In an recent RealTrending podcast interview, Redfin Chief of Real Estate Services Jason Aleem described how the model is evolving more than a year after Rocket acquired the brokerage. Redfin Next now sits alongside Rocket’s mortgage pipeline and Redfin’s Agent Virtual Assistant, broadening the package beyond compensation.

How Redfin Next works

Redfin Next replaced the company’s salary-heavy compensation system with variable, commission-based pay while keeping lead agents as employees. After testing the program in several markets, Redfin expanded it nationwide in October 2024.

Agents can earn splits as high as 75%, but the maximum is not paid on every closing. Lead agents also retain medical, dental and vision coverage, a 401(k) match and other employee benefits.

The company covers MLS dues, licensing fees, mileage, payroll taxes, continuing education and listing expenses. That package differs from the typical independent-contractor arrangement, in which agents generally carry more of their own business expenses.

What Redfin’s pay report found

In its first-year compensation analysis, Redfin reported that average agent income increased 14% to $138,800 between July 2024 and June 2025. The top 25% averaged $254,100, an 18% increase. The top 10% averaged $338,100, up 20%.

Redfin attributed part of the increase to agents earning 19% more per transaction. It valued benefits and covered expenses at about $32,000 per agent annually, separate from the reported income figures.

The company also said agents on teams averaged $205,274, compared with $122,807 for solo agents. Team membership itself may not account for the entire difference because production level, experience and access to business can also affect earnings. Redfin’s compensation findings have not been independently verified.

Redfin has also linked the plan to recruitment and retention. The brokerage reached 2,200 agents by March 2025 after adding hundreds earlier that year, including established producers from RE/MAX and eXp. Aleem later said attrition among top performers remained in the single digits.

Why Redfin’s infrastructure matters

Rocket’s Redfin mortgage funnel had more than tripled its digital purchase-mortgage leads by March compared with the acquisition’s close, although the company has not disclosed how many became loans. Aleem said some prospective buyers introduced to Redfin agents had already completed mortgage preapproval.

Rocket completed its acquisition of Redfin on July 1, 2025. The integration gives agents another source of prospective buyers alongside customer introductions generated through Redfin’s consumer search platform.

Aleem also said Redfin’s Agent Virtual Assistant helps agents handle routine client communications and draw on internal data when preparing comparative market analyses. Redfin recorded 50,484 transaction sides with 2,284 agents in 2025, or about 22 sides per agent.

What other brokerages should consider

Redfin’s employee model remains unusual. According to the National Association of Realtors’ 2025 Member Profile, 87% of members worked as independent contractors at their firms.

Employing agents can add payroll, benefits and administrative costs. The IRS requires employers to withhold applicable income and payroll taxes and pay the employer portions of Social Security, Medicare and unemployment taxes.

Brokerages evaluating a similar plan should compare cost per lead, agent production, retention, support staffing and covered expenses—not simply commission percentages. They should also separate company-supplied and agent-generated business when modeling revenue because each can carry different acquisition costs and retention value. Without Redfin’s consumer traffic or Rocket’s mortgage pipeline, firms would need enough additional transactions to offset the cost of higher splits or employee benefits.

The post Redfin’s Agent Pay Model Gains Traction — What Other Brokerages Should Know appeared first on The Close.

Rocket posted $2.78 billion in second-quarter revenue and $229 million in net income, according to results reported Aug. 6. The company has not broken out how much of that performance came directly from Redfin, but its latest Redfin-specific figures show substantial growth at the top of the mortgage funnel.

In March, digital purchase-mortgage leads generated through Redfin reached a record and had grown more than threefold since the acquisition closed in July 2025, according to Rocket’s first-quarter results. Rocket has demonstrated that Redfin is producing more mortgage prospects. How many ultimately become closed Rocket loans remains undisclosed.

Redfin is producing more mortgage leads

Rocket completed its acquisition of Redfin on July 1, 2025, after announcing the all-stock transaction at a $1.75 billion equity value. The deal was designed to route Redfin home shoppers into Rocket’s mortgage and related services. Rocket originally projected more than $60 million in annual revenue synergies and roughly $140 million in cost savings from the acquisition.

By February 2026, the company said it had fully realized the $140 million in Redfin expense synergies. Rocket has not similarly broken out results against its $60 million revenue-synergy target.

What Rocket hasn’t reported

Rocket has not publicly disclosed a current Redfin-specific rate showing how many mortgage leads ultimately become closed loans. It also has not broken out customer acquisition costs or profitability for those borrowers. Its consolidated reporting makes Redfin’s standalone financial contribution difficult to isolate after the acquisition, leaving agents, competitors, and investors with lead growth but fewer details about performance farther down the funnel.

Rocket has also added financial incentives to keep transactions within the combined platform. In May, it expanded bundled incentives for customers using Redfin brokerage services and Rocket financing.

New clients can receive up to $12,000 when they buy and sell with Redfin and finance through Rocket Mortgage. Eligible existing Rocket Mortgage servicing clients can receive up to $20,000 under the same combination of services.

How Redfin’s mortgage funnel affects agents

Rocket’s integration with Redfin allows it to reach prospective buyers earlier in the home-search process. A prospect who starts on Redfin may already have a Redfin agent connection, Rocket financing offer, or another relationship within the company’s ecosystem before speaking with an outside agent.

Rocket is widening that distribution beyond Redfin. A three-year alliance with Compass gives Redfin access to additional Compass listings while connecting Rocket Mortgage with another large real estate network.

Agents receiving Rocket- or Redfin-linked prospects should establish the lead source, representation status, and financing relationship early. Tracking those details can help brokerages see whether vertically integrated platforms are changing how buyers enter their pipelines.

The numbers Rocket still needs to prove

Brokerages can track how frequently Redfin- or Rocket-linked buyers enter their pipelines, whether those prospects already have representation or financing, and how often they close. Rocket has shown that Redfin is generating more mortgage leads. It has yet to disclose how many become closed Rocket loans, what those customers cost to acquire, or how much profit the funnel ultimately produces.

The post Rocket’s Redfin Mortgage Funnel Is Growing as Integration Takes Shape appeared first on The Close.

The cuts affect roughly 7% of Zillow’s workforce and follow about 200 job reductions in January. The company is reducing operating costs as mortgages, rentals, and transaction-based agent services grow faster than its traditional residential business.

Why Zillow is cutting jobs

CEO Jeremy Wacksman said the reductions were intended to create a more disciplined cost structure and improve efficiency, according to a report on the workforce reduction. Zillow did not identify the affected departments or functions.

The latest reduction is the company’s largest reported layoff since Zillow eliminated about a quarter of its workforce following the closure of Zillow Offers in 2021. As of Aug. 6, 2026, Zillow had not publicly announced changes to lead distribution, referral terms, or account support following the latest cuts.

Where Zillow’s revenue grew

For Sale revenue increased 14% year over year to $549 million. Residential revenue, which includes agent advertising and software products, rose 7% to $465 million.

