As a Realtor®, you probably have a few favorite lead-generation methods. Chances are good that they’re your favorites because they work well for you.

But what about Realtors who buy leads? Are they doing the right thing? And if they are, is it the right thing for you?

Before you spend your hard-earned money on leads, be sure you’re making the most of the leads you already have. If you have to sacrifice quick response times and thorough customer service because you’re already drowning in leads (what a great problem to have, right?), then it might not be the right time for you to delve into anything new – let alone paying for leads.

Work your referrals and those back-burner potentials that may have looked at a house or two and decided the time wasn’t right for them. Markets change quickly, and so can clients’ financial statuses and readiness to buy.

Make sure you check with colleagues and scour online reviews before you jump into a lead service. If you do decide to purchase leads, be wary of long-term contracts. Start small, and if you don’t see results within 30 to 60 days, it’s probably time to refocus your efforts.

The bottom line is that buying real estate leads is a business expense that pays off for some agents, but not for others. There are two distinct camps of Realtors: one that thinks buying leads online is a complete waste of time and one that considered purchased leads a great investment.

No matter what you choose to do, remember that leads are leads. Some are more qualified than others are, and some could end up in sales while others end up in the trash bin. You still have to work purchased leads as if you paid for them… because you did.

There’s no way to buy a “guaranteed sale” from the Internet, so don’t forget that when you’re trying to decide whether you should buy real estate leads.