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Lead Gen | 10 minute read

How To Use 'Lead Magnets' to Attract Real Estate Leads

Sammy Harper May 27, 22

If you're looking for new ideas to *attract* real estate leads, it might be time to create your first lead magnet.

What is a lead magnet?

A lead magnet is a valuable resource that you offer in exchange for a person's contact information. One common lead magnet that you've probably encountered before is a Home Buyer's Guide. A real estate team will include a button or link on their website to "download the guide." Clicking that button will bring visitors to a landing page, where they'll find more information about the resource, as well as a form to fill out. 

The presence of the form is what makes a lead magnet different than any old PDF you make available on your website. Because in order for a person to access your download, they must first provide their name and email address.

It's a win-win. The consumer gets a super valuable free resource. And you, the real estate agent, get a new contact to add to your lead nurturing drip campaign.

What are some examples of real estate lead magnets?

Lead magnets come in many forms, although they are always digital content that can be found online. Below are some types of lead magnets and examples.


A guide or ebook, downloadable as a PDF, is a classic lead magnet. You can create it yourself using a free tool like Canva, or enlist the help of a graphic designer. If writing isn't your strong suit, you might also consider hiring a professional copywriter to make sure your words are presented in a clear and engaging manner.

Here are some examples of guides or ebooks you might create:

  • Your Guide To Selling A Home In Denver
  • The First-Time Home Buyer Guide
  • Everything You Need To Know About Buying A Historic Home In DC
  • The Downsizing Guide for Empty-Nesters


If writing a multi-page guide feels like too much, start small with a one-pager checklist. A lot of checklists are used after a lead becomes a client, so think about what types of checklists might attract prospective clients. Here are some ideas for reaching leads who haven't yet chosen a realtor: 

  • Checklist: 10 Questions To Ask A Real Estate Agent Before Hiring Them
  • Checklist: 10 Questions To Ask Your Lender Before Hiring Them
  • Preparing To Sell Checklist: 25 Tasks for Decluttering, Cleaning, and Blank-Slating Your Home

Subscription to weekly market reports

Anyone looking to buy or sell a home within the next two years is going to have an interest in the local housing market. This type of lead magnet works a little differently than a downloadable checklist or ebook. Instead of downloading something, the lead is subscribing to weekly emails.

A few tips for making your weekly market reports a compelling offer:

  • Collect local data. National housing market data is irrelevant to what's going on in your town.
  • Be consistent in the way you gather and present the data. Always focus on the same 2 or 3 statistics, gather the data at the same time each week, and send those emails on a consistent schedule.
  • Don't just throw a bunch of numbers at your audience. Explain in your own words what those stats mean and how they affect buyers and sellers.
  • Present the data in a compelling manner. Figure out if your audience would prefer video, infographics, or just plain text.

Home valuation reports

A great way to generate seller leads is to offer a free home valuation. Create a call-to-action button on your website that invites homeowners to "Find out what my home is worth." A simple landing page with a form can collect their address, name, and email address, as well as their timeline on how soon they'd like to sell. 

Related:  Firepoint users have access to a built-in home valuation feature!

Educational webinars & videos

This lead magnet idea is a two-for-one. The first lead magnet is your one-time live webinar. People register to attend (giving you their contact info); and you present your information, demonstrating your expertise while also getting an opportunity to engage with attendees and answer their questions.

Then, you take the recording of the webinar and use it as an additional—and permanent—lead magnet that even more people can access.

4 Tips for Creating Effective Lead Magnets

1) Know your target audience.

The first step to creating an effective lead magnet (and any piece of content, really) is identifying and understanding who you want to reach. Maybe you're a new agent focusing on first-time buyers. Maybe your top priority is getting listings. Maybe you have a passion and expertise in helping military families.

Once you've decided who you want to attract with your lead magnet, you can begin to brainstorm content ideas.

2) Make it relevant.

 What challenges does your target audience face? What are their most common questions? When you're deciding what knowledge you want to share through your lead magnet, it's important to choose a topic that is relevant to your target audience. Your target audience will also dictate which form your lead magnet will take—would they prefer to read a guide or watch a video?

3) Make it valuable—and be specific about the value.

Digital marketing expert Neil Patel has a lot to say about lead magnets, and one piece of advice that really stuck out to me was his reminder to be specific about the value your free resource will provide.

Your buyers guide could be chock full of valuable information, but if you give it a bland title like "Home Buying Guide" and no further description, don't expect a lot of downloads.

The title of your lead magnet needs to be specific and compelling. A better title would be something like "10 Things Every Buyer Needs To Know About The Denver Housing Market." This title tells people a lot more—they know they'll get 10 important takeaways, and they know it is information specific to buying a home in Denver.

4) Don't skimp on design quality.

You don't want to disappoint your leads with a poorly produced lead magnet. Typos, rambling sentences, amateurish design, and cheesy graphics will make your leads regret downloading your resource and giving out their email address. (It will also make them question your standards as a real estate agent—"If they think this ebook looks good, how can I trust their taste in homes?!")

Canva is a great tool for DIYing your own ebooks, checklists, infographics, and other print materials. There are tons of beautiful templates that make it easy to create a professional-looking resource.

But if you need help, hire a designer and/or writer so you can make a favorable first impression!

Lead Magnets for Real Estate Agents: A Quick Recap

Okay, let's review what we've learned.

A lead magnet is a valuable resource that you offer to people for free—all they have to do is fill out a form with their name, email, and maybe a few other bits of information about themselves. The resource should be relevant to your target audience—you'll attract the people you need to grow your business, and they'll proactively find that resource as they search online for answers to their questions. 

Common real estate lead magnets include guides/ebookschecklists, free home valuationsmarket reports, and educational webinars/videos.

To see some real-life examples of effective real estate lead magnets, check out this article on the Realvolve blog: 6 Enticing Giveaways That Will Attract Real Estate Leads.

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Click here to download the guide: The Rule of Three

About Sammy Harper

Sammy Harper is a content writer at Firepoint & Realvolve. Her nine years of digital marketing experience include SEO, email marketing, social media, and blogging. Fascinated by the real estate indust...

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