Leads


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Jump to:
Lead Statuses
How Zurple engages New Leads
Hot Behavior Leads
Transaction Goals
Lead Email Preferences
Adding Leads
Importing Leads
Exporting Leads
Lead Views

💡 Learn how Zurple engages and manages your new leads: Watch the video

Lead Statuses

The statuses determine the lead stage and control what types of emails can be sent to your leads through the Zurple back office. For the most part, Zurple will automatically move leads through various statuses based on the lead's behavior.

There are 3 types of system emails that are sent to leads in your system:

  1. Property updates, including sold home notifications
  2. AutoConversations™ emails
  3. Mass emails sent from your Zurple system

Here is a brief description for each status, as well as tips on what actions to take and how to engage:

Prospect - New

  • Description: The default status for all new leads created in the last 30 days. When a lead replies or visits your website, they'll move into the Engaged or Active status.
  • Action: Research new leads to identify search habits and motivation and let Zurple engage them on your behalf. 

Prospect - Active

  • Description: Active leads that are triggering hot behaviors or have been visiting your website. Zurple will automatically move leads into this status based on their behavior.
  • Action: If they've triggered a hot behavior, follow-up based on that behavior. In the meantime, let the Zurple auto-emails continue to engage them.

Prospect - Nurture

  • Description: Leads that have not communicated with you or engaged with your site within the past 30 days. Zurple will automate moving leads to this stage, and auto-emails will continue to engage them.
  • Action: Don't get discouraged! Zurple auto-emails are still going out to leads in this status to get them more engaged, and the Buyer Re-Engagement drip campaign will start to drive them back to your website. Be patient and focus on your active leads for now.

Prospect - Engaged

  • Description: Zurple will automate moving leads to this stage when a lead replies or when you manually email a lead.  When a lead replies, Auto Conversations emails will pause for 14 days. When you manually reach out to a lead, you'll have the option to pause or disable Auto Conversations.
  • Action: Follow up accordingly! When a lead replies, it's up to you to continue the conversation from there.

Client - Active Opportunity

  • Description: This status is not automated by Zurple, so you must move a lead into this status manually. This status will stop the auto-emails, so you can take it from here!
  • Action: Use this status when you are ready to take over engaging this lead, typically after they've provided valuable information about their search or timeline.

Client - Sold

  • Description: This status is not automated by Zurple, so you must move a lead into this status manually. Use this status once you've closed a transaction with one of your leads. Woot!
  • Action: Set a reminder for 1 month out to add them to the referral campaign, and any long-term marketing system you use. It's important to stay in touch with past clients.

Inactive - Stop All Communications

  • Description: This status is for leads that you no longer want to communicate with. In this stage, leads will not be able to log in to your website to search for homes, and all emails will stop.
  • Action: Ideal for leads that request to no longer be contacted, indicate no intent become a client, or are already working with an agent. Since leads can't be deleted from your Zurple system, you can use this status to archive them.

💡 Not sure which emails your leads are getting? You can see which email types they're opted in for under the Email Preferences section of the lead detail page.

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Most statuses will allow all three system emails to go out, except for 2:

Client - Active Opportunity and Inactive - Stop All Communications

These are also the only 2 statuses that aren't automatic (meaning only you can move leads into these 2 statuses).

Priority Ranking Definitions

Target: This lead is extremely engaged with your emails and website, so you should make reaching out a priority. Just remember, lead with service, rather than just trying to get the appointment. You got this.

Engage: You may want to consider reaching out to them. Not sure what to say? Look at their search behavior and send additional photos of a home they favorited or viewed multiple times. This lead is engaged, but not quite as engaged as target leads.

Develop: Zurple is currently developing these leads with AutoConversations. The leads are opening emails and interacting, but still need more time to develop. We got this.

Monitor: Zurple is monitoring these leads. Zurple is sending communications they’re opted-in to receive, and working on getting them more engaged and back to your website.


