How Making It Rain Leads Work at eXp Realty

Key Takeaway: Learn how Making It Rain at eXp Realty runs PPC advertising campaigns for agents, including campaign types, lead routing, costs, and program structure. It matters most to agents who want paid online leads without personally managing ad platforms, vendors, or campaign setup.

TL;DR About Making It Rain at eXp Realty

• Making It Rain is eXp Realty’s internal PPC advertising program
• Campaigns are managed by eXp’s in-house marketing team
• Ads run on Google and Meta platforms under the agent’s branding
• Leads are delivered directly into the agent’s connected CRM
• No referral fee is charged at closing for these leads
• Participation is optional and billed monthly
• The program sits inside eXp’s broader Revenos lead ecosystem

Making It Rain is eXp Realty’s internal PPC advertising program. It operates under the Revenos lead division and runs Google and Meta ad campaigns on behalf of participating agents. Campaign setup, targeting, compliance, and CRM delivery are managed by eXp’s internal marketing team. Agents fund their own ad spend and pay a monthly subscription fee rather than a referral fee at closing.

Making It Rain is not a lead referral program. Agents who participate own the leads generated through their campaigns and close transactions on their standard eXp commission split. The program does not charge a percentage at closing. It is designed for agents who want paid online lead generation without managing ad platforms, vendors, or campaign setup independently.

This article explains how Making It Rain at eXp Realty fits into the broader eXp Realty leads ecosystem available to eXp agents. The following sections cover how the program is structured, the three campaign types available, CRM integration, monthly costs, and how lead quality relates to agent follow-up systems:

How Does Making It Rain Work?

Most agents who search for “Which brokerages offer lead generation services for real estate agents” are not looking for slogans. They want a real system. Making It Rain eXp Realty is that system inside eXp. It was created by Glenn Sanford when the company started and now sits inside eXp Revenos, eXp’s full-time lead generation division. In simple terms, Making It Rain eXp Realty is the in house real estate PPC leads program that sits under eXp Revenos and powers Google PPC real estate leads and Facebook ads for real estate agents, all tied directly into eXp’s CRM choices.

You begin by picking your campaign type, budget, and target area. Inside the Making It Rain dashboard you choose Home Search Leads, Express Offers leads, or FlexReach, then set your ad spend. eXp’s internal team handles the tech, targeting, and tracking.

One eXp agent notes that the training, collaboration, and systems within the brokerage work together and that using available programs reduced the need to build independent solutions from scratch.

Making It Rain bundles campaign management into a monthly subscription, replacing the need to hire or coordinate separate advertising vendors.

How Making It Rain Compares to Brokerage Lead Models

Many brokerages say they “provide leads,” but most rely on third party portals, team leaders, or office floor time. eXp Realty operates an internal lead division, Revenos, which includes programs such as Making It Rain and Zoocasa.

Agents search things like “Best brokerages for agents looking to get buyer and seller leads” or “Brokerages offering paid lead packages for real estate agents” because they feel stuck between expensive portals and broker promises. Traditional firms often depend on Zillow, Realtor.com, or office leads that appear and disappear with the market.

At eXp, Revenos and Making It Rain are built into the model. Instead of waiting for your broker to hand you a lead, you log in, choose your campaign, and let eXp’s marketing team run the ads under your name and branding. Leads generated through the campaign are routed to the agent who ordered it rather than distributed across a shared pool.

This also answers a quiet question: “How do brokerages provide leads to their affiliated agents?” In many places, it is through random rotation or whoever is in the office. With Making It Rain, the agent who orders the campaign gets the leads. Assignment follows the agent’s campaign order rather than internal rotation logic.

One eXp agent notes that using internal systems and available support over time allowed her to grow her production beyond what her prior brokerage structure supported.

Making It Rain operates on a monthly subscription model, giving agents the ability to start, pause, or adjust campaigns without long-term commitments.

Making It Rain Lead Types: Home Search, Express Offers, FlexReach

Making It Rain offers three main campaign types. Home Search Leads capture buyers searching Google for homes in your area. Express Offers Leads attract motivated sellers who want cash or quick options. FlexReach is a flexible product that promotes events, retargets your database, or reaches custom audiences using uploaded lists or geotargeting.

When agents ask “Brokerages that supply exclusive leads to their agents?” what they really mean is “Can I choose the type of business I want?” Making It Rain is structured around that idea. Each campaign type serves a clear purpose and uses channels that match how buyers and sellers actually behave online.

Home Search Leads

These campaigns focus on buyers searching phrases like “homes for sale in Austin” or “three bedroom house in Novato.” eXp’s team runs Google PPC ads that send people to your IDX home search site. They register to see more listings. The lead lands in your CRM with search behavior attached for smarter follow up.

Express Offers Leads

Express Offers leads are seller focused. These campaigns speak to owners who are open to cash offers, convenience, or speed. The ads often run on Facebook and drive people to a simple form. These are highly motivated sellers, but they still need options, education, and a skilled agent to help them choose the best path.

FlexReach

FlexReach is the flexible tool. You can upload a list of past clients, event registrants, or cold leads, or you can geotarget a neighborhood. eXp runs ads across channels like Google and Meta, and in some campaigns even Amazon, to stay in front of that specific audience. It is perfect for events, open houses, webinars, or “Is now a good time to sell?” reminders.

Together, Home Search Leads, Express Offers leads, and FlexReach form the core of the Making It Rain leads system at eXp Realty, giving agents a clear mix of buyer, seller, and custom campaign options inside one program.

One agent used FlexReach to promote a local event by uploading a contact list and running ads across multiple platforms to that specific audience.