Mortgage revenue jumped 75% to $84 million. Zillow Home Loans originated $2.2 billion in purchase mortgages during the quarter, up 95% from a year earlier. Zillow said the origination volume made its lending business a top-25 US purchase lender.

Rentals revenue increased 31% to $209 million. The company reported approximately 79,000 multifamily properties on its rental platform, an increase of about 23%. Adjusted EBITDA rose to $176 million from $155 million, while the GAAP result included the restructuring and impairment costs.

How Zillow’s Preferred shift affects agents

Zillow is moving beyond listing searches and upfront agent advertising by connecting consumers with agents, mortgages, rentals, and transaction software. Under Zillow Preferred, participating agents receive eligible connections without an upfront lead charge and pay a referral fee when a transaction closes.

Wacksman said Zillow generates about 23% more revenue per connection through Preferred than through its traditional upfront advertising model. The figure describes Zillow’s revenue, not an agent’s lead volume, conversion rate, or return on investment.

Agents participating in the program should compare referral fees with their conversion rates and cost per closing. Brokerages should also monitor whether the staff reductions affect account support, implementation, or response times.

More Zillow-generated buyers may enter an agent relationship after beginning the financing process on the platform. Agents should still verify their preapproval and financing status.

Zillow forecasts a softer third quarter

Zillow projected third-quarter revenue of $745 million to $760 million, below its $772 million second-quarter total. Management cited weaker housing and mortgage conditions and delayed revenue recognition under the Preferred pay-at-close model.

The company is cutting costs while expanding mortgages and transaction-based agent referrals. For participating agents, lead quality, conversion costs, and service levels will determine whether the restructuring affects Zillow’s value as a source of business.

The post Zillow Cuts More Than 500 Jobs as Q2 Revenue Rises 18% appeared first on The Close.

Artificial intelligence (AI) tools are quickly becoming the real estate assistant agents didn’t know they needed. They can help draft listing descriptions, create social posts, summarize market data, repurpose videos, improve listing visuals, automate follow-up, and take repetitive tasks off your plate so you can spend more time actually talking to clients.

That said, AI is not replacing the relationship side of real estate. Buying or selling a home is still personal, emotional, and high-stakes. The best AI tools simply help agents move faster, stay organized, and market smarter. To choose the top picks, I evaluated each platform based on pricing, features, advanced tools, ease of use, customer support feedback, and overall usefulness for real estate agents.

Here are my picks for the best AI-powered tools to help with your real estate business:

The Close’s top AI tool picks for real estate agents

Canva: Best for AI-powered design

Pros

• Easy to use
• Large template library
• Works for print and digital

Cons

• Paid plan needed for more advanced tools
• Templates can look generic
• Not built for real estate

The Close Score

4.9

PRICING

3.8

GENERAL FEATURES

4.5

ADVANCED FEATURES

3.9

CUSTOMER SERVICE

1.0

EASE OF USE

5.0

CUSTOMER RATING

4.8

EXPERT SCORE

4.6

out
of

5

Why I chose Canva

Marketing is one of those things agents know they need to do consistently, but it’s often the first to get pushed aside when schedules get busy. Canva helps solve that by making it quick and easy to create professional marketing materials without having to start from scratch. With over 260 million monthly active users, it’s become one of the most widely used platforms for branding and content creation. Canva’s AI-powered design tools streamline the process, allowing agents to generate multiple designs in seconds.

Canva’s AI tools go beyond just speeding things up. The platform helps agents stay consistent with branding, adapting designs across platforms to create polished visuals without advanced design skills. Canva’s versatility and ease of use are what earned it the top spot on this list.

Learn more in our in-depth Canva guide.

Canva pricing

• Free: $0
• Pro: $18 per month, billed annually
• Business: $25 per month, billed annually
• Enterprise: Contact for pricing

Additional features

• Canva AI Assistant: Allows agents to text or voice-direct the AI to generate a design, video idea, presentation, or text.
• Magic Design: When given a prompt or a rough idea, the AI generates a design layout or template.

Manychat: Best for social media automation

Pros

• Strong direct message automation
• Great for lead capture
• Works with several social media platforms

Cons

• Setup takes time
• Advanced tools may cost more
• No listing management

The Close Score

4.9

PRICING

3.2

GENERAL FEATURES

4.6

ADVANCED FEATURES

3.4

CUSTOMER SERVICE

2.5

EASE OF USE

5.0

CUSTOMER RATING

4.7

EXPERT SCORE

4.6

out
of

5

Why I chose Manychat

Social media is one of the most powerful lead sources for agents today, but responding quickly and consistently to every comment, message, and inquiry can feel impossible for busy agents. ManyChat helps bridge the gap by automatically responding to and engaging with prospects who interact with posts, ads, or direct messages. With over 1 million businesses using the platform worldwide, it’s become one of the most widely adopted tools for chat-based marketing and lead capture.

Manychat is a tool I have used, and it is extremely user-friendly. Without AI technical skills, agents can create automated messaging flows to qualify interest, ask key questions, and guide prospects toward booking showings, all within the social platform. For real estate professionals looking to grow their pipeline through social media, Manychat is the best AI option.

Manychat pricing

• Free: $0, Engage 25 contacts per month
• Essential: $14 per month
• Pro: $29 per month
• Business: $69 per month
• Advanced: $139 per month

Additional features

• AI Step: Tools agents can add to workflows that enable the AI to handle complex interactions, including gathering information, generating natural responses, and guiding conversations. 
• Intention Recognition: Allows the AI to understand user intent without relying on keywords, improving response accuracy.

Rechat: Best for real estate-specific AI assistance

Pros

• Built for real estate
• Strong AI assistant
• Marketing and CRM tools

Cons

• No public pricing
• Takes time to learn
• May be too much for solo agents

The Close Score

4.3

PRICING

1.0

GENERAL FEATURES

4.5

ADVANCED FEATURES

4.6

CUSTOMER SERVICE

0.5

EASE OF USE

3.0

CUSTOMER RATING

4.8

EXPERT SCORE

3.4

out
of

5

Why I chose Rechat

Many AI tools can help you write faster or brainstorm ideas, but this one goes further by connecting AI to the way real estate agents actually work. It supports marketing, contact management, listing promotion, deal workflows, and client follow-up, which makes it feel more like an AI-powered operating system than a simple writing assistant.

Rechat earned its place on this list because it is built specifically for real estate professionals. Its AI assistant, Lucy, can help agents draft emails, create marketing materials, manage listings, and support day-to-day workflows. It may be more platform than every solo agent needs, but for agents and teams who want real estate-specific AI support, Rechat offers a strong mix of automation, marketing tools, and industry-focused features.

Rechat pricing

• Contact for pricing

Additional features

• Lucy AI: Lucy is Rechat’s real estate-specific AI assistant, which can draft emails, create campaigns, answer questions, support listing promotion, and help with deal workflows.
• Marketing studio: Agents can create branded marketing materials, social posts, email campaigns, listing promotions, flyers, and other client-facing content in one platform.

