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How to Compare Real Estate Lead Generation Agencies in the GTA

Nov 11, 2026

Before comparing two real estate lead generation proposals, ask each supplier to show the page a consumer fills out. Whose name appears? What did the person ask for? Who receives the inquiry? Those answers tell a GTA agent more about the first phone call they will need to make than the advertised price per lead.

Are you buying introductions or hiring someone to run your campaigns?

A portal collects inquiries under its own brand and routes them to agents. It can suit a team with time to contact people who may barely remember the website. An agency running campaigns under your brokerage’s name gives people a chance to recognize the agent who calls. That arrangement requires someone to maintain the pages, creative and follow-up. A provider may combine both models.

Ask for a diagram showing the ad or listing, form, CRM, notification and assigned agent. Mark who controls each account and which records you can export. “You own the leads” leaves unanswered whether you can use the records for a particular purpose or keep the campaign running after cancellation.

What should “exclusive” mean in the contract?

Ask whether the same inquiry goes to another agent immediately, after a delay or after you decline it. An exclusive postal territory and an exclusive individual inquiry are different promises. Record the exact area, property types and assignment rules.

Request the credit policy for duplicates, invalid contact details and inquiries outside the agreed area. Ask what proof is required and how quickly you must submit it. A worked example is useful: if a consumer fills in two forms a week apart, does the provider charge twice, issue a credit or treat the later request as a new inquiry?

Can your brokerage use the leads as proposed?

Review a sample ad, form, privacy wording and follow-up sequence with your broker of record. RECO requires clear brokerage identification in advertising. A provider managing pages for you should be able to correct misleading or outdated material promptly. RECO advertising requirements · RECO online advertising bulletin (PDF)

For commercial email or text follow-up, verify the sender, consent basis, permitted purpose and unsubscribe process. Ask what evidence comes with each record and how opt-outs reach everyone sending on the brokerage’s behalf. Before agreeing to a commission-linked fee, have your broker of record review who performs the service and how payment would flow. ISED consent guidance · Ontario’s Trust in Real Estate Services Act

How do you compare the cost of a signed client?

Use the same period and expense categories. Include provider fees, media, required software and follow-up labour when you can measure it. Separate buyer and seller inquiries and allow time for each group to progress. A provider charging on closing has a different cost schedule from one charging on delivery.

Here is a hypothetical comparison using fees and media only. Supplier A costs $1,200 and delivers 40 inquiries, of which four become held appointments. Supplier B costs $900 and delivers 15 inquiries, of which five become held appointments. A costs $30 per inquiry and $300 per held appointment. B costs $60 per inquiry and $180 per held appointment. To compare signed-client cost, you still need the number of clients each group eventually signs.

What should you see before signing?

The consumer-facing offer and the exact introduction your agent will make.
A redacted lead record showing the source, timestamp, assignment and consent evidence where applicable.
A sample report showing valid contacts, held meetings and signed clients, with definitions for each.
Written terms for exclusivity, credits, notice, page ownership, creative rights, exports and data handling at exit.
A named person responsible for unresolved leads and a scheduled review of the first group of inquiries.

Compare a provider against the channels you can already operate. A team with a strong referral network may need a better newsletter and follow-up process. A brokerage with available appointment capacity may find that paid acquisition fills a specific gap. Ten lead sources for Ontario realtors · How to compare Meta agency proposals

Review your real estate lead generation plan with Torred with your current lead sources, available appointment slots and an example of the reporting you need.