The Ultimate Guide to Real Estate Lead Magnets

Jan 22, 2024

Real Estate Lead Magnets are an incredibly useful tool. When you’re building out a marketing strategy for real estate, in the Join section of the Wheel House Marketing Framework. As in, how do you get people to join your database, you need some lead magnets.

All a real estate lead magnet is, is something of value you can give to a consumer in exchange for their contact details. It just has to overcome the pain barrier between “I want this information” and “this information seems to be valuable enough that I’m willing to have a sales person reach out to me.” 

For some that barrier is higher than others. Your lead magnet should be as much value as you can pack into something short. Most people getting a lead magnet don’t know you yet so they’re less likely to engage in something long.

That’s not a hard and fast rule, if you can pack great value into content that could be 40-50 pages or even 45-60 minutes as a video, people will consume. This only works if you sell the value of it really well and then jam pack it with value.

The great part about a lead magnet for your business is always having something to invite people to. Wherever you are meeting people, whether it’s a paid ad, an open house, or at the grocery store, you have assets you can offer anyone at any time so you can easily follow up with them.

The most common you see in real estate are the list of homes and home evaluations. Those aren’t the only ones. There’s a lot of ways you can create lead magnets of value. Here’s some of most popular options with examples:

Types of Real Estate Lead Magnets for REALTORS


A simple printable checklist that will help them accomplish a goal. Does not need to be more than 1-3 pages. Here are some examples of checklists you could create:

  1. Moving Checklist: A detailed checklist for people who are planning to move.
  2. Home Inspection Checklist: A list of things to check in a home before buying.
  3. Home Staging Checklist: A checklist for sellers to help stage their homes for showings


Ebooks are what most people think of when they think of lead magnets for REALTORS. A simple PDF with great information. You could go in a million directions with this one but here’s some simple ideas for you:

  1. Home Buying 101: An ebook guiding first-time homebuyers through the process.
  2. The Art of Selling Your Home: An ebook with tips and tricks on how to sell homes faster.
  3. Investing in Real Estate: An ebook about the basics of real estate investment.


Webinars aren’t always easy to pull off well but they’re a great tool on the conversion side. Some do live webinars and others do pre-recorded that play continuously. We recommend doing them live at least until you have the process nailed and conversions from it. Then once you have it dialed in, you can start promoting recorded webinars.

Here are some webinar topics you could try:

  1. First Time Home Buyer Mistakes: A webinar discussing common mistakes and how to avoid them.
  2. How to Price Your Home: A webinar for sellers on how to price their homes competitively.
  3. Real Estate Investment Strategies: A webinar exploring different real estate investment strategies.


A mini-course is often very similar to a webinar but usually multiple videos broken up into segments. 

  1. Home Buying for Beginners: A mini-course guiding potential buyers through the home buying process.
  2. Selling Your Home: A mini-course providing practical tips for home sellers.
  3. Real Estate Investment: A mini-course on the basics of investing in real estate.


Give people templates to help them with either understanding something better OR to help them accomplish a specific goal.

  1. Home Evaluation Template: A template to help sellers evaluate their homes before listing.
  2. Home Offer Template: A template to help buyers understand how offers are put together.
  3. Home Inspection Template: A template to help buyers conduct a home inspection.


These toolkits are made up of multiple pieces of content, much of which can be templates that we just spoke about above. Real estate lead magnets are easier when you’re leveraging pieces you already have to create more.

  1. Home Seller’s Toolkit: A collection of resources for sellers including staging tips, pricing guides, and marketing materials.
  2. Home Buyer’s Toolkit: A toolkit for buyers including a list of common terms, negotiation strategies, and mortgage planning resources.
  3. Property Investor’s Toolkit: A collection of resources for property investors including market trend analyses, property evaluation tools, and investment strategy guides.


Quizzes can take longer to build out but they’re a great way to get people to engage. You have them answering questions, they’re more engaged, and looking for a specific outcome that can help them. 

  1. Home Buying Readiness Quiz: A quiz to assess a potential buyer’s readiness and knowledge about the home buying process.
  2. Home Selling Savvy Quiz: A quiz for sellers to test their knowledge about the home selling process.
  3. Real Estate Investment IQ Quiz: A quiz to test knowledge and readiness for real estate investment.