CINC: Best for AI lead generation

Pros

• Strong lead generation
• Built for real estate
• IDX websites included

Cons

• Higher starting cost
• Advanced tools cost extra
• No free trial

The Close Score

4.2

PRICING

1.0

GENERAL FEATURES

5.0

ADVANCED FEATURES

4.6

CUSTOMER SERVICE

0.5

EASE OF USE

2.5

CUSTOMER RATING

4.2

EXPERT SCORE

2.9

out
of

5

Why I chose CINC

CINC is one of The Close’s picks for the best real estate lead-generation companies, with its AI capabilities reinforcing its position as a top AI lead-generation platform. The company reports generating over six million leads annually for its clients, highlighting its ability to deliver opportunities at scale. Instead of relying solely on agents to manually follow up with every inquiry, the site engages new leads quickly to keep conversations moving. These immediate responses help capture a lead’s attention while interest is still high.

CINC’s AI tools don’t just focus on first touch. The platform continues to nurture prospects throughout the lead’s lifetime, with behavior-based follow-up. When leads revisit listings, click on properties, or go quiet, they are automatically re-engaged– helping agents stay consistent without added manual effort.

Learn more in our in-depth CINC review.

CINC pricing

• Contact for pricing

Additional features

• Alex: This AI assistant engages leads via text, using human-like scripts to drive leads toward scheduling appointments.
• Generative enhancements: A newly updated system that expands the AI assistant’s communication capabilities, allowing for more creative and adaptive responses.

Lindy: Best for AI workflow automation

Pros

• Saves admin time
• Good for repetitive tasks
• Works with many apps

Cons

• No listing tools
• Can be advanced
• Setup can be lengthy

The Close Score

4.2

PRICING

2.3

GENERAL FEATURES

5.0

ADVANCED FEATURES

2.6

CUSTOMER SERVICE

0.5

EASE OF USE

3.0

CUSTOMER RATING

4.9

EXPERT SCORE

4.6

out
of

5

Why I chose Lindy

Following up with clients is a must for agents, but it can quickly become overwhelming as pipelines grow. Lindy’s AI assistant is built to help manage that pressure, reducing task completion time by up to 70% by automating repetitive workflows. Its custom-built AI assistants can quickly respond to inquiries, sort incoming messages, book showings, and keep conversations moving.

Lindy’s AI assistant moves beyond canned replies, interpreting complex requests, adjusting actions based on context, and carrying out multi-step workflows. The tool is not just an automatic responder; it’s an operational support system.

Lindy pricing

• Plus: $49.99 per month
• Pro: $99.99 per month
• Max: $199.99 per month
• Enterprise: Contact for pricing

Additional features

• Agent Builder: Users can build their own AI agents or assistants using plain-language prompts.
• Autopilot: Agents can operate a virtual computer in the cloud, allowing them to log in to apps, click buttons, enter data, and perform tasks.

Ylopo: Best for AI-advertising

Pros

• Strong AI lead nurturing
• Ad automation
• Helps with lead conversion

Cons

• No free trial
• Setup can take time
• Tools can be complicated

The Close Score

4.2

PRICING

1.0

GENERAL FEATURES

3.9

ADVANCED FEATURES

5.0

CUSTOMER SERVICE

0.5

EASE OF USE

3.0

CUSTOMER RATING

4.1

EXPERT SCORE

4.1

out
of

5

Why I chose Ylopo

A successful real estate business relies on a steady stream of new opportunities, and Ylopo stands out for its AI-powered advertising and lead conversion tools. Its platform uses AI-driven digital ads, retargeting, optimized landing experiences, and branded IDX websites to help agents attract buyer and seller leads. Instead of simply running ads and hoping they work, Ylopo helps identify interested prospects and move them into a more organized follow-up system.

The AI support does not stop once a lead enters the pipeline. Ylopo AI Text and Ylopo AI Voice can help engage, qualify, and nurture prospects through automated messaging and voice outreach, while behavioral follow-up keeps leads active over time. Agents can also use performance dashboards to see which campaigns are working and where to adjust. This is a tool I have personally used and highly recommend.

Learn more in our in-depth Ylopo review.

Ylopo pricing

• Contact for pricing

Additional features

• Ylopo AI Voice: Ylopo AI Voice can call new or re-engaged leads, ask qualifying questions, capture intent, and help identify which prospects may be ready for agent follow-up.
• Dynamic ads: Ylopo helps agents run dynamic digital ads designed to attract and retarget buyer and seller leads across platforms like Google, Facebook, and Instagram.

OpusClip: Best for short-form video repurposing

Pros

• Great for short-form content
• Adds captions automatically
• Easy to use

Cons

• No lead capture
• Advanced features require more expensive plans
• Only beneficial for agents who use video content

The Close Score

4.1

PRICING

3.8

GENERAL FEATURES

3.5

ADVANCED FEATURES

1.5

CUSTOMER SERVICE

2.0

EASE OF USE

5.0

CUSTOMER RATING

4.7

EXPERT SCORE

4.6

out
of

5

Why I chose OpusClip

Standing out in the real estate world increasingly depends on video, yet most agents don’t have the time or technical skills to edit content. OpusClip makes professional-looking video content far more accessible. Instead of spending time cutting footage and searching for the right segments, the platform uses AI to automatically identify compelling content and turn long-form videos into short, attention-grabbing clips. After only seven months, the platform boasted 5 million users. OpusClip has quickly gained traction as a go-to tool for simplifying video creation.

Not only does OpusClip identify meaningful content, but it can also add captions, adjust framing, and optimize clips for social posting. The platform allows agents to save time editing and creating new videos by repurposing property tours, market updates, or testimonials into multiple pieces of content.

OpusClip pricing

• Free: $0 for 60 credits per month
• Starter: $15 per month
• Pro: $29.00 per month, billed annually
• Business: Contact for pricing

Additional features

• ClipGenius: A clip generation program that analyzes long videos, identifies the most engaging highlights, and transforms them into short, postable clips.
• AI b-rolls and overlays: A tool that adds contextual stock footage or AI-generated visuals to videos, making them more dynamic.

HouseCanary: Best for property valuations

Pros

• Strong valuation data
• Helpful market insights
• AI data assistant included

Cons

• Limited social tools
• No lead capture
• Advanced features require higher tiers

The Close Score

3.8

PRICING

2.7

GENERAL FEATURES

3.1

ADVANCED FEATURES

3.5

CUSTOMER SERVICE

0.5

EASE OF USE

3.0

CUSTOMER RATING

4.7

EXPERT SCORE

3.8

out
of

5

Why I chose HouseCanary

Getting the price right is where you win listings, and HouseCanary gives you the data to make pricing conversations easier. With insights on over 136 million US properties, the platform allows you to move beyond manual research. Instead, you can generate interactive valuation reports and neighborhood insights that clients actually understand.

