We make ACE, so read our ranking with that in mind. We've tried to be fair to every option, including when ACE isn't the right fit. Costs and fees below come from the published sources listed at the bottom, as of October 2026. Prices change by market, and some companies don't publish theirs, so always get the terms in writing. This is general information, not legal advice.
The short answer
- Best overall for listings: ACE
- Best for buyer volume: Zillow Premier Agent
- Best Zillow option with no upfront cost: Zillow Preferred
- Best for brokerages and teams: Realtor.com
- Best for leads on your own listings: Homes.com
- Best brokerage referral program: Redfin Partner Agents
- Best referral network: HomeLight
- Best for people searching for an agent right now: Google Local Services Ads
- Best for full control of your ads: Google search ads
- Best low-cost online leads: Facebook and Instagram ads
- Best for building your own lead machine: IDX websites and ad platforms
- Best long-term foundation: farming your area with direct mail
How we ranked them
We scored each option on six things that matter most to agents:
- Buyers or sellers. Does it bring listings, or mostly buyers?
- Exclusive or shared. Is the person yours, or are other agents calling too?
- When you pay. Upfront, monthly, or a share of your commission at closing?
- Who owns the relationship. Are you building your own database, or working someone else's leads under their rules?
- Control. Can you start, stop and change spend easily?
- Rules. Does it fit RESPA, state referral rules and Fair Housing?
At a glance
| # | Company | How you pay | Mostly buyers or sellers | Best for |
|---|---|---|---|---|
| 1 | ACE | Per verified action | Sellers | Listings before other agents |
| 2 | Zillow Premier Agent | Upfront, per lead by ZIP | Buyers | Buyer volume |
| 3 | Zillow Preferred | Share of commission at closing | Mostly buyers | No upfront cost |
| 4 | Realtor.com | Advertising or share of commission at closing | Mostly buyers | Brokerages and teams |
| 5 | Homes.com | Membership | Both | Leads on your own listings |
| 6 | Redfin Partner Agents | Share of commission at closing | Mostly buyers | Pay-at-close referrals |
| 7 | HomeLight | 33% referral fee at closing | Both | Referral network |
| 8 | Google Local Services Ads | Per lead | Both | People searching for an agent |
| 9 | Google search ads | Per click | Both | Full control |
| 10 | Facebook and Instagram ads | Per click or impression | Both | Low-cost online leads |
| 11 | IDX websites and ad platforms | Monthly fee plus ad spend | Both | Your own pipeline |
| 12 | Farming with direct mail | Mail and your time | Sellers | Long-term listings |
1. ACE
- How it works
- ACE finds homeowners in your area who show signs of thinking about selling, like checking home values or browsing listings, then reaches them by mail, text and email. Each homeowner gets a personal offer from you and can unlock a real gift card, like a coffee on you, for watching a short video from you or requesting a home value update. The video can't be skipped, the sound has to be on, and the reward unlocks after 75% is watched.
- Shared or exclusive
- Yours. Homeowners respond to your offer.
- Cost
- You pay per verified action, with no share of your commission. We'll walk through your numbers on a free call.
- Contract
- Campaign-based.
- Best for
- Getting listings by reaching homeowners before they call another agent.
Pros
- Built for sellers, not just buyers.
- No share of your commission at closing.
- Homeowners aren't shared with other agents.
- Reaches your whole farm area, including gated neighborhoods.
- You keep the list of who engaged.
- Rewards are only for engagement, never tied to listing, buying, selling, closing or referrals, and every campaign is reviewed with you for your broker's sign-off. We target by area and behavior only, in line with Fair Housing rules.
Cons
- Campaigns take 2–3 weeks to launch.
- Not built for buyer leads.
- Your broker has to allow consumer rewards.
What we've seen: across ACE campaigns, engagement has ranged from about 5% to 28% across direct mail and digital.
