What is real estate lead generation and why does it matter?

Real estate lead generation involves identifying and attracting individuals interested in buying, selling, or renting properties. Understanding this process is crucial for building a sustainable business that does not rely solely on referrals or walk-in traffic.

Think of real estate marketing as the broader umbrella of activities you can take to better connect with potential clients. Real estate lead generation is a subset of that focuses on creating a steady stream of potential clients who are actively looking for your services and is vital for building a client pipeline, expanding your professional network, and ensuring a steady flow of transactions. Without a consistent lead gen strategy real estate professionals often find themselves in feast-or-famine cycles where business can be unpredictable.

Effective real estate lead generation helps you differentiate yourself in a competitive market where potential clients have numerous agents to choose from. When you implement proven lead generation strategies, you establish trust with prospects before they even meet you in person. This pre-built relationship drives more sales and higher commissions while reducing the time spent chasing unqualified leads.

The real estate advertising landscape has evolved significantly, with digital platforms now offering unprecedented opportunities to reach targeted audiences. Modern property leads come from various online touchpoints, making it essential for realtors to understand how to find real estate clients through multiple channels rather than relying on traditional methods alone.

Core strategies for real estate lead generation

Build a strong online presence

Establishing a professional website serves as your digital headquarters, but success in today's market requires more than just a basic site. Your online presence should actively engage potential clients through platforms claimed map locations, business profiles on directory sites, and platforms like TikTok, where short-form video content can showcase your personality and expertise in ways that static websites cannot.

The TikTok platform offers unique opportunities for lead gen for realtors because it allows you to reach audiences who might not be actively searching for real estate services but could become interested after seeing engaging property content. When you leverage online property listings alongside social media content, you maximize your visibility across multiple touchpoints where potential clients spend their time.

Leverage local market expertise

Real estate is inherently local and positioning yourself as a local expert requires more than just knowing property values in your area. You need to share market insights, neighborhood guides, and hyper-local content that demonstrates deep understanding of what makes each area special. This approach attracts prospective clients in your target areas because people want to work with agents who understand their desired neighborhoods.

Local expertise becomes particularly powerful when you create content that addresses specific community concerns, highlights local amenities, or discusses market trends affecting particular neighborhoods. This type of real estate marketing builds trust because it shows you are invested in the community beyond just making sales.

Implement effective CRM and follow-up systems

Using robust customer relationship management tools helps you organize leads, automate communications, and ensure timely follow-up that nurtures relationships over time. For new real estate professionals, a CRM system prevents leads from falling through cracks and helps maintain consistent contact with prospects who are not ready to move immediately.

The key to successful lead nurturing is providing value at every touchpoint rather than just asking for business. Your CRM should help you track where each lead is in their buying or selling journey so you can provide relevant information that moves them closer to a decision.

Many small business owners make the mistake of treating lead generation as a one-time activity rather than an ongoing relationship-building process. A good CRM system helps you maintain long-term relationships that often result in referrals and repeat business years after the initial contact.

Showcase properties with high-quality visual content

Captivating photos, virtual tours, and engaging TikTok videos create immersive experiences that help potential clients envision themselves in properties. Visual content performs exceptionally well in real estate advertising because properties are inherently visual products that people need to see to understand and desire.

Virtual property tours have become essential tools for lead generation because they allow prospects to experience properties remotely, saving time for both agents and clients while casting a wider net for potential buyers. When you showcase properties through engaging TikTok videos, you tap into the platform's massive reach while demonstrating your marketing skills to potential sellers.

Offering compelling real estate value-add content

Providing free resources like home valuation guides, buyer and seller checklists, or market reports attracts potential clients while demonstrating your expertise without requiring immediate commitment. This approach works particularly well for lead gen for realtors because it positions you as a helpful resource rather than a pushy salesperson.

Value-add content helps you capture leads who are in the initial stages of considering a real estate transaction. These prospects might not be ready to schedule a showing, but they are willing to exchange their contact information for valuable information that helps them understand the process or market conditions.

When creating value-add content, focus on addressing frequent questions and concerns your target audience faces. This approach ensures your content resonates with people who are most likely to eventually need your services while building trust through helpful, educational material.

How to build a real estate lead generation campaign

Setting clear objectives

Define specific, measurable outcomes you want to achieve, e.g., generate 10 new buyer leads per month or increase seller inquiries by 25%. Clear objectives help you focus your efforts and budget on activities that directly contribute to your business goals rather than getting distracted by vanity metrics that do not translate to revenue.

