Built for lead-gen that actually closes

Real estate lead generation software where every lead gets the same five-minute response.

Zillow Flex, Realtor.com Leads Direct, Facebook Lead Ads, Google Local Services, IDX form fills, open-house sign-ins, past-client referrals, and SOI touches arrive from eight different pipes and expect eight different follow-up rhythms. Strkr unifies the sources and ships a speed-to-lead workflow that treats a Zillow lead the same as a referral when the clock starts.

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What this audience is actually dealing with

The pains that bring buyers here.

The real estate lead-generation market is one of the most crowded software categories per capita. BoomTown, Chime, kvCORE, Follow Up Boss, LionDesk, Wise Agent, CINC, Market Leader, Real Geeks, Sierra Interactive, and 25 smaller tools all pitch "more leads, better conversion." The reality on most brokerages: lead flow is fine, response time is terrible, source attribution is a hunch, and the agent who signed the Zillow Flex contract 18 months ago cannot say with a straight face which source actually closed last quarter. Five patterns show up on nearly every lead-gen audit we run.

Speed-to-lead is the whole game

Five-minute response rate is under 30 percent on most teams.

The MIT Lead Response Management Study (and 10 subsequent industry replications) show the first five minutes drive 100x the conversion rate of hour-one, and that effect holds for real estate specifically. Most brokerages have a five-minute response rate under 30 percent during business hours and under 8 percent after hours. Strkr runs an active-rep routing engine with SMS escalation at 90 seconds, voice call at 3 minutes, and backup rep at 5 minutes, which gets most teams past 70 percent five-minute response within a week.

Zillow Flex is a different animal

Flex leads expect concierge-level response or get reassigned.

Zillow Flex pays Zillow a 30 to 40 percent referral fee on close, and in exchange Zillow sends live-transfer-quality leads to agents who meet performance metrics. Response time, contact rate, closing rate, and client satisfaction all feed back into the Flex algorithm. An agent who misses response windows gets reassigned. Strkr tracks the Flex-specific SLA on the lead record with the 30-second connect window flagged, and the Flex performance dashboard shows which reps are drifting against the algorithm.

Facebook and Google leads are cheaper but harder

The CPL looks great, the conversion is terrible.

Facebook Lead Ads often produce a 3 to 8 dollar cost-per-lead that is enticing against a 60 to 150 dollar Zillow lead. The catch is intent: a Facebook lead who clicked "see home values in my area" is 90 to 180 days from a transaction, if ever. Google Local Services leads sit between the two. Strkr tags each lead with source and intent score on intake, routes high-intent to live-call cadences and low-intent to 90-day nurture, so the cheap leads work the way they should instead of getting abandoned.

Attribution dies at the agent handoff

The source gets lost between the ISA and the agent.

Most teams run an ISA (inside sales agent) that qualifies and books, then hands off to a listing agent or buyer agent. The ISA logs the source on first touch. The agent writes "SOI" in the deal when it closes 7 months later. The source attribution dies at handoff. Strkr pins the original source to the deal through every stage transition, so when the deal closes the system knows the lead came from Zillow in April, got nurtured by ISA Sarah, converted with buyer agent James in October.

Cost-per-closed is a guess

Nobody can tell you which source paid back last year.

Ask a broker-owner "what is your cost per closed deal by lead source" and the answer is usually "we think Zillow is good." The actual number requires joining ad spend, lead-source attribution, nurture cost, agent time, split share, and closed-deal GCI, which is a four-table SQL query in most systems. Strkr ships the cost-per-closed-by-source report natively, refreshed monthly, so the broker makes next quarter's lead-gen budget decision on data instead of hunch.

Nurture templates read like 2014

The 12-touch drip has not been edited since the previous broker.

Most teams run a drip sequence that was pulled from a 2014 training class, with subject lines like "Just checking in!" and bodies that reference market conditions that no longer exist. Open rates are under 12 percent. Reply rates are under 2 percent. Strkr AI drafts source-specific and persona-specific nurture copy that references current market data (median list price in the ZIP, days on market trend) and the content gets refreshed monthly instead of once per broker tenure.

What the speed-to-lead engine actually does

The first five minutes, built into the workflow.

Speed to lead is the one lead-generation variable with the highest correlation to closed deals, and the one most teams have the worst discipline around. The capabilities below are what ships in Strkr to make the five-minute response the default, not the exception.

Active-rep routing

The lead gets routed to who is actually online.

Every rep carries an active status (available, busy, offline). A new lead routes to the active rep with the lowest current workload. If no one is active, it routes to the on-call rep. The round-robin rule from most CRMs sends leads to reps who are not at their desk. The active-rep rule puts the lead in front of someone who will respond in under 90 seconds.

SMS escalation at 90 seconds

If the rep has not touched the lead in 90 seconds, Strkr Messaging fires.

A new lead comes in. The assigned rep gets a push notification. If no response in 90 seconds, Strkr Messaging sends a templated SMS to the lead to open a channel while the rep catches up. The SMS buys a 3 to 5 minute conversation window where the rep can jump in with the live context. Teams running this pattern move five-minute response from 30 percent to 70 percent typically.

Voice call at 3 minutes

The rep gets a one-tap dial if the lead is still unresponded.

At the 3-minute mark, if the rep still has not responded, Strkr fires a reminder with a one-tap dial button. The rep taps once, the dialer connects to the lead's phone, the Strkr record is on screen. The friction between "lead landed" and "I am talking to them" drops to under a minute. The 3-minute reminder exists because the 90-second SMS buys time but is not a substitute for voice.

Backup rep at 5 minutes

If the primary rep misses the window, the backup takes over.

If the lead has not been contacted at the 5-minute mark, Strkr escalates to the backup rep with a lead-stealing permission. The primary rep sees the escalation in-app. The lead gets contacted. The weekly report shows which reps are getting their leads stolen, which drives accountability. The pattern is uncomfortable at first and the numbers improve dramatically within two weeks of enabling it.

After-hours routing

The 11 PM Zillow lead still gets a response.

After-hours leads route to the on-call rotation. The on-call rep sees the lead on mobile with the lead's preferences inferred from the form fields (price range, neighborhood, timeline). An SMS fires immediately. A voice call fires if the lead replies positively. The after-hours contact rate goes from under 8 percent to over 50 percent, which is a bigger lift than any paid-lead strategy change.

Lead-source attribution on intake

Every lead carries the source through every stage.

Zillow, Realtor.com, Facebook Lead Ads, Google Local Services, IDX form, open-house sign-in, past-client referral, SOI, agent referral, broker referral, portal (Trulia, Redfin, Homes.com). The source gets tagged on intake and sticks to the deal through every stage transition. The broker can tell six months later which specific source produced the specific closed deal.

Intent scoring on form fields

The high-intent leads jump the queue.

A lead that filled "I need to move in the next 30 days" and "cash buyer" gets a higher intent score than one who filled "see home values in my area." The intent score drives routing priority and template selection. The low-intent leads still get a response, but they go into a 90-day nurture instead of a 3-minute call cadence.

Dialer integration

Mojo, PhoneBurner, CallTools, RingCentral stay in the stack.

Strkr does not ship a predictive dialer. The brokerage keeps Mojo, PhoneBurner, CallTools, or RingCentral as the dialer. Calls log to the Strkr record with outcome tagged (connected, voicemail, bad number, do not call). The dialer surface stays optimized for the dialing motion, and the Strkr record carries the full history.

Response-time dashboard

The weekly scorecard the broker runs on Monday.

Response time by rep, by source, by hour of day. Five-minute response rate, 15-minute, 30-minute. The Monday scorecard shows which reps are keeping pace and which are drifting. The number is uncomfortable the first month and improves fast once the metric is visible. Teams typically see five-minute response double in the first 30 days.

Where the leads come from

Native integrations with every major source.

Lead-generation software only matters if it actually ingests the leads. The cards below are the native integrations Strkr ships for the common real estate lead sources, with the handoff pattern for each.

Zillow Premier Agent and Flex

Native Zillow API with Flex SLA tracking.

Zillow Premier Agent leads flow via the official Zillow API with Connection pulled on live transfer. Flex leads carry the referral agreement and 30-second connect window flagged on the record. The Flex performance dashboard shows contact rate, close rate, and the metrics Zillow uses to adjust lead allocation, so the broker sees the number before Zillow does.

Realtor.com Leads Direct

Both Opcity and standard Leads Direct integration.

Realtor.com Leads Direct and the Opcity live-transfer product both pipe into Strkr with the referral agreement attached. The 30 percent Opcity referral fee is tracked on the deal so the net GCI math is correct when the deal closes. Standard Leads Direct leads route to the active-rep queue with the source tagged.

Facebook Lead Ads

Instant lead-form sync via native Meta integration.

Facebook Lead Ads pipe directly via the Meta integration with the full lead form payload (name, phone, email, home-search preferences, timeline, qualifying questions) attached. The lead lands in Strkr within seconds of form submission. The attribution carries campaign, ad set, ad creative, and audience for cost-per-lead reporting by creative.

Google Local Services and PPC

LSA leads and Google Ads conversions attributed cleanly.

Google Local Services Ads leads flow via the LSA integration with the ad spend attributed. Google Ads PPC conversions flow via gtag conversion with the campaign and keyword captured. The reporting rolls up to a per-source cost-per-closed number that stacks against Zillow and Facebook on the same screen.

IDX website forms

Any IDX platform (kvCORE, Sierra, Real Geeks, Boomtown) can pipe in.

Strkr accepts webhook submissions from kvCORE, Sierra Interactive, Real Geeks, Boomtown, Chime, iHomefinder, and the common IDX platforms. Form field mapping lives in the Strkr admin. The brokerage keeps the IDX site and the leads land in the unified pipeline alongside Zillow and Realtor.com without a Zapier shuttle.

Open-house sign-in apps

Spacio, Open Home Pro, Curb Hero webhook in.

Open-house attendee sign-ins pipe into Strkr with the property viewed, timestamp, agent on site, and the lead's stated interest level. The open-house follow-up sequence fires immediately with a reference to the specific property. The agent walks out of the open house with the first touch already queued and the lead already in-pipeline.

The reporting that drives next quarter's budget

Cost-per-closed, not cost-per-lead.

Most lead-generation reporting answers the wrong question. Cost per lead is easy to pull and nearly useless. Cost per closed deal (by source, with time-to-close factored in) is the number that actually drives budget decisions. The cards below are reports Strkr ships that answer the real question.

Cost per closed by source

The report that cuts dead budget.

Monthly report of total spend by source divided by closed deals attributed to that source over the trailing 12 months. Zillow at 180 per lead and 2 percent close rate produces a different cost-per-closed than Facebook at 6 per lead and 0.4 percent close rate, and the number is on the dashboard instead of in a quarterly estimate.

Time-to-close by source

How long each source actually takes.

A Zillow lead closes in roughly 90 days from first touch on a well-run team. A Facebook lead closes in 120 to 240 days. An SOI referral closes in 45 to 75 days. The time-to-close variance drives cash-flow planning: a brokerage running mostly Facebook needs a 6-month lead-gen runway and a brokerage running mostly SOI can run a 3-month runway.

Rep conversion by source

Which rep is actually good at which lead type.

Some reps are 3x better at Zillow leads than Facebook leads. Some are 2x better at past-client referrals than cold IDX fills. The per-rep per-source conversion matrix drives routing decisions and training conversations. The ISA who converts Facebook at 1.4 percent gets routed Facebook; the one who converts at 0.3 percent gets more Zillow.

Nurture-attributed closings

The 7-month lead that finally came back.

A lead that was first touched in March and finally transacted in October got touched 23 times in nurture across those 7 months. The nurture-attributed closing report shows how many closings this quarter came from nurture that is older than 90 days, which is the number that justifies keeping the slower-converting lead sources in the mix.

Dead-lead reactivation

The 60 percent of leads nobody ever called back.

Most teams have 60 to 80 percent of their lead database sitting cold, uncontacted for 90-plus days. Strkr AI drafts reactivation sequences aimed at the dead segment with current market data in the body. Teams running quarterly reactivation see 3 to 5 percent of the dead segment re-engage, which is 20 to 40 incremental deals a year on a mid-sized team.

Agent-leaderboard against the ad spend

Which agent is actually earning their lead allocation.

The broker who spends 180 thousand a year on Zillow deserves to know which agents are converting the leads they get. The agent-leaderboard-against-spend report shows cost of leads consumed per agent against closed GCI produced, which answers the "is Zillow working" question at the agent level instead of the brokerage level.

