You need to “List to Last.”

Whether you’re an experienced real estate agent or just getting started, generating consistent seller leads is essential for growing your business. You need a multi-faceted approach that combines eye-catching digital content, engaging direct mail, effective communication, and strategic follow-up.

This guide walks you through 6 proven strategies designed to help you create a powerful listing lead generation system you can use year-round.

What You’ll Need:

• A Mailing List

• “Name Your Price” Landing Page

• Postcard

• “Name Your Price” Letter

• Social Media Posts

Implementation Steps:

Step 1: Creating the Landing Page

Open the “Name Your Price” landing page editor. You can use the content already included or customize the text and images to reflect your unique style.

You’ll see the lead capture form has already been built for you. The goal of the form is simply to get the homeowner’s address. It doesn’t even matter if they put in a fake name and contact info, which will make sense in a second.

Once you’re finished customizing the page, click “Save & Publish” at the top right corner and fill out the prompt to name your page. You’ll receive a confirmation message with a share link you can use to send people directly to the landing page. More on this shortly.

Once it’s saved, you can access your design in your account’s Saved Templates section.

Step 2: Download the QR Code

After saving the page, the “Share” button will be accessible. Click it to generate a QR code that links people to your landing page.

The generated QR code will be saved to your computer’s Downloads folder. You’ll need it for the next step.

Read Why QR Code Marketing is the Way to Get More Leads

Step 3: Create a Postcard Campaign

Open the “Name Your Price” postcard in the template editor.

Update the text, colors, and images on the front and back of the postcard based on your preferences.

Upload the QR code you generated in the previous step on the back of the postcard (page 2).

You can then download the postcard as a PDF, order prints to be shipped directly to you, and send them through direct mail by uploading your list. Don’t have a list? Use our Address Mapping Tool to create one!

Step 4: Post on Social Media

Customize and download the “Name Your Price” social post and social story.

Head over to your social accounts, type a compelling headline (“Curious if you can sell at the price you’ve always wanted? Click to find out!”), paste the share link to your landing page from step 1, upload your images, and hit post!

Step 5: Follow Up with a Letter

Wait a few weeks after your postcards have been delivered and send this letter to the same mailing list. Sending multiple pieces of mail in different formats (postcard vs letter) increases the chances someone will scan the QR code and fill out your landing page lead capture form or even reach out to you directly.

Step 6: Send a Text

If you have the phone numbers for potential sellers, simply copy and paste this text!

Hey [INSERT NAME], could you finish this sentence for me?

“If I could sell my house for $__, I would list my home this spring.”

I can’t wait to hear your answer!

Step 7: Respond to Leads ASAP

When a potential seller fills out their address on your landing page and submits the form, call/text/email them as soon as possible. Your “speed to lead” is crucial.

Send them a quick text and say something like, “Hey [Name]! I saw your dream price for selling your home is $__! Can I email you a free, no-obligation home value estimate to see how close you are to that number?”

You now have a lead’s address since they filled out the form. Follow up with additional marketing specific to their home, using community report flyers postcards with an offer for a free, no-obligation home value report, or automated newsletters.

🚨 Pro-Tip 🚨 Remember how we said it doesn’t matter if a lead submits your landing page form using a fake name and contact info? You only need an address to send additional follow-up marketing pieces specific to their home, and you can search the address in public records to find the homeowner’s name if you want to further customize your marketing message.

What You’ll Need:

• A Mailing List

• Just Sold Landing Page

• Landing Page Share Link

• QR Code

• Postcard

• Door Hanger

• Follow-up Plan

Implementation Steps:

Step 1: Identify a Relevant Sale

Find a recent sale in the neighborhood that sold very quickly or significantly above list price. Note the days on the market and the final sales price.

Step 2: Create a Landing Page

Create a “Just Sold” Landing Page and update the text to tell a story about the listing.

When you’re done customizing, click the “Save & Publish Button and name the page so you can easily find it later in your Saved Templates.

You’ll then see a confirmation message with a link you can use to share the page.

See a completed landing page example here.

Step 3: Download the Page’s QR Code

Once you create and save your landing page, click the “Share” button at the top (the button becomes clickable after you save).

Click the QR Code button to download it to your computer as an image.

Step 4: Create & Mail a “Hot Lead Gen” Postcard

Customize the postcard with your own message or simply use what’s already included.

Upload the QR code you created from your landing page.

Click the Direct Mail button at the top of the page, and either send it to your mailing list or create a new one using the Address Mapping Tool.

Go through the checkout process, and your postcards will be delivered in 3-5 days!

Step 5: Create a Door Hanger

Choose your favorite Door Hanger design from the Marketing Center

Update the text to include an engaging headline and call-to-action (CTA).

Example:

• Headline: “Did You Hear About Your Neighbor at 123 Main St? They Sold for $45k over list price!”

