Developing new leads is crucial to expanding a successful real estate business. A wealth of information is available to you including several toolkits from REALTOR® Magazine Online, business letter templates and relevant articles from various websites, plus books and eBooks from NAR's library (located in the References tab).

Your best opportunity to convert a lead into a client is through face-to-face interaction. While your print and online advertising communicate your marketing message powerfully, you can make a better case personally for your skills and ability to represent prospects. Remember not to forego community events or other neighborhood involvement — where you can meet prospects in person. Those activities are vital components of a business plan that puts you in front of potential customers. Make sure you balance your advertising efforts with a range of approaches.


NAR Library & Archives has already done the research for you. References (formerly Field Guides) offer links to articles, eBooks, websites, statistics, and more to provide a comprehensive overview of perspectives. EBSCO articles (E) are available only to NAR members and require the member's nar.realtor login.

Tool Kits & Templates

Quick Sales Scripts (REALTOR® Magazine Online)

The Prospecting Toolkit (REALTOR® Magazine Online)

The Follow Up Toolkit (REALTOR® Magazine Online)

Real Estate Business Letter Templates (National Association of REALTORS®)

Agent Guide to Real Estate Farming (Zillow, Jan. 2, 2020)

Tips & ​Techniques

2018 Farming Prospecting Tips Techniques

37 Underrated Real Estate Lead Generation Ideas for 2021 (The Close, July, 13, 2020)

7 Real Estate Lead Generation Tactics (Motley Fool, May 15, 2020)

How to Rake In The Leads With Your Real Estate Website (Agent Fire, May 6, 2020)

Lead Generation Strategies Every Agent Should Implement Right Now (RISMedia, Apr. 21, 2020)

Tips to Successfully Run Your Real Estate Business During the COVID-19 Pandemic (RISMedia, Mar. 24, 2020)

Real Estate During COVID-19: How Top Agents are Adapting to Coronavirus (Home Light, Mar. 23, 2020)

How Real Estate Agents Can Market Property in the Age of COVID-19 (Elite Agent, Mar. 19, 2020)

Scientifically Develop the Habit of Lead Generation: Part 1 (National Association of REALTORS®, Nov. 19, 2014)

Scientifically Develop the Habit of Lead Generation: Part 2 (National Association of REALTORS®, Nov. 26, 2014)

Scientifically Develop the Habit of Lead Generation: Part 3 (National Association of REALTORS®, Dec. 4, 2014)

Scientifically Develop the Habit of Lead Generation: Part 4 (National Association of REALTORS®, Dec. 18, 2014)

eBooks & O​ther Resources


The following eBooks and digital audiobooks are available to NAR members:

42 Rules to Turn Prospects into Customers: How to Build Profitable Relationships to Close More Sales and Drive More Business (Kindle, eBook)

The 7 Biggest Mistakes When Making Sales Calls (Audiobook)

Advanced Selling Strategies (eBook)

The Complete Idiot's Guide to Cold Calling (Kindle, eBook)

Get More Referrals Now—The Four Cornerstones That Turn Business Relationships Into Gold (eBook)

#LEADS to SALES tweet Book01 (Kindle, eBook)

Perfect Phrases for Real Estate Agents & Brokers (Kindle, eBook)

Persuasion—The Art of Getting What You Want (Kindle, eBook)

The Power of Prospecting (Audiobook)

Power Sales Writing (Kindle, eBook)

Books, Videos, Research Reports & More

The resources below are available for loan through Member Support. Up to three books, tapes, CDs and/or DVDs can be borrowed for 30 days from the Library for a nominal fee of $10. Call Member Support at 800-874-6500 for assistance.

Real Estate Prospecting: The Ultimate Resource Guide (West Conshohocken, PA: InfinityPublishing.com, 2008) HF 5438 K27

The ABC’s of Prospecting: An Advanced Sales and Productivity System (D & S Real Estate Education, 2007) HF 5438 R82

Knock Your Socks Off Prospecting: How to Cold Call, Get Qualified Leads, and Make More Money (New York: AMACOM, 2005) HF 5438 M61k

Magnetic Selling—Develop the Charm and Charisma That Attract Customers and Maximize Sales (New York, NY: American Management Association, 2006) HF 5438 B62

Dress Your Best ... (New York, NY: Three Rivers Press, 2005) GT 5524 K28

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The inclusion of links on this page does not imply endorsement by the National Association of REALTORS®. NAR makes no representations about whether the content of any external sites which may be linked in this page complies with state or federal laws or regulations or with applicable NAR policies. These links are provided for your convenience only and you rely on them at your own risk.