Sellers don’t need just to trust your price; they can see the reasoning behind the numbers. This level of transparency builds trust in listing presentations. The valuations can also help buyers’ agents visualize which homes buyers are interested in, along with their corresponding values, and use this knowledge to submit offers confidently.

HouseCanary pricing

• Basic: $19 per month
• Pro: $79 per month
• Teams: $199 per month
• Enterprise: Contact for exact pricing

Additional features

• Automated valuation model (AVM): Delivers agents an AI-powered property valuation.
• Comparative market analysis (CMA): Using AI-driven analytics and market data, the tool generates a detailed CMA report.

ChatGPT: Best for AI brainstorming

Pros

• Strong writing support
• Useful across many tasks
• Helps with marketing copy

Cons

• No lead capture
• Can make factual mistakes
• Needs clear prompts

The Close Score

3.7

PRICING

2.2

GENERAL FEATURES

4.3

ADVANCED FEATURES

1.1

CUSTOMER SERVICE

2.5

EASE OF USE

3.0

CUSTOMER RATING

4.7

EXPERT SCORE

4.6

out
of

5

Why I chose ChatGPT

Staying creative in real estate can be surprisingly difficult, as agents are expected to constantly provide fresh content, new marketing angles, and engaging ways to stand out. Admittedly, it can be extremely daunting, which is why I personally often turn to ChatGPT. With over 800 million weekly active users worldwide, it’s become one of the most widely used AI tools. The AI platform serves as an on-demand brainstorming partner.

When it comes to marketing, with a brief conversation about your business, the platform can help generate multiple ideas for social media content, video scripts, real estate mailers, or campaigns. I often use the platform to explain an in-depth topic to a client. ChatGPT helps me break down the topic into an easily digestible format I can use when speaking with my client.

Learn more in our in-depth ChatGPT guide.

ChatGPT pricing

• Free: $0, limited access to flagship model GPT-5.5
• Go: $8 per month
• Plus: $20 per month
• Pro: $100 per month
• Business: $20 per month per user, billed annually
• Enterprise: Contact for pricing

Additional features

• Custom GPTs: Users can create tailored versions of ChatGPT for specific tasks, industries, or workflows.
• Advanced data analysis: Built-in tool that allows ChatGPT to analyze data, build charts, and interpret files to summarize market trends, break down sales data, and track performance metrics.

REimagine Home: Best for AI virtual staging

Pros

• Great listing visuals
• Useful for social content
• Easy to use

Cons

• No lead capture
• Limited integrations
• Advanced features require higher tiers

The Close Score

3.5

PRICING

2.8

GENERAL FEATURES

3.4

ADVANCED FEATURES

1.6

CUSTOMER SERVICE

0.5

EASE OF USE

3.0

CUSTOMER RATING

4.9

EXPERT SCORE

4.1

out
of

5

Why I chose REimagine Home

You might not judge a book by its cover, but buyers definitely judge a listing by its photos. REimagineHome stands out for its virtual staging, allowing agents to transform empty or outdated spaces into modern, visually appealing interiors in as little as 30 to 90 seconds– all without needing technical skills. Buyers may lack a sense of how a space can look with furniture or updates, but with these AI tools, agents can present photos to help buyers emotionally connect with the property.

The platform goes beyond simply adding furniture; it enables room redesign, outdoor space enhancement, clutter removal, and surface refreshing. This flexibility allows the tools to work across a wide range of situations, including outdated properties, vacant listings, and mid-construction projects. 

REimagine Home pricing

• Essential: $19 per month
• Pro: $36 per month
• Advanced: $59 per month
• Agency: $199 per month

Additional features

• Empty Your Space: An AI decluttering tool that allows agents to remove existing furniture and clutter from listing photos.
• Day to Dusk: The tool allows agents to adjust lighting and scene mood in images to enhance outdoor spaces.

Methodology

Detailed criteria included the following to determine the best AI real estate tools: 

Pricing (20%)

• AI platforms and tools come at a wide range of costs. I evaluated the subscription costs against the benefits agents receive for their money.

General features (25%)

I evaluated each platform’s core features, including natural language understanding, content generation, lead-capture capabilities, mobile applications, and marketing assistance.

Additional features (20%)

I considered the advanced features the platforms offered, including chat assistants, listing features, analytics tracking, social media integrations, CRM integration, real estate-specific features, and website integration.

Customer support (10%)

Customer support for any tool for your business is crucial. As such, I identified how each company’s support works, how many hours they’re available, and how they offer support, whether by phone, email, or live chat.

Ease of use (5%)

I examined the platforms’ onboarding/setup help, the technical skills required to operate them, and the reported speed and responsiveness of the AI tools.

Customer rating (10%)

I reviewed customer reviews of the platforms and incorporated public feedback into the ranking.

Expert score (10%)

As an expert, I relied on my experience to award extra credit for standout features or additional considerations not covered in the categories above.

Read more about our methodology here.

Frequently asked questions (FAQs)

Bottom line

Leveraging the best AI for real estate is not as daunting as it may initially seem. AI tools can automate routine tasks, provide data-driven insights, and enhance client interactions. They save you time and allow you to focus on higher-value activities, such as building personal client relationships and closing deals. This increased efficiency improves your productivity and enhances the overall client experience, ensuring you continue to fill your sales funnel.

The post The 10 Best AI Tools For Real Estate in 2026 appeared first on The Close.

The company says House.ai will complete some early financial-readiness work and deliver more transaction-ready prospects. Its announcement, however, does not define “offer-ready” or explain what information supports that designation.

How House.ai works for buyers and agents

House.ai is intended to help consumers assess their finances before entering the market. Lofty says users who reach its “offer-ready” stage may be connected with an agent or mortgage professional in the company’s network.

For agents and brokers, the platform could reduce some of the screening and financial education that now occur during lead nurturing. A prospect who already understands an estimated budget, financing gap, and next steps may be easier to move into a productive consultation. Lofty has not yet published conversion or closing data showing how those introductions perform.

Lofty also has not publicly specified what consumers submit, whether a lender verifies the information, or how the platform assigns the designation. An affordability estimate, mortgage prequalification, and lender preapproval represent different levels of financial review.

Buyer confidence is outpacing mortgage knowledge

A Wells Fargo survey published June 1 and conducted by Ipsos tested 2,012 aspiring first-time buyers. Nearly seven in 10 participants believed they were knowledgeable about buying a home, yet 75% answered four or fewer questions correctly on a 12-question quiz.

Nearly 90% did not understand what closing costs involve, and only 25% knew when to apply for a mortgage. Respondents were US adults ages 18 to 65 who had never owned a home and were considering buying within five years.

During the first consultation, agents can review the buyer’s estimated payment, taxes, insurance, HOA fees, and closing costs, then confirm whether a lender has assessed the buyer’s finances. Agents can also review outdated buyer assumptions by checking current payment targets, available cash, and preapproval status.

