optimize lead generation efforts without excessively high costs.

How to Generate Real Estate Leads for Free?

To generate real estate leads for free, agents can use organic social media marketing, create engaging content for their websites, and use tools like involve.me to make interactive quizzes and surveys. These strategies can attract potential clients without a large financial investment.

How Do You Generate Leads with No Money?

Generating leads with no money involves maximizing your online presence through social media, creating valuable content like blog posts or videos, and using free versions of lead capture tools. Networking within your community and asking for referrals can also be effective strategies.

Can Realtors Buy Leads?

Yes, realtors can buy leads from lead-generation companies or online advertising platforms. However, using personalized tools like involve.me can be a better alternative that helps create a more tailored approach to finding quality leads.

How Do New Agents Find Leads?

New agents can find leads by building their online presence, joining local networking events, hosting open houses, and using interactive tools like quizzes and surveys to engage potential clients. Building relationships with people in their community and leveraging social media are also key strategies for new agents.