For real estate agents, one of the biggest challenges isn’t writing contracts or showing homes — it’s generating consistent, qualified leads. Without buyers and sellers, even the most talented agents can’t grow their business. That’s why many new and experienced agents ask the same question: Which brokerages provide real estate leads?
The truth is, not all brokerages operate the same way. Some expect you to generate your own clients, while others invest heavily in marketing, advertising, and technology to feed their agents with leads. Choosing the right brokerage can make a huge difference in how quickly you build momentum in your career.
In this article, we’ll explore the types of brokerages that provide leads, which ones are known for their lead generation programs, and how to evaluate whether their systems are a good fit for you.
Why Leads Matter in Real Estate
Real estate is a relationship-driven business, but every relationship starts with a lead. Whether it’s an online inquiry, a referral, or someone walking into an open house, a steady pipeline of leads is what keeps your business running.
Without a consistent source of new clients, agents often struggle with:
- Inconsistent income
- Difficulty scaling their business
- Burnout from constant prospecting
- Stress of “feast-or-famine” cycles
That’s why many agents seek out brokerages that invest in lead generation, so they can spend more time converting and closing, and less time cold-calling or door-knocking.
Do All Brokerages Provide Leads?
No. Not every brokerage provides leads to its agents. Brokerages fall into three main categories when it comes to leads:
- Full-Service Brokerages with Leads
These brokerages invest in advertising, online platforms, and partnerships to generate leads for their agents. - Hybrid Models
Some brokerages provide limited leads (like company website inquiries or relocation clients) but expect agents to generate most of their business independently. - Independent Models
These brokerages focus on offering higher commission splits but don’t provide leads. Agents are fully responsible for their own prospecting and marketing.
Brokerages Known for Providing Leads
Here’s a breakdown of well-known brokerages and their approaches to lead generation.
1. Keller Williams (KW)
Keller Williams is one of the largest real estate franchises globally, known for training and technology. KW provides leads through its proprietary platform, Command, which integrates marketing, CRM, and lead-generation tools.
- Pros: Strong training, team structures that share leads, tech-driven CRM.
- Cons: Lead distribution often depends on your market center and team affiliation.
2. RE/MAX
RE/MAX has strong brand recognition worldwide. While the brokerage itself doesn’t always provide direct leads, many RE/MAX offices run independent lead-generation programs.
- Pros: Brand credibility attracts clients organically; some offices run relocation programs.
- Cons: Lead flow depends heavily on individual office investment.
3. Century 21
Century 21 leverages its recognizable brand and global reach. Many Century 21 offices provide relocation leads, online inquiries, and company-generated opportunities.
- Pros: High brand trust; relocation and referral leads.
- Cons: Lead quality varies; not all offices provide them consistently.
4. Coldwell Banker
Coldwell Banker offers CBx Technology Suite, which helps agents target leads and generate business. Many offices also invest in company-wide lead programs.
- Pros: Tech-driven targeting; relocation leads.
- Cons: May not provide the same volume as newer, digital-focused brokerages.
5. eXp Realty
A cloud-based brokerage, eXp Realty provides leads through kvCORE, a powerful CRM with built-in lead generation features. Agents also benefit from referral networks within the large eXp community.
- Pros: Robust digital lead systems; national referral networks.
- Cons: Leads aren’t handed out — agents must learn to use the system effectively.
6. Compass
Compass invests heavily in technology and marketing. While not all Compass offices hand out leads, the company’s tech platform helps agents attract and convert online clients.
- Pros: Cutting-edge marketing and branding; high-end clientele.
- Cons: More focused on luxury; leads may be competitive.
7. Redfin
Redfin is unique because it’s structured more like a tech company than a traditional brokerage. Agents often receive a steady stream of Redfin-generated leads from the company’s high-traffic website.
- Pros: Consistent leads provided; strong online presence.
- Cons: Lower commission splits due to company-provided business.
8. Zillow Flex Partner Brokerages
Some brokerages partner directly with Zillow through its Flex program, where agents receive Zillow leads and only pay a referral fee upon closing.