• CTA: “How does this affect your home’s value? Scan the QR code to find out.”

Replace one of the photos with the QR code you downloaded in step 3.

Click “Order Prints” at the top of the page to get professional quality door hangers delivered straight to your home or office. You can also download the design as a PDF or image (.png format) if you’d like to print your own.

Deliver the door hangers throughout the neighborhood.

Step 6: Create a “Proof of Production” Social Post

While you won’t be able to directly target a specific neighborhood with an unpaid, organic social post, you can still add this to your campaign to generate additional listing leads.

Choose your favorite “Proof of Production” social media post design.

Customize the text and images to reflect the listing you chose in step 1. Save time with the MLS Lookup Tool to automatically pull in the listing photos.

Create a post on your social media accounts with a quick message and a link to the landing page you created in step 2.

Example: “Congrats to the sellers of this beautiful home in [Neighborhood], who got $_ over list price! Click the link below to see how much your home is worth in today’s market.”

Step 7: Follow Up with Leads

The secret to converting leads to listings is your “speed to lead”. If they contact you or fill out a form, respond as quickly as possible.

Script: “I’m excited you reached out! Let’s talk about the specific features of your property to see if you can get a similar result.”

Track how many leads you get per 100 postcards and door hangers, along with any leads generated from your social posts. This helps measure your ROI and shows whether you’re using the right messaging.

🚨 Pro-Tip 🚨 Don’t expect to open the floodgate of leads by sending one postcard, especially if you don’t have an established presence in that neighborhood. Consistency is key, and using a variety of marketing pieces for further follow-up increases your chances of getting a response. Did you send a postcard and leave a door hanger? Send them a Marketing Letter or Flyer next.

What You’ll Need:

• A Defined Neighborhood or Area

• Mailing List

• Landing Page & QR Code

• “Thinking of Selling?” Postcard

Implementation Steps:

Step 1: Select a Neighborhood

Look for neighborhoods with a good turnover rate (around 5%-8%), where you already have some credibility or local knowledge, and choose how many homes you’ll include.

Use this formula to calculate the turnover rate:

Number of Homes SOLD in the Area Over the Previous 12 Months) / (TOTAL Number of Homes in the Area) x 100

For example, if you chose 200 addresses in a neighborhood to include in your farm and 11 of them sold within the last year, your equation would look like this: 11/200 x 100=5.5% Turnover Rate

Step 2: Create a Home Valuation Landing Page

Use the “Name Your Price” landing page and update the headline and call-to-action.

• Headline: “What’s Your Home Worth in Today’s Market?”

• CTA: “Type your address and find out for free today!”

Once you’re finished customizing the page, click “Save & Publish” at the top right corner and fill out the prompt to name your page. Then click the “Share” button to download your QR code.

Step 3: Create & Send a Postcard

Choose a “Thinking of Selling?” postcard design from the Marketing Center.

Step 4: Follow Up with Additional Value

Send another postcard every 4-6 weeks using a variety of content that positions you as the expert. It could be an automated series of Homeowner Tips, Event Invitations, or additional offers for a Home Valuation.

Step 5: Measure & Improve

For direct mail, a decent response rate is around 1-2% (although it can vary based on your market). Responses increase by staying consistent and refining your messaging. If the response rate is low, test different postcard designs and use a different call-to-action.

What You’ll Need

• Defined Goals and Target Audience

• Social Media Profiles (Facebook, Instagram, LinkedIn, etc)

• A Small Ad Budget

• Social Media Post Templates

Implementation Steps:

Step 1: Pick Your Platform(s)

Different demographics are more likely to use specific social media platforms. Get clear on who you want to reach (Baby Boomers, Millennials, etc) and what you want to get out of your campaign (listing leads).

• Facebook remains popular across most age groups, but especially among older generations who value its simplicity, familiarity, and family connectivity.

• Instagram is more popular among younger and middle-aged adults for its visual format and influencer content. It’s great for “scroll-stopping” images and short-form video.

• LinkedIn is generally more important for professional, career-focused individuals interested in networking, staying on top of real estate market data, and looking for relocation opportunities with new jobs.

• YouTube appeals to a very broad audience, but different demographics use it for different reasons. Educational content and “How To” videos are especially popular.

Step 2: Create Content for Organic Posts:

1️⃣ Local Community & Market Updates

• Post about neighborhood events, market stats, or local news.

• Great for Facebook (community vibe) and YouTube (short explainer videos).

2️⃣ Client Success Stories / Proof of Production

• Celebrate “Just Sold” properties and feature client testimonials.

• Works well on Facebook and Instagram to build trust; on LinkedIn, frame it as a professional achievement.

3️⃣ Behind-the-Scenes / Personal Branding

• Show property staging, open-house setups, or a “day in the life” glimpse.

