Lead Scoring
Definition
Lead scoring is the process of assigning a numerical value or “score” to leads based on their behavior, demographic fit or engagement level. It helps real estate teams prioritize high-intent prospects and allocate follow-up resources effectively.
Key Takeaways
- Scores help rank leads by likelihood to convert
- Based on criteria like page visits, form fills or location
- Used to guide agent follow-up and automation triggers
Why It Matters
Not all leads are ready or qualified. Lead scoring helps your team focus on the highest-value opportunities while automating or delaying outreach for colder leads.
Real World Example
A lead who fills out a buyer form, opens three emails and views multiple listings receives a higher score than someone who only browsed the homepage.
How Sierra Interactive Helps
Sierra’s CRM supports custom lead scoring models that evaluate contact behavior, lead source and profile details. Scores can be used to trigger automations, assign tasks or change follow-up cadence.
Frequently Asked Questions
What criteria can I use for lead scoring?
Page views, form submissions, email opens, source, location and more.
Can lead scores be adjusted automatically?
Yes, Sierra updates scores in real time based on activity.
How do I use lead scores in automation?
Scores can trigger workflows, emails, reminders or agent assignment.
Is lead scoring customizable in Sierra?
Yes, you can assign your own weights to different behaviors or attributes.
Can agents see a lead’s score in the CRM?
Yes, scores appear on contact records and dashboards.
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