- Pros: High-quality, motivated leads from Zillow.
- Cons: Competitive program; only select brokerages qualify.
Local and Boutique Brokerages
Don’t overlook boutique and independent brokerages. Many smaller firms invest heavily in local marketing, referrals, and relocation partnerships to feed their agents with high-quality leads. These firms may not have the scale of national franchises but often offer more personalized lead systems.
How Brokerages Generate Leads for Agents
Brokerages use several strategies to generate leads for their agents:
- Company Websites: Optimized for SEO and inquiries.
- Online Ads: Google Ads, Facebook Ads, and targeted marketing campaigns.
- Relocation Partnerships: Corporate relocation contracts that feed agents new clients.
- Referral Networks: In-house referrals between offices or team members.
- Brand Marketing: Strong national advertising campaigns that drive client trust.
Evaluating Lead Programs
Not all lead programs are created equal. When interviewing brokerages, ask:
- How are leads generated? (online ads, referrals, relocation programs, etc.)
- How are leads distributed? (round-robin, top producers first, paid buy-in, etc.)
- Are there additional costs? (some brokerages charge for leads or deduct higher splits)
- What’s the lead quality? (cold internet leads vs. warm referrals)
- What’s the average conversion rate?
A brokerage may offer “lots of leads,” but if they’re low-quality, you could waste time chasing dead ends.
Pros and Cons of Brokerages That Provide Leads
Pros:
- Steady pipeline of clients
- Less stress about prospecting
- Faster income for new agents
- Access to systems and technology
Cons:
- Lower commission splits
- Leads may be shared or competitive
- Quality of leads can vary
- Less independence in building your own brand
Tips to Maximize Brokerage-Provided Leads
- Respond Quickly – Speed-to-lead is critical. The faster you respond, the higher your chance of conversion.
- Use CRM Tools – Track and nurture leads consistently.
- Improve Follow-Up Skills – Most leads require multiple touches before they convert.
- Supplement with Your Own Prospecting – Don’t rely solely on brokerage leads; build your own pipeline too.
- Ask for Training – Ensure you know how to handle internet leads vs. referrals effectively.
FAQs About Brokerages That Provide Leads
1. Do all brokerages provide real estate leads?
No. Some brokerages focus on high commission splits and leave lead generation up to the agent, while others provide leads in exchange for lower splits or additional fees.
2. Which brokerage gives the most leads?
Redfin is known for consistently providing leads to its agents. Brokerages partnered with Zillow Flex and companies like Keller Williams and eXp (through their tech platforms) also offer strong lead opportunities.
3. Are brokerage-provided leads free?
Not always. Some brokerages include them in exchange for lower commission splits. Others may charge per lead or take referral fees at closing.
4. Are brokerage-provided leads good quality?
It depends. Some are high-quality relocation or referral leads, while others are cold internet inquiries. Always ask about conversion rates.
5. Should I rely only on brokerage leads?
No. Brokerage leads are a great supplement, but building your own database and referral network creates long-term stability.
6. Do boutique brokerages provide leads?
Many boutique brokerages do provide leads, especially through local marketing and referrals. The volume may be smaller, but often the quality is higher.
7. Can I get leads from multiple sources in a brokerage?
Yes. Many brokerages offer a mix of online, referral, relocation, and company-generated leads.
8. What’s better: a brokerage that gives leads or one with higher splits?
It depends on your situation. New agents may benefit from leads even with lower splits, while experienced agents with strong networks may prefer higher splits and independence.
Final Thoughts
Choosing a brokerage that provides leads can jumpstart your career and help you close deals faster, especially as a new agent. However, it’s not just about the quantity of leads — it’s about the quality, support, and systems behind them.
When interviewing brokerages, ask detailed questions about how leads are generated, how they’re distributed, and what kind of training is offered to help you convert them.
At Team Arora, we know the value of strong lead systems. That’s why we invest in technology, marketing, and community presence to provide our agents with high-quality leads — while also training them to build their own long-term pipeline. With the right balance, you’ll have the tools and support you need to thrive in real estate.