Priority Ranking FAQs:

How is a lead put into a ranking?
We've come up with over 25 factors that analyze the quality of a lead. This includes email open rates, statuses, property inquiries and more. Based on the associated activities, your leads will fall into one of the four categories. 

Will my lead always been in the same ranking?
No! Your lead's priority ranking will vary based on their activity and engagement with the Zurple platform. If your lead stops engaging, the overall priority of the lead will go down so you can focus on leads with high engagement. 

Where do I find my high priority leads?
Look for leads in a Target and Engage status. You can quickly find these leads in the Priority List. In addition, the Leads List and Lead Details will note the priority ranking of any given lead.

My lead is in a Target status, now what?
If your leads are in a Target or Engage status, reach out to them! Send them a mass email or text and see if there is more you can help them with. 

Why do I have leads in a Monitor or Develop ranking?
Not all leads engage equally with emails and website. Leads in a Develop or Monitor stage are being nurtured by Zurple. Leads in a Develop stage have shown more engagement in the past than those in Monitor. But don't give up hope, Zurple is doing what it does best - starting conversations with those leads when they are ready.



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Hot Behaviors

A hot behavior is an action the lead takes that indicates a higher level of engagement. Hot behaviors will also trigger a notification to alert of you of your leads' actions. Here is a list of hot lead behaviors, as well as how to engage based off that behavior:

  • Lots of browsing: This is a great sign that the lead is engaged with your website. Browsing doesn't mean you should try to get them in the car, but it's a good idea to keep an eye on what they're looking at; as browsing trends emerge, it's a good indicator they're getting closer to being ready to look at homes in person.
  • High return: This is also a great indicator of an engaged lead. For high return leads, let them browse, just keep an eye on their search behavior.
  • Viewing expensive properties: This means the lead is looking at homes that are on the high end of the price range for the area. 
  • Saving properties to favorites: Resist the urge to ask them when they can see the property with you. Instead, drive by the listing they saved, take some additional photos and send them to the lead. Provide extra value and set yourself apart.
  • Preferring a property: This means they have viewed a specific property multiple times. This is another great opportunity to provide value; call the listing agent and get a few more details about the home, and send them to the lead. Dazzle them with your service!

These hot behaviors will also trigger Zurple to follow up automatically, as long as the lead is in a status that opts them in to receive automated emails from you.

💡 You can see hot behaviors for a specific lead in your system, or you can see a snapshot of recent hot behaviors on your main dashboard.

TIP: If you see a notification for a “Property Inquiry”, “Agent Inquiry” or “Schedule a Showing” – follow up immediately!

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Transaction Goals

Your Zurple leads will have transactions goals to determine how the system will engage them, and to give you insight into their behavior and motivation. You can see the transaction goal in the primary lead detail section.

Buyer Goals

Leads generated by Zurple paid marketing, or by viewing homes on your website, or third-party sites such as Zillow or Realtor, will be set to Buyer Goals. This means that they will receive buyer-based auto-auto emails and property update emails. 

💡 We recommend researching your buyer leads and keeping an eye on their search behavior so you can stay a step ahead. Buyer leads will often exhibit hot behaviors, so keep an eye on your Zurple notifications too!

Seller Goals

Leads generated by Zurple paid Facebook ads, or by viewing homes on your website, or third-party sites such as Zillow or Realtor, will be set to Buyer Goals. This means that they will receive buyer-based auto-auto emails and property update emails.

💡 Make sure your seller leads have an address listed in their lead details, and research the home, then use the CMA tool in your back office to send a home valuation estimate.

If you discover a lead's transaction goals have changed, or if they have both buyer and seller goals, you can edit the transaction goals by clicking the Edit Profile button in the lead detail.


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Lead Email Preferences

The Email Preferences section in the lead detail shows what emails the leads is opted-in to receive, as well as their home search criteria.