Buyer finance is moving into the home search

House.ai joins a broader effort to place affordability guidance inside the home search. On June 23, Zillow introduced a personalized moving hub for budgeting, search, offer, and closing tasks. Zillow said only 28% of prospective financed buyers had obtained preapproval before searching, while about half did not understand the term. A separate Zillow Home Loans feature factors estimated taxes, insurance, HOA fees, and closing costs into a buyer’s verified budget.

House.ai is designed to identify financially prepared consumers and route them to professionals in Lofty’s network. Agents could receive more context before the first consultation, but the platform’s value will depend on how it measures readiness, distributes introductions, and shares consumer information.

What agents should verify before relying on House.ai

Agents and brokerage leaders considering House.ai should clarify five details:

• What information does a consumer submit, and what is independently verified?
• Which criteria determine the “offer-ready” designation?
• Does a lender review the consumer’s financial information before an introduction?
• How are agents selected, and are introductions shared or exclusive?
• What costs, data-sharing terms, and performance results apply?

Brokerages should compare House.ai with existing sources by tracking cost per consultation, the share of leads who obtain preapproval, signed buyer agreements, and closings. The buyer consultation process should still include direct confirmation of financing, budget, and search expectations.

House.ai may help agents identify consumers who are closer to transacting, but “offer-ready” remains a Lofty designation. Until the company explains its criteria, agents should treat it as an early-readiness signal and confirm the buyer’s lender status before adjusting the search or presenting an offer.

The post Lofty Introduces House.ai to Assess Buyer Readiness Before Agent Handoff appeared first on The Close.

The increase comes as housing demand shows renewed strain. June pending home sales fell 5.4% from May and 0.3% from a year earlier, according to recent housing-market data. The Mortgage Bankers Association reported that seasonally adjusted purchase applications also dropped 7% during the week ending July 10.

Payment estimates and preapprovals prepared during the early-July rate dip may already be outdated. Agents should refresh those numbers, reassess older listings, and reconnect with clients who paused their searches earlier this year.

Higher rates meet uneven buyer leverage

Borrowing costs are rising as national inventory continues to recover, but negotiating conditions vary by market, price range, and property type. Realtor.com’s 2026 midyear housing forecast projects that mortgage rates will average 6.3% for the full year. It also projects existing-home inventory to rise 3.6% year over year and the typical monthly payment on homes sold in 2026 to fall 1.9%.

Those national forecasts should not replace local market analysis. Before advising clients, agents should review active inventory, days on market, recent contract activity, and the share of listings receiving price reductions.

Recheck buyers and older listings

Buyers who based their budgets on lower rates may need updated payment estimates. Principal and interest on a $400,000, 30-year loan is about $2,541 per month at 6.55%, or roughly $16 more than at 6.49%. The calculation excludes taxes, insurance, association fees, mortgage insurance, and closing costs.

Agents should ask the buyer’s lender to prepare scenarios using the client’s credit profile, down payment, loan program, and target price. A direct outreach message could read: “Rates moved higher, so I had updated payment scenarios prepared for homes in the range we discussed. Would you like to review the numbers?”

Sellers with listings that have remained active for 30 days or longer may also need a pricing review. Compare the property with nearby homes that recently went under contract, reduced their prices, expired, or returned to the market.

For homes facing weak demand, ask the lender to calculate whether an allowable seller credit could reduce the buyer’s upfront costs or monthly payment. Concession limits and payment effects depend on the loan program, down payment, and lender.

Keep rate explanations brief

Mortgage rates generally move with the bond market, particularly the 10-year Treasury yield. Bond yields and mortgage pricing remain sensitive to inflation data, economic conditions, and expectations for Federal Reserve policy.

Agents can tell clients: “Mortgage rates react to financial markets and can change quickly. Let’s review today’s payment and the terms we may be able to negotiate.”

Before the next rate change, agents should:

• Confirm that active buyers have current preapprovals.
• Run updated payments at several purchase prices.
• Identify listings offering reductions or concessions.
• Review older listings using current local data.
• Reconnect with paused leads using payment figures rather than rate predictions.

The 6.55% figure is a national weekly average; actual quotes vary by borrower, lender, property, loan structure, points, and lock period. After a 12-basis-point increase in two weeks, agents should verify the numbers behind every active search or listing strategy before the next client conversation.

The post Mortgage Rates Reverse July Dip, Hit 2026 High at 6.55% appeared first on The Close.

Monthly pricing, projected lead volume, territory terms, and contract details are not publicly posted. Although the initial rollout is limited, the model has broader implications for agents: It turns homeowners’ valuation requests into seller opportunities sold through monthly territory subscriptions.

How Kelley Blue Book Homes generates seller leads

Kelley Blue Book Homes was developed by appraisal technology company True Footage with Cox Enterprises, Kelley Blue Book’s parent company. Its agent program lets applicants request available territories, but agents are selected based on market expertise, track record, responsiveness, and client experience.

According to reporting on the July 7 launch, the service is available in Arizona, California, Colorado, Florida, Nevada, North Carolina, Oregon, Texas, Utah, and Washington. The company plans to add 10 states in fall 2026 and aims to expand nationwide during the first quarter of 2027.

Homeowners provide their address, contact information, property condition, features, and recent upgrades. The company says it evaluates those details alongside appraisal data, comparable sales, and local market conditions.

Most reports are delivered within one business day. Kelley Blue Book Homes says its process is designed to produce a value within 3% of the eventual sale price, but it has not published enough methodology to independently assess that claim. The report is not an appraisal and cannot be used for mortgage lending.

Each report displays a designated local agent’s information. Homeowners are asked whether they want agent contact, although the agent remains associated with the report even when they decline. Agents pay a monthly subscription rather than a referral fee at closing. That differs from pay-at-closing lead services, which avoid upfront charges but take part of the agent’s commission after closing. If the model expands nationally, it could give agents another alternative to portal advertising, shared leads, and commission-based referral programs.

What the early seller-lead data shows

A homeowner requesting a valuation may be preparing to sell or simply monitoring equity. The company says more than 17% of properties receiving reports in early test markets were listed within 90 days. It has not disclosed the sample size or how many listings went to participating agents.

That figure reflects properties listed, not listings won by participating agents. More useful measures include valid contacts, appointments held, listings signed, cost per acquired listing, and time to conversion.

The agent page invites applicants to “claim a share” of their market. Agents should review the territory agreement to confirm how much of a ZIP code their subscription covers.

Pricing, ZIP share & lead terms to verify

Agents should ask whether they receive information for every report recipient or only for homeowners who request contact. A branded introduction will likely require more follow-up than a direct request for a listing consultation.

Before signing, request the monthly cost, ZIP share, expected lead volume, contract length, cancellation rules, territory boundaries, and policy for invalid contacts. Test-market results should show appointments, signed listings, and closings — not only properties that later appeared on an MLS.

