If you're spending equal time on every lead that comes your way, you're doing it wrong. Some "leads" will waste months of your time, while others are ready to buy this week.
The difference? Knowing which is which.
The 80/20 Reality
80% of your sales come from 20% of your leads. Yet most agents treat every inquiry like it's going to close next month.
According to the National Association of Realtors, the typical buyer looks at homes for 10 weeks and views a median of 10 homes. But here's the key: qualified buyers move much faster.
Stop chasing. Start qualifying.
The 3-Question Filter
Before you spend hours nurturing a lead, ask these three questions:
1. Timeline: "When are you looking to make a move?"
- "Just browsing" = low priority
- "Within 6 months" = medium priority
- "Next 30-60 days" = high priority
2. Budget: "What price range are you comfortable with?"
- Vague answers = unqualified
- Specific numbers = serious buyer
- "We're pre-approved for X" = hot lead
3. Motivation: "What's driving your move?"
- Casual interest = time waster
- Life changes (job, family, etc.) = real motivation
- Specific pain points = ready to act
Research from Harvard Business Review shows that companies who respond to leads within an hour are 7 times more likely to qualify them effectively. But qualification is just as important as speed.
The High-Intent Signals
- Focus your energy on leads who show these signs:
- Ask specific questions about neighborhoods
- Want to see properties immediately
- Mention financing or pre-approval
- Have a clear timeline with urgency
- Ask about your availability for showings
The Low-Intent Red Flags
- Minimize time spent on leads who:
- Give vague or evasive answers
- Won't commit to phone calls or meetings
- Have unrealistic budget expectations
- Show no urgency or specific timeline
- Only engage via text with one-word responses
Your New Lead Strategy
High-Intent Leads: Immediate personal attention, multiple follow-ups, priority scheduling
Medium-Intent Leads: Automated nurture sequences, monthly check-ins, market updates
Low-Intent Leads: Basic drip campaigns, quarterly touches, minimal personal time
Work Smarter, Not Harder
Time is your most valuable asset. One qualified lead who's ready to move is worth ten tire-kickers who "might be interested someday."
Forbes reports that businesses focusing on lead qualification see 67% higher close rates than those who don't prioritize it.
Stop treating all leads equally. The best agents know the difference between a prospect and a suspect—and they focus their energy accordingly.
Your commission checks will thank you.