Real Estate Lead Generation Using a Balance of Active and Passive Prospecting

As a newly licensed real estate agent, one of the most important skills you’ll need to develop is the ability to prospect for new customers. Prospecting involves identifying potential customers who may be interested in buying or selling property, and there are two main approaches to prospecting: active and passive.

Active Prospecting

Active prospecting involves proactively reaching out to potential customers through various means. This could include making cold calls, attending networking events, or even knocking on doors. Active prospecting requires more effort and can be more time-consuming, but it can also be more effective in generating leads.


Here are five examples of active prospecting techniques:


  1. Cold calling: This involves calling potential customers who have not expressed interest in buying or selling property. Cold calling can be intimidating for many new agents, but it can be an effective way to generate leads. Some tips for successful cold calling include having a script, practicing your pitch, and following up with potential customers after the call.
  2. Attending networking events: This involves attending events in your local area where you can meet potential customers and other professionals in the real estate industry. Networking events can include industry conferences, local business events, or even social gatherings. Networking events can be a great way to build relationships and generate leads.
  3. Door-knocking: This involves going door-to-door in a particular neighborhood and introducing yourself to potential customers. Door-knocking can be a particularly effective method for new agents who are just starting out because it allows you to make personal connections with potential customers in your local area.
  4. Referral networking: Building relationships with other professionals in the industry, such as mortgage brokers or home inspectors, can help you generate leads through referrals. Reach out to these professionals and offer to refer business to them in exchange for them referring business to you.
  5. Direct mail: While not as commonly used as it once was, direct mail can still be an effective way to generate leads. This involves sending marketing materials, such as postcards or letters, directly to potential customers. To increase the effectiveness of your direct mail campaign, target specific neighborhoods or demographics that are most likely to be interested in buying or selling property.

PASSIVE Prospecting

Passive prospecting, on the other hand, involves creating a digital or physical presence that attracts potential customers to you. This could include creating a website, writing blog posts or social media content, or placing ads in local publications. Passive prospecting is generally less time-consuming than active prospecting, but it may be less effective in generating leads.


Here are five examples of passive prospecting techniques:


  1. Creating a website: Having a website can be a great way to showcase your services and provide potential customers with valuable information about the real estate market. Your website should include information about your background and experience, as well as a blog or other content that provides value to potential customers.
  2. Social media marketing: This involves using social media platforms like Facebook, Twitter, and Instagram to promote your services and engage with potential customers. Social media can be a great way to build your brand and connect with potential customers in your local area.
  3. Advertising: Placing ads in local publications, such as newspapers or magazines, can be an effective way to reach potential customers. You can also place digital ads on platforms like Google or Facebook to target potential customers in your local area.
  4. Content marketing: Creating high-quality content that provides value to potential customers can be a powerful way to attract leads. This could include writing blog posts, creating videos, or producing podcasts that cover topics related to real estate, such as home buying or selling tips. By providing valuable information to potential customers, you can build trust and establish yourself as an expert in the industry.
  5. Search engine optimization (SEO): Optimizing your website and other online content for search engines can help potential customers find you when they’re searching for real estate services. This involves using keywords and other SEO strategies to make your website more visible in search engine results pages. By ranking higher in search engine results, you can attract more organic traffic to your website and generate more leads.

Developing an Action Plan for Prospecting in Real Estate

To be successful in real estate, you need to develop an effective prospecting strategy that works for you. Here are some steps you can take to develop an action plan for prospecting:


  1. Set realistic goals: Determine how many leads you want to generate each week or month, and track your progress towards those goals.
  2. Identify your target audience: Determine who your ideal client is and tailor your prospecting efforts toward that audience.
  3. Create a prospecting plan: Develop a plan for both active and passive prospecting that includes specific actions you will take each week to generate leads. This could include setting aside time each day to make cold calls or attending networking events on a regular basis.
  4. Measure your results: Keep track of which prospecting methods are generating the most leads for you, and adjust your strategy as needed. This will help you focus your efforts on the methods that are most effective for you.
  5. Stay persistent: Remember that prospecting is an ongoing process, and it can take time to build up a steady stream of leads. Stay persistent and consistent in your efforts, and don’t get discouraged if you don’t see immediate results.


As a newly licensed real estate agent, prospecting is a critical skill that you’ll need to master in order to build a successful business. Understanding the difference between active and passive prospecting, and knowing how to implement effective prospecting strategies, can help you generate a steady stream of leads and build a successful career in real estate.


To recap, active prospecting involves proactively reaching out to potential customers through methods such as cold calling, attending networking customers, and door knocking, while passive prospecting involves creating a digital or physical presence that attracts potential customers to you, such as through creating a website or using social media.


By developing an action plan that includes both active and passive prospecting methods, setting realistic goals, and measuring your results, you can create a prospecting strategy that works for you and helps you build a successful real estate business.



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