The Good, the Bad, and the Reality That Some Leads Will Be Trash
Written by Devone Richard, Real Estate Broker
🚨 The Lead Generation Myth Many Realtors Believe
One of the biggest misconceptions in real estate is that there’s a magical source of “perfect leads.”
Agents often believe that if they just find the right platform — whether it’s Zillow, Google ads, or Facebook — every lead will turn into a deal.
That’s not how lead generation works.
Paid online leads are a numbers game.
Some leads will be serious buyers and sellers.
Some will be months away from making a move.
And yes…
Some leads will be completely useless.
But the agents who understand how to manage online lead systems are the ones building consistent pipelines.
🧠 The Three Platforms Realtors Should Focus On
Most successful agents running online ads today focus on three main platforms:
1️⃣ Google PPC
2️⃣ Facebook Ads
3️⃣ Bing Ads
Each platform serves a different purpose in the real estate lead funnel.
🔍 Google PPC: The Intent-Based Lead Machine
Google Pay-Per-Click advertising is powerful because it captures people who are actively searching.
Examples of searches include:
- “homes for sale in Pasadena”
- “Las Vegas real estate agent”
- “sell my home fast in Los Angeles”
These users already have intent.
That makes Google PPC one of the most valuable lead sources.
But there’s a catch.
Google leads can be expensive depending on your market.
Competitive areas like Los Angeles and Las Vegas often have high bidding costs.
Still, when managed correctly, Google PPC produces high-quality inbound inquiries.
📱 Facebook Ads: The Awareness Engine
Facebook works differently from Google.
Instead of capturing existing search intent, Facebook ads create awareness.
This allows agents to target people based on:
- location
- income levels
- homeownership status
- life events
- demographic patterns
Facebook is especially effective for:
- home valuation ads
- listing promotion
- relocation campaigns
- community awareness
But Facebook leads often require longer follow-up cycles because users may not be ready to transact immediately.
💻 Bing Ads: The Underrated Platform
Many agents overlook Bing.
That’s a mistake.
Bing ads often cost less than Google ads, and the platform has strong visibility with certain demographics.
In particular, Bing tends to capture users who are:
- slightly older
- financially established
- browsing through Microsoft products
For agents running paid advertising, Bing can be a low-cost addition to a lead strategy.
⚠️ The Reality: Some Leads Will Be Trash
This is the part many agents struggle to accept.
When you run online lead generation, you will inevitably receive leads that are:
- curious browsers
- people with unrealistic budgets
- renters with no immediate plans to buy
- individuals who stop responding
It happens to everyone.
Even top teams deal with these situations.
Lead generation is not about perfection. It’s about pipeline volume.
The agents who win are the ones who accept this reality and continue working the numbers.
🔄 Why Follow-Up Is the Real Conversion Tool
Most online leads do not convert immediately.
In fact, many buyers take months before making a move.
That means successful agents rely on systems such as:
- CRM follow-up schedules
- email nurture campaigns
- periodic check-in calls
- automated property alerts
Without follow-up systems, even the best leads eventually disappear.
📊 The Agents Winning With Online Leads
Across competitive markets like Los Angeles, Pasadena, and Las Vegas, the agents succeeding with online leads tend to follow a few consistent habits:
✔ they respond quickly
✔ they follow up repeatedly
✔ they track lead sources
✔ they adjust advertising campaigns
✔ they stay patient with long timelines
Lead generation is not about getting lucky.
It’s about managing the funnel.
🚀 Final Thought
Online advertising has become one of the most powerful lead generation tools available to real estate professionals.
Platforms like Google PPC, Facebook Ads, and Bing can create a steady flow of opportunities.
But agents must remember one key principle:
Not every lead will be great — and that’s part of the system.
The goal is not to eliminate bad leads.
The goal is to build a pipeline large enough that good leads consistently appear.
Because in real estate…
the agents who control their lead flow control their income.
—
Devone Richard, Real Estate Broker
