Real estate lead scoring

Lead scoring answers the only question that matters at 8 a.m. with fifty leads and time for ten calls: who first? Done badly, it’s astrology — a mystery number derived from form answers people half-invented. Done properly, it’s arithmetic on observed behaviour: what each person actually did on your website, weighted for how recently and how often they did it.

Behaviour beats form-fill guesswork

The traditional approach scores what a lead claimed — budget, timeline, “just browsing” — captured once, at the moment they knew you least and had the most reason to deflect. Behaviour tells a different story, and it can’t really lie. Coming back four times in a week costs effort. Favouriting the same semi twice costs effort. Registering to research sold prices costs effort and signals someone doing serious comparables, not idle scrolling. Because a BrokerFold site and CRM are one system, all of that behaviour attaches to the person automatically — no integration relay, no lost events — which is the structural advantage that makes scoring trustworthy in the first place.

How scoring works on the platform

Every registered visitor’s activity — views, return visits, favourites, saved searches, sold-data research — feeds a score that refreshes continuously through the day, so this morning’s surge shows up this morning. The score lives on the person record beside a plain-language summary of what’s driving it, and it decomposes into its components: recency, repeat views, and the rest. That breakdown is deliberate. An agent shown “87” learns nothing; an agent shown “returned three times this week, re-viewed one listing, saved a new search under $1.1M” knows exactly how to open the call. The full history behind every component sits one click away on the contact timeline.

What to do with a score

Treat it as a sort order, not a verdict. Work the top of the list while attention is hot — scores are freshest measured in days, and the gap between “viewed yesterday” and “viewed last month” is the whole game. Watch for spikes rather than absolute values: a quiet contact whose score jumps is the single best call of your day, because something changed in their life and your site caught it. And let the low scores be low without guilt — that’s what listing alerts and nurture plans are for, keeping the long middle warm until behaviour says otherwise.

Scoring on a team

Solo agents use scores to order a call list; teams use them to keep a shared database honest. When fifty shared leads sit in a pond, the score is the argument-free answer to which ones deserve a claim today, and a rising score on a colleague’s neglected contact is a coverage gap you can actually see. Scores also make handoffs safer: the agent picking up a vacation file reads the current engagement level in one glance instead of reconstructing it from a thread. None of this requires anyone to trust the number blindly — it requires the number to be visible in the same place the work happens, which is the point of building scoring into the CRM rather than bolting it on beside it.

The honest limits

A score measures engagement with your website, not intent to transact — and not loyalty to you. A hot lead may be hot with three agents at once; the score gets you to the phone first, and the phone does the rest. It also can’t see off-site life: the referral who never browses will out-close a hundred high scorers. Scoring is one input to judgment, which is why we surface its parts instead of asking you to obey a number — the same philosophy behind the whole CRM’s design. It ships included, computed from day one, with nothing to configure.