2. Zillow Premier Agent
- How it works
- You pay upfront for buyer leads in the ZIP codes you choose. Prices are set by ZIP, based on home values and how many agents want that area.
- Shared or exclusive
- Your share of a ZIP's leads, based on what you buy.
- Reported cost
- Zillow has published averages of about $223 per lead in major metros and $139 elsewhere, with a $50 minimum per ZIP.
- Contract
- Monthly spend; read the terms.
- Best for
- Buyer volume.
Pros
- The biggest source of buyer inquiries.
- You choose your ZIP codes.
Cons
- Mostly buyers, many early in their search.
- Costs climb in competitive markets.
- Needs fast, steady follow-up.
For a head-to-head look, see ACE vs. Zillow.
3. Zillow Preferred (formerly Zillow Flex)
- How it works
- Invite-only. Zillow sends connections with no upfront cost, and you pay a success fee when a deal closes. Agents must meet Zillow's response and conversion standards and use Follow Up Boss.
- Shared or exclusive
- Yours, under Zillow's rules.
- Reported cost
- A success fee of about 15% to 40% of your commission, depending on ZIP and price, and a flat 40% on seller connections.
- Contract
- Partner agreement with performance standards.
- Best for
- Agents who want Zillow leads without paying upfront.
Pros
- No upfront cost.
- Strong lead flow in many markets.
Cons
- You can't just sign up.
- A large share of your commission.
- Strict standards to stay in.
4. Realtor.com
- How it works
- Realtor.com's concierge program screens inquiries by phone and connects them with agents, who pay a referral fee at closing. It also has advertising programs at the brokerage level.
- Shared or exclusive
- Each concierge referral goes to one agent.
- Reported cost
- Fees aren't published; broker-reported concierge fees are about 28% to 40% of commission.
- Contract
- Mostly for brokerages and teams.
- Best for
- Brokerages and teams.
Pros
- Pre-screened connections.
- No upfront cost for concierge referrals.
Cons
- Solo agents may not qualify.
- A large share of your commission.
5. Homes.com
- How it works
- Homes.com sends inquiries on your own listings to you, instead of selling them to other agents. Agents can buy a membership for more visibility.
- Shared or exclusive
- Leads on your listings go to you.
- Reported cost
- Paid membership; pricing isn't published consistently, so get a quote.
- Contract
- Memberships are often 6 or 12 months.
- Best for
- Listing agents who want the leads from their own listings.
Pros
- Your listing's leads stay yours.
- Helps when pitching sellers.
Cons
- Works best once you already have listings.
- Membership commitment.
6. Redfin Partner Agents
- How it works
- Redfin refers customers to partner agents in areas it doesn't fully cover. You keep your license at your own brokerage.
- Shared or exclusive
- Referrals go to the partner agent.
- Reported cost
- No upfront cost; you pay Redfin a referral fee after closing. The percentage isn't published on Redfin's partner page.
- Contract
- Partner agreement.
- Best for
- Agents who want pay-at-close referrals.
Pros
- No upfront cost.
- Keep your own brokerage.
Cons
- Redfin says most referrals are buyers.
- Volume depends on your market.
7. HomeLight
- How it works
- HomeLight matches buyers and sellers with partner agents.
- Shared or exclusive
- Matched to you, though customers may compare agents.
- Reported cost
- A 33% referral fee on your side of the commission, paid from escrow if the deal closes within three years of the referral. No monthly or per-lead fees.
- Contract
- Partner agreement.
- Best for
- Extra deals with no upfront cost.
Pros
- No upfront cost.
- Sends both buyers and sellers.
Cons
- A third of your commission.
- The fee applies for up to three years.
8. Google Local Services Ads
- How it works
- Your profile shows at the top of Google with a "Google Verified" checkmark. People call or message you from the ad. You'll need your license, ID, insurance and a matching Google Business Profile, and verification can take a few weeks.
- Shared or exclusive
- Yours.