Your objectives should align with your overall business capacity and growth plans. There is no point generating 100 leads per month if you can only effectively service 20 clients at a time. Balance your lead generation goals with your ability to provide excellent service to each prospect.

Developing a creative approach

Plan engaging content that showcases properties, highlights successful client stories, offers virtual tours, or provides quick market insights that your target audience finds valuable. Your creative approach should reflect your personality while addressing the specific needs and interests of people in your local market.

Successful real estate advertising on TikTok often combines entertainment with education, showing properties in ways that are both informative and engaging. Consider content series like "Hidden Gems in [Your City]" or "First-Time Buyer Tips" that provide consistent value while showcasing your expertise and local knowledge.

The most effective creative approach for property leads will focus on solving problems or answering questions your target audience has. When you consistently provide helpful content, potential clients begin to see you as a trusted advisor rather than just another agent trying to make a sale.

Identifying your target audience

Research and understand your ideal clients' interests, online behaviors, and preferred services to tailor your messaging effectively. Rather than thinking in broad demographics, consider your audience as specific communities with shared interests, challenges, and goals.

For example, instead of targeting "people aged 25-35," focus on "young professionals looking to buy their first home in downtown areas" or "growing families seeking larger homes in good school districts." This community-focused approach helps you create more relevant content and choose better targeting options for your TikTok ads.

Understanding your target audience also means knowing where they are on their buyer's journey. First-time homebuyers need different information than experienced investors, and sellers have different concerns than buyers. Tailor your content and lead magnets to address the specific needs of each audience segment.

Establishing measurement methods

Determine key performance indicators (KPIs) you will track, such as lead conversion rate, cost per lead (CPL), website traffic from campaigns, and client acquisition rate. These metrics help you understand which aspects of your real estate lead generation strategy are working and which need improvement.

For small business owners, tracking too many metrics can become overwhelming and counterproductive. Focus on three to five key metrics that relate to your business goals. Cost per lead and conversion rate are particularly important because they help you understand both the efficiency and effectiveness of your marketing efforts.

Regular measurement allows you to adjust your strategy based on actual performance rather than assumptions. If your TikTok content generates lots of engagement but few leads, you might need to include stronger calls-to-action or create more targeted content that appeals to people ready to act.

Where TikTok fits into your real estate lead generation strategy

TikTok offers unique opportunities for real estate professionals to connect with a broad and engaged audience that might not be reached through traditional advertising channels. The platform's algorithm excels at showing content to users who are likely to find it interesting, even if they were not specifically searching for real estate information.

The visual nature of real estate makes it particularly well-suited for TikTok's video-first format. Properties can be showcased through virtual tours, neighborhood highlights, and before-and-after transformations that capture attention and generate interest in ways that text-based advertising cannot match.

Here are four key TikTok solutions that can transform your real estate marketing approach:

1. Lead Generation ads allow you to capture interest directly on the platform by collecting inquiries for property viewings, consultations, or market reports through easy-to-fill forms. This approach is particularly effective because users can express interest without leaving the app, reducing friction and increasing conversion rates compared to directing traffic to external websites.

2. Smart+ Lead Generation Campaigns leverage TikTok's AI-powered ad solution to help your campaign generate more leads with less effort. This automated approach is ideal for those without marketing expertise who want to benefit from machine learning optimization without needing deep technical expertise in campaign management. You can also use Smart+ Catalog Ads to run dynamic carousel ads, showcasing relevant property listings or collections from a single property to enhance user experience and increase the likelihood of generating qualified property leads.

3. Messaging Ads help you spark real-time conversations and connect with new customers through direct communication. This feature is particularly valuable for real estate professionals because property transactions often require personal consultation and relationship building. When potential clients can easily start conversations with you directly from your TikTok ads, you can begin the relationship-building process immediately.

4. TikTok Promote helps you drive traffic and reach a wider audience with just a few taps, allowing you to promote organic videos, photo posts, and live streams right in the TikTok app. This feature is perfect for real estate agents who want to amplify their best-performing content to reach more potential clients without creating separate ad campaigns from scratch.

How to measure real estate lead generation campaign success

Cost per lead (CPL)

Understanding the average cost to generate a single new lead through your marketing efforts helps you budget effectively and compare the performance of different campaigns. For real estate professionals, CPL varies significantly based on your local market, target audience, and the type of leads you are generating.

