Buying real estate leads feels a lot like gambling. You throw a few thousand dollars at a screen and pray the person on the other end actually wants to buy a house, rather than just clicking around because they were bored at 2:00 AM. If you’ve spent any time in the industry, you know the name. www realtor com leads are basically the industry standard, but the reputation is... mixed. Some agents swear they built their entire empire on them. Others? They think it’s a total waste of money. Honestly, both groups are probably right.
It’s about the "intent."
When someone goes to a site like Realtor.com, they aren't looking for decor inspiration like they are on Pinterest. They are looking at the data. They want to know if that 3-bedroom in the suburbs has a finished basement or if the taxes are going to bankrupt them. Because Realtor.com is directly tied to the Multiple Listing Service (MLS), the data is arguably more accurate than what you find on other giant portals. People trust it. But that trust doesn't automatically translate into a commission check for you.
The Reality of Lead Quality on Realtor.com
Let's get real for a second. A lead is just a name and a phone number. It’s a "maybe."
Realtor.com offers a few different flavors of leads. You’ve got Connections Plus, which is their bread and butter. You buy a ZIP code. You get the leads. Simple, right? But here’s the kicker: these leads are often shared. If you aren't the first person to hit "call," you’re essentially fighting for scraps. Then there’s ReadyConnect Concierge (formerly Opcity). This is a different beast entirely. They vet the lead first. They call the person, make sure they aren't a "looky-loo," and then live-transfer them to you. The catch? They take a massive referral fee—usually around 30% to 35%—at the closing table.
It’s a trade-off. Do you want to pay upfront and do the grunt work, or do you want to pay at the end and let someone else do the screening?
Most agents fail here because they treat a digital lead like a referral from their aunt. It’s not. If you don't call within the first five minutes, your chances of conversion drop off a cliff. Statistics from the Harvard Business Review once suggested that waiting just 30 minutes to respond makes you 21 times less likely to qualify the lead compared to responding within five. In the world of www realtor com leads, five minutes is actually "late."
Why the "Shared Lead" Model Frustrates People
Imagine you’re a buyer. You click "Ask a Question." Suddenly, four different agents are blowing up your phone. It’s annoying. As an agent, you’re one of those four people. This is why "Speed to Lead" isn't just a catchy phrase; it's the only way to survive the Connections Plus ecosystem.
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If you can't be at your phone 24/7, you're basically donating money to News Corp (the company that owns Realtor.com).
Breaking Down the Costs
How much does it cost? Well, it depends on where you live. If you’re trying to buy leads in Beverly Hills or Manhattan, bring a heavy wallet. If you’re in a rural part of the Midwest, it’s a bargain.
- ZIP Code Pricing: It's all about demand. High-turnover areas with high home values cost more.
- Market Share: You can buy a "slice" of a ZIP code or try to dominate it.
- The Referral Cut: For the Concierge program, you pay $0 upfront, but that 35% cut hurts when you're looking at a $10,000 commission check.
Some agents find that the ROI on Concierge is actually better because they only pay for success. It’s lower risk. Others hate giving away a third of their paycheck. It’s a business decision you have to make based on your current cash flow.
The Secret Sauce: It’s the Follow-Up, Stupid
Most agents call once, leave a voicemail, and then give up. "These leads suck," they say.
The truth? Most people don't answer the phone for an unknown number on the first try. You need a system. A real system. We're talking a mix of:
- The Immediate Call: Within 60 seconds.
- The Immediate Text: "Hey, I saw you were looking at 123 Main St. I can get you the disclosures for that. When are you free to chat?"
- The Long-Term Drip: If they don't buy today, they might buy in six months.
I’ve talked to top-producers who say their average conversion happens after the eighth touchpoint. If you stop at one, you’re leaving money on the table for the next guy. www realtor com leads require a thick skin and an obsessive-compulsive level of organization.
Is the "Pro" Version Worth It?
Realtor.com has been pushing their "Pro" branding hard. It gives you a better profile, more visibility, and some "exclusive" lead options. Is it a magic wand? No. It’s a tool. If your profile has zero reviews and a blurry headshot from 2005, no amount of paid leads will save you. Consumers are savvy. They will Google you the second you hang up the phone. If your online presence is a ghost town, they'll move on to the next person.
What Most People Get Wrong About Online Leads
People think online leads are "bad" because they aren't "hot."
In reality, most of these people are in the "research phase." They are 6 to 12 months away from actually signing a contract. If you treat them like they need to buy a house today, you’ll scare them off. You have to be a resource, not a salesperson.
- Give them data they can't get easily.
- Offer to send them "off-market" opportunities (even if it's just stuff coming soon).
- Be the local expert.
Actionable Steps for Success
If you're going to dive into the world of www realtor com leads, don't do it halfway.
First, fix your profile. You need recent reviews. People buy from people they trust. If you have five stars and 50 reviews, you’ve already won half the battle before the phone rings.
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Second, automate your first response. Use a CRM that integrates directly with Realtor.com. If the lead hits your CRM and an automated text goes out instantly, you're ahead of 90% of your competition.
Third, track your numbers. Don't just "feel" like it’s working. Know your numbers. If you spend $1,000 a month, how many closings do you need to break even? What’s your lead-to-appointment ratio? If you don't know these numbers, you aren't running a business; you're running a hobby.
Fourth, don't buy the whole ZIP code at once. Test it. Spend a smaller amount, see how the lead flow feels, and check the "quality" of the inquiries. Are they actual buyers or people looking for rentals?
Lastly, commit to at least six months. Buying leads for one month and quitting is the fastest way to lose money. Real estate is a long game. The leads you buy in January are your closings in June.
The "portal wars" between Zillow, Realtor.com, and Homes.com aren't ending anytime soon. While Zillow might have more traffic, Realtor.com often attracts a more "serious" searcher. But at the end of the day, a lead is only as good as the agent who answers the phone. Stop blaming the lead source and start refining the process. That's where the actual money is made.
Identify your budget, set up your CRM triggers, and be prepared to work harder than the "lifestyle" agents who think the phone is just going to ring with easy commissions. It won't. But for those who master the follow-up, these leads are a gold mine.