6 AI Lead Scoring Examples for Real Estate Agents

LEAD SCORING MODEL — Spreadsheet Implementation FACTOR 1: LEAD SOURCE (Max 20 points) Referral: 20 pts (highest conversion rate in real estate, ~30%) Open house visitor: 15 pts (showed up in person = real interest) Website form: 12 pts (proactive inquiry) Social media DM: 10 pts (engaged but often earlier stage) Zillow/portal lead: 8 pts (high volume, lower intent) Cold/purchased list: 3 pts FACTOR 2: STATED TIMELINE (Max 25 points) Ready now / within 30 days: 25 pts 1-3 months: 20 pts 3-6 months: 12 pts 6-12 months: 6 pts Just looking / no timeline: 3 pts FACTOR 3: PRE-APPROVAL STATUS (Max 20 points) Pre-approved (letter in hand): 20 pts In process with lender: 12 pts No pre-approval, says they'll get one: 5 pts No pre-approval, hasn't mentioned it: 0 pts FACTOR 4: ENGAGEMENT RECENCY (Max 20 points) Last responded within 48 hours: 20 pts Last responded within 1 week: 15 pts Last responded within 2 weeks: 10 pts Last responded within 30 days: 5 pts No response in 30+ days: 0 pts FACTOR 5: BEHAVIORAL SIGNALS (Max 15 points) Clicked 5+ property links: 10 pts Clicked 2-4 property links: 6 pts Clicked 1 property link: 3 pts Replied to 3+ messages: 5 pts (add to click score, cap at 15) Replied to 1-2 messages: 3 pts SPREADSHEET SETUP: Column A: Lead name Column B-F: Raw scores for each factor Column G: =SUM(B:F) [Total score] Column H: =IF(G>=70,"HOT",IF(G>=40,"WARM","COLD")) [Tier] ACTION TIERS: HOT (70-100): Call today. These leads have high intent, recent engagement, and financial readiness. Personal phone call within 4 hours. If no answer, text + voicemail + email within 24 hours. WARM (40-69): Structured follow-up. These leads are interested but not urgent. Weekly personalized email or text. Monthly phone call attempt. Targeted property alerts. COLD (0-39): Automated nurture. Monthly market update email. Quarterly check-in text. Re-score monthly — cold leads warm up when timelines shorten or engagement increases. RE-SCORING CADENCE: Update scores every Monday morning. Change engagement recency based on last week's activity. Adjust timeline scores as stated timelines progress. A lead who said "6 months" three months ago should now score as "3 months."

FOLLOW UP BOSS LEAD SCORING WORKFLOW SCORING TAG SYSTEM: Create these tags to track scores (update weekly): - Score: Hot (70+) - Score: Warm (40-69) - Score: Cold (0-39) - Trigger: Engaged This Week - Trigger: Gone Silent (14+ days) SCORING CRITERIA: ACTIVITY-BASED SCORING (Track weekly): - Replied to email or text: +10 per reply (cap 30) - Answered phone call: +15 - Initiated contact (inbound call/text): +20 - Clicked property link in email: +5 per click (cap 20) - Visited website: +8 per visit (cap 24) - Viewed 3+ property pages in one session: +15 - Requested showing: +25 - Provided pre-approval letter: +25 DECAY SCORING (Deduct weekly for inactivity): - No activity in 7 days: -5 - No activity in 14 days: -10 (add "Gone Silent" tag) - No activity in 30 days: -15 - No activity in 60 days: downgrade to Cold automatically PIPELINE ALIGNMENT: - New (no score yet) → Initial outreach sequence - Contacted (score 10-39) → Cold tag, automated nurture - Engaged (score 40-69) → Warm tag, weekly personal touchpoint - Showing (score 70+) → Hot tag, daily attention - Under Contract → Remove from scoring, move to transaction management SMART LISTS TO CREATE: 1. "Priority Calls Today" — Filter: Score Hot tag + last activity within 7 days + NOT in pipeline stage Under Contract. This is your daily call list. 2. "Warming Up" — Filter: Score Cold tag + Trigger Engaged This Week tag. These leads just did something — reach out before they cool off. 3. "Going Cold" — Filter: Score Warm tag + Trigger Gone Silent tag. These were engaged and stopped. Time for a pattern-interrupt outreach. 4. "Pre-Approved & Active" — Filter: any score + pre-approved tag + activity in last 14 days. Highest conversion probability. Always in your top call priority. DAILY WORKFLOW (15 minutes each morning): 8:00 AM — Open "Priority Calls Today" smart list. Call every lead on this list before doing anything else. 8:30 AM — Open "Warming Up" list. Send personalized text to each lead that re-engaged. Reference their specific activity: "I noticed you were looking at homes in Brentwood — want me to set up a search?" 8:45 AM — Open "Going Cold" list. Send a pattern-interrupt message: a new listing, a market stat, or a simple "Hey, are you still thinking about buying? No pressure either way." WEEKLY MAINTENANCE (30 minutes, Friday): - Review all leads with Score Warm tag. Update scores based on this week's activity. - Move improved leads to Hot. Downgrade inactive leads to Cold. - Review pipeline stages for accuracy. Move leads forward or backward based on reality. EXPECTED IMPACT: Most agents with 400 leads spend equal time on all of them — or worse, focus on whoever emailed most recently. This system identifies the 40-60 leads (10-15%) that represent 80% of your near-term closings. You'll make fewer calls but close more deals.

