Skip to content Lead generation (lead gen) is one of the most critical skills for new real estate agents. Without a strong strategy for identifying and attracting qualified leads, you risk wasting time, money, and energy on people who aren’t ready—or willing—to work with you.
This guide will show you how to identify your ideal audience and apply high-converting lead gen strategies across social media, paid ads, and cold calling. Whether you’re just starting out or looking to sharpen your edge, this guide will give you the tools and tactics to close more listings and grow your business.
New Agent’s Guide to Lead Generation
Finding your ideal audience
Prioritizing “transaction-ready” homeowners
Getting Their Attention: 4 Lead Gen Pillars That Work
Closing the Deal: Turn Lead Gen into Listings
Finding your ideal audience
As a new agent, it’s tempting to promote yourself to everyone in your market. But broad messaging often leads to poor results and burned-out agents. Effective lead gen starts by getting specific.
Rather than marketing to your entire city, focus on homeowners who are already most likely to sell within the next 6–12 months. These are the people who are actively raising their hands—they’re what we call transaction-ready leads. For more information about prioritizing new leads, check out the A-B-C lead system we discussed in depth here.
Additionally, you can find leads that are transaction-ready by purchasing a lead list from REDX. REDX has helped agents pinpoint and connect with these highly qualified sellers for over 20 years. Using tools like Expireds, FSBOs, and GeoLeads, you can spend less time searching and more time selling.
Prioritizing “transaction-ready” homeowners
With over 140 million households in the U.S., it can be overwhelming to know where to start. But here’s a helpful stat:
Only about 4% of homeowners list their property for sale each year.
That means 96% of your community probably isn’t moving anytime soon. Targeting the top 4%—the bottom of the funnel—is a smarter, faster way to win listings.
Who are transaction-ready homeowners?
The most common groups include:
-
Expired Listings: Homeowners whose listings didn’t sell. They’re often frustrated and looking for a better strategy.
-
For-Sale-By-Owner (FSBO): Sellers trying to navigate the process without an agent—but who often welcome help once they hit a wall.
These lead types are ready to transact and just need the right agent to guide them. By prioritizing this audience in your lead gen strategy, you’re focusing on people most likely to convert.
Getting Their Attention: 4 Lead Gen Pillars That Work
Once you’ve identified your audience, the next step is to grab their attention. The best lead gen strategies rely on multiple touchpoints to stay top-of-mind and build trust over time.
Here are the four lead gen pillars that every new agent should master:
-
Organic Social Media
-
Paid Advertising
-
Phone Prospecting
-
Sphere of Influence
Each of these tactics works individually, but when used together, they create a lead gen engine that powers long-term success.
Let’s dive into each pillar to see how it’s done…
Organic Social: Stay Visible, Build Trust
Your future clients are already scrolling Instagram, Facebook, and TikTok—are you showing up?
Organic social media is a free and powerful way to build awareness and warm up cold leads. The key? Be real.
Tips for strong organic content:
-
Post consistently (3–5x per week)
-
Mix 80% personal/lifestyle content with 20% real estate tips or updates
-
Engage in comments and DMs
-
Use Stories and Reels to boost visibility
When your prospects Google you or click on your profile after a call or ad, they should see a real person they want to work with.
Paid Ads: Reach the Right Leads Automatically
Platforms like Facebook and Instagram offer hyper-targeted ad placements, allowing you to reach specific lead types with customized messaging.
REDX Ad Builder takes this to the next level by letting you:
-
Upload lead lists like FSBOs, Expireds, and GeoLeads™
-
Automatically update audiences as new leads enter your database
-
Run ads that speak directly to sellers who are most likely to transact
Whether you’re retargeting cold leads or promoting a new listing, paid ads ensure your message is seen by the right people at the right time.
Prospecting: The OG of Lead Gen
Even with all the tech out there, cold calling still works. In fact, it’s one of the fastest ways to start conversations and build relationships.
But for new agents, the phones can be intimidating. Here’s how to make it easier:
Prospecting tips:
-
Warm up your calls with social and ad visibility first
-
Use a Power Dialer to triple your call volume
-
Stick to proven scripts for FSBOs and Expireds
-
Follow up consistently—most conversions happen after 5+ touchpoints
The best part? When your face shows up in their feed before your voice hits their phone, your chances of a positive call skyrocket.
Sphere of Influence: Don’t Sleep on Your SOI
Your Sphere of Influence (SOI) includes everyone who already knows, likes, and trusts you—friends, family, former coworkers, past clients.
Too often, agents focus only on new leads and forget the goldmine sitting in their phone contacts.
Maximize your SOI:
-
Send monthly market updates
-
Share wins and client stories on social
-
Ask for referrals directly
-
Host local events or meetups
These people are the most likely to send you business if you stay top-of-mind.
Closing the Deal: Turn Lead Gen into Listings
Lead gen isn’t just about capturing attention—it’s about earning trust and creating value until a homeowner is ready to list.
By using REDX tools and the strategies above, you can:
-
Identify high-converting prospects
-
Reach them where they already spend time
-
Start more meaningful conversations
-
Close more deals—faster
Whether you’re targeting FSBOs, Expireds, or your local sphere, a multi-channel lead gen system is the key to lasting success.
FREE eBook
Looking for more ways to build and engage your audience over social media? Click here to download the full REDX ebook, Listing Strategies for 2023: Prospecting with Social Media.
About REDX
REDX is an all-in-one lead data and prospecting platform that helps agents connect with qualified buyers and sellers. The platform includes seller leads, a dialer with up to three lines, social media tools, and a lead management system that simplifies first contact and follow up.
Click here to watch a demo, or call (800) 731-7339 ext. 1 to learn more about Expireds, FSBOs, GeoLeads, FRBOs, Pre Foreclosures, ourPower Dialer and Social Media Tools for paid ads and content creation.
REDX maintains the position that all agents should be compliant with state and federal telecom laws – learn more here.
