Learn the real estate lead alternatives to portal fees and build more leads you own, for a smarter 2026 lead strategy.
It’s another day that ends in Y, and naturally you are paying $75-150 per lead to Zillow or Realtor.com, and three other agents are chasing the same prospect.
Your marketing budget adds up fast each month.
And yes, these portals work for many agents and bring in real business.But the costs keep rising, and you wonder if there is a way to reduce that dependency or at least supplement it with leads you actually own.
And if you’re reading this, yes, there is another approach.
But I’m not about to tell you to abandon what works for you.
Today, we’re talking about building additional channels so you are not putting all your eggs in one basket.
Making sense of portal costs and ownership
Portal leads from Zillow and Realtor.com have helped countless agents build successful businesses. They provide immediate lead flow and brand recognition that newer agents especially need.
The challenge is not that they do not work, but rather the structure of how they work. The fees themselves are just part of the equation.
What affects your long-term business is the ownership structure. When you pay for portal leads, you are renting access to people who are simultaneously being contacted by your competitors.
That database you are building? The platform owns it, not you.
The relationships? They remain platform relationships unless you successfully convert them.
Stop paying and everything disappears.
| Feature | Zillow Premier Agent | Realtor.com | Your own marketing |
|---|---|---|---|
| Cost Per Lead | $75-150+ | $60-120 | $6-25 |
| Who Owns the Lead | Zillow does | They do | You do |
| How Many Agents Competing | 3-5+ | 2-4 | Just you |
This is where agents feel the pinch. Portal leads can absolutely close deals and generate income.
But you are building their business alongside your own.
For agents looking to diversify lead sources or reduce per-lead costs, the question becomes how to build channels you own while potentially maintaining portal relationships that work.The first move is building something you control completely.
Strategy 1: Build your organic foundation (takes time, costs nothing)
Your Google Business Profile is the core component
Most agents set up their Google Business Profile once and forget about it.
When someone searches "realtor near me" or "homes for sale in [your city]," this is your free ticket to showing up in local results.
The agents who actually care about this:
Post market updates every few days
Add new listings immediately
Respond to reviews within 24 hours
And share content that helps people instead of just promotions.
These agents are getting 10-15 organic leads monthly at zero cost.Same thing with your Zillow and Realtor.com profiles even without paying for premium placement. Professional photos, detailed bios, everything filled in.
Then ask every happy client for a review. Three to five new reviews monthly puts you ahead of most of your competition.
But profiles alone do not cut it. Finding your name versus giving them a reason to remember you are two different things.
Content that actually helps people
Nobody wants another "5 Tips for Homebuyers" post.
People want real answers about buying or selling in your market specifically.Check what questions pop up in local Facebook groups. Make content addressing those exact things.
Video beats written content. Neighborhood tours, market updates with MLS numbers, behind-the-scenes transaction looks.
Post on YouTube, embed on your site. SEO takes 3-6 months to gain traction.
Once you have it though, that content generates leads for years. While that content builds momentum in search results, you need something that works faster.
Social media without paying for ads
The 80/20 rule applies here.
80% of your posts should be helpful content (market insights, home maintenance tips, local events).
The other 20% can be promotional. Jump into local Facebook groups and contribute.
When someone asks whether they should wait to sell or what the market is like, answer thoughtfully. You are demonstrating expertise when they are actively looking for information.
Instagram Stories and Facebook Stories are free placement at the top of everyone's feed. Quick updates, listing previews, simple tips.
You stay visible without spending anything. Consistency matters though.
Posting twice then going silent for three weeks does not help. All this social media activity builds visibility, but there is a problem.
You do not control the platform. Algorithms change, reach drops, posts get buried.
You need something more permanent.
Email marketing as your most valuable asset
Building an email list means you own the relationship. No algorithm deciding who sees your content.
No platform changing the rules. You need something valuable to offer in exchange for email addresses.
"First-Time Homebuyer's Checklist for [Your City]" works. "How to Sell Your Home for Top Dollar" works.
"Neighborhood Comparison: Where Should You Live?" works. Then send helpful content regularly.
Market updates with actual data, personalized property recommendations, seasonal maintenance tips. Segment your list so buyers get different content than sellers.
Mailchimp is free up to 500 contacts. Paid plans start around $20-30 monthly.
You are building an asset that stays with you regardless of what happens with social media algorithms or portal pricing. Building a list takes time though.
