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Are Realtor.com leads worth the investment for real estate agents?

**Lead Generation Cost**: Realtor.com leads come with a subscription model, with costs starting at around $25 per month.

This contrasts with the higher costs often associated with other lead-generation platforms, such as Zillow, where the prices can be significantly more.

**Lead Quality**: Studies show that leads from Realtor.com tend to be more qualified than those obtained from social media platforms like Facebook.

This is due to the intent-driven nature of homebuyers and sellers actively seeking listings.

**Contact Timing**: A critical factor in real estate lead conversion is timing.

Research indicates that agents who contact leads within 5 minutes of inquiry are over 900% more likely to convert that lead into a client.

**Lead Volume Necessity**: Real estate professionals often need a high volume of leads to see a substantial return on investment.

Many suggest aiming for 400-500 leads per year to ensure a robust pipeline, highlighting that a smaller volume (100 leads) can lead to less than satisfactory conversion rates.

**Contract Length**: Typically, Realtor.com leads come with a one-year contract, although some agents report being able to negotiate this down to six months, which reflects the importance of flexibility in lead-generation options.

**Market Saturation**: In competitive markets, Realtor.com may sell out of leads in certain areas, indicating both high demand and the effectiveness of the leads in generating business for agents.

**Response Strategy**: Agents need to have a strong follow-up strategy.

Data suggests that leads should ideally be closed within the same month of initial contact, and continuous nurturing can yield additional closings over the following months.

**Additional Marketing Channels**: While Realtor.com leads can be a valuable tool, they are often most effective when supplemented with other forms of marketing, such as personal branding, community involvement, and other online platforms to diversify lead sources.

**Geographic Availability**: Realtor.com operates differently in various regions; while some areas may have abundant leads, others may see limited availability, potentially impacting agents' strategies based on their locality.

**Lead Attribution**: Many leads originate from a shared pool among platforms like Realtor.com, Zillow, and OpCity, leading to a competitive landscape in which quick messaging responses are critical to securing potential clients.

**Seller Attribution**: Lead submissions typically arise from sellers voluntarily opting in to provide their information, which suggests they have intent, differentiating them from more passive sources of leads.

**CRM Integration**: Incorporating customer relationship management (CRM) software can enhance the ability to manage and nurture leads effectively.

Agents who leverage these tools can better track interactions and follow-up activities.

**Long-Term Relationships**: Fostering long-term relationships with leads, even those that don’t convert immediately, can yield significant future business.

A well-maintained database allows for periodic outreach and engagement over time.

**Geographic Targeting**: Realtor.com allows agents to target specific geographic areas, which can be particularly beneficial for new agents seeking to establish a presence in a potentially underserved market.

**International Interest**: Interestingly, Realtor.com also attracts a significant amount of international traffic, suggesting that leads can sometimes originate from outside the local market, expanding potential outreach.

**Mobile Accessibility**: With the rise of mobile internet usage, more leads are generated via mobile devices, emphasizing the need for agents to ensure their communication methods are also mobile-friendly.

**Behavioral Analytics**: Utilizing behavioral analytics can provide deeper insights into lead activity, allowing agents to tailor their approach based on specific interests and search behaviors exhibited by potential clients.

**Lead Decay Rate**: Leads have a decay rate where the likelihood of converting diminishes over time.

Understanding and mitigating this can involve timely outreach and effective lead management practices.

**Social Proof**: Potential new clients often look to reviews when selecting agents to work with.

Having a presence on Realtor.com, which facilitates consumer feedback, can effectively enhance credibility and attract more leads.

**Technological Advancements**: The use of AI and data analytics by real estate platforms is on the rise, allowing for better matching of leads to agents based on previous success rates, enhancing the overall effectiveness of lead conversion strategies.

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