How to Generate Seller Leads with AI-Powered Home Evaluations

Seller leads are the most valuable — and the hardest to generate — leads in real estate. Buyers browse listings, click on ads, and fill out search forms. Sellers do none of that. They sit in their homes wondering what the property is worth, and the first agent who earns their trust gets the listing.

The traditional way to capture a seller lead is the "What's My Home Worth?" landing page. The problem is that most of these tools offer a vague estimate and then make the visitor wait for an agent to follow up with a real number. By the time you call back, they've already talked to two other agents.

BrokerHub's InstantCMA takes a fundamentally different approach. It delivers an AI-powered home valuation in 30 seconds using live MLS comparable sales data — and captures the homeowner's contact information before they see the result. The outcome: qualified seller leads who've already told you which property they're thinking about selling.

The Problem with Traditional CMAs

A Comparative Market Analysis is the backbone of every listing presentation. But creating one manually takes time. Research comparable properties: 45 minutes. Analyze market trends and adjustments: 90 minutes. Format the report: 45 minutes. That's three or more hours per CMA, and you haven't even met the client yet.

This time cost creates a bottleneck. Agents can only produce a limited number of CMAs per week, which limits how many potential sellers they can engage. And when a homeowner fills out a "home value" form on your website, they expect a fast answer — not a promise that someone will get back to them within 24 hours.

The gap between what homeowners expect (instant answers) and what agents can deliver (manual reports that take hours) is where leads slip through the cracks.

How InstantCMA Works

InstantCMA closes that gap by generating AI-powered home valuations instantly, using a simple four-step process:

1. The homeowner enters their property address. This can happen on your BrokerHub website, on a standalone landing page, or through an embeddable widget on any site you own.

2. They provide basic property details through a short multi-step form — bedrooms, bathrooms, square footage, and condition.

3. The AI generates an instant valuation based on live MLS comparable sales data, recent transactions, and market conditions. The result is available in approximately 30 seconds.

4. The homeowner creates an account to view their full report, including comparable properties and recent sales in their area. This is where lead capture happens — you now have their name, email, property address, and the fact that they're interested in knowing what their home is worth.

The result is a qualified seller lead in your pipeline, complete with context about their property and their intent.

Why 78% of Visitors Convert

The key to InstantCMA's 78% lead capture rate is the value exchange. Most lead capture forms ask visitors to give up their contact information in exchange for a vague promise: "An agent will contact you with your home value." That's not compelling enough for most people.

InstantCMA flips this by delivering immediate, tangible value. The homeowner gets an actual number — an AI-powered estimate based on comparable sales — in exchange for creating an account. They're not submitting a form and hoping for a callback. They're getting something they want right now, and the email capture is a natural part of accessing the full report.

This is why the conversion rate is dramatically higher than generic contact forms, which typically convert at 2 to 5 percent.

What You Get From Each Lead

Every InstantCMA lead arrives with more context than a typical website form submission:

• Property address — You know exactly which property they're evaluating
• Property details — Bedrooms, bathrooms, square footage, and condition
• Contact information — Name and email at minimum
• Intent signal — A homeowner who's checking their home value is thinking about selling, refinancing, or at least curious about their equity

This information gives you a specific, relevant reason to follow up. Instead of a cold call saying "I saw you filled out a form on my website," you can say "I see you were looking at a valuation for 123 Maple Street — I know that neighborhood well, and I'd love to walk you through the details."

Embeddable Widget for Any Website

InstantCMA isn't limited to BrokerHub websites. The tool includes an embeddable widget that you can deploy on any domain — your existing WordPress site, a standalone landing page, or a brokerage portal. The widget is fully branded with your information, and it works in both light and dark themes.

You can deploy it on your own custom domain (for example, homevalue.your-brokerage.com) so it looks and feels like your own product. The leads flow directly into your pipeline, and the homeowner never sees the BrokerHub brand unless you want them to.

This makes InstantCMA a practical tool even if you don't use BrokerHub for your website. It plugs into your existing digital presence.

ROI: The Numbers

InstantCMA tracks the numbers that matter. Here's what the platform reports across its user base:

• 4,789+ valuations generated by agents using the tool
• 1,254+ leads captured from those valuations
• 3.2 hours saved per report compared to manual CMA creation
• 78% lead capture rate from visitors who use the tool

To put that in perspective: if your website gets 1,000 monthly visitors and 5% of them use the home evaluation tool, that's 50 valuations per month. At a 78% email capture rate, that's 39 qualified seller leads per month. Using an industry-average 2% lead-to-listing conversion rate and a $15,000 average commission, those leads could translate into meaningful revenue over the course of a year.

The built-in ROI calculator on the InstantCMA product page lets you model your own numbers based on your website traffic and conversion rates.

Professional PDF Reports

Every valuation generates a downloadable PDF report branded with your information. These reports include the AI-powered estimate, comparable properties, recent sales data, and market context. You can share them with clients during listing presentations or send them as follow-up material after initial contact.

The reports are designed to look professional and authoritative — they're not a generic printout of a website page. They're formatted as a proper CMA presentation that you can hand to a homeowner during a kitchen-table meeting.

Pricing

InstantCMA is free to start. You get 3 free estimations with no credit card required — enough to test the tool, see the quality of the reports, and evaluate the lead capture flow. Paid plans unlock additional estimations and features. For full pricing details, visit the InstantCMA pricing page.

Try InstantCMA free →

Part of the BrokerHub Ecosystem

InstantCMA is already integrated into BrokerHub's website platform, where it powers the home evaluation feature that captures seller leads directly into your CRM. But it also works as a standalone product with its own embeddable widget.

When combined with BrokerHub's other products, the lead generation compounds:

• AI Marketing Studio — Create market update infographics and social content that drive homeowners to your home evaluation tool.
• AI Voice Assistant — When a seller lead comes in, the Voice Assistant can follow up automatically with a phone call to qualify the lead and book a listing appointment.

Frequently Asked Questions

What is InstantCMA? InstantCMA is BrokerHub's AI-powered home evaluation tool. It generates instant property valuations using live MLS comparable sales data and captures qualified seller leads in the process.

How fast are the valuations? InstantCMA generates a complete home valuation in approximately 30 seconds. Traditional CMAs take 3 or more hours to create manually.

Where does the data come from? Valuations are based on live MLS comparable sales data, including recent transactions and market conditions in the property's area.

Can I use InstantCMA without a BrokerHub website? Yes. InstantCMA includes an embeddable widget that works on any website. You can also deploy it on a custom domain with your own branding.

How much does InstantCMA cost? InstantCMA is free to start with 3 estimations and no credit card required. Paid plans are available for agents who need more volume. Visit instantcma.brokerhub.io/pricing for details.

What is the lead capture rate? InstantCMA reports a 78% lead capture rate — the percentage of visitors who enter an address and then create an account to view their full report.

Do I get a PDF report? Yes. Every valuation generates a downloadable PDF report branded with your information, suitable for sharing with clients or using in listing presentations.

Does InstantCMA integrate with my CRM? When used as part of the BrokerHub website platform, leads flow directly into the built-in CRM. The standalone widget captures leads that you can export or integrate with your existing tools.