Agents comparing the platform with other paid channels can review The Close’s guide to buying real estate leads. The subscription may be most practical for established listing agents in high-turnover ZIP codes who can respond quickly and nurture homeowners who are not ready to move immediately. Agents with strong referral pipelines or limited sales activity in their requested territories may have less reason to add another monthly expense.

Agents in the launch states should calculate how many additional listings they would need each year to cover the subscription. Agents elsewhere can watch the August rollout for pricing, lead volume, territory rules, and agent-level results. Those figures will show whether ZIP-based subscriptions can become a viable national alternative to shared portal leads and closing-based referral fees.

The post KBB Homes Expands Into Seller Leads With ZIP-Based Agent Subscriptions appeared first on The Close.

The three markets posted double-digit gains while home prices nationwide rose 2% in May. The pattern was uneven: Prices fell 9.4% in Santa Barbara, California, 5.7% in Boca Raton, Florida, and 3.2% in Flagstaff, Arizona.

The results reflect a wider 2026 housing trend: National averages are masking sharp differences among local markets. Agents considering college towns should examine the enrollment, rental demand, housing supply and price segments supporting recent gains.

Price growth is concentrated in select markets

The analysis covered MLS sales during the three months ending in May 2026 across the 50 largest qualifying college towns by student population. Students at accredited four-year universities had to make up at least 10% of each city’s population.

Affordability stood out in several leading markets. Syracuse had a median sale price of $180,000, compared with a national median of $398,771. More than 55% of Syracuse homes sold above asking.

Low prices alone did not produce growth. Dayton, Ohio, had the lowest median price in the study at $139,000, but prices declined 0.7%. Mount Pleasant, Michigan, had a median price of $184,000 and an 11.3% annual decline.

4 checks before prospecting

Check 1: Review enrollment trends

Review five to 10 years of enrollment data through the National Center for Education Statistics, then compare it with the university’s latest figures. Look beyond total enrollment. Changes in full-time attendance, online participation and on-campus residency can affect how many students need local housing. The number of US high school graduates is projected to fall 13% between 2025 and 2041, although regional trends vary.

Check 2: Measure rental demand

Review renter households, vacancy and income trends through the American Community Survey. Because federal estimates can lag current conditions, compare them with rental listings, property-manager reports and leasing incentives.

Widening vacancy, slower lease-up times or larger concessions may weaken the rent assumptions used in a buyer’s analysis. Agents should also verify occupancy limits, rental-registration rules and whether leasing by the bedroom is permitted.

Check 3: Examine new housing supply

Review planning records and university announcements for multifamily, student-housing and dormitory projects. A large development can materially change leasing conditions in a smaller market.

Compare planned construction with enrollment, active listings, days on market and recent price reductions. New supply may be absorbed in a growing market but create pressure where the renter base is flat or declining.

University residency rules also affect demand. Requiring more students to live on campus can reduce the number seeking nearby rentals.

Check 4: Verify where prices are rising

Citywide appreciation may not reflect the properties an agent plans to target. A higher median can result from more expensive homes accounting for a larger share of sales. Break MLS results down by neighborhood, property type and price tier, then compare sales volume, price per square foot and days on market.

Agents should also identify the likely resale pool. Faculty, university employees, medical workers, parents and local owner-occupants can provide a broader exit market than student investors alone.

Match the campaign to local demand

Stable enrollment, firm rental demand, limited construction and gains across several price tiers may support a focused campaign. Mixed conditions may call for narrowing the target to a specific neighborhood, property type or client group.

Declining enrollment, widening vacancies and substantial new supply weaken a case built on headline appreciation. Before marketing a college town as a growth opportunity, agents should confirm that recent gains are supported by durable local demand.

The post Home Prices Jump Double Digits in Affordable College Towns — 4 Checks for Agents appeared first on The Close.

Pay-at-closing real estate lead companies can be appealing because agents do not pay upfront for leads. Instead, you only pay a referral fee when a transaction closes. That can make these platforms less risky than traditional paid lead generation, especially if you want to avoid monthly ad spend or the unpredictability of cost-per-lead campaigns.

But “no upfront cost” does not mean free. Many pay-at-closing platforms charge a sizable referral fee, often taking 25% to 40% of your commission. Some programs are invite-only; some prioritize experienced agents, and lead volume can vary by market. As a real estate agent who has used pay-at-closing leads, I evaluated the top pay-at-closing real estate lead companies based on referral fees, lead quality, agent requirements, support, transparency, and overall value.

Here are my choices for the best pay-at-closing real estate lead sources:

Sign up for free with Sold.com to receive real estate referrals and jump-start your business.

• Buyer and seller leads
• Manage all referrals on the agent dashboard
• For individual agents or teams

Visit Sold.com

Featured Partner

Sold.com has paid for this placement. However, our team of experts approved Sold.com as an appropriate product, and our content remains editorially independent.

Best pay-at-closing lead sources by agent type

The Close’s top picks for pay-at-closing real estate leads

Clever: Best for a streamlined platform

Pros	Cons
No upfront costs	Requires experience to join
Provides qualified leads	Limited lead volume in specific markets
Helps increase agent brand awareness	Doesn’t guarantee completed deals
Reduces marketing costs	Requires agents to provide discounted listing fees

Why I chose Clever

Clever’s commitment to fairness and transparency sets it apart from its competition. This entirely web-based, paid-at-closing real estate lead platform doesn’t favor those willing to pay more.

Instead, it considers the quality of service an agent provides and client satisfaction. Rather than paid tiers, an in-house matching team handpicks and assigns leads based on your experience, local market focus, and client reviews, so you only connect with vetted, high-intent buyers and sellers. Plus, there is no fee to join the program. 

• Buyer and seller incentives: Clever attracts sellers by guaranteeing their listing agent commission will be capped at 1.5%, lower than typical, and provides buyers with cash back when they buy a home (in states where it’s legal).
• Qualified leads: Clever obtains all the pertinent information before sharing the lead with agents.

Fees & process for Clever

Clever offers motivated, qualified leads to agents, with no fee until closing. Clever attracts leads through incentives and the promise of discounts. Agents are required to charge only a 1.5% listing agent commission, which is below typical rates, and Clever provides buyers with cash back in qualifying states. The more satisfied clients an agent serves, the more business Clever sends their way. Agents are charged a referral fee at closing, which is not publicly displayed. Agents interested in joining Clever can quickly sign up via the website form to determine eligibility and receive more information.

Zillow Preferred: Best for courses & coaching

Pros	Cons
Access to coaching and resources library	Lead quality is not guaranteed
Top real estate listing website	Stringent performance standards
Trusted real estate brand	Higher referral fee
Performance-based incentives	Only available in specific locations

Why I chose Zillow Preferred

Zillow Preferred (formerly Zillow Flex) is available exclusively to agents already enrolled in the Zillow Premier Agent program. It offers seasoned agents, or those already invested in the platform, an opportunity to generate leads at no upfront cost. Zillow Preferred is best for agents who already have strong response times, a reliable follow-up system, and the ability to work online leads quickly.