A few things to know:

  • By default, your leads will be subscribed to receive both automated agent emails and mass emails.
  • The property updates will vary based on the transaction goal; leads with buyer goals will receive the property update notifications. whereas leads with seller goals will receive sold property updates.
  • Transaction goal will also determine which auto-emails emails they receive (buyer vs. seller).

Keep in mind, the lead status will also impact what types of emails the lead will receive (you can see more info in the Lead Status section above).

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Adding Leads

You can manually add a lead by selecting Add a Lead from the Leads menu. When adding a lead, enter the lead's basic information, email preferences, and search criteria. Any leads added must include a name and email address.

Next, you can choose to send a welcome email to your newly added lead. You have the option to personalize the email before sending, or you can keep it as is. Once you're finished, click the Save button.

💡 We recommend editing the welcome email for manually added leads to include context around where you met them, or how you were introduced.

Troubleshooting

If you receive an error message while adding a lead, it could be due to one of three reasons:

  • The lead already exists in your database (or the email address does)
  • You're missing the minimum required information
  • The lead is exclusive to another agent in your MLS 
TIP: Once a lead has been added, make sure to review their email preferences to ensure they are receiving relevant emails and property updates.
In this case, try confirming the email address is spelled correctly, make sure you've filled in the required fields, or try adding the lead with a different email address.

 

Importing Leads

You add leads in bulk by importing a list of contacts. To import a list of buyer or seller leads:

  1. Download the Buyer Lead Import Template or Seller Lead Import Template.
  2. Copy your leads’ basic contact information (first name, last name and email) into the appropriate fields.
  3. Send the file to our support team at golive@zurple.com with any important instructions.

Here's a few tips for a smooth import:

  • For buyer leads, you'll want to make sure each lead has at least a name and email address.
  • For seller leads, make sure each has a full physical address.
  • Be sure add an "X" in columns R and/or S, to indicate whether the lead is a buyer, a seller, or both (this will determine each lead's transaction goals).

💡 Newly imported leads will receive an automated welcome email, but we recommend you send a mass email to newly imported leads to introduce your website, and to try to engage them in conversation. Learn more about engaging imported leads

 

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Exporting Leads

Only account and/or website owners may request export leads for themselves or other team members. To export leads, select Lead Export Report from the Leads menu. Here you can choose to export all leads, or leads for a selected agent (if you have a team).

The export will contain the following fields:

  • Date Created
  • Email
  • First Name
  • Last Name
  • Phone
  • Cell
  • Status (lead status)
  • Last Visit
  • Maximum (price)
  • Minimum (price)
  • City Name
  • Lead Source
  • Registered on (search site)
  • Note
Note: If the export buttons don't work right away, select Control + Shift + R on your keyboard to refresh the page.

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Lead Filters & Views

There are a variety of filters for your database that allow you to find and work targeted leads lists. To get started, select Customized Leads List from the Leads menu.

Here you can apply multiple filters, or use the buttons to see only leads within a specific status, priority ranking, or leads with hot behaviors. If using the filters, click the "+" to add additional search filters.

Additionally, you can sort your leads by clicking arrows in the column header (). You can sort by name, search location, last visit, and more.

💡 Here are some great examples of lead filters you can use to find the right contacts to engage:

Don’t Forget! Leads that have emailed you will automatically be moved into the Prospect – Communicated with Me status.

  1. Find the leads who have made inquiries to ensure you have followed up with them. Filter: By Hot Behavior Alerts; Select: Agent Inquiry, Property Inquiry, Schedule a Showing

  2. Identify leads interested in a particular location in which you may have a property for sale. Filter: By City; Select: appropriate city

  3. Review your newest leads and so you can update their preferences. Filter: By Date Created; Select: Today, Last 7 Days

  4. Find leads you've recently received emails from so you ensure you've followed up. Filter: By Last Lead Reply; Select: Today, Last 3 Days, Last 7 Days, Last 14 Days, Last 30 Days

 


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