Some real estate agents and brokers complain about high advertising costs on listing portals.

But a recent Inman survey highlights the fact that listing portals aren’t useful only for agents willing to fork over cash for leads.

They’re actually one of the primary sources of unpaid leads for real estate agents, the survey found.

Only Facebook was cited by agent respondents more often than listing portals as a regular source of unpaid leads, with search engines ranking third, according to the survey.

Would agents and brokers receive more unpaid leads overall if listing portals didn’t exist? Perhaps.

But the fact is listing portals do exist, and the survey’s results suggests agents might benefit from adapting their lead generation strategy to that reality.

The best way that agents can milk listing portals for organic leads is to accumulate as many reviews and sales records on their profiles.

regular unpaid leads

The strategy could pay off more than ever now that Zillow has introduced an agent-search tool that lets consumers filter agents based on transaction data and reviews.

Full-bodied profiles can also help agents advertising on Zillow get more mileage out of their marketing dollars by making them stand out from other agent advertisers.

Some consumers who see impressive profiles might call or email an agent directly. But they also might click from an agent’s profile to the agent’s website.

That happens fairly often, as it turns out.

Listing portals are one of biggest sources of leads captured by agent websites, ranking only behind search engines, according to the survey.

website unpaid leads

Email Teke Wiggin.

Show Comments Hide Comments
Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
By submitting your email address, you agree to receive marketing emails from Inman.
Thank you for subscribing to Morning Headlines.
Back to top
Only 3 days left to register for Inman Connect Las Vegas before prices go up! Don't miss the premier event for real estate pros.Register Now ×
Limited Time Offer: Get 1 year of Inman Select for $199SUBSCRIBE×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription