Disclaimer: The contents of this article are industry best practices which were sourced from StreetEasy data and interviews with our Agent Advisory Board, unless noted otherwise. Any scripts provided are only meant to act as examples and are not required. Nothing in this presentation is intended to be legal advice. For specific questions about any duties or obligations arising out of a real estate transaction, check your local and state licensing laws and regulations, contact your broker, or an attorney.
With its high real estate prices, New York City attracts many agents seeking a lucrative career — and for good reason. In May 2024, the median sale price of a home ranged from $575,000 in the Bronx to $1.2 million in Manhattan, representing sizable potential commissions. But don’t forget, closing exciting deals starts with the not-as-fun task of generating leads, which can be tricky in NYC’s highly competitive market. If you’re looking for ways to generate real estate leads, here are 10 ideas to consider.
1. Compare brokerages
You may be surprised that an agency’s size can impact how you find leads — from the level of training and ongoing support you receive, to the network you can access. For example, bigger brokerages tend to offer more freedom to build your own brand. Their name and reputation may also help boost your credibility with potential clients. On the other hand, smaller agencies may give you more opportunities to connect with experienced agents and make local connections to grow your book of business.
So before joining a brokerage, consider taking a step back and thinking about your preferences. You may even want to chat with agents from boutique agencies and big-name brokerages to get a feel for the differences.
2. Choose open houses over networking events
Real estate networking events can be costly and time-consuming. Plus, many people are there to sell something rather than build long-term, mutually beneficial connections. Your time and marketing dollars are precious, so why not consider attending or hosting open houses instead? This allows you to see what’s on the market, meet other agents, and connect with potential clients.
3. Don’t dismiss small commissions
There’s something to be said for avoiding deals that take up a lot of time and yield a small return — but be wary of taking that line of thinking too far. Overlooking a deal simply because of a small commission may cause you to miss out on future opportunities. You never know which deals could lead to a repeat client, referral, or bigger deal later on.
4. Position yourself as a thought leader
NYC buyers and sellers are looking for agents who stand out from the competition. One way to do that is by establishing yourself as a thought leader. For many agents, this means staying up-to-date on the latest market trends and sharing your unique insights publicly. You can keep track of the NYC market with resources like market reports from StreetEasy® and our Data Dashboard. Then, all that’s left is to showcase your expertise, perhaps by sharing your thoughts on LinkedIn, other social media platforms, or a newsletter.
5. Start a newsletter
An agent newsletter is a great place to highlight your expertise. It also allows you to show up regularly in your prospects’ inboxes without coming across as too salesy. If you fill your newsletter with high-quality content — like helpful buying and selling tips, market reports, and enticing listings — your readers will look forward to your emails and may think of you when they’re ready to buy or sell. Not sure what to include in your newsletter? See our 10 content ideas for your real estate newsletter for inspiration.
6. Lean into your expertise
We won’t lie to you — agent competition in NYC is fierce. To stand out, you’ll want to showcase your NYC-specific real estate experience, from property types and neighborhoods to even certain buildings. You can highlight your knowledge and experience in places like your agent bio, social media, newsletter, and other marketing materials.
You can also lean into your NYC real estate expertise by joining StreetEasy Experts. The program allows you to connect with prospects in need of your exact experience, while you receive support from a dedicated Business Advisor. Plus, you only pay when you close a deal!
7. Advertise on the right platforms
You might be bombarded by real estate platforms urging you to advertise with them. But before you take the plunge, it’s a good idea to do your research. We recommend checking the platform’s audience size and quality, payment structure, and success rate.
For example, StreetEasy and Zillow Group’s other consumer brands have on average 70% of market share for the online real estate category in New York. This means you’re accessing a large audience of potential leads when you join Experts or advertise with Featured Listings.
8. Tap your current leads and clients
Sometimes the best source of new leads are the ones you already have. Try reaching out to your current leads to see if they know anyone else who’s in need of a real estate agent. And while you’re at it, ask your existing clients if they’re looking to buy or sell again, or know someone who is.
9. Embrace social media
According to a report by the National Association of REALTORS®, more than half of realtors say they get quality leads from social media, with the most popular platforms being Facebook (90%), Instagram (52%), and LinkedIn (48%). TikTok is quickly growing in popularity, too, so consider posting videos there featuring home tours, real estate tips, or NYC market updates. When choosing which social media platforms to use, it’s a good idea to research which ones your ideal clients spend the most time on and the kind of content they enjoy consuming.
10. Make local connections
Some of the most valuable real estate connections are made organically. Consider engaging with the community by joining local organizations (even if they’re not related to real estate), volunteering, and frequenting small businesses. These activities allow you to give back to the community and build long-lasting connections that may turn into deals later on.
StreetEasy is an assumed name of Zillow, Inc. which has a real estate brokerage license in all 50 states and D.C. See real estate licenses. StreetEasy does not intend to interfere with any agency agreement you may have with a real estate professional or solicit your business if you are already under contract to purchase or sell property. StreetEasy Experts are third-party real estate agents (licensees/professionals, etc.) who are not licensed with Zillow, Inc.
