Real Estate Leads That Pay at Closing

1. Opcity (Realtor.com / ReadyConnect Concierge)

Overview:
Owned by Realtor.com, Opcity is a referral platform that connects pre-screened leads to agents in real time. Leads are vetted by a call center and passed only to agents who opt-in quickly.

How It Works:

• Leads are delivered via text/app alerts
• You “claim” the lead and work with them
• If the lead closes, you pay a referral fee—usually 30–35%
• Opcity stays involved with periodic follow-up and reporting

Pros:

• Leads are phone-verified and ready to engage
• No upfront costs
• Easy way to grow your pipeline

Cons:

• Highly competitive; agents must respond in seconds
• Referral fees reduce your net income
• Leads are often shared in larger metro areas

2. HomeLight

Overview:
HomeLight uses data to match buyers and sellers with top-performing agents in their local market. They offer both buyer and seller leads with no upfront cost.

How It Works:

• You create a HomeLight profile and verify your sales history
• When a lead is matched to you and closes, you pay a 25%–35% referral fee
• Seller leads are often more common, depending on market demand

Pros:

• Easy setup
• Attracts motivated sellers
• No advertising costs

Cons:

• Must maintain a solid closing history
• High competition among agents
• Large cut of commission goes to HomeLight
• 
  

3. UpNest

Overview:
UpNest allows sellers and buyers to compare multiple agent proposals. Agents compete for business by submitting their offers, marketing plans, and commission rates.

How It Works:

• Leads are distributed to agents based on location and preferences
• Agents submit a competitive proposal
• Once selected and the deal closes, UpNest takes a 30%–35% cut

Pros:

• Performance-based lead generation
• Popular with price-conscious sellers
• More opportunity to show your value in a proposal

Cons:

• Often a “race to the bottom” in commission cuts
• Can be hard to compete if you don’t lower your fee
• Referral fees add up quickly

he Problem With Paying 30–40% of Your Commission Per Lead

While pay-at-closing leads can be helpful—especially early in your career—they come with drawbacks:

• You’re not building your brand—you’re building theirs
• You’re always dependent on someone else for clients
• The cost per sale is higher than running your own ads
• You often compete against multiple agents per lead
• Referral fees compound quickly—doing 10 deals could cost you $30,000+

So what’s the alternative?

Why You Should Create Your Own Online Marketing Strategy

Building your own lead generation system means you’re not renting leads—you’re owning the pipeline. It might take more time or upfront cost, but the long-term return is exponentially higher.

Here’s why creating your own strategy is better:

1. Lower Cost Per Closing Over Time

Running your own PPC ads, using SEO to rank organically, or leveraging social media marketing gives you predictable, scalable, and much cheaper cost per closing.



For example:

• Zillow or Opcity lead referral fee on $10,000 commission = $3,000 (30%)
• DIY Google PPC ad cost to close = $500–$1,000
• Organic SEO blog post that ranks for “homes in Frisco” = Free after it ranks

The more you invest in your own funnels, the lower your cost per sale becomes.

2. You Build Your Personal Brand

People trust people—not platforms.

When leads come directly to your website, YouTube channel, or social media page, they remember you. Your marketing positions you as a local expert and increases your referrals.

Referral leads don’t care what company you're with—they care that they’ve seen your videos, read your blog, or heard about you from others.

3. You Control the Quality and Volume

Platforms like Opcity send you whatever leads they get. But when you run your own campaigns, you can:

• Target specific price points
• Focus on buyers or sellers
• Choose your farming area
• Control your daily budget and scale over time

This level of control gives you predictability—something every top-producing agent wants.

4. You Build an Asset

Every blog post, YouTube video, social profile, and Google review you build is digital real estate that works for you 24/7. It compounds over time—meaning more leads, more sales, and more freedom.

You’re not just chasing deals—you’re building a business.

How VIP Realty Can Help You Generate Your Own Leads

At VIP Realty, we believe agents deserve better than a 30–40% cut of their hard-earned commission.

That’s why we provide our agents with:

✅ In-House Digital Marketing Team

We run Google Ads, SEO pages, and social media marketing to generate leads in your market. You don’t need to be a marketing expert—we handle it.

✅ Your Own Branded Website or Page

Showcase your listings, collect leads, and build trust online.

✅ Weekly Agent Training

Learn how to convert leads, create YouTube videos, run social ads, and follow up effectively.

✅ 100% Commission Model

Keep your full commission—with no splits or crazy referral fees. Just $99/month and $250 per transaction.

✅ Video Production

We help you produce agent bio videos and more to boost your online presence.

Final Thoughts: Own Your Pipeline—Don’t Rent It

Real estate lead platforms like Opcity, HomeLight, and UpNest offer convenience—but at a high cost. Paying 30–50% per deal adds up fast.

Yes, pay-at-closing leads are helpful, especially for newer agents. But the ultimate goal is to control your own lead flow, lower your cost per sale, and build a brand that keeps clients coming back year after year.

At VIP Realty, we give agents the tools, marketing, and support to make that happen—without taking a huge cut.