BUYER INTENT SCORING MODEL THE 5 STRONGEST PURCHASE-READINESS INDICATORS (Research-backed, ranked by correlation with purchase within 60 days) 1. SEARCH SPECIFICITY (Max 25 points) Broad: "We're looking at Nashville" = 5 pts Narrowing: "We like Brentwood and Franklin" = 12 pts Specific: "We want to be in the Brentwood High district, south of Old Hickory" = 20 pts Hyper-specific: "We want Owl Creek or Taramore subdivision" = 25 pts Why it matters: Buyers who've narrowed to specific subdivisions are 6x more likely to purchase within 60 days than those still exploring cities. 2. TIMELINE LANGUAGE (Max 25 points) "Someday" / "when the market changes": 3 pts "Within the next year": 8 pts "In the next 3-6 months": 15 pts "By [specific month]" or "Before school starts": 22 pts "We need to be moved by [date]" or "Our lease ends [date]": 25 pts High-intent language examples: "We need to close before June 1." "The job starts March 15, so we need to be there by March 1." 3. FINANCIAL READINESS (Max 20 points) No mention of budget or financing: 0 pts "We can probably afford around $X": 5 pts "We're pre-qualified": 10 pts "We're pre-approved up to $X": 15 pts "We're pre-approved, cash for the gap, and our current home is under contract": 20 pts High-intent language: "We have 20% down and our lender said we can close in 21 days." 4. PROCESS QUESTIONS (Max 15 points) No process questions: 0 pts General: "What's the buying process like?": 5 pts Specific: "What are typical closing costs in Nashville?": 10 pts Advanced: "Can we do a pre-inspection before writing the offer?" or "How does an escalation clause work?": 15 pts Why it matters: Buyers asking about escalation clauses and closing costs are mentally rehearsing the purchase. They've moved from researching to planning. 5. PARTNER/DECISION-MAKER INVOLVEMENT (Max 15 points) Single decision-maker, engaged: 10 pts Partner mentioned but not involved: 5 pts Partner actively participating in communications: 12 pts Both partners on showing or phone call: 15 pts Both partners + asked about "our" needs: 15 pts Why it matters: When both decision-makers are involved, the timeline compresses. A solo researcher is gathering information. A couple on a showing is making a decision. INTENT TIERS: READY NOW (80-100): Narrowed to 1-2 neighborhoods, specific timeline with a deadline, pre-approved, asking process questions, both decision-makers engaged. Action: Daily contact. Show properties this week. Be ready to write an offer. SERIOUSLY LOOKING (55-79): Narrowed to a few areas, 3-6 month timeline, working on pre-approval, asking general process questions. Action: Weekly showing schedule. Send targeted listings. Educate on process. RESEARCHING (30-54): Broad search area, vague timeline, no financial preparation, general questions. Action: Bi-weekly check-in. Send neighborhood guides. Recommend lender introduction. BROWSING (0-29): No specifics on anything. "Just seeing what's out there." Action: Monthly email drip. Don't invest personal time until signals change. LANGUAGE RED FLAGS (Subtract 10 points each): - "We'll buy when the market crashes": -10 (unrealistic expectations) - "We're in no rush at all": -10 (no timeline urgency) - "We want to see 50 homes before deciding": -10 (analysis paralysis) - No response to direct timeline questions: -10 (avoiding commitment)