- Reported cost
- Pay per lead; costs vary by market.
- Contract
- None. Set a weekly budget.
- Best for
- People searching for an agent right now.
Pros
- Top-of-Google placement.
- Pay per lead, not per click.
Cons
- Only reaches people searching.
- Reviews and fast answers matter a lot.
9. Google search ads
- How it works
- You bid on searches like "sell my house" or "realtor near me" and pay per click.
- Shared or exclusive
- Yours.
- Reported cost
- About $102 to $162 per lead on average, according to 2026 industry benchmarks.
- Contract
- None with Google.
- Best for
- Agents who want full control.
Pros
- Full control of keywords and areas.
- Can start in days.
Cons
- You pay for every click.
- Needs steady management.
10. Facebook and Instagram ads
- How it works
- You run ads to people in your area, often offering home values or listings, and collect leads.
- Shared or exclusive
- Yours.
- Reported cost
- Often about $5 to $30 per lead.
- Contract
- None with Meta.
- Best for
- Low-cost online leads and local awareness.
Pros
- Cheap leads.
- Great for staying visible in your area.
Cons
- Lower intent; many aren't ready for months.
- Needs long follow-up.
11. IDX websites and ad platforms
- How it works
- These platforms run ads, capture leads on your own website and follow up automatically.
- Shared or exclusive
- Yours.
- Reported cost
- A monthly fee plus ad spend.
- Contract
- Often monthly or yearly.
- Best for
- Agents and teams building their own lead machine.
Pros
- You own the leads and the database.
- Automated follow-up.
Cons
- Monthly fees plus ad spend.
- Most online leads need months of follow-up.
12. Farming with direct mail
- How it works
- Pick a farm area and show up there again and again with market updates, open houses and mail.
- Shared or exclusive
- Yours.
- Reported cost
- Mail and your time.
- Contract
- None.
- Best for
- Steady listings over the long run.
Pros
- You become the agent the neighborhood knows.
- Builds listings over years.
Cons
- Takes months of steady contact.
- Most mail gets tossed unless it gives people a reason to respond.
What a closing really costs
The cost per lead doesn't tell you much. What matters is what you pay for each closed deal.
For pay-per-lead sources: cost per lead ÷ share of leads that close = cost per closing.
For pay-at-close sources: your commission × the referral fee = cost per closing.
Worked example (made-up numbers to show the math)
- A $150 lead where 1 in 50 closes costs $150 ÷ 0.02 = $7,500 per closing.
- On a $12,000 commission, a 33% referral fee costs $3,960 per closing. A 40% fee costs $4,800.
Track your own numbers for at least six months, because real estate leads take time to close. With ACE, you pay for verified actions instead of a share of your commission. On a free call, we'll walk through what that looks like in your market.
Questions to ask any lead company before you sign
- Are these mostly buyers or sellers?
- Is each lead sent only to me, or to other agents too?
- Do I pay upfront, monthly or at closing? What percentage?
- How long does the referral fee apply after the lead?
- What standards do I have to meet to keep getting leads?
- Do I keep the contacts if I leave?
- How long is the contract, and how do I cancel?
- Can you show results from agents in markets like mine?
Red flags
- Referral fees that apply for years, with no clear end date.
- No clear answer on buyers versus sellers.
- Contracts that auto-renew and are hard to cancel.
- Paying for leads with no way to get credit for fake ones.
- Offers that reward consumers for listing, buying or closing, or for sending you referrals, where your state doesn't allow it.
- Targeting that includes or leaves out people based on a protected group.
Which is best for your situation?
- You want more listings: ACE, plus farming your area and open house follow-up.
- You're a buyer's agent: Zillow Premier Agent or Google Local Services Ads.
- You don't want to pay upfront: Zillow Preferred, Realtor.com, Redfin or HomeLight, if you qualify and can accept the fee.
- You're new: start with your past clients and sphere, a free Google Business Profile and open houses, then add ACE.