Buyer leads typically cost less to generate than seller leads because there are usually more people looking to buy than sell at any given time. However, seller leads often provide higher value since listing a property generates commission regardless of who buys it. Track your CPL separately for buyers and sellers to understand which campaigns provide the best return on investment.

When measuring CPL for your real estate advertising efforts, consider both the immediate cost and the lifetime value of each lead. A lead that costs $50 to generate but results in a $10,000 commission provides excellent ROI, while a $10 lead that never converts wastes both money and time.

Lead-to-client conversion rate

Measure the percentage of generated leads that successfully convert into paying clients or closed transactions. This metric is crucial for understanding the quality of your leads and the effectiveness of your follow-up process. A high conversion rate indicates you are attracting qualified prospects who are genuinely interested in your services. TikTok leads might have different conversion characteristics compared to traditional advertising leads, so track this metric separately for your social media campaigns.

Improving your conversion rate often provides better ROI than simply generating more leads. Focus on qualifying leads early in the process that provide consistent value throughout the relationship to increase the likelihood of conversion when prospects are ready to move forward.

Website traffic and form submissions

Monitor how many visitors come to your real estate website from your TikTok campaigns and track the number of inquiries or contact form completions. This metric helps you understand how effectively your TikTok content drives people to take further action beyond just watching videos.

Website traffic quality matters more than quantity for lead gen for realtors. Visitors who spend time browsing multiple property listings or reading your blog posts are more likely to become clients than those who quickly bounce from your site. Use analytics tools to track user behavior and optimize your website to encourage deeper engagement.

Form submissions provide direct insight into lead generation effectiveness. However, you should also pay attention to other engagement indicators like email newsletter signups, market report downloads, or consultation bookings. These micro-conversions often precede major transactions and help you nurture relationships with prospects who are not ready to buy or sell immediately.

Return on ad spend (ROAS)

Calculate the revenue generated from your advertising campaigns relative to your ad spend, focusing on profitability rather than just lead volume. For real estate professionals, ROAS calculations should include the full commission value from closed transactions attributed to your TikTok campaigns, even if the sale occurred months after the initial contact.

A successful real estate marketing campaign might show a ROAS of 300-500%, meaning every dollar spent on advertising generates three to five dollars in commission revenue. However, this metric requires patience in the real estate industry since the sales cycle can be several months long.

Track both short-term and long-term ROAS to get a complete picture of your campaign performance. Some leads generated through your TikTok content might convert quickly, while others might stay in touch for years before ultimately working with you when they are ready to buy or sell.

Real estate referral rate

Track how many new clients are acquired through referrals from existing clients or other professionals, indicating strong client satisfaction and network building. While referrals are not directly generated by your TikTok campaigns, clients who find you through social media often become enthusiastic advocates who refer friends and family.

A high referral rate indicates that your marketing efforts are attracting not just any clients, but satisfied clients who become long-term ambassadors for your business. Many successful real estate professionals find that their social media presence helps them attract clients who are already predisposed to like and trust them, leading to better working relationships and more referrals.

Monitor how your TikTok presence influences your overall referral rate. Clients who discover you through engaging social media content often have a stronger emotional connection to your brand, making them more likely to recommend you to others in their network.

Creative inspiration & tactical tips

Virtual property tours

Showcase the immersive experience of your listings with engaging walkthroughs that highlight key features and unique selling points. Virtual tours work exceptionally well on TikTok because they can tell a complete story about a property in 60 seconds or less, capturing viewers' attention while providing substantial value.

When creating virtual property tours for TikTok, focus on the most impressive or unique aspects of each property first to hook viewers immediately. Start with a stunning view, an impressive entryway, or a unique architectural feature that makes people want to see more. This approach increases watch time and engagement, which helps the TikTok algorithm show your content to more potential clients.

Consider creating themed property tours like "Homes Perfect for Dog Lovers" or "Properties with Amazing Home Offices" to attract specific buyer personas. This targeted approach helps you generate more qualified property leads because viewers who engage with themed content are likely to have those specific interests or needs.

"Day in the Life of a Realtor" Videos

Give your audience an authentic glimpse into your daily activities, showing your personality and work ethic in ways that traditional real estate advertising cannot match. These behind-the-scenes videos help potential clients get to know you personally before they even contact you, building trust and rapport that can accelerate the sales process. Document genuine moments from your workday, such as preparing for a listing appointment, setting up for an open house, or celebrating a successful closing with clients.

