Generating quality real estate leads is crucial for success in Ontario’s competitive real estate market. Whether you’re an established agent or new to the field, effective lead-generation strategies can significantly impact your business growth. From leveraging digital platforms to harnessing local networking opportunities, mastering these techniques can elevate your ability to connect with prospective clients and secure valuable listings.
Discover the essential strategies and tips that can help you navigate Ontario’s diverse real estate landscape and maximize your lead generation efforts.
How to Generate Leads in Real Estate
1. Google & Microsoft Ads (PPC)
Pay-Per-Click (PPC) ads on platforms like Google Ads and Microsoft Ads (Bing Ads) charge you each time someone clicks on your ad, appearing at the top of search engine results pages (SERPs) when users search for specific keywords. Unlike SEO, which takes time, PPC ads provide instant visibility, which is crucial in a competitive market. You can target ads based on search term, location, demographics, and search behaviour, ensuring they reach those most likely to be interested in your services and maximizing your ad’s effectiveness.
Pros:
- You only pay when someone clicks on your advertisement
- Within a few hours, you can start showing at the top of the Google (or Bing) search results pages for terms like “Toronto homes for sale” or “Hamilton real estate agent”
- It can be cost-effective with budgets starting as low as $300/month
- It is flexible regarding budget, keywords to target, time of day your ads run, etc.
Cons:
- There can be a high learning curve to run it yourself
- You continuously have to pay Google or Microsoft to show your ads
- Specific keywords (ex., Sell my home for cash) are very competitive and expensive
Estimated Investment: Can start as low as $300, but we recommend a budget of $1,000/month for more tangible results
Expert Tip: Use an IDX-enabled website with a lead capture and target keywords like “Hamilton homes for sale” (depending on what city you are in) or “Toronto waterfront condos for sale”. These keywords have the most search volume, the lowest cost per click & you can also generate sellers.
2. Google Business Optimization
Imagine potential clients searching for “real estate agents in London” on Google and the search engine bringing them right to your site. Google Business (formerly Google My Business) is a free tool provided by Google that allows businesses to manage their online presence across Google, including Search and Maps. With optimized Google Business listings, your agency appears prominently in local searches, making it easier for clients to find you. This increased visibility can drive more traffic to your website and generate qualified leads.
Pros:
- High-intent leads who are looking to speak to a real estate agent
- It doesn’t cost any money to create, and the leads are free
- Favourable reviews bolster credibility and draw in new clients, influencing their trust in your services
- Critical information like contact details, office hours, and services is current and readily available for potential clients
Cons:
- Ongoing optimization can be time-consuming if not managed effectively
- It is hard to scale
- Competition for visibility in local searches can be intense, requiring consistent optimization efforts to stay ahead.
Estimated Investment: Google Business is free to use. If you are looking for ongoing Google Business management, on average, it costs around $199/month.
Expert Tip: Regularly update your profile with high-quality images of your properties, ensure your contact information is accurate, and encourage satisfied clients to leave reviews. Utilize the insights provided by Google Business to understand how clients are finding and interacting with your business to ensure when leads search “real estate agents in London,” your information comes up at the top.
3. Bing Places
While Google dominates the online world, Bing Places offers unique benefits. By leveraging this alternative tool, you tap into a distinct user base who may prefer Microsoft’s search engine. This means you’re not only diversifying your visibility but also potentially reaching clients who might not be as saturated with competitors’ listings.
Optimizing your Bing Places profile with updated contact information, office hours, and service details allows you to stand out in Bing’s search results, showcasing your services prominently to local clients. With fewer real estate agents optimizing for Bing, you have a chance to shine brighter and attract attention more effectively.
Pros:
- High-intent leads who are looking to speak to a real estate agent
- It doesn’t cost any money to create, and the leads are free
- Less competition, increasing your chances of standing out in search results
- Allows for detailed business information—contact details, business hours, photos, and descriptions
- Provides insights and analytics on how customers find your business, helping to refine marketing strategies
Cons:
- Smaller market compared to Google, potentially limiting the number of leads generated
- Google Business is often more familiar to many agents, buyers, and sellers
- Fewer features and integrations compared to Google
- Initial setup and verification process can be time-consuming
- Lead generation is largely dependent on the number of people using Bing for their search needs, which is significantly lower than Google
- Cannot scale
Estimated Investment: Bing Places is free to use.
Expert Tip: If you already have a Google Business Profile, you can sync all of the information to Bing Places [check out this tutorial].