- You're building a team: an IDX website and ad platform, plus ACE for listings.
To get more referrals from people who already know you, keep in touch on a schedule and ask simply.
The rules: RESPA, state law and Fair Housing
- RESPA bars kickbacks between settlement service providers, like lenders and title companies. Referral fees paid to licensed brokerages are common and generally allowed.
- State law decides whether you can give anything to an unlicensed person for a referral. Some states ban it; others allow small gifts with limits.
- Fair Housing means you target by area and behavior, never by a protected group.
See our guide to the rules on gifts and rewards for more, and check with your broker.
When ACE isn't the right fit
- You only want buyer leads. ACE is built for listings.
- You need a deal this week. Campaigns take 2–3 weeks to launch.
- Your broker doesn't allow consumer rewards. Stick to farming and staying in touch.
For the full playbook, see our complete guide to getting more listings. Learn more about ACE for realtors.
Frequently asked questions
What is the best lead generation company for real estate agents?
For listing agents, we think ACE is the best in 2026, because it reaches homeowners thinking about selling with no share of your commission. For buyer leads, Zillow Premier Agent is the biggest source. We make ACE, so compare for yourself.
How much do real estate leads cost?
It depends on the source. Zillow has published averages of about $139 to $223 per lead. Google search ads average about $102 to $162 per lead. Facebook leads are often $5 to $30. Pay-at-close programs take about 15% to 40% of your commission.
What is the best way to get seller leads?
Reach homeowners in your area before they call an agent, using signs like checking home values, and give them a reason to respond. Farming and staying in touch with past clients help too.
How does Zillow Preferred work?
It's Zillow's invite-only, pay-at-closing program, formerly Zillow Flex. You pay a success fee of about 15% to 40% of your commission when a deal closes, and 40% on seller connections.
How much does HomeLight charge agents?
A 33% referral fee on your side of the commission, paid at closing if the deal closes within three years. There are no upfront or per-lead fees.
Are referral fees to lead companies legal?
Referral fees paid to licensed brokerages are common and generally allowed. Paying unlicensed people for referrals is restricted in many states, and RESPA bars kickbacks between settlement service providers. Check with your broker.
Is it better to pay upfront or at closing?
Pay-at-close programs cost nothing upfront but take a big share of each deal. Upfront and pay-per-action options cost money before you close, but you keep your full commission. Do the math on cost per closing.
What's the best free way to get real estate leads?
Your past clients and sphere, open houses, a free Google Business Profile and steady contact in your farm area.
Can realtors use gift cards to get leads?
Usually, when the reward is small, open to everyone and tied to engagement, not to listing, closing or referrals. Rules vary by state, so check with your broker.
How long does it take to get listings from lead generation?
Pay-at-close programs can send leads right away. ACE campaigns take 2–3 weeks to launch. Farming usually takes months of steady contact.
Should I use more than one lead source?
Yes. Most agents do best with two or three: one for buyers, one for sellers, and their own sphere.
How do I know if a lead source is working?
Track cost per closing for at least six months, not just cost per lead.
About the author
Jake Nicks is the founder of ACE (Actual Consumer Engagement), a customer acquisition firm in Frisco, Texas. He has 10 years in paid media and has directed more than $2 billion in ad spend. ACE's verified-action gift card technology is protected by U.S. Patent No. 11,847,634 B2.
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Sources
- Clever, "How Much Are Zillow Leads?" (updated September 2026)
- The Close, "Is Zillow Preferred Worth the Referral Fee in 2026?"
- Clever, "Realtor.com Leads: Are They Worth the Cost?" (2026)
- The Close, "Homes.com vs. Zillow" (2026)
- Redfin, "Partner Agents"
- HomeLight Help Center, "How much does HomeLight cost?"
- Real Geeks, "Google Local Services Ads for Real Estate" (2026)
- Jamil Academy, "Real Estate Lead Generation Costs" (2026)