From Lead to Close: How to Generate and Convert Inbound Internet Buyer Leads

Have you been struggling to see success with online lead generation? Or hesitant to dive in because you’re unsure if it’s worth the investment? You’re not alone. We hear from many agents and teams that generating and converting online leads is one of the trickiest parts of their business.

However, online buyer leads from places like Realtor.com and Zillow can be an integral source of new business, generating opportunities for agents to connect with buyers actively searching for homes. That being said, not all platforms are created equal! Knowing how to select the right platform and convert those leads into successful deals is essential for growing your real estate business.

Today we’ll outline how to evaluate what online lead gen platform is right for your market and then share strategies for converting those leads into transacting clients. By the end, you’ll have a Sasquatch-approved roadmap to improve your lead conversion rate and make the most of every inquiry!

Understanding Online Inbound Buyer Lead

Before we dive in, let’s make sure we define what classifies an online inbound buyer lead. Inbound buyer leads are those who express interest in buying a home by inquiring online through a real estate platform or website. Unlike outbound lead gen where agents proactively seek out prospects—via door knocking, cold calling, prospecting, or farming—inbound leads come right to you, typically after engaging with a listing, ad, or other type of real estate-related content.

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Popular platforms like Zillow Premier Agent, Realtor.com, and StreetEasy Building Expert (for our New York agents) are common sources for such leads since they are hyper-specific to real estate and connect agents directly with highly motivated buyers.

Sasquatch Quick Tip: The effectiveness of these platforms varies significantly by market based primarily on buyer behavior. That’s why it’s critical to understand which one aligns with your area’s local trends before making a decision.

StreetEasy, for example, is only available in New York City and thus offers hyper-local searches catered toward specific neighborhoods. Zillow, on the other hand, spans the entire US, offering a more generalized but consistent volume of leads. Meta (Facebook & Instagram) can be another great source for PPC (pay-per-click) leads, however, the quality of lead and where they are in their home buying journey will vary greatly. (Plus it takes a specialized skill set to run and optimize ads effectively.)

Which Platform Is Right For Me?

When evaluating which platform is right for you, here are the primary factors to consider:

Lead Quality:

Not all leads are created equal! On platforms like New York’s StreetEasy, buyers are often further down the funnel and “appointment-ready”, thus making this platform an excellent choice for agents with neighborhood-specific expertise and who have the bandwidth to take on new clients immediately. By contrast, Zillow leads are more broad—they may be at a different stage of their journey (just browsing) and require more long-term nurturing efforts. That being said, they offer great consistency across regions so if you practice in several states, it’s an excellent choice. The best way to understand the quality of leads is to connect with other realtors in your market/brokerage.

Pricing:

Each platform has a distinct pricing model influenced by market demand and competition.

Zillow Premier Agent charges based on ZIP code demand and the number of agents competing in that area. The more agents competing, the higher the cost. Your budget determines your "share of voice," or how often your ad appears. In some markets, Zillow offers a Flex model, where agents pay a referral fee only when a transaction closes, instead of paying upfront.

StreetEasy Building Expert operates on a success fee model, where agents only pay when a deal closes. There’s no upfront cost, but the program is competitive, and agents must maintain strong performance (such as updating the CRM and converting leads) or risk being removed quarterly.

Realtor.com charges a monthly fee based on ZIP code, with higher costs in more competitive areas. Agents can secure exclusivity in a ZIP code for $1000+/month. Realtor.com typically requires a 6-12 month contract, offering consistent, predictable lead generation. It also provides branding options through its "Local Expert" program, which extends to Facebook ads.

Zillow Premier Agent is ideal for those who can invest in competitive markets and adjust their budgets for more visibility. StreetEasy is a great fit for NYC agents looking for quality leads without upfront costs. Realtor.com offers stable monthly costs for agents who prefer a predictable lead flow, with options for exclusive ZIP code exposure.

Local Market Considerations:

Your platform choice should be heavily informed by local buyer behavior. For example, in NYC, StreetEasy is a dominant search portal for buyers, making it an ideal choice for agents operating in NY. If you work in several markets across the U.S. or a more suburban market, Realtor.com or Zillow may better capture your target audience. Evaluate where your potential buyers are searching and ensure that you’re finding them in the right space.

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Program Commitments:

Lastly, It’s important to note that most platforms require a minimum contract (often ranging from one month to six) so once you’ve done your homework and chosen the best platform for you,  make sure you’re committed to it for the duration of the contract.

TLDR? Here’s a vendor comparison chart for a quick comparison:  

Best Practices for Converting Leads

Once you’ve chosen a platform, the real work begins: converting those leads into clients…AKA one of the most important stages of the lead gen journey. Here are four quick and dirty Sasquatch-vetted tips to improve your conversion rate.  

Tip #1: Speed-to-Lead

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Speed to lead is a tried and true sales strategy focused on responding to inbound leads as quickly as possible. In fact, timing has been found to be the single most important factor in converting buyer inquiries! A study from Harvard Business Review found that when you contact a lead within one hour, there is a 7x higher chance of having a meaningful conversation (and a 60x higher chance than those who wait one day or longer). It’s even better if you can reply in minutes. Data from InsideSales shows that conversion rates are 8x higher if you can respond in under 5 minutes!

Sasquatch Quick Tip: If you can’t keep your response times under one hour, consider automating your initial responses with a lead nurture company (we like Aiva) or consider hiring an ISA to handle all follow-ups.

Tip #2: Prove Your Value

Once you’ve made the introduction, the next step is to build trust and show off your knowledge…so now is not the time to be humble!

Make sure you’re well versed on local market stats and answer their questions concisely and confidently. (And always use up-to-date data to support you.) Agents should focus on proving value at every touchpoint to convert leads. Building rapport and establishing a professional relationship early on can make all the difference in turning a lead into a committed buyer.

Tip #3: Be Diligent & Consistent In Your Follow-Up

Some leads may not respond immediately, but that doesn’t mean you should give up. The key here is to develop a consistent follow-up plan to stay top-of-mind with your prospects. Sasquatch recommends five contact attempts in the first days and 12 in the first 30 days. If there’s still no answer, set those individuals on listing alerts, add them to your e-blast newsletters, and reach out every 45-60 days. The goal here is to ensure they know who you are and remember your name when the time is right.

Tip #4: First Impressions Matter!

Newsflash: the old adage rings true! First impressions are crucial, so come to the first listing appointment prepared. That means having multiple home tours scheduled and plenty of supporting documents to answer all questions. By queuing up enough tours to take up a few hours, you can build rapport and make your buyer feel more connected to you, thus increasing the likelihood that they’ll stick with you throughout the buying process.

Sasquatch Quick Tip: The more time you spend with a client, the more likely they are to stick with you as their agent. So make sure to put in those hours upfront!

Don’t Expect Anything to Happen Overnight…

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Agents should remain patient and persistent, knowing that lead nurturing is a long game. Don’t be discouraged if you don’t see immediate results. Platforms like StreetEasy, Zillow, and Realtor.com offer powerful ways to connect with buyers, but success comes down to how well you optimize your lead conversion strategy. Remember, respond quickly, prove your value, follow up consistently, and focus on securing the first appointment to make your leads stick.

Sasquatch Formula for Converting Inbound Leads: Choosing the right lead source + Committing to a program + Following up quickly + Scheduling first appointment = New client.

If you’re looking to set up an effective inside sales process to handle lead follow-up and conversion, Sasquatch Agent Ops is here to help. We offer professional support dedicated to lead follow-up and improving your lead-to-close conversion strategies. Get in touch today!

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