4. Apple Business Connect
Apple Business Connect is a platform designed to manage and showcase business information directly on Apple Maps and Siri, ensuring accurate and up-to-date details are readily available to iOS users searching for real estate services, who often rely on Apple Maps for local searches.
For Ontario real estate agents looking to expand their reach and connect with tech-savvy clients, leveraging Apple Business Connect is a strategic move that makes it easier for home buyers to find and contact them. This can lead to increased foot traffic, more inquiries, and ultimately, more sales.
Pros:
- Interact directly with potential clients, answer their questions in real-time, and schedule viewings
- Access insights and analytics about how customers find and interact with your business
- Quickly update your business information, ensuring that clients always have the most accurate and up-to-date details
Cons:
- Initial setup and navigation of the platform can be challenging
- The benefits are primarily for customers using Apple devices, potentially excluding a segment of the market that uses other platforms
Estimated Investment: The platform is free to use
Expert Tip: Consistently update your business listing with new photos, client testimonials, and information about new properties. Engaging with clients through Apple Business Chat can set you apart from competitors by providing immediate and personalized customer service.
5. Search Engine Optimization (SEO)
Search Engine Optimization (SEO) helps improve your website’s visibility on search engines like Google, making it easier for potential clients to find your real estate services online. For Ontario real estate agents, optimizing their online presence isn’t just beneficial—it’s crucial. By optimizing their website with relevant keywords (ex. Milton real estate agent”), local insights, and user-friendly content, they ensure visibility when it matters most.
Pros:
- Unlike paid advertising, SEO focuses on organic search results, providing long-term benefits and a higher return on investment.
- SEO helps your website rank higher on search engines, increasing the likelihood that potential clients will find and visit your site.
- High search engine rankings signal to users that your site is a reputable and trusted source of information.
Cons:
- Requires ongoing effort and time to see significant results
- Search engine algorithms frequently change, requiring continuous updates and adjustments to your SEO strategy
- While it’s cost-effective in the long run, initial investments in SEO tools, content creation, and potentially hiring experts can be substantial.
- SEO involves various technical and content-related aspects that can be complex to understand and implement effectively without expertise.
Estimated Investment: Typically between $1,500-$5,000/month—keep in mind: you get what you pay for
Expert Tip: It is very competitive to target popular search terms like “Brantford, Ontario homes for sale”. Try targeting long-tail keywords such as “3 bedroom homes for sale on Brantford, Ontario” or “The best neighbourhoods in Brantford, Ontario”.
6. Meta Ads (Facebook & Instagram)
Meta Ads offer a powerful tool to connect with motivated buyers searching for their next property. These ads, prominently featured on Facebook and Instagram, offer a strategic avenue to buy real estate leads and drive meaningful engagement. They allow you to precisely target your audience based on location, interests, and behaviours, which means you can reach potential buyers actively seeking properties in your area.
Pros:
- Reach specific demographics, locations, and interests
- Flexible budgeting options
- Access detailed analytics to track ad performance and make data-driven decisions to improve future campaigns
- Various ad formats, including video and carousel ads, to create engaging content that attracts potential clients
Cons:
- Can be complex, requiring time to learn how to create and manage effective ad campaigns
- Users may become desensitized to ads if they are overexposed
- Frequent updates to Meta’s algorithms can impact ad performance
Estimated Investment: Can start with as little as $5-$10/day, but more aggressive campaigns will start at $1,000/month
Expert Tip: Retargeting ads will reach potential clients who have previously interacted with your website or social media profiles. This keeps your services top of mind and increases the likelihood of conversion.
7. Open Houses
A tried-and-true method of enticing buyer real estate leads, open houses are a traditional yet highly effective marketing tool. They provide an opportunity for potential buyers to view a property in person, ask questions, and envision themselves living there. Open houses can generate interest, create a sense of urgency, and potentially lead to quicker sales.
Pros:
- Attract multiple buyers at once
- Gather direct feedback from visitors, which can be valuable for adjusting marketing strategies or making minor improvements to the property
- Easy networking opportunity to build a client base
- Creates a sense of urgency among buyers, especially if there is high attendance and interest
Cons:
- Planning and hosting can be time-intensive
- Only local buyers or those willing to travel will attend\
- Risk of theft or damage during the event
- Might not attract a significant number of serious buyers
Estimated Investment: Between $100-$500 per open house, depending on the scale and marketing efforts
Expert Tip: Create a welcoming atmosphere with professional staging, light refreshments, and informative brochures about the property and neighbourhood. Utilize digiital marketing strategies to help promote the event on social media and real estate platforms. Follow up with attendees promptly to gauge interest and address any questions they might have.
