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What You Need to Know About Realtor.com Leads and Their Costs

Generating leads is one of the most challenging things for a real estate agent. While they know how to sell someone who is ready to make a deal, they might not know how to find them in the first place. Check out our guide to understand how realtor.com works for agents.
Generating leads is one of the most challenging things for a real estate agent. While they know how to sell someone who is ready to make a deal, they might not know how to find them in the first place. Check out our guide to understand how realtor.com works for agents.

As some agents pay up to $10,000 a year for their leads, there’s big business for companies that generate leads for agents subscribing to their services. However, not all lead generating companies are created equally. In fact, several companies make their money off of agents who get very little profit from the leads that they pay for.

Here’s everything you need to know about working with realtor.com, one of the leading real estate sites in the world.

Why Consider Buying Leads?

Whether you’re just starting out as an agent or you’re experiencing a slow period, buying leads could help you to build your real estate business. The companies that attract leads keep a lot of data on people who are interested in buying a home and who have reached out to them. They can provide organized information on how to get in touch with buyers or sellers and even match them to your specialty.

If you’ve already perfected the art of turning a warm lead into a deal, buying leads could be lucrative. While the leads you buy aren’t guaranteed, they can offer a better return than your marketing efforts. Rather than trying to cast a wide net to attract people interested in real estate, you start off with a group of people who are already dipping their toes in the water.

Leads from people who might want to buy or sell today versus six months from now require different approaches. If you’ve mastered this art, buying leads is rarely a bad idea.

Why Buy From Realtor.com?

Realtor.com has a lot of name recognition online, which is why clients flock to the site. Because of that, they get more leads than many other sites. The leads from realtor.com might be higher quality than the ones you get from other sites.

Realtor.com only allows licensed agents to get onto their platform instead of other companies like Zillow that will allow FSBO listings. On top of that, as the second-largest marketplace online, you’re going to leads from every corner of your market.

They know how good their leads are, which is why they also charge for access to the leads they gather.

Consider the Costs

One problem for realtors looking to buy leads is the matter of upfront costs. Not every realtor starts off with enough money to be paying for leads. Even successful realtors find it challenging to shell out the cash month after month for a potentially low conversion rate.

The cost to get access to leads starts at around $25 a month and goes up from there. You can get help in branding your listings, generating leads, and managing how you present yourself online. To sign up for some of their packages, realtors are required to sign up with a one year contract. That could be months of wasted money if the leads don’t fit your needs.

Converting leads is a challenging game and just getting a lead can cost you money. That means that if you’re paying $50 a lead and only getting a 1% return rate, it costs you $5,000 before you ever close a deal. By doing the work of finding the leads for you, you get to save time and money.

Are These Leads Qualified?

Unfortunately, the leads you buy are merely generated, not qualified. Leads are created by realtor.com because of the work they do to drive traffic to their websites. They work hard to advertise agents and generate leads via attracting consumers looking to buy a home.

Converting and qualifying leads is up to the agents. While realtor.com can help buyers find agents, it doesn’t do any kind of nurturing and vetting. Pushing those leads down into your sales funnel falls squarely on your shoulders.

For realtors, that means it’s vital to have a system in place for organizing all of your leads. Agents need to work on their follow-up skills to ensure that all leads stay warm.

What Makes Clever Different?

For Clever Partner Agents, there’s no upfront fee necessary. Our Partner Agents receive vetted leads of people ready to buy or sell a home. Clever takes time to match agents and clients and receives a referral fee, only if the deal closes.

Rather than pay for subscriptions and upfront costs, contact us today to get access to our nationwide network of qualified leads.

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Luke Babich

Luke Babich is the co-founder and Chief Strategy Officer of Clever Real Estate, the free online service that connects you with top agents to save money on commission. He's an active real estate investor and licensed agent in St. Louis, with 22 units currently. Luke graduated from Stanford University and subsequently ran a historic data-driven campaign for University City City Council. Luke's writing has been featured in Homeland Security Today, Mashvisor, Payments Journal, and Bigger Pockets.

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