Head-to-head

Strkr vs BoomTown for a 20 to 60 agent brokerage.

BoomTown is the oldest-established name in real estate lead-generation software and the most-common incumbent in brokerage audits. It bundles an IDX site, a CRM, lead-gen services, and dialer. The bundle works and the pricing floor is roughly 1,000 to 1,500 a month before per-user charges.

Feature Strkr BoomTown (Launch and Advance tiers)
Pricing floor for 30 agents Flat per-seat line 1,000 to 1,500 base plus per-seat
IDX website Integration with Sierra, Real Geeks, kvCORE Native BoomTown IDX included
Lead-gen services Native integrations, bring-your-own-ads BoomTown managed ads with service markup
Speed-to-lead escalation 90-sec SMS, 3-min call, 5-min backup rep Basic alerts, manual escalation
Zillow Flex SLA tracking Flex 30-second window flagged on record Not surfaced natively
Cost-per-closed by source Native dashboard with trailing-12 math Requires BoomTown reporting add-on
AI nurture drafting Strkr AI with current market data on every tier Limited AI assist, higher tiers
Facebook Lead Ads native Meta integration, instant sync Zapier shuttle or managed service
Open-house sign-in integration Spacio, Open Home Pro, Curb Hero webhook Manual CSV import typical
Dead-lead reactivation campaigns Strkr AI drafts with current market data Manual template editing
How teams use Strkr

How real estate teams actually use lead-gen on Strkr.

Lead generation software is only useful if the team actually uses the discipline it enables. The playbooks below are patterns on brokerage accounts that moved from BoomTown, kvCORE, or Chime and run the lead-gen motion through Strkr today.

38-agent brokerage, Charlotte

Five-minute response went from 28 to 74 percent in 30 days.

A 38-agent Charlotte brokerage was spending 14,000 a month across Zillow, Facebook, and Realtor.com and running a 28 percent five-minute response rate. The ISA team of three could not keep pace with lead flow. After moving to Strkr with 90-second SMS, 3-minute call, and 5-minute backup-rep escalation, the five-minute rate climbed to 74 percent in 30 days. The incremental conversion on the lifted response rate drove 11 extra closings in the first quarter, roughly 158,000 in incremental GCI against zero added ad spend.

22-agent team, suburban Chicago

Facebook Lead Ads converted at 1.2 percent instead of being written off.

A 22-agent team in suburban Chicago had tried Facebook Lead Ads twice before and written it off at under 0.3 percent conversion. The problem was intent mismatch: high-funnel Facebook leads were being routed to a 3-minute call cadence meant for Zillow. On Strkr, Facebook leads route to a 90-day nurture with monthly market updates and a reactivation call at days 45 and 90. The conversion climbed to 1.2 percent, which at a 7-dollar CPL produced a cost-per-closed of roughly 580, less than one-third of their Zillow number.

14-rep team, Nashville

Dead-lead reactivation drove 27 reopened conversations in one month.

A 14-rep team in Nashville had 4,200 leads in the database older than 180 days, all uncontacted. Strkr AI drafted a reactivation sequence referencing the current median list price and 30-day price trend in the ZIP, batched into 400-lead sends over two weeks. The sequence drove 27 reopened conversations, 11 property-viewing requests, and 3 contracts within 90 days. The team now runs quarterly reactivation as a standing cadence instead of a one-time project.

55-agent brokerage, Tampa

Cost-per-closed report cut Zillow spend 32 percent with zero volume loss.

A 55-agent brokerage in Tampa was spending 22,000 a month on Zillow Premier Agent across six ZIP codes. The cost-per-closed report revealed that four of the six ZIPs produced closings at under 2,400 cost-per-closed while the other two produced closings at over 7,800. Reallocating the Zillow spend to the four performing ZIPs and shifting the two underperforming ZIPs to a lower-cost Facebook campaign cut total Zillow spend 32 percent while keeping total closing volume flat. The brokerage runs the same analysis monthly now.

Real estate lead generation software built around five-minute response.