Cheat Sheet

Think of cheat sheets on something they could print out on their wall or leave on their desktop to reference. Something that helps them as a useful reminder from time to time.

  1. Home Buying Cheat Sheet: A quick reference guide on the key steps in the home buying process.
  2. Home Selling Cheat Sheet: A compact guide on essential tips for selling a home.
  3. Real Estate Investment Cheat Sheet: A handy reference on important considerations and strategies for real estate investment.

Case Study

Case studies are great for people looking for a specific outcome but aren’t confident in how to achieve it. They can look at how someone else in the same position was able to go from where they are now to where they want to be. Every Realtor should have a few of these made for the common client types they work with.

  1. Successful Home Buying Case Study: A detailed analysis of a successful home buying process, highlighting key decisions made along the way.
  2. Home Selling Success Story: A case study of a successful home selling process, with insights into effective marketing and negotiation strategies.
  3. Property Investment Case Study: A detailed review of a successful real estate investment, exploring strategy, execution, and returns.

Exclusive Video Content

Simple videos they can’t get anywhere else that are packed with value. No marketing fluff. Just straight value for as much of the video as possible.

  1. Home Buying Guide Video: A series of exclusive video content guiding first-time homebuyers through the process.
  2. Home Selling Tips Video: Exclusive videos with tips and tricks on how to sell homes faster.
  3. Real Estate Investment Strategies Video: A series of exclusive videos exploring different real estate investment strategies.

Resource List

Super simple to create, a list of things that can help them. Resource lists are valuable to people in specific situations. There’s a lot of ways to approach it so we listed a few examples below.

  1. Essential Real Estate Websites: A list of useful websites for both buyers and sellers for market trends, property listings, and home improvement tips.
  2. Real Estate Book Recommendations: A list of must-read books for understanding the real estate market, investment strategies, and property laws.
  3. Local Home Services Providers: A list of trustworthy service providers in the area, such as home inspectors, movers, and renovation contractors.

Calculator or Tool

The Zestimate was one of the best real estate lead magnet examples you can see. It drove a ton of success for Zillow early on. 

  1. Mortgage Calculator: A tool for potential buyers to calculate their mortgage payments, considering the principal, interest rate, and loan term.
  2. Home Affordability Calculator: A tool for buyers to determine how much they can afford to spend on a property.
  3. Return on Investment (ROI) Calculator: A tool for property investors to calculate the ROI on their real estate investments.

Swipe File

Put a small collection of pieces that are valuable for the consumer for a specific situation. This isn’t advice. This is something specific they can take and use today.

  1. Negotiation Emails: A collection of emails that have successfully led to a decrease in the property asking price.
  2. Want to Buy Your House: A collection of effective real estate emails and letters for inspiration on reaching out to homeowners not on the market to consider selling..

Behind-the-scenes look

In depth behind the scenes look at specific processes and situations. How you do something. You’re basically promising a backstage pass to your “secret sauce.” 

  1. Home Staging Process: A behind-the-scenes look at how professional home stagers transform a property for viewings.
  2. Real Estate Investment Analysis: A behind-the-scenes look at how an investor analyses a property for investment.

Event Tickets

Got tickets for something? Home shows are really popular. Local events. You offer tickets in exchange for their contact information to speak with them further.

  1. Local Real Estate Networking Event Tickets: Offering tickets to a local real estate networking event where potential buyers or sellers can meet professionals and learn more about the market.
  2. Home Staging Workshop Tickets: Offering tickets to a home staging workshop where sellers can learn how to present their home in the best way possible.
  3. Real Estate Investment Seminar Tickets: Offering tickets to a seminar where potential investors can learn about different investment strategies.

Expert Interview

Reach out to an expert that your core audience would want to hear from and have them register to attend. These can be in-person or online. 

  1. Interview with a Successful Home Seller: An interview with a seller who successfully sold their home sharing their experiences and tips.
  2. Interview with a Real Estate Investment Expert: An interview with an expert in real estate investment, discussing strategies and common mistakes to avoid.
  3. Interview with a Home Staging Professional: An interview with a professional home stager, sharing their tips and tricks.

Real estate lead magnets come in many different shapes and sizes. As you can see above you can take a ton of different approaches. You can leverage tools like ChatGPT to help you create them faster but don’t rely on AI for the final content. You want your lead magnet to be unique to you. Something they can get anywhere else.