SAN FRANCISCO — Generate them yourself, buy them from aggregators, or hire somebody to drum them up for you. If you’re in the real estate or home lending business, you need sales leads.

Experts with companies that do all of the above were at Real Estate Connect San Francisco Wednesday to offer advice.

With more people shopping for mortgages online, lenders who want to generate their own leads can try optimizing their Web sites or paying fees to make sure they are featured prominently in search-engine results.

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