8. Cold Calling
Take a proactive approach and reach out to potential clients who have not previously expressed interest in your services. Cold calling can be highly beneficial for generating new real estate leads, building relationships, and expanding a realtor’s client base. By directly contacting homeowners or potential buyers, agents can introduce their services, provide valuable information, and identify individuals who may be considering buying or selling property in Ontario in the near future.
Pros:
- Uncover leads that other marketing methods might miss
- Build rapport and establish a personal connection
- Gauge interest and gather information on the spot, allowing for quick follow-up and adjustments to their pitch
- Inexpensive marketing, requiring only a phone, a list of contacts, and time
Cons:
- High rejection rate
- Time consuming
- Can be viewed as intrusive or unwelcome
- Regulations such as the Do Not Call Registry may limit the pool of potential contacts
Estimated Investment: The primary cost is simply time
Expert Tip: Create a well-prepared script that addresses common objections and highlights the unique value you offer. Research your prospects beforehand to personalize your approach and demonstrate your knowledge of their needs. Consistently follow up with warm leads and track your calls to refine your technique and improve your success rate over time.
9. Door To Door
Door-to-door canvassing is a direct and personal way for real estate agents to generate both real estate seller leads and buyer real estate leads. By meeting potential clients face-to-face, agents can establish a strong personal connection, present their services effectively, and identify individuals interested in buying or selling property.
Pros:
- Build rapport and trust with potential clients through face-to-face interaction
- Receive instant reactions and feedback
- Focus efforts on areas with high potential for real estate activity
- Differentiates agents from competitors who rely solely on digital or phone communication
Cons:
- Time consuming
- High likelihood of encountering disinterest or rejection
- Adverse weather conditions and safety concerns
- Some neighbourhoods may have restrictions or require permits for door-to-door canvassing
Estimated Investment: Door-to-door canvassing is free, but factor in the cost of business cards and brochures to hand out
Expert Tip: Research the neighbourhood thoroughly to tailor your approach to the specific needs and characteristics of the area. Prepare a concise and compelling pitch, and always have marketing materials ready to leave with potential leads.
10. Social Media Marketing
One of the most popular ways to reach a broad audience, engage with potential clients, and showcase properties is social media. Platforms like Facebook, Instagram, and LinkedIn allow realtors to increase their visibility, build relationships, and generate real estate leads in a cost-effective and efficient manner. Not to mention, it’s just fun to interact with past and potentially future clientele while letting your personality shine on a more casual platform!
Pros:
- Interact directly with followers, answer questions, share updates, and build a community around your brand
- Share high-quality photos and videos of properties
- Options for both free organic reach and paid advertising
- Detailed metrics and insights to understand what content works best
Cons:
- Requires consistent time and managing
- Updates to platform algorithms can affect the reach and engagement of posts
- Exposure to negative comments or reviews, which need to be managed carefully
- Creating high-quality, engaging content regularly can be challenging and may require additional resources or skills
Estimated Investment: Social media is free to any user. If you want a company or freelancer to manage it, fees can start as low as $100/month and go higher than $1,000/month.
Expert Tip: Focus on VALUABLE content and follow the 80/20 rule. 80% of your social media content should be informative, educational, or entertaining to your audience, while only 20% should be directly promotional or sales-oriented. Be authentic and show off your personality.
11. YouTube Videos
YouTube videos are a creative way for real estate agents to showcase properties, share market insights, and establish their expertise. Video content is highly engaging and allows potential buyers to experience properties virtually, which can be particularly appealing for out-of-town clients. YouTube allows realtors to reach a global audience, enhance their online presence, and generate more leads.
Pros:
- More engaging than text or images alone
- Showcase properties in a detailed and visually appealing manner
- YouTube is the second-largest search engine, and well-optimized videos can improve search rankings and increase visibility
- 24/7 availability
Cons:
- Planning, filming, editing, and uploading is time consuming
- Requires knowledge of filming, editing, and optimizing content for YouTube
- Costly equipment (cameras, microphones, editing software, etc.)
- Requires consistent upload schedule
Estimated Investment: Uploading content is free, but for best results we recommend investing in quality equipment, which can run up to $2,000
Expert Tip: Focus on creating a mix of content: property tours, market updates, client testimonials, and educational videos about the buying and selling process. Optimize your videos with relevant keywords, engaging thumbnails, and clear calls to action.
12. YouTube Ads
There’s so much more to YouTube than just uploading content; YouTube Ads are a great way for real estate agents to market themselves to their target audience. The platform’s extensive user base along with advanced targeting options allow agents to promote their listings, brand, and services to interested clients. Video ads can capture attention quickly and convey a lot of information in a short amount of time, making them highly effective for generating leads.
Pros:
- Extensive exposure with billions of users
- Advanced targeting options, for example: include keywords like “real estate services in Burlington” to reach your local clientele
- More engaging and memorable compared to static ads
- Comprehensive analytics to track ad performance
- Flexible ad formats
Cons:
- Time-consuming and costly investment in production
- Many users quickly skip ads
- Overexposure to ads can lead to viewer fatigue
Estimated Investment: Typical cost-per-view (CPV) can range from $0.10 to $0.30, but overall campaign costs can escalate based on reach and frequency goals
Expert Tip: Capture attention within the first few seconds. Use clear and concise messaging with a strong call-to-action. Take advantage of YouTube’s targeting options to ensure your ads reach the most relevant audience. Regularly review and analyze ad performance metrics to refine your strategy and improve results over time.
13. Networking Groups/Events
Just about every community hosts networking events for local businesses, it’s simply a matter of finding the right event for you! These groups offer invaluable opportunities to build relationships, share knowledge, and generate new business leads. By connecting with other professionals in the industry, as well as potential clients, realtors can expand their network, stay updated on market trends, and gain referrals.
Pros:
- Leads to both buyer and seller real estate leads
- Relationship building
- Insights into current market trends, challenges, and best practices
- Brand visibility
- Opportunity for workshops and seminars
Cons:
- Some networking events require membership fees, ticket purchases, or travel expenses
- Variable quality of events
- Can be overwhelming and challenging to navigate
Estimated Investment: Can be a free event or require membership fees, typically around $100/month
Expert Tip: Choose networking events that align with your business goals and target market. Prepare in advance by researching attendees and planning your introductions. Utilize social media to stay connected and engaged with your network regularly.
14. Host Events/Webinars
One of the primary goals of online marketing is to establish yourself as an industry expert. Hosting events and webinars allows agents to do just that, providing valuable information about the local market, highlighting essential marketing skills, and connecting with potential clients. Realtors are able to create a personalized and informative experience that drives leads and builds trust.
Pros:
- Positions you as a knowledgeable leader in the real estate market
- Attract both buyer and seller leads
- Provides a platform for real-time interaction with potential clients
- Can reach a global audience, expanding your market beyond local boundaries
Cons:
- Planning, promoting, and hosting events and webinars require significant time and effort
- Managing the technical aspects can be challenging
- Maintaining audience engagement can be difficult
- High-quality events and webinars may require investment in marketing, technology, and guest speakers or content creators
Estimated Investment: Webinar platform subscriptions can range from $50-$500/month. In-person events may involve venue rental, catering, and promotional materials, ranging from $500-$1,000+
Expert Tip: Choose relevant and timely topics that address your audience’s needs and interests. During the event, engage with your audience through Q&A sessions, polls, and interactive content. Follow up with attendees afterward to nurture leads and gather feedback to improve future events.
15. Join Local Chamber
Joining a local chamber of commerce provides real estate agents with numerous opportunities to network with local business leaders, enhance their community presence, and gain access to valuable resources and information. Chambers often host events, offer marketing opportunities, and provide advocacy for local businesses.
Pros:
- Networking opportunities
- Membership often includes listings in chamber directories, exposure at events, and opportunities to sponsor or host events
- Shows a commitment to the local community
- Access to business resources, educational workshops, and industry information
Cons:
- Membership fees
- Time commitment
- Variable ROI
- Competitive environment
Estimated Investment: Membership fees can range from $200-$2,000/year, depending on the size and location of the chamber
Expert Tip: Get involved in committees, attending events regularly, and volunteering for chamber initiatives. Building relationships through active participation can lead to referrals and collaborations that enhance your real estate business.
Generating real estate leads in Ontario requires a multifaceted approach that combines traditional methods with modern digital strategies. By leveraging social media marketing, hosting events and webinars, joining local chambers of commerce, and employing other effective techniques, real estate agents can expand their reach and build strong relationships with potential clients. Consistency, dedication, and a willingness to adapt to new trends will ensure sustained success in lead generation. Whether you’re a seasoned realtor or just starting, these strategies can help you grow your business and achieve your goals in Ontario’s competitive real estate market.