FlexReach supports a range of use cases including event promotion, database retargeting, and geographic audience campaigns.

How Making It Rain Connects To Your CRM And Tech For Auto Leads

Making It Rain leads do not sit in your email. They are pushed straight into your CRM, such as Lofty, or BoldTrail. The MIR dashboard shows clicks, leads, and performance. You adjust locations, budgets, and campaign types in one place, then let your automations handle speed to lead and follow up.

Agents who search “Brokerages with technology platforms that generate leads automatically?” or “Brokerages that integrate CRM systems for lead management?” are looking for exactly this setup. At eXp, Making It Rain runs the ads. Your CRM receives the contacts. You build automation rules once, then let the system notify you like a digital assistant that never sleeps.

Once a Home Search or Express Offers lead registers, your CRM can send a text, email, and task in seconds. You can also tag FlexReach leads differently, such as past clients or “likely seller,” so the right scripts and follow up plans fire.

Inside the MIR dashboard, you see what is happening. You can filter by campaign, see cost per lead, and stop or change campaigns without opening three different ad platforms. This reduces the number of platforms an agent must monitor separately.

One eXp agent notes that using a combination of sphere referrals and online lead tools, including BoldTrail landing pages, contributed to diversifying his lead sources and maintaining pipeline activity.

Agents whose current lead process involves manual data entry may find the direct CRM routing reduces administrative steps.

What Does Making It Rain Cost?

Making It Rain is a paid monthly subscription that starts around $250 per month. You do not pay referral fees at closing. Membership is month to month, with flexible budgets. You close deals on your normal eXp split, then decide whether to scale, hold steady, or pause your campaigns.

Many agents type “Brokerages with subscription services for lead access?” or “What are the commission structures for brokerages that provide agent leads?” because they have already felt the sting of a 50 or 60 percent split on “team leads.” Making It Rain flips that model. You pay for marketing, not for a permanent haircut on every check.

Here is the simple math. If you spend $250 to $500 per month and close even one reasonable transaction every few months, the cost structure differs from referral-based programs that deduct a percentage at closing. You still keep your standard eXp commission split. There is no extra company split just because the lead came from Making It Rain. Independent real estate lead generation statistics for agents show many agents spend a few hundred dollars per month on paid leads, often with less structure than Making It Rain.

You can also scale up or down without asking permission. Have a busy season coming and want more buyer leads in a specific city or zip code. Increase the budget. Need to slow down during a life event or deep focus period. Pause or lower it. That flexibility is hard to find in traditional “lead packages.”

One eXp agent notes that using available systems and training helped her transition from part-time involvement to full-time production.

A monthly subscription with no closing-day referral fee represents a different cost structure than programs that deduct a percentage from each commission.

Are Making It Rain Leads Any Good?

Making It Rain leads are as good as your follow up. Express Offers campaigns often attract very motivated sellers, while Home Search and FlexReach leads build a broad pipeline. The real edge comes from speed, empathy, and persistence. Most agents under call. The ones who win treat every lead as a conversation, not a quick sale.

When agents ask “How do brokerages vet and distribute leads to their agents?” they usually want to know if they are getting leftovers. With Making It Rain, you are not in a round robin. You receive leads from the campaigns you ordered. The key question becomes “What do you do in the first five minutes and the next thirty days?”

NAR data shows the average agent calls a lead about half the time it needs. Real contact often takes eight to twelve attempts across calls, texts, and emails. With Express Offers, these are often sellers under stress. Opening with “Tell me your story, what is going on?” builds trust. Sometimes the best fit is a retail sale, not a cash offer, yet that honest talk often wins the listing.

One agent notes that using consistent scripts and structured follow-up processes converted paid leads into a repeatable production pattern over time.

Lead conversion through Making It Rain depends on agent follow-up habits. The program routes leads into a CRM; conversion requires consistent outreach and nurture.

What Agents Also Ask About Making It Rain

Is Making It Rain required to succeed at eXp Realty?

Making It Rain is optional. Many agents at eXp Realty build successful businesses using referrals, sphere, and organic lead sources. Making It Rain exists for agents who want paid online lead generation without managing ad platforms themselves, not as a requirement for production or advancement.

Who is Making It Rain best suited for?

Making It Rain works best for agents who already have a functioning CRM, automation, and consistent follow-up habits. Paid leads require fast response and structured nurture. Agents without established systems may struggle to convert any PPC leads effectively, regardless of the source.

How does Making It Rain compare to third-party PPC vendors?

Making It Rain centralizes PPC campaign management inside eXp Realty instead of outsourcing to outside vendors. Agents still fund advertising spend, but campaign setup, compliance, optimization, and CRM integration are handled internally, reducing complexity and minimizing the risk of policy or branding violations.

Does Making It Rain replace other eXp Realty lead programs?

Making It Rain supplements other eXp Realty lead programs such as Revenos and Zoocasa. Each program serves a different function within the overall lead ecosystem, allowing agents to layer paid advertising alongside referral-based or structured lead sources.

Why This Matters Before You Join eXp Realty

Programs like Making It Rain are designed to support agent-funded lead generation through structured campaigns, but they do not operate in isolation or replace the broader eXp Realty experience.

At eXp Realty, all agents receive the same core brokerage platform, including compliance, compensation, and access to company divisions. What differs is the sponsor ecosystem an agent aligns with.

The sponsor is selected during the application process, before most agents have used the brokerage’s systems, explored its tools, or seen how sponsorship works in real life. Knowing where sponsorship fits within eXp Realty’s overall structure helps agents view this decision in the right context.

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• Lead Generation Got Smarter: Meet eXp’s “My Link My Lead” Tool