Months before you have enough people for consistent leads. If you need leads now and cannot afford upfront portal fees, there is a middle ground.
Strategy 2: Pay-at-closing networks (zero upfront risk)
These platforms completely change the economics.
You only pay when a deal closes, typically 25-35% of your commission.No upfront fees. No wasted money on leads that go nowhere.
All the risk shifts from you to them (at least in theory).
| Feature | ReadyConnect Concierge | Zillow Flex | HomeLight | Rocket Homes |
|---|---|---|---|---|
| Fee at Closing | 30-35% | 30-35% | 25-33% | 30-35% |
| What Makes It Different | Live call screening before transfer | Exclusive to top performers | Algorithm matches based on expertise | Pre-approved buyers with timelines |
That is:
ReadyConnect screens leads and connects you through live phone calls instead of cold forms you have to chase down.
Zillow Flex is selective (you need a strong track record to get accepted), but the leads are generally higher quality and you face no competition.
HomeLight and Rocket Homes focus on matching and qualification. Rocket Homes specifically works with mortgage-approved clients who have already taken concrete steps toward buying.
The math is straightforward.
Would you rather pay $150 upfront for a lead that might convert (if it does not, you are out $150), or pay 30% of a $10,000 commission only when you actually close (still netting $7,000)?The second option eliminates almost all your risk. Even with zero upfront risk though, you are still paying someone else for access to leads.
But there is another category that costs nothing at all except your time and willingness to talk to people.
Strategy 3: Old-school networking (still works)
Your sphere and direct outreach
40-50% of business comes from referrals.
Yet most agents do not systematically stay in touch with past clients, friends, family.
Call 5-10 past clients weekly just to check in. See how they are enjoying their home.
Share local market updates. When you have built actual relationships, asking for referrals feels natural.
Send birthday cards (handwritten), quarterly emails, holiday gifts. Track it in your CRM.
But note: your existing sphere only goes so far.
You can always host open houses even for other agents' listings.
Free access to buyers and neighbors. Promote hard, collect contacts, follow up within 24 hours.
Neighbors are often curious about their own home values. Have market reports ready.You can also target FSBOs and expired listings. Offer specific value: free market analysis, staging consultation, buyer database access.
Contact 10-15 weekly. Conversion rates might be 5-10%, that is 2-4 listings monthly at zero cost.
Finally, build relationships with mortgage brokers, inspectors, contractors, attorneys. Refer clients to them, they will refer to you.
Meet monthly, host joint events, co-market to split costs. All these strategies work.
The problem is they are incredibly time-intensive.
The 2026 reality: Why these strategies need a boost
Everything we have covered works. But doing all of this while also serving clients and closing deals?
That is 20-30 hours per week of marketing work on top of everything else. Which maybe is possible if you are brand new with no clients, but once you are actually busy, it becomes impossible to sustain.
This is where platforms like Ylopo make a difference.
Good technology does not replace what works. Instead, it multiplies your effectiveness while giving you time back to focus on the parts of the business only you can do.
The first breakthrough is in how leads get handled the moment they come in.
How AI technology changes the game
Ylopo's AI² (AI Squared) system combines text and voice for actual conversations with leads. When a lead shows interest via text, Ylopo AI can immediately call to schedule an appointment or transfer them live to you if they are ready.
You are showing a property. A new lead submits an inquiry.
Instead of waiting hours for your response (while they contact three other agents), Ylopo AI immediately texts them, asks qualifying questions, figures out their timeline, and either books an appointment or calls them right then. Agents using Ylopo see 5X database response rates versus traditional follow-up.
The system runs 24/7. Ylopo delivers leads at an average of $6 per lead instead of $75-150 for portal leads.
You own these leads completely. That handles immediate response.
Most leads do not convert for months though. How do you stay in front of them without checking in weekly?
Dynamic remarketing on Facebook
When you generate leads organically, what keeps you top-of-mind over the 6-18 months before they transact? Ylopo pioneered dynamic ads for real estate (DARE), integrating Facebook's remarketing technology with MLS data.
Ylopo automatically shows your leads properties matching their interests. Someone browses three-bedroom homes between $400K-$500K?
They start seeing ads for similar properties in their feed. The ads adapt in real-time as behavior changes.
Ylopo re-engages existing leads at around $0.90 per lead versus $75-150 to acquire new ones. Facebook has conducted three case studies on Ylopo's innovative use of this technology, making them the recognized industry leader in real estate Facebook marketing.
