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How To Get Seller Leads At Any Budget

by Apr 26, 2021

Don’t you wish you could get free seller leads? As listings have become more scarce, many agents pay up to $45 a month for software that provides Comparative Market Analysis reports (CMAs) just to attract more seller leads. While free seller leads for real estate may be fiction, agents can attract listings inexpensively with the right strategy. Today, we’ll explore how you can use free CMAs to attract more seller leads.

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Cost of Automatic CMA Software

Automatic CMA software often cost hundreds of dollars a year.

How Do CMAs Fit Into a Seller Lead Strategy?

We often talk about attracting new leads in marketing. In other words, we offer something our target clients are likely to find valuable to draw them in. Then we can move them to the next stage of the sales process. So if we want more sellers, we need to have something they want.

Look at sites like Zillow, and you’ll quickly realize that people want information about their homes’ values. That’s where the CMA comes in. We provide value by estimating their home value, and then our leads start thinking about the possibilities. For instance, what if we could cash in on our home’s value? Or what if we could downsize and simplify our life? What if we were able to upgrade to a nicer home? In turn, these thoughts can move potential leads towards ultimately listing their home.

In short, your CMA jumpstarts a conversation with people who are in the ideal state of mind for listing.

How Do I Get a Free CMA For a Potential Seller?

Lots of companies try to sell agents on software that will generate CMAs, but most agents don’t realize that they can easily create CMAs for free. As a member of the National Association of Realtors® (NAR), you have free access to the Realtors Property Resource (RPR) app. The RPR can create a seller’s report in just a couple of minutes. Here’s how.

Generating a Seller Report in RPR

  1. First, log in to your RPR account: https://www.narrpr.com/. RPR can also be accessed as an app on Android and iOS devices.
    RPR Login Screen

    Source: narrpr.com

  2. Next, click the ‘Reports’ tab. You can find this in the upper right-hand corner on desktop devices.
    building an RPR seller report

    Source: narrpr.com

  3. Enter the seller’s address.
  4. Then select the Report Type. For a basic CMA, you can use the seller’s report.
  5. After choosing the type of report, select the elements you want to include in your report. Remember, you’re trying to start a conversation so don’t overwhelm the client with too much information. Save the comprehensive 85-page report for your impressive listing presentation! Instead, we suggest sending a report that’s approximately 6-10 pages long, with only the most relevant information like:
    • Subject Property Summary (including listing price, estimated value changes, and comp analysis result
    • Your comps
    • Market Activity: Active Listings
    • Market Activity: Recently Sold
  6. You can also include custom pages like your biography or customer testimonials by attaching PDF files to the beginning or end of the report. These can be saved for reuse on other CMAs to save time, too. Simply click “Manage Custom Pages,” and upload your PDF file.
  7. Finish up your CMA with a tailored message inviting your lead to get in touch for a listing presentation. Now you’re ready to send!
    Add custom pages

    Source: narrpr.com

  8. Last of all, enter the recipient’s e-mail and click “Run Report.”

How Do I Get People to Request Their CMA?

A free home valuation can be a powerful tool for attracting new listings, but you also need a strategy for making people aware of this service. Otherwise, they will default to using familiar tools like Zillow’s Zestimate to get their home values.

Using Facebook To Get Free Seller Leads For Real Estate

If you want free seller leads, you should start by offering free CMAs on Facebook. You can create a post or story offering an analysis on your followers’ potential selling price. You’ll probably want to ask followers to direct message you their requests on Facebook since they may be less willing to ask for a CMA publicly.

Another low-cost option is to create a home valuation request page where people can submit their requests. Services like Home Value Leads Tool provide great value here. This service gives you a landing page that automatically captures their contact info when they request a home value report, so you can easily follow up. As a bonus, Home Value Leads Tool also posts to your Facebook page automatically to encourage users to request a CMA.

Advertise Your CMA Offer

A regular Facebook post is free, but, more than likely, your post or story will only reach a few dozen people at most. To reach more people, you’ll want to advertise your free CMA offer on a large network like Facebook.

Members of the Real Estate Agent Directory, can advertise on Facebook easily using their brand new ad builder. The builder streamlines the process of advertising on Facebook by providing the imagery, suggested ad text, and even a landing page for you. Best of all, the you have complete control over the cost and duration of your ad campaign.

Facebook Ad Builder for seller leads for Real Estate

The Ad Builder Tool makes it simple to advertise on Facebook.

If you don’t feel comfortable setting up ads or you don’t have the time, you can always hire a marketing professional to launch and maintain campaigns for you, too. For instance, the Turnkey Suite service includes the Home Value Leads Tool plus an account manager who can set up Facebook ads for you (your ad budget is included in the cost).

The Bottom Line

As a real estate agent, you have enough costs eating into your profit margins, so why spend money where you don’t need to? By combining the free reports available in RPR with the Home Value Leads Tool, you could save almost $500 every year. That’s money you could be investing in reaching more leads and growing your business.


Home ASAP is not affiliated with or endorsed by Realtors Property Resource® or the National Association of Realtors. This information is provided solely for your convenience, and Home ASAP does not guarantee the accuracy of any information provided by RPR. Trademarks are owned by their respective holders.

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Meet the Author

Jonathan earned his Masters in Mass Communications from the University of Florida. He specializes in online communications and web design. When he’s not developing marketing strategies, he enjoys hiking and playing the guitar.

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