SELLER LEAD SCORING MODEL FACTOR 1: SOURCE & INITIAL SIGNAL (Max 15 points) Referral from past client: 15 pts (someone recommended you to a seller = high intent) Direct inquiry ("I want to sell my house"): 12 pts Farming response to market update: 10 pts Home valuation tool request: 5 pts (often curiosity, not intent) General website inquiry: 3 pts FACTOR 2: STATED REASON FOR SELLING (Max 25 points) "We're relocating for work" / "Job transfer": 25 pts (external deadline = must sell) "Going through a divorce": 25 pts (legal process requires resolution) "Inherited property": 22 pts (don't want to maintain it) "Downsizing — kids moved out": 18 pts (motivated but flexible timeline) "Want to upgrade to a bigger home": 15 pts (dependent on finding replacement) "Just curious what we could get": 5 pts (exploring, not committed) "Want to know our home value": 3 pts (information gathering) Curiosity language: "What do you think it's worth?" "We've been thinking about maybe selling." Motivation language: "We need to sell by June." "How fast can we get this on the market?" FACTOR 3: TIMELINE (Max 25 points) "How quickly can we list?" / "This week": 25 pts "Within the next month": 20 pts "This spring" / "By summer": 15 pts "Sometime this year": 8 pts "No rush" / "Just exploring": 3 pts FACTOR 4: PREPARATION & ACTION SIGNALS (Max 20 points) Already started decluttering/packing: 20 pts Asking about staging or repairs: 15 pts Asking about net proceeds / closing costs: 15 pts Asking about the listing process: 10 pts Already interviewed another agent: 15 pts (actively shopping = imminent decision) Asking only about home value: 5 pts FACTOR 5: ENGAGEMENT QUALITY (Max 15 points) Scheduled or completed listing appointment: 15 pts Willing to schedule but "need to check with spouse": 10 pts Responded to follow-up within 24 hours: 8 pts "Send me information" (no appointment): 5 pts No response to follow-up: 0 pts SELLER INTENT TIERS: MOTIVATED (75-100): External deadline, specific timeline, asking process/proceeds questions, willing to meet. Action: Listing appointment within 48 hours. Bring CMA and marketing plan. This seller is making a decision, possibly between you and another agent. CONSIDERING (45-74): Valid reason to sell, general timeline, asking pricing questions, some engagement. Action: Schedule a no-pressure consultation. Provide a detailed CMA. Follow up weekly. These sellers often need 4-8 weeks to commit. CURIOUS (20-44): Requested home value, vague reason, no timeline, asking "what's it worth" not "how do we sell." Action: Provide the valuation. Add to quarterly touchpoint list. Send market updates showing neighborhood sales. Don't invest heavy time — yet. COLD (0-19): Home value request with no follow-up. No reason, no timeline, no engagement. Action: Automated email drip with market updates. Re-score if they re-engage. RE-SCORING TRIGGERS: Any of these should trigger an immediate re-score and personal outreach: - Second home valuation request (they're checking again = timeline moved up) - Responded to a market update email with a question - Life event detected (divorce filing, probate, job listing on LinkedIn) - Listing appeared from same address on another platform (they called a competitor)

COLD LEAD RE-ENGAGEMENT SCORING MODEL FACTOR 1: ORIGINAL ENGAGEMENT DEPTH (Max 30 points) Had a phone conversation + showing: 30 pts Had a phone conversation only: 22 pts Multiple email/text exchanges (5+): 18 pts Few exchanges (2-4): 10 pts Single response then silent: 5 pts Never responded: 0 pts Why this matters most: Leads who invested time in conversations had real intent. Something interrupted them — life change, rate shock, competing agent, personal issue. The relationship existed. It can be rekindled. FACTOR 2: TIMELINE MATH (Max 25 points) Calculate: stated timeline at first contact + months elapsed. If they said "6-12 months" and 8 months have passed: 25 pts (they're IN their window now) If they said "3-6 months" and 12 months have passed: 20 pts (overdue, may have bought elsewhere — or still waiting) If they said "just looking" and 12+ months have passed: 10 pts (could have matured into real intent) If they said "now" and went cold: 15 pts (something blocked them — the block may have cleared) FACTOR 3: FINANCIAL READINESS SIGNAL (Max 20 points) Were pre-approved at some point: 20 pts (financial commitment was made) Discussed specific budget numbers: 12 pts General budget range: 6 pts Never discussed finances: 0 pts FACTOR 4: RECENCY (Max 15 