The Truth About Real Estate Lead Generation (And Why We Do It Differently)

Lead generation is the lifeblood of real estate — but let’s be honest, not all leads are created equal. In fact, some of the methods agents rely on today aren’t just ineffective, they’re downright harmful. Vendors are being misled, agents are wasting time, and in the worst cases, commission is being siphoned off by predatory middlemen.

It’s time we call it out.

Method 1: Sending Traffic to an Agent’s Landing Page

This is the most obvious and transparent approach: you run an ad, the user clicks, and they land on your page. If your landing page has your contact details and a clear call-to-action, great — you’ve got a shot at turning traffic into genuine leads.

The problem? Too many landing pages are poorly designed or vague. If a buyer or vendor doesn’t immediately understand why they’re there, they’ll bounce. Still, when done properly, this is one of the most honest and effective ways to generate leads.

Method 2: Native Lead Forms (e.g., Facebook & Instagram)

These ads capture details directly inside Facebook or Instagram before sending the user to a property or agent page. On paper, it sounds efficient: fewer clicks, more leads.

But here’s the ugly truth:

• Most users filling out these forms never meant to. They just wanted to see a property, and suddenly they’re asked if they’re “ready to sell” followed by a handful of questions.

• This produces low-quality leads that waste agent time and frustrate vendors.

• And here’s the kicker: Facebook and Instagram charge massive premiums for this ad type. The cost per 1,000 impressions is significantly higher than standard campaigns, which means:

  • Less reach for your budget

  • Higher cost per click

  • And ultimately, less efficiency for the same spend

    
    

Yes, you can allow users to bypass these forms — but almost no one does. Which means agents are left paying more, reaching fewer people, and chasing worse leads.

Method 3: Forced Registration (Just to View a Property)

This one is becoming more common: agents forcing buyers to enter their details before they can even see a property online.

Let’s be clear — this isn’t lead generation, it’s a hostage situation. Buyers hate it, vendors lose out on exposure, and agents damage their credibility. Sure, it produces “leads,” but they’re cold, resentful, and unlikely to convert.

Method 4: Lead Generation Companies — The Worst Offenders

And then we get to the bottom of the barrel: third-party lead generation companies.

Here’s how they work:

• They run predatory ads offering “free appraisals” to unsuspecting vendors.

• Vendors hand over their details thinking they’re dealing with an agent.

• Those details are then sold to the highest bidder, often multiple times over.

• In some cases, agents are forced to hand over up to 20% of their commission just for the privilege of working with these so-called “leads.”

Worse still, these companies are now running Google Ads under their own branding, cutting agents out of the picture entirely. No vendor names, no agency names — just a slick, generic brand pretending to be helpful while funneling vendor details into a sales pipeline that exists to exploit both sides.

This is not innovation. It’s exploitation. And it’s eroding trust in the industry.

How We Do It Differently at TrueProperty

We’ve looked at all of these methods and built something better — a system that respects both agents and vendors.

• Default Approach: We drive traffic directly to agent landing pages, where vendors know exactly who they’re dealing with.

• Native Lead Forms (Optional): We can still run them, but only in ways that are transparent and clear. Vendors are never tricked into handing over details they didn’t mean to.

• Custom Agent & Property Pages: Our new approach is simple but powerful:

  • Vendors land on a page that clearly shows the agent’s profile, contact details, and directory links.

  • Each page includes a customizable contact form that makes it crystal clear why details are being collected and how they’ll be used.

  • Vendors get what they came for — property info or agent details — without being sold down the river.

    
    

You can see it in action with our native property and agent pages: clean, transparent, and built to actually connect vendors with agents, not with middlemen.

The Bottom Line

Lead generation shouldn’t be about tricking people into filling out forms or selling their details behind their back. It should be about building trust-based connections between agents and vendors.

At TrueProperty, we’re not here to play games with people’s data. We’re here to create real opportunities for agents — and real confidence for vendors.

Because the truth is simple:

• Honest leads are better leads.

• Transparency beats trickery.

• And agents shouldn’t be handing over 20% of their hard-earned commission to a middleman running a scam ad on Google.

  
  

It’s time for the industry to do better. We already are.