The primary duty of the real estate referral agent is to generate leads. Leads describe anyone who is a candidate for a real estate transaction. This could be someone looking to lease a property, purchase or sell a property. Real estate referral agents perform a variety of marketing campaigns to locate these leads, ranging from newspaper and radio advertisements, to Internet-based ads. Some referral agents will go for a high-churn strategy, where they produce as many leads as possible, without a high premium on quality.
The law of numbers means they will generate sales, but many real estate companies will decide that it is not worth taking the extra time to sort through the leads. Targeting your leads to those who are truly interested in, as well as capable of, completing a real estate transaction makes the process easier.