Choosing the right lead program can make all the difference in your success as an agent. With so many options available—ranging from pay-at-close referral networks to paid lead generation platforms, social media ad campaigns, and organic local opportunities—it can be hard to know where to start. We’ve compiled the most popular programs, with details on cost models, referral fees, best use cases, and direct links to learn more. Whether you’re a new agent with no upfront budget or an experienced team ready to scale, you’ll find a lead source here that fits your business goals.

Pay-at-Close Lead Referral Platforms

Agents only pay when a deal closes — usually 25–40% referral fee. Ideal for agents with limited upfront budgets or those who want motivated, pre-qualified leads.

• Movoto! (OJO Select Network)

• Type: Referral-based

• Cost Model: 30–35% referral fee at closing

• Best For: Agents seeking motivated, pre-vetted buyers/sellers

• Overview: AI-powered platform; leads are warmed up by OJO’s concierge before being handed off. Agents must meet service standards (responsiveness, follow-up).

• ReferralExchange

• Type: Referral marketplace

• Cost Model: 25%+ referral fee

• Best For: Experienced agents (3+ years required)

• Overview: Nationwide referral network with relocation and agent-to-agent business.

• Agent Pronto

• Type: Referral-based

• Cost Model: 25–30% referral fee

• Best For: Solo agents wanting direct lead matches

• Overview: Matches consumers to agents based on location and experience.

• HomeLight

• Type: Referral-based

• Cost Model: 25–35% referral fee at close

• Best For: Agents who can win business in a competitive pitch environment

• Overview: Clients review multiple agents before choosing; strong seller lead program.

• UpNest

• Type: Proposal-based

• Cost Model: ~30% referral fee at close

• Best For: Agents who can present competitive commission packages and value

• Overview: Agents submit proposals; clients compare and choose who to hire.

• Redfin Partner Program

• Type: Referral-based

• Cost Model: Referral fee at closing

• Best For: Agents willing to align with Redfin’s tech and customer standards

• Overview: Redfin routes clients to partners when they can’t service directly. Availability limited.

• Movoto Partner Agent Program

• Type: Referral-based

• Cost Model: Fee at close

• Best For: Agents looking for less competition than Zillow/Redfin

• Overview: Provides buyer and seller leads, often at lower volume but steady flow.

• FastExpert

• Type: Referral-based

• Cost Model: Referral fee at close

• Best For: Agents seeking online reviews/visibility plus leads

• Overview: Consumer-facing agent directory that matches clients to agents.

• Effective Agents

• Type: Referral-based

• Cost Model: Referral fee (varies, ~25–30%)

• Best For: Agents with strong production volume (site highlights “top agents”)

• Overview: Pairs consumers with top-ranked agents in their market.

Paid Lead Generation Platforms (Upfront Cost)

Agents pay monthly, per lead, or per impression. Best for those who can nurture leads long-term and have consistent systems.

• Zillow Premier Agent

• Cost Model: Pay-per-lead/impression (cost varies by ZIP & competition)

• Best For: Agents in competitive markets with strong follow-up systems

• Notes: High consumer traffic; expensive but powerful.

• Realtor.com Connections Plus

• Cost Model: Monthly subscription

• Best For: Agents wanting steady buyer/seller leads

• Notes: Direct integration with Realtor.com listing traffic.

• BoldLeads

• Cost Model: Monthly fee (varies by ZIP)

• Best For: Agents wanting exclusive buyer/seller leads in a territory

• Notes: Provides automation and follow-up tools.

• Market Leader

• Cost Model: Fixed monthly fee

• Best For: Agents who want CRM + leads bundled

• Notes: Non-exclusive territories.

• CINC (Commissions Inc.)

• Cost Model: Premium subscription

• Best For: Teams and high-volume agents

• Notes: Includes robust CRM, automation, and team lead routing.

• Real Geeks

• Cost Model: Subscription + ad spend

• Best For: Agents who want IDX websites and DIY PPC funnels

• Notes: Strong all-in-one platform with built-in CRM.

• Zbuyer

• Cost Model: Subscription-based

• Best For: Agents willing to sift through higher volume, mixed-quality leads

• Notes: Budget-friendly, but requires strong filtering and nurturing.

Social Media Ad-Based Lead Sources

Platforms that run/manage Facebook, Instagram, and Google campaigns for real estate.

• Ylopo

• Cost Model: Subscription + ad spend

• Best For: Agents/teams who want dynamic retargeting & automation

• Notes: Strong remarketing & branded ad campaigns.

• StreetText

• Cost Model: Subscription + ad spend

• Best For: Agents wanting plug-and-play Facebook campaigns

• Notes: Pre-built ad templates; beginner-friendly.

• Curaytor

• Cost Model: Premium (high monthly fee)

• Best For: High-volume agents and teams ready to invest heavily

• Notes: Provides branding, content marketing, and ad management.

• Elevate (Elm Street Tech)

• Cost Model: Subscription

• Best For: Solo agents wanting a combo of CRM + social ads

• Notes: Affordable entry-level all-in-one.

• BoldTrail Advertising

• Cost Model: Add-on campaign pricing

• Best For: Agents already using BoldTrail who want turnkey PPC campaigns

• Notes: Google, Facebook, and retargeting options.

Organic & Niche Lead Generation

Focus on reputation, hyperlocal presence, or niche platforms.

• NextDoor Ads & Neighborhood Sponsorship

• Cost Model: Monthly sponsorship

• Best For: Agents building hyper-local visibility

• Notes: Positions you as the “go-to” agent in a neighborhood.

• LinkedIn Ads

• Cost Model: Pay-per-click/ad spend

• Best For: Luxury, relocation, or investor-focused agents

• Notes: Can target by job title, income level, company.