• No upfront costs: Agents pay only after they successfully close the transaction. Referral fees are based on the property’s price and range from 15% to 40%.
• Geographical area: Only certain locations are eligible to participate in the Zillow Preferred program. Contact Zillow Preferred to confirm eligible zip codes

Fees & process for Zillow Preferred 

One of Zillow Preferred’s top benefits is its pricing tier structure, in which the referral fee increases with the transaction price. As an agent who has been part of this program, I appreciate the flexibility that links higher rates to higher commission fees, saving agents money on smaller transactions. Agents pay Zillow a commission based on the commission they receive on their side of the transaction, and the rate varies by market.

SOLD.com: Best for performance-based lead assignment

Pros	Cons
Provides referrals for individual agents or teams	Agent qualifications are not disclosed
Sign-up process is easy	Uneven leads due to geography
Receive both buyer and seller leads	Referral fee amount is undisclosed
Dedicated agent portal	Varying lead quality

Why I chose SOLD.com

Success equals increased opportunities at SOLD.com. Its performance-based model increases connections as agents close more transactions. By prioritizing performance, SOLD.com rewards agents who consistently excel and provides them with increased opportunities for growth. This approach maximizes an agent’s earning potential and ensures they remain consistently motivated to deliver the best results for clients.

• Guaranteed display: Agents can pay an extra fee to increase ranking and exposure on SOLD.com.
• Agent dashboard: A dedicated area in which agents can manage all leads.

Fees & process for SOLD.com

Join the SOLD.com network by completing the sign-up form with the requested information, and your showcase on SOLD.com will be created. Once enrolled, you’ll execute a standard referral agreement outlining the terms and referral fee, and your profile will be activated.

ReadyConnect Concierge: Best for brokerages

Pros	Cons
Pre-screened leads	Brokerage must sign up, not individual agents
Reported higher-than-average conversion rate	Referral fees are not publicly displayed
Insights dashboard	Varied lead volume
Specialized referral types	Agents must respond quickly to claim leads

Why I chose ReadyConnect Concierge

ReadyConnect Concierge, through Realtor.com, is a pay-at-closing referral program that connects agents with pre-screened, high-intent buyers and sellers. Concierge representatives qualify prospects before matching them with agents, confirming motivation, timelines, and key transaction details. As enrollment typically happens at the brokerage or team level, it may not be the right fit for solo agents, but it can be especially valuable for teams with the systems and speed to manage live-transfer opportunities.

• Live transfers: Concierge connects agents directly with clients via a live phone transfer.
• Broker and team dashboard: Brokers and team leaders receive a dashboard to monitor analytics and performance insights, including pipeline activity, referral outcomes, and agent engagement.

Fees & process for ReadyConnect Concierge 

Signing up for Realtor.com’s ReadyConnect Concierge begins at the brokerage level, where brokers or team leaders enroll in the program and add their eligible agents. Once qualifications are reviewed, service areas are defined, and brokers sign a referral agreement outlining the program terms and commission fee structure. Agents will then begin receiving pre-screened buyer and seller leads through instant notifications or live transfer connections.

HomeLight: Best for data-driven lead matching

Pros	Cons
Broker-to-broker referrals system	Lead amounts vary
Leads are vetted before being shared with the agent	Control over leads received is limited
Data-driven matchmaking	It may not cover all geographical areas
Both buyer and seller leads are available	Higher referral fees

Why I chose HomeLight 

HomeLight is an excellent pay-at-closing platform for experienced agents because its matching system relies heavily on agent performance, transaction history, client reviews, and local market expertise. For agents with a strong track record and a clear local niche, that data-driven approach can create valuable referral opportunities without upfront lead costs. It may not be the easiest platform for newer agents to break into, but for experienced agents with a strong production history, HomeLight can be a reliable referral source.

• Mobile app: Agents can receive new referrals instantly in the HomeLight Agents app, communicate with clients, and update statuses.
• Customizable agent profile: HomeLight’s agent profiles serve as online resumes, highlighting achievements, client reviews, transaction history, and market expertise, helping agents stand out to potential clients.

Fees & process for HomeLight 

Getting started with HomeLight is a breeze with its simple sign-up process. Agents create a customized profile with their professional achievements and sign a referral agreement. There are no upfront costs; once a transaction closes, agents pay the broker the referral rate from their commissions.

Agent Pronto: Best for receiving leads via text message

Pros	Cons
Leads are pre-screened	Agents must keep the platform updated on their progress
Receives both buyer and seller leads	Control over leads is limited
Agents can submit leads to refer to other agents	Leads may be matched to multiple agents
Performance-based matching	Lead volume may be inconsistent

Why I chose Agent Pronto

Agent Pronto is a pay-at-closing option that simplifies the process of connecting with prospective clients. Agents receive text notifications containing the referral’s first name, city, and estimated sale price or budget. With this information, agents can choose to accept or decline the lead. Agents retain full control over which prescreened referrals they accept, maintaining autonomy while leveraging a performance-based model that directly aligns costs with closed transactions.

• Real-time text notifications: Agents receive instant alerts with lead information, allowing them to accept or decline on the go.
• Agent referral program: Agents who cannot accommodate a client can refer them through Agent Pronto to a top local agent and earn 25% of the gross commission on the referred side, at no cost to the referring agent.

Fees & process for Agent Pronto

Signing up for the Agent Pronto referral programs requires completing a quick form and signing the agent agreement. Once you sign up, the Agent Pronto team will match you with leads based on your profile, production levels, service areas, client preferences, specialties, communication skills, customer ratings, and more. The referral fee for Agent Pronto is 25% to 35% of your commission.

ReferralExchange: Best for experienced agents

Pros	Cons
High intent leads	Agents are accepted to network on an as-needed basis
Licensed service team nurtures leads on your behalf	Must be experienced with leads to start
Lead notification through text, phone call, and email	Agents must be approved
Refer leads you can’t accommodate	Not ideal for newer agents

Why I chose ReferralExchange

Since ReferralExchange operates as an invite-only platform, joining requires membership in the nationwide REALTOR^® referral network. By limiting access to those already within the network, ReferralExchange maintains high standards and ensures members have the necessary credentials and expertise to participate effectively.

• Smart referral matching: Using proprietary tech and data, ReferralExchange connects qualified buyers and sellers with agents whose experience, performance history, and market footprint align with the client’s needs.
• Monetize unserviceable leads: Agents with clients they cannot accommodate, whether due to location, time constraints, or niche focus, can refer out the lead to a participating agent and still earn a portion of the commission when the transaction closes.

Fees & process for ReferralExchange

ReferralExchange operates as an exclusive invite-only platform. Agents begin by submitting an application that outlines their license information, service areas, transaction history, and more. ReferralExchange then reviews the application and confirms the agent’s experience and qualifications match the platform’s standards. Once accepted, agents sign a referral agreement outlining terms and fees, and receive a public profile to begin receiving leads.

