Your Daily Real Estate Podcast with Tristan Ahumada
Episode 737: Portal Leads Convert 3x Faster if You Move in 60 Seconds
Date: December 6, 2025
Host: Tristan Ahumada

Episode Overview

In this concluding part of a three-part series on paid leads, Tristan Ahumada dives into the unique nature of portal leads—primarily from platforms like Zillow, realtor.com, and homes.com. He explains why portal leads are considered "the hottest leads you can buy," outlines best practices for converting these leads rapidly, and shares real-world insights on structuring your real estate business for lasting success. Tristan draws upon his extensive experience and offers strategies that help agents, teams, and brokerages maximize conversion while managing costs and expectations.

Key Discussion Points & Insights

1. The Nature and Quality of Portal Leads

• Portal Leads Defined: Zillow, realtor.com, and homes.com (the latter more for marketing than direct leads).
• Intent Level: Portal leads are “not browsing for fun... they’re on these platforms with purpose” (00:39). Usually, they are already deep in their decision process, making them bottom-of-funnel, high-intent prospects.
• Competitive Landscape: These leads “are also talking to a whole bunch of other real estate agents,” meaning speed is critical to winning their business.

2. Mindset and Approach When Handling Portal Leads

• Confidence, Speed, and Sincerity: Tristan emphasizes that agents must act quickly (“respond within 60 seconds or less”) and maintain a tone that’s helpful rather than pushy.
• Quote – On urgency: “You want speed, confidence, direction. They want someone who can help them take this whole thing to the next level. And at the same time, they don’t want to feel pushed.” (01:14)
• Authenticity Over Scripts: “You can’t be scripted. You have to come from a point of authenticity, sincerity, wanting to help.” (03:26)

3. The Conversion System: Immediate and Property-Based Follow-Up

• First Response Recommendations:
  • Directly reference the property the lead inquired about.
  • Example opening:
    • “Joe, I saw you wanted to take a look at or you had questions on one two three Brilliant Street. Would you like to see the home or did you need some questions answered? Or I can check availability on that property. When would you like to see that? Today or tomorrow?” (05:03)
• Follow-up Tactics:
  • Use “short and fast touches.”
  • Multi-channel approach: phone, text, voicemail drops.
  • Provide off-market or coming-soon listings for added value.
  • Always address the specific question that prompted their outreach before pivoting to other discussion.

4. Managing Pressure and Business Sustainability

• Pressure of Portal Leads: Tristan notes the high-pressure nature due to competition and the systems these platforms use.
• Quote – On pressure: “If you’ve never done this... you need a better system. I can tell you, because I’ve got a few agents that I coach right now that are in Flex or Preferred and they can tell you the pressure on this coming in from Zillow.” (03:56)
• Cost Considerations: The economics have shifted, with portal companies “gouging you and they're taking a big chunk of your money from the commission that you make...” (02:18)
• Strategic Positioning:
  • Portal leads should be “a good add on, but this can't be your plan.”
  • Agents and brokerages should use these as an additional pillar, not the main business driver.

5. Platform-by-Platform Breakdown

• Zillow:
  • Higher conversion rate, but requires quick and systematized follow-up.
  • Good for volume and onboarding new team members but less net profit per deal.
• realtor.com:
  • Expensive upfront; absolutely need systems in place to avoid financial loss.
• homes.com:
  • Not a direct lead source; functions more as marketing exposure to attract indirect leads.
• Redfin:
  • Mentioned as similar, but changing under new ownership (“that model may be changing soon now that Rocket purchased them”). (06:58)

6. Recommendations for Agents

• New Agents: Test portal leads by joining a team that already subscribes to them to learn the process before investing heavily as a solo operator. (07:31)
• Tristan’s Paid Lead Source Playbook:
  • Start with Google (long-term play via YouTube, and pay-per-click).
  • Supplement with Meta (Facebook and Instagram).
  • Use Google Local Service Ads (LSAs) with caution due to competitiveness and cost.
  • “I’d leave portals until the very end as an added pillar to... grow my business because my net’s not going to be big on that one.” (08:02)

Memorable Quotes & Moments

• On portal lead urgency:
  • “You have to respond within 60 seconds or less and you’ve got to attempt it in many different ways...” (04:14)
• On the evolving economics:
  • “Now you have to be careful because now these companies are gouging you and they're taking a big chunk of your money...” (02:18)
• On systemization:
  • “You need a better system. I can tell you, because I’ve got a few agents that I coach right now that are in Flex or Preferred and they can tell you the pressure on this coming in from Zillow.” (03:56)
• On the key question:
  • “Before answering that one question about the property that they had, answer the question about that property and be as helpful as possible with that one.” (04:33)
• On scaling with portal leads:
  • “This is good to bring in other agents into your team, into your brokerage because you’re giving them opportunities. You’re not going to net a lot but you are going to get volume if you do it right.” (06:09)

Timestamps for Important Segments

• 00:39 – Portal leads overview and buyer intent
• 01:14 – The need for speed, confidence, and the right tone
• 02:18 – Caution about the current economics of portal leads
• 03:26 – Why authenticity beats scripting in your outreach
• 03:56 – Description of the pressure cooker environment of portal leads
• 05:03 – Sample first-response messages and tactical advice
• 06:09 – Achieving volume vs. net profit with portal leads
• 06:58 – Redfin and the shifting industry landscape
• 07:31 – Advice for new agents: Try portal leads through a team
• 08:02 – Tristan’s paid leads prioritization strategy

Summary & Takeaways

Tristan Ahumada summarizes that portal leads can convert three times faster than other lead types—but only with prompt, authentic, and property-focused follow-up. However, the high competition, increasing costs, and lower profit margins mean they’re best used as an additional pillar, not the foundation, of your real estate business. Strategic systemization, speed, and helpfulness are critical to winning these leads before they move onto the next agent.

For further coaching or questions, Tristan invites listeners to message him on Instagram and hang out with his group coaching community, Brilliant Tribe.