• Instagram Stories/Reels, YouTube vlogs, or even a quick selfie video on Facebook help humanize you.

4️⃣ Educational “Mini-Tips”

• Quick posts on topics like “5 Ways to Boost Your Home’s Curb Appeal,” or “The 3 C’s of Staging Your Home”.

• Effective on Instagram (short captions and visuals), LinkedIn (business-like tips), and Facebook (family-friendly ideas).

5️⃣ Longer-Form Content

• Detailed property walkthroughs, Q&A sessions, or “How to Prep Your Home to Sell.”

• Best on YouTube (longer videos), or in a LinkedIn Article for a more professional angle.

Step 3: Run Targeted Paid Ads

Paid ads allow you to zero in on homeowners who are likeliest to convert, especially when you combine compelling ad offers with precise location and interest-based targeting. Start small with around $5–$10 per day to gauge which ads work best without overspending.

You can use built-in audience targeting features to reach your ideal audience. While each platform has its own rules and capabilities, these are some of the commonly used targeting methods that comply with advertising policies (including Fair Housing guidelines):

Facebook & Instagram (Meta Ads Manager)

1️⃣ Special Ad Category (Housing)

• Select “Housing” to comply with anti-discrimination rules.

• Define the location. You must have a minimum 15-mile radius (no precise ZIP code targeting).

2️⃣ Interests & Behavior

• Housing ads have limited targeting, but you can still use broad “home-related” interests like home renovation and mortgage loans.

• Age/gender restrictions apply under Housing, so keep the targeting broad.

3️⃣ Custom & Lookalike Audiences

• Website Traffic: Retarget those who visited your site follow these instructions to set up the required tracking pixel on your website).

• Contact Lists: Upload your leads/past clients to re-engage them.

• Engagement: Retarget users who’ve interacted with your ads or posts.

• Lookalike: Find new people similar to your best leads, still respecting the 15-mile location radius.

LinkedIn

1️⃣ Location Targeting

• Narrow ads to specific cities or regions (useful for local real estate marketing).

2️⃣ Professional Demographics

• Job Title/Function: Target roles that often relocate (e.g., “VP of Sales,” “CEO”).

• Industry: Focus on sectors with higher incomes or frequent moves.

• Company Size: Aim at mid-to-large organizations where relocations are common.

3️⃣ Matched & Lookalike Audiences

• Email List: Upload existing leads or past clients for retargeting.

• Website Retargeting: Install the LinkedIn Insight Tag to re-engage site visitors.

• Lookalike: Extend your reach to professionals who mirror your existing audience or site traffic.

Example Paid Social Media Ads for Real Estate Agents:

Home Valuation Ads

Homeowners are naturally curious about their property’s value. A valuation offer tends to be one of the highest-converting methods for gathering seller leads.

1️⃣ Ad Copy

• Facebook/Instagram (Meta): “What’s Your Home Worth in Today’s Market? Click to Find Out!”

• LinkedIn (Relocation Angle): “Moving for Work? Check Your Home’s Current Value Before You Relocate!”

2️⃣ Platforms

• Facebook/Instagram: Use built-in lead forms or a dedicated landing page.

• LinkedIn: Focus on higher-income professionals by framing it as a “Relocation Home Valuation” offer.

Seller “Lead Magnet” Ads

By offering a comprehensive, easy-to-digest guide “lead magnet” or downloadable guide (“10 Steps to Selling Your Home Faster” or “Seller’s Guide to Pricing Right”), you provide immediate value. Homeowners are more likely to exchange their contact info when they see a specific benefit like maximizing their sale price or reducing time on the market.

1️⃣ Ad Copy

• Example: “Download Your FREE ‘Ultimate Seller’s Guide’ for [Neighborhood]! Learn how to price, prepare, and promote your home for top dollar.”

2️⃣ Platforms

• Facebook: Broad outreach to homeowners who may be ready to list soon.

• Instagram: Visually enticing ads with a simple “Download Now” or “Learn More” CTA in Stories/Reels.

• LinkedIn: Aim at professionals who may be relocating due to a new job. Position it as a resource for busy sellers wanting a smooth transaction.

Property Listing Highlights

Eye-catching visuals intrigue potential sellers. When they see how professionally you market homes, they may want the same level of exposure for their own property.

1️⃣ Ad Copy

• Headline Example: “See This Stunning [Neighborhood] Home! Explore Our Latest Listings for Inspiration.”

• Supporting Text: Highlight standout features or success stories (e.g., “Sold in under a week at 105% of asking!”).

2️⃣ Platforms

• Facebook/Instagram: Carousel ads with multiple photos or short Reels to showcase unique home features.

• YouTube: Pre-roll video ads that quickly tease a property’s best highlights.

• LinkedIn: Sponsored Content focusing on higher-end or executive relocation listings.