UpNest: Best for leveraging technology

Pros	Cons
Mobile app	Leads are not exclusive
Assigned dedicated advisor	Lead competition can be intense
Available in all 50 states	Lead quality varies
Buyer and seller leads	Reported customer service issues

Why I chose UpNest

In partnership with Realtor.com, UpNest takes an innovative approach to lead generation. Leveraging technology differentiates it from other pay-at-closing platforms. One standout feature is the ability for agents to create short greeting videos, allowing agents to showcase their achievements and credentials directly to prospective clients. Real estate clients are also more likely to engage with agents who feature their faces in marketing and use human-centric visuals and videos.

• Mobile app: UpNest offers an app for agents that provides on-the-go access to proposals, engagement tools, and notifications.
• Lead matching: The platform strategically matches leads to agents based on experience, specialties, transaction history, and geographic expertise, ensuring highly aligned, best-fit connections.

Fees & process for UpNest 

Agents can join UpNest by submitting an online request. Following this, a Realtor.com coordinator will reach out promptly to discuss the specifics further. Within 24 hours of the discussion, users receive three to five personalized proposals that they can review and analyze further. Referral fees from closed deals to UpNest are typically 30% of the commission.

What agents should know before signing up

Pay-at-closing real estate leads can be a smart way to reduce upfront risk, but they are not free leads. Most platforms charge a referral fee only after a transaction closes, which can make them appealing for agents who do not want to pay monthly ad costs. However, that fee can still take a large portion of your commission.

Before joining any referral network, ask how leads are generated, whether they are exclusive, how the referral fee is calculated, and whether repeat or future transactions with the same client are also subject to a fee. You should also ask about agent requirements, lead volume, follow-up expectations, and how quickly you need to respond to stay in good standing.

The best pay-at-closing platform is not always the one with the lowest referral fee. It is the one that sends leads you can actually convert, fits your market, and makes sense after your brokerage split, expenses, and time are factored in.

Pros and cons of pay-at-closing real estate leads

If you’re still unsure about receiving pay-at-closing real estate leads, weighing the pros and cons can help you determine if this model aligns with your business strategy:

Methodology

Our methodology at The Close is comprehensive in assessing pay-at-closing real estate leads platforms. Our real estate professionals, writers, and editors researched and analyzed each platform, focusing on features crucial for agents’ success. We strive to provide our readers with valuable insights and help them identify the most suitable pay-at-closing lead generator for their business needs.

The criteria I used to determine the best pay-at-closing real estate leads are as follows:

• Fee structure: Evaluated the fee structure of each platform, including any upfront costs and the percentage or flat fee charged upon successful transactions
• Lead quality: Assessed the quality of leads provided by each platform, considering factors such as lead source, conversion rates, and client satisfaction
• Agent support: Examined the level of support and resources offered to agents, including training, marketing materials, and customer service
• Transparency: Studied the transparency of information provided to agents, including how leads are allocated, fee schedules, and performance metrics
• Geographic coverage: Reviewed the geographic coverage of each platform to ensure that agents have access to leads in their target markets
• Agent experience required: Gauged the needed expertise of agents to join each platform

Frequently asked questions (FAQs)

Your take

Pay-at-closing platforms allow agents to receive leads with no upfront costs, paying only at closing. Fees for these services vary and are typically outlined in the agreement at the time of joining. Leads are allocated and distributed among agents based on location, expertise, and client preferences, ensuring a targeted approach to lead generation.

However, it’s worth noting that pay-at-closing leads platforms should not be your only source of leads, as none are guaranteed. It is best practice for agents to generate leads through lead generation websites and personal referrals to succeed.

The post Top 8 Sources for Pay-at-Closing Real Estate Leads in 2026 appeared first on The Close.

For listing agents, the practical question is how to handle a seller who arrives with a branded value report already in hand. Agents also need to decide whether a paid ZIP code position is worth testing against their current cost per listing.

Why agents are watching the Aug. 1 rollout

Kelley Blue Book Homes is entering a seller-lead market where agents already weigh portal costs, referral fees, ad spend, and follow-up labor against closed-listing volume. Agents can apply to become Kelley Blue Book Homes Verified Agents, and subscription fees vary by market and by how much ZIP code share an agent buys.

That differs from referral-fee models that charge agents after a transaction closes. For comparison, Zillow’s lead generation model can charge up to 40% of a commission on closed leads.

Kelley Blue Book Homes is positioning the monthly-fee model as an alternative for agents who want predictable lead costs. The trade-off is limited public detail. Published reporting has not yet shown monthly prices, projected lead volume by ZIP code, contract length, or cancellation terms.

That makes ROI a local math problem. Before buying in, agents need to know how many seller opportunities the platform expects to generate in their ZIP codes and what conversion rate would justify the monthly cost.

How KBB Homes turns valuations into seller leads

The valuation process is the lead funnel. Homeowners submit property details through the platform, including condition information, renovations, and photos. The company says homeowners receive a neighborhood-level valuation within 24 hours and expects those valuations to land within 3% of a final sales price.

Agents should treat that 3% figure as a company-stated target, not an independently verified benchmark. The same caution applies to early conversion data. In test markets, more than 17% of homes that received a Kelley Blue Book Homes price report were listed on the MLS within 90 days, according to the company. It has not publicly provided a sample size or a baseline against other valuation tools.

The agent visibility piece is built into the report. The valuation report includes a designated Kelley Blue Book agent’s information, even when the homeowner does not request agent contact. That gives participating agents a presence in the consumer experience before a seller explicitly asks for representation.

Some listing appointments may now start with the seller already anchored to a third-party number. Agents should pull recent sold comps, active competition, price reductions, days on market, and seller concessions before the meeting.

If the Kelley Blue Book range supports the agent’s CMA, it can reinforce the pricing conversation. If it does not, the agent needs to explain the gap with local data, property condition, comparable-sale quality, and current buyer demand.

What to ask before buying a ZIP code

Before paying for a ZIP code share, agents should confirm monthly cost, lead share, projected volume, contract length, cancellation rights, and any exclusivity terms. A flat monthly fee only works if the lead flow produces listing opportunities at a sustainable acquisition cost.

Agents should compare the subscription cost with their current cost per acquired listing, including portal fees, referral fees, ad spend, and follow-up labor. Better seller intent has to come at a cost that makes sense for the agent’s market.

Brokerage leaders should also set basic pricing-talk guidelines for agents. A Kelley Blue Book Homes report can be a pricing conversation starter, but agents should not present it as an appraisal or a guaranteed sale price. It should sit alongside a local CMA, property-prep plan, and pricing strategy.

Agents outside the 10 launch states may not need to act immediately, but the rollout is worth monitoring. The company plans to add 10 more states in the fall and is aiming for a national rollout in early 2027.

The post Kelley Blue Book Homes Targets Seller Leads Ahead of Aug. 1 Rollout appeared first on The Close.