Brokerage-provided leads are a recruiting pitch and a monthly bill. Many come from portals that can sell the same buyer to the firm down the road. Build a lead flow your brokerage owns and every agent can be handed.
The leads you hand agents come with a referral fee off the top of the closing. The fee comes out before the agent’s split, and before your company dollar.
An agent moves to another brokerage and their database goes with them, including the leads your company bought. Their independent contractor agreement decides what stays.
Nobody can say which source closed last quarter’s deals, so the budget follows whichever vendor called the broker owner most recently.
A week of leads at a sample brokerage. A portal lead goes round robin and races three other firms. A seller who asks an office page asks one brokerage.
Example, Tollaven Realty, a sample residential brokerage, one week of leads. A shared lead, Buyer on 27 Pemberton Lane: 3 others reach it first and first reply is 14h. Showing booked with Pellingham Realty for 6pm. Tollaven’s agent claimed the lead the next morning. A lead from its own page, Seller, Calder Street: first reply 0:39. This seller asked one brokerage, and it was Tollaven. Listing appointment with Bea L. set for Saturday, 10am. The week before, Agents’ own inboxes and a front desk: 15 leads, first reply 13h 36m on average, 7 lost, 2 appts, cost per appointment $1,100. The week after, Follow Up Boss, by office: 22 leads, first reply 3:43 on average, 2 lost, 7 appts, cost per appointment $286. Each agent works the leads their own way, and a few never do. Every lead tagged by office and source, and the team lead sees who took it.
Follow Up Boss, by office
Seller, Calder StreetSeller pages
This seller asked one brokerage, and it was TollavenFamily moving to LarkfieldRelocation referrals
Buyer, Southgate office pageOffice pages
Seller, Wren HollowSeller pages
Buyer on 27 Pemberton LanePortal leads
Every lead tagged by office and source, and the team lead sees who took it
Ines W.555-0156
We’re selling on Calder Street in the spring. Who in your office covers our street?
Tollaven Realty: Hi Ines, thanks for asking about selling on Calder Street. OK to text you here? Reply STOP to opt out.
First reply 0:39
Listing appointment with Bea L. set for Saturday, 10am.
Messages
Is this one open to see? We could come by after work tomorrow.
| Source | Before | After |
|---|---|---|
| Portal leads | $1,400Round robin, the next agent | $700Follow Up Boss, first to claim |
| Relocation referrals | –The office manager’s inbox | $500Follow Up Boss, by office |
| Office pages | $180A form to the front desk | $140Follow Up Boss, by office |
| Seller pages | –A shared email | $190Follow Up Boss, the area’s agents |
| All sources | $1,100Each agent works the leads their own way, and a few never do | $286Every lead tagged by office and source, and the team lead sees who took it |
Sample spend, not a vendor’s price.
Lead generation feeds Lead for every office: requests from your own pages, sorted by source and routed to the agents who can answer them.
Everything that gets you a lead.
More people find you and reach out.
Turn interest into a sale.
Keep the job moving.
Jobs run on time, with less of you managing them.
What happens after the job.
Finished work brings in the next job.
Feed it back into the machine.
Every finished job helps bring the next lead.
Then it starts again.
CRM: Customers, conversations, bookings, jobs and employee tasks in one place, across all five.
A brokerage site with search by neighborhood and a page for every agent on the team.
Neighborhood and agent pages that come up when buyers search homes for sale near me.
Answer pages on schools, taxes and neighborhoods that AI tools can quote for your brokerage.
A home value page and new listing alerts that turn browsers into named leads.
Just listed and just sold posts for every agent, on Instagram and Facebook.
An AI agent answers site and portal leads at night and hands each one to the right agent.
A missed call gets a text back in minutes and a showing on the calendar.
Showings and listing appointments land on the agent’s calendar, with ShowingTime left in place.
Every buyer and seller lead, from every agent, on one dashboard with its stage.
After closing, clients get a text asking for a review of their agent and a referral.
Market updates and new listings go to your sphere and past clients every month.
PostHog shows which listings and neighborhoods people read before they ask.
Session replay shows where a buyer gave up on the search or the form.
Each month you see leads by agent, showings booked and deals that closed.
Every lead lands on one dashboard, and Follow Up Boss stays.
What we buildLead sources are tagged and routed without the office manager forwarding emails.
Budget meetings start from a source report, not from guesses.
Agents get leads the brokerage owns, with no portal fee taken from the closing.
Free website
Plans from $1,500 a month.
You always keep your name, logo, photos, copy and domain. We keep the code and the system behind the site.
$1,500 a month
No lead lost.
Not in this plan
Every lead answered and booked, and we keep it running.
$4,000 a month
Every stage handled.
Starts hereUnlimited landing pages and lead magnets
Everything in Automated, and we run every stage for you.
No AI brain or agents of your own.
$7,500 a month
We run the whole cycle.
IncludedUnlimited landing pages and lead magnets
Everything in Automated, plus us working it and building on it.
Ad budgets and paid software stay on your accounts. Designed image and video posts start once you’re comfortable with AI drafts.
Zillow sells leads two ways. How each is priced, what public data can and cannot show, and a break-even sum to run on your own ZIP codes.
An ISA calls, texts and qualifies leads, then books agents. What the job covers, when a license is needed, and what calling rules apply to a team.
Yes, agents can have a Google Business Profile. Google's rules on the name, the address and brokerage branding, and what gets a profile suspended.
Many do, because it helps recruiting and gives newer agents work. It pays when the leads come from sources the brokerage owns and are routed fast, and costs most when they are bought portal leads nobody follows up.
It depends on the independent contractor agreement the agent signed. Many brokerages keep company-generated leads and let agents keep their own sphere. Write it down before it comes up, and have your counsel check the wording.
Saturday