"Day in the life" content performs well because it is relatable and educational. Viewers learn about the real estate process while getting to know your personality and approach. This combination of education and entertainment is particularly effective for generating leads from people who might not have considered working with you otherwise.

Client success stories & spotlights

Feature happy clients sharing their experiences of buying or selling with you, building trust and social proof that influences potential clients' decision-making process. Client testimonials on TikTok can be more powerful than traditional written reviews because they show real people expressing genuine emotions about their experience.

When creating client success story content, focus on the transformation or journey rather than just the final outcome. Show the challenges your clients faced, how you helped them overcome obstacles, and their emotional reaction to achieving their goals. This storytelling approach creates emotional connections with viewers who might be facing similar challenges.

Always get permission before featuring clients in your TikTok content and consider offering incentives like gift cards or charitable donations to encourage participation. Many clients are happy to help their trusted real estate agent succeed, especially when they understand how their story might help other people achieve comparable results.

Quick market insights & tutorials

Offer short, engaging TikTok videos with current market trends, neighborhood spotlights, or advice for buyers and sellers. Educational content positions you as an expert while providing value that keeps viewers coming back for more insights. Regular educational content helps you stay top-of-mind with potential clients who might not be ready to buy or sell immediately but will remember you when they are ready to make a move. This approach is particularly effective for lead gen for realtors because it attracts people who are actively learning about real estate.

Focus on local market insights that other agents might not be sharing, such as new development announcements, zoning changes, or seasonal market patterns specific to your area. This hyperlocal expertise helps you attract clients who specifically need an agent with deep knowledge of your market.

Behind-the-scenes & bloopers

Real estate can sometimes seem intimidating or overly serious to first-time buyers and sellers. Humanize your brand by showing the fun, playful side of your real estate operations, from property showings to open house preparations. By showing your personality and sense of humor, you make the process seem more approachable and less stressful. This approach can be especially effective for attracting younger clients who value authenticity and personal connection.

Bloopers and behind-the-scenes moments also provide excellent content for your TikTok strategy because they are naturally entertaining while showcasing your personality. Just remember to keep everything professional and appropriate, even when showing your more casual side.

Building trust and authority in real estate online

Establishing credibility in the digital space requires consistent demonstration of your expertise, professionalism, and genuine care for your clients' success. Your online presence should reflect the same level of competence and trustworthiness that you bring to in-person interactions, while leveraging digital tools to reach and serve more people effectively.

Professional services marketing on TikTok presents unique opportunities to build authority because you can showcase your knowledge through educational content, demonstrate your results through client success stories, and display your personality through authentic, engaging videos. The key to success in this area is understanding how to effectively market professional services in ways that build trust rather than just seeking attention.

Trust-building happens over time through consistent, valuable interactions with your audience. Each piece of content you create should contribute to your reputation as a knowledgeable, dependable professional who genuinely cares about helping clients achieve their real estate goals. This long-term approach to relationship building often results in higher-quality leads and better client relationships.

Real estate lead generation case studies

• Opendoor: The real estate platform used TikTok's In-Feed Ads, Spark Ads, and creator partnerships to promote their Opendoor for Agents program to real estate professionals. The campaign achieved a 24% increase in click-through rate and 4% lift in engagement rate compared to benchmarks, with TikTok contributing to 53% of paid campaign traffic in the first month.

• The Gibbons Group: This family-owned real estate agency used TikTok Promote to amplify their organic content and drive viewers to LIVE events. Their promotion efforts generated 150,734 video views, 22,812 additional followers, 6,499 landing page visits, and 2,835 LIVE event views.

• Spotahome: The online rental platform ran reach and frequency campaigns in Spain using Spark Ads and Conversion Ads featuring POV-style property tours. The three-week campaign achieved over 3 million reach and 77,000 clicks, resulting in TikTok becoming their main social media channel with a 200% increase in private messages.

• Apartments.com: The rental marketplace used TikTok's Catalog Ads with dynamic carousel features for retargeting campaigns, incorporating celebrity spokesperson Jeff Goldblum. From January to May 2024, they achieved a 113% higher click-through rate than benchmark, 16% reduction in CPM, and 59% lower cost per click than benchmark.