CMA request page

A CMA request page is the “free home evaluation” offer, formalized: a page where a homeowner asks you to prepare a comparative market analysis of their property. It is the oldest seller-capture play in the business, it predates every instant-estimate tool, and it still works — because the thing it offers is the thing sellers ultimately need. No model prices a specific house for market. An agent does.

Why the human evaluation still converts

An instant range answers curiosity. A CMA answers the decision. Somewhere between “I wonder what it’s worth” and “list it”, every seller needs a number they can act on — one that accounts for the finished basement, the current competition on the street, and a strategy for where to enter the market. Offering that, free and without obligation, is a genuinely valuable trade for contact details. It also self-selects beautifully: someone requesting a prepared analysis is meaningfully closer to a transaction than someone poking at a calculator.

The classic failure of the pattern is asking for the commitment without showing anything first. A bare form — address, phone, “we’ll be in touch” — delivers all of its value later, and later is where conversion goes to die. Which is why the modern version pairs the request with an instant layer.

How BrokerFold runs it

On a BrokerFold site the CMA request rides inside the valuation funnel at /home-value, and the sequencing does the persuasion. The visitor walks a short wizard and sees an honest computed range on screen — immediate value, delivered before any contact details are asked for. The contact step then positions the CMA as the real answer: a human, comparable-grounded analysis of their specific property, prepared by you. The visitor is not filling in a form to get nothing; they are upgrading from a range to an expert.

Details that matter operationally:

• Every template links the funnel from the header, footer and seller guide, so the offer is one click from anywhere on the site.
• The form is protected by bot-verification that fails closed — the requests that reach you are humans, not scripts.
• Submissions land in the built-in CRM as seller leads and follow your routing rules — straight to you as a solo agent, claim or round-robin on a team — with the visitor’s browsing behaviour attached to the contact record.

If you want a dedicated campaign page — a focused evaluation offer for an ad audience or a farm neighbourhood — the visual editor builds one from lead-capture sections in minutes, and the conversion anatomy of valuation landing pages covers what to put on it.

Delivering a CMA worth the request

The page only starts the job. The analysis you send determines whether the lead becomes an appointment:

• Comparables chosen, not dumped. A handful of genuinely similar recent sales beats twenty loosely related ones, and your reasoning for each is the expertise on display.
• Adjustments explained in plain language. Why the corner lot matters, what the renovated kitchen is worth here, what current competition does to timing.
• A range and a strategy, not just a number. Where you would enter the market and why — that is the sentence an algorithm cannot write, and the one that books the listing appointment.
• An offer of a walkthrough. Condition is the biggest thing any remote analysis misses; proposing to refine the number in person is both honest and the natural next meeting.

The pipeline effect

Not every CMA request lists next month, and that is fine — the point is that every request identifies a future seller by name and address. Kept warm with real substance (market movement in their area, a refreshed number when conditions shift), a season of CMA requests quietly becomes next year’s listing inventory. The page costs nothing to run on a site you already have. Few pages on it will ever earn more.