This keeps you visible to people in your database. But what about capturing new people before they get to Zillow?
Google Local Service Ads: Above Zillow
When clients search "homes for sale in [your city]," Zillow shows up first. Traditional SEO takes months or years to czompete.
Ylopo's Google Live Transfer Leads service positions you above everything through Google Local Service Ads. Above Zillow, above paid ads, at the very top.
You get the "Google Screened" badge and reviews displayed prominently. Ylopo combines these ads with live call center screening.
The call center qualifies inquiries before live-transferring warm prospects to your phone. You are not chasing form fills or making cold calls.
You receive warm transfers from people expecting your call.
Results from Ylopo's Google Live Transfer: 29% of calls are hot prospects.5% close within 90 days. Compare that to typical portal leads at 1-2% conversion.
When you combine all these pieces (organic foundation, pay-at-closing safety net, networking, Ylopo's technology), you create a diversified lead generation system. This approach works whether you are still using portal leads or looking to reduce that dependency.
Many successful agents run portal campaigns alongside Ylopo, using each channel for what it does best.
The real cost comparison
| Feature | Portal leads | Pay-at-closing | Organic only | Ylopo platform |
|---|---|---|---|---|
| Cost Per Lead | $75-150 | 30-35% commission | $0 upfront | $6-25 |
| You Own It? | No | No | Yes | Yes |
| Time Required | Medium | Low | Very high | Low |
The modern approach with Ylopo gives you options.
You own your leads, which builds long-term equity.
You pay less per lead. Automation handles time-intensive follow-up.
And this does not mean abandoning portals if they work for you.
It means having choices about where your marketing dollars go and building assets you control.For seller leads specifically, traditional approaches cost $75-150 per lead with multiple agents competing.
Ylopo delivers them at $25 with no competition, using professional AVM data that positions you as more credible than consumer tools.
Agents using this combination report 350% ROI on seller leads. 461% overall ROI in year one.
Consistent $6 average cost per lead across owned channels. These are actual results from agents running this playbook, often alongside their existing portal relationships.
Which probably sounds good in theory. But how does this actually work day-to-day?
What this looks like in practice
The most successful agents build systems with multiple lead sources working together.
Foundation layer: Google Business Profile updated weekly. Content-rich website with local SEO. Email list with nurture campaigns. Strong CRM connecting everything.
Relationship layer: Consistent social media following the 80/20 rule. Monthly sphere outreach. Weekly open houses and networking. Strategic partnerships with complementary professionals.
Risk-free layer: ReadyConnect or similar platform. HomeLight or Rocket Homes if you qualify.
Technology layer: Ylopo AI² for engagement and qualification. Ylopo's dynamic remarketing to your database.
Ylopo's Google Live Transfer Leads. Integrated CRM with behavioral tracking and lead scoring.
Monthly investment for Ylopo runs variably depending on your ad spend. This sits alongside whatever portal spend works for your business.
Some agents use Ylopo to completely replace portal costs. Others use it to diversify and reduce portal dependency while keeping their best-performing portal campaigns active.
Compare that baseline investment to buying 20 Zillow leads at $75-150 each, which costs $1,500-3,000 monthly with no ownership, no equity, and constant competition. The comprehensive approach generates 50-100+ leads monthly that you own completely.
Requires far less time through automation and builds an asset that has value even if you decide to sell your practice someday.
So the question becomes whether you want all your lead generation in one basket, or whether building owned channels makes sense for your business model.
Where to go from here
Ylopo helps agents build owned lead channels that work alongside or replace portal spending.
Our AI-powered platform combines dynamic Facebook remarketing, Google Local Service Ads, and 24/7 lead engagement to deliver leads at $6-25 each instead of $75-150.
Agents using Ylopo report 461% ROI in year one and 5X database response rates. Whether you want to supplement your portal leads or build a completely owned system, we have the tools and proven track record.
Start building your owned lead channels today. Visit Ylopo.com to see how our platform can transform your business.
Aaron Franklin
Head of Growth
Aaron "Kiwi" Franklin is the Head of Growth at Ylopo and a serial technologist and entrepreneur who has over 25 years of experience creating digital solutions for major brands and pioneering companies where technology and real estate meet. His depth of expertise stems from leading development of the first website for Apple to founding a global community of over 1,000 elite athletes.