Real estate lead generation in 2025 isn’t what it used to be. With more competition and fewer buyers in the market, the methods that worked in previous years may not cut it now. We put today’s top lead gen strategies for Realtors to the test—from video marketing and paid ads to good old-fashioned referrals. Here’s what actually works, what’s fading fast, and how to build a smarter real estate lead gen plan this year.
1. Paid Social Ads: Still Powerful, If Done Right
Facebook, Instagram, and even TikTok ads can still deliver strong results—but only if they’re highly targeted and offer real value. In our tests, paid ads worked best when paired with high-quality visuals, strong calls-to-action, and landing pages built to convert.
Pros:
- Fast results
- Scalable
- Great for branding
Cons:
- Cost can add up
- Easy to waste budget without optimization
Best For: Agents with a clear offer and budget for testing.
2. SEO + Google Business Profile: The Long Game That Pays Off
Optimizing your website and Google Business Profile doesn’t provide instant gratification, but it does build trust and organic visibility over time. We saw major lead volume improvements for agents who invested consistently in SEO, local content, and collecting reviews.
Pros:
- Free traffic
- Builds long-term authority
- Ideal for hyperlocal markets
Cons:
- Takes time
- Requires regular upkeep
Best For: Agents committed to long-term growth and local visibility.
3. Referral + Past Client Campaigns: Gold for Real Estate Lead Gen
Never underestimate the power of a happy client for real estate lead generation. The most consistent, highest-converting leads in our test came from referral and repeat business campaigns. Email nurture sequences, check-in texts, and social media shoutouts helped agents stay top-of-mind and drive re-engagement.
Pros:
- High trust = high conversion
- Low cost
- Strengthens your brand
Cons:
- Requires relationship maintenance
- Not instant
Best For: Agents with a healthy client database and great service track record.
Choose the Real Estate Lead Gen Strategy That Fits Your Business
There’s no one-size-fits-all solution for Realtor lead generation, but the best lead generation strategies in 2025 are built around value, consistency, and connection. Whether you lean into paid ads, SEO, or relationship-based marketing, make sure your lead gen efforts are intentional and trackable. Combine short-term wins with long-term systems, and you’ll set yourself up for real growth.