Start a 14-day trial. Connect Zillow, Realtor.com, Facebook Lead Ads, and your IDX site in the first hour. See the active-rep routing fire on the first new lead. Watch the five-minute response rate on the dashboard the first week.

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Common questions

What buyers in this bucket ask most.

What makes real estate lead generation software different from a generic CRM?

Three things specifically. First, source attribution: a real estate lead-gen tool has to understand that Zillow, Realtor.com, Facebook, Google LSA, IDX, open house, and SOI are structurally different lead types with different intent, different cadences, and different unit economics. A generic CRM treats them as a tag. Second, speed-to-lead workflow: residential real estate leads convert on a 5-minute response window, which requires active-rep routing, SMS escalation at 90 seconds, voice at 3 minutes, backup rep at 5 minutes. Generic CRMs ship basic alerts and expect the manager to build the escalation. Third, cost-per-closed reporting that joins ad spend, lead attribution, nurture cost, and closed GCI, which is a four-table report that generic CRMs do not ship pre-built.

Can Strkr replace BoomTown, kvCORE, or Chime?

Depends on whether the team is willing to run an IDX website on a separate platform. BoomTown, kvCORE, and Chime are bundles that include the IDX consumer site plus the CRM plus lead-gen services. Strkr does not ship an IDX site, so the brokerage keeps Sierra Interactive, Real Geeks, kvCORE (as site-only), or another IDX platform for the consumer site and uses Strkr as the CRM and lead-gen engine. The common pattern is that the brokerage was paying BoomTown or kvCORE 1,200 to 2,500 a month for the bundle and ends up paying Strkr plus an IDX provider for roughly the same cost with a stronger lead-gen workflow and better reporting.

How does Zillow Flex integration work specifically?

Zillow Flex leads flow via the official Zillow API with the Connection payload (the live-transfer handoff) processed. The 30-second connect window is flagged on the lead record, which drives the active-rep routing to prioritize the Flex lead over other inbound. The Flex performance dashboard tracks contact rate, close rate, response time, client satisfaction surveys, and the aggregate score that Zillow uses to adjust lead allocation. Teams that run Strkr see their Flex metrics in real time instead of waiting for the monthly Zillow dashboard update, which gives the broker a chance to course-correct before Zillow throttles lead flow.

What is the honest cost comparison across Zillow, Realtor.com, Facebook, and Google LSA?

From our audits across 180 brokerages in 2024-2025: Zillow Premier Agent averages 120 to 180 dollars per lead with a 1 to 3 percent close rate (cost-per-closed around 4,000 to 12,000). Realtor.com Opcity averages a 30 to 35 percent referral fee on close (effective cost-per-closed around 25 to 30 percent of GCI). Facebook Lead Ads average 4 to 12 dollars per lead with a 0.3 to 1.2 percent close rate (cost-per-closed around 400 to 2,500 if nurture is well-run). Google Local Services Ads average 50 to 90 dollars per lead with a 2 to 4 percent close rate (cost-per-closed around 1,500 to 4,500). The exact numbers vary by market, agent skill, and nurture execution, which is why native cost-per-closed reporting matters more than category benchmarks.

How does Strkr Messaging work for the SMS speed-to-lead piece?

Strkr Messaging is built-in SMS and MMS at carrier-grade (37 percent cheaper than Twilio equivalent) with 10DLC and TCR brand registration handled. The 90-second SMS fire runs through Strkr Messaging automatically on the lead record with the brokerage phone number as the sender. The reply lands on the Strkr record, so the rep sees the thread when they jump in. The outbound send is tracked for TCPA compliance including the written consent audit trail (checkbox on the lead form, timestamp, IP), which matters because real estate SMS is subject to the same rules as any outbound text program.

What about compliance? TCPA, Do Not Call, Fair Housing on the automated nurture.

TCPA consent is captured on the lead form (consent checkbox with specific language), timestamped, IP-logged, and stored with the lead record. Strkr Messaging enforces the opt-in before any SMS fires. Do Not Call registry is checked on intake for phone-based outbound. Fair Housing: Strkr AI nurture drafts are reviewed by a prompt policy that excludes protected-class language (familial status, race, religion, national origin, disability, sex), with the policy published on request for brokerages running compliance audits. The brokerage still owns the compliance posture, but the system defaults are built to make the easy path the compliant path.

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