points) Last interaction 3-6 months ago: 15 pts Last interaction 6-9 months ago: 12 pts Last interaction 9-12 months ago: 8 pts Last interaction 12-18 months ago: 4 pts FACTOR 5: SEASONAL ALIGNMENT (Max 10 points) Original inquiry was in same season we're in now: 10 pts (seasonal buyers often circle back) Original inquiry in adjacent season: 5 pts Opposite season: 2 pts TIER STRATEGY: TOP 50 (Score 65+): Personal Outreach Campaign Week 1: Personalized text referencing your last conversation. "Hey [Name] — we talked about homes in [area] back in [month]. A lot has changed in that market since then. Still thinking about making a move?" Week 2: If no response, send a specific property link. "This one just hit the market in [their preferred area] — thought of you." Week 3: Phone call. If voicemail, leave a brief, personal message. MIDDLE 150 (Score 35-64): Targeted Email Revival Send a market update specific to their original search area. Include one property match. Subject line: "[Area] market update + a home that matches what you described." Follow up once. If they engage, move to personal outreach. BOTTOM 300 (Score 0-34): Automated Re-Nurture Add to monthly email drip. If they open 3+ emails in a 30-day period, auto-move to Middle tier and trigger personal outreach. RE-ENGAGEMENT SUCCESS METRICS: Expect 15-20% response rate from Top 50 (7-10 responses). Of those, 30-40% will re-activate as warm leads. Expected outcome: 2-4 active clients recovered from a "dead" database. At an average commission of $12,000, that's $24-48K in recovered revenue from leads you were ignoring.

LEAD SOURCE ANALYSIS — 12-Month Performance | Source | Leads | Closings | Conversion | Cost/Year | Cost/Closing | Avg Score | Days to Close | |--------|-------|----------|-----------|-----------|-------------|-----------|---------------| | Referrals | 25 | 8 | 32.0% | $0 | $0 | 74 | 45 | | Open houses | 60 | 5 | 8.3% | $2,400 | $480 | 52 | 78 | | Google Ads | 40 | 2 | 5.0% | $4,800 | $2,400 | 45 | 95 | | FB/IG Ads | 95 | 3 | 3.2% | $6,000 | $2,000 | 38 | 118 | | Zillow | 180 | 4 | 2.2% | $10,200 | $2,550 | 32 | 142 | | Realtor.com | 120 | 2 | 1.7% | $7,200 | $3,600 | 28 | 156 | KEY FINDINGS: 1. Referrals are your best source by every metric: highest conversion (32%), zero cost, fastest close (45 days), highest lead score (74). Every dollar spent should try to generate more referrals. 2. Open houses are your most efficient paid channel: $480 per closing, 8.3% conversion, and an average score of 52. These leads are in-person connections — they convert faster and score higher because you've already built rapport. 3. Zillow and Realtor.com are your most expensive channels: combined $17,400/year for 6 closings = $2,900 per closing average. The leads are high volume but low quality (scores 28-32) and slow to convert (142-156 days). RECOMMENDED BUDGET REALLOCATION: CUT: - Realtor.com: Eliminate entirely. $7,200/year for 2 closings at the lowest conversion rate. Save: $7,200. - Zillow: Reduce from $850/mo to $500/mo. Keep for volume but don't overspend. Save: $4,200. INVEST: - Open houses: Increase to $500/mo ($300 increase). Host 2x per week instead of 1x. Add professional signage and refreshments. Projected: 8-10 closings instead of 5. - Referral program: Allocate $400/mo to a client appreciation program (closing gifts, annual events, pop-by gifts). Projected: 10-12 referrals instead of 25 leads → potentially 10-12 closings. - Google Ads: Increase to $600/mo ($200 increase). Optimize for neighborhood-specific terms. Projected: 3-4 closings instead of 2. - Facebook/IG: Maintain at $500/mo but shift to retargeting warm leads instead of cold audiences. PROJECTED IMPACT: Current: $30,600/year → 24 closings → $1,275/closing average Proposed: $25,200/year → 28-32 closings → $787-900/closing average You'd spend $5,400 less and close 4-8 more deals. The math isn't complicated — invest in what works, cut what doesn't.