Retargeting Ads

Retargeting ads are follow-up advertisements specifically shown to people who previously interacted with your content or visited your landing page but didn’t convert. You set them up using the “Custom Audiences” targeting method in the Meta Ads Manager.

People often need multiple touchpoints before deciding to list, making retargeting a powerful way to consistently build trust and stay top-of-mind.

👉 Click here to learn how to set up a Retargeting Campaign.

1️⃣ Ad Copy

• “Still thinking about selling? We’ve got new updates and tools to help you get top dollar for your home.”

• Use images or short clips relevant to their previous interaction (e.g., a specific neighborhood or valuation offer).

2️⃣ Platforms

• Facebook, Instagram, LinkedIn: Show follow-up ads to users who clicked your landing page, viewed a listing, or engaged with your lead form but didn’t complete the process.

By strategically combining organic posts that show your expertise and personality with targeted paid ads that offer immediate value (like a home valuation or lead magnet), you’ll attract homeowners’ attention in multiple ways.

What You’ll Need:

• Your Contacts’ Phone Numbers

• A Weekly Planner

• Screenshot of Your Contact’s Zestimate

• The Zestimate Script

Implementation Steps:

Step 1: Make a List and Check it Twice

Gather a list of your past clients and other contacts in your SOI. Use a real estate CRM or a Lead Tracker Worksheet to stay organized, and make sure you at least have their name, address, purchase date, purchase price, phone number, and email.

Step 2: Create a Plan

Choose the contacts you’ll send the Zestimate to, and plan your touchpoints for the week using a Weekly Planner. Depending on the number of contacts you’re sending these to, block out around 30-60 minutes each day.

Step 3: Gather Zestimate Screenshots

During your time block, look up the address for that day’s contacts on Zillow from your phone, and take a screenshot that shows the Zestimate number.

Step 4: Send the Screenshot in a Text

Use the “Zillow Opinion” script in a short text and include the screenshot you took.

Step 5: Send a Home Valuation

After sending the text, you’ll likely get a response like, “That’s not even close!” or something similar.

Validate their response (if you agree) and tell them you’ll be sending an updated CMA so they can know the truth.

When sending the CMA, include information about what they originally purchased for, their current mortgage amount (look it up in public tax records or use your best guess if you’re unsure), and an estimate of how much equity they’ve built.

This is a simple way to provide past clients with value beyond the sale and often leads to conversations about what they can do with that equity, like listing their home with you!

What You’ll Need:

• A Mailing List

• “I Have a Buyer” Postcard

• Magic Letter 1

• Magic Letter 2

• Magic Letter 3

Implementation Steps:

Step 1: Build Your List

Compile a list of your target addresses or save a TON of time with our Address Mapping Tool.

Step 2: Create & Send Your Postcard

Customize the “I Have a Buyer” postcard and upload a map of the neighborhood by taking a screenshot on Google Maps. Highlight the fact you have a buyer actively looking in their area.

Click the “Direct Mail” button at the top of the page to upload your list or create a new one. Follow the checkout process to complete the order.

Your postcards will be delivered directly to your list in 3-5 days!

▶️ Watch this How-To Video to learn more

Step 2: Create & Send the First “Magic Letter”

Create the letter shortly after the postcard in step 1 is delivered to your list.

Emphasize your buyer’s requirements (“Looking for a 3-bedroom home with a big yard in [Neighborhood]”), creating urgency and relevance.

Add personal touches by addressing the homeowner by name and even referencing the postcard if appropriate: “You may have seen my postcard regarding [Buyer’s Name or Scenario].”

Send this to the same list of addresses you used for the postcard.

Step 3: Send the Next Letter Two Weeks Later

Two weeks after your first letter has been delivered, customize and send the second Magic Letter, to the same homeowners.

Reference your buyer’s ongoing search and how they are still searching for the right property. Don’t forget to update the copy to reflect any new details and maintain a professional, yet urgent tone, and send it to the same list of addresses you’ve been using.

Step 4: Send the Final Letter Two Weeks Later

Create and customize the third Magic Letter. Update the copy with any new details.

By now, the homeowner has received one postcard and two letters over the span of about a month. This version takes a different approach by re-emphasizing your buyer’s seriousness while incorporating local market stats to give the homeowner an idea of what their home might be worth.

Mail it to the same list!

Each of these 6 strategies stands on its own as a powerful method for generating listing leads. Now that you have actionable, step-by-step instructions for each approach, you can pick 1–2 strategies to launch immediately or implement multiple strategies at the same time to create a robust, multi-channel listing lead generation machine.

Remember to track your results, optimize your messaging, and double down on what works. By staying consistent and open to refinements, you’ll become the trusted listing expert in your local market and fill your pipeline with motivated sellers year-round.

✅ Start designing your own listing lead gen materials in the Marketing Center today!