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Lead Scoring Algorithm

Understand how Genesis Fortune automatically scores and prioritizes your leads to help you focus on the highest-value opportunities.

What is Lead Scoring?​

Lead scoring is an automated system that assigns a numerical value (0-100 points) to each inquiry based on multiple factors. Higher scores indicate leads more likely to convert into successful transactions.

Why Lead Scoring Matters​

Without lead scoring, you might:

  • Spend equal time on all leads (inefficient)
  • Miss hot prospects buried in your inbox
  • Respond to low-quality leads first
  • Waste time on tire-kickers

With lead scoring, you can:

  • Prioritize high-value opportunities
  • Respond faster to serious buyers
  • Allocate time efficiently
  • Increase conversion rates by 30-50%

How Lead Scoring Works

The system automatically scores every lead hourly based on five key factors:

1. Response Time (20 points)​

How recent is this inquiry?

Speed matters in real estate. Fresh inquiries are "hot" - the prospect is actively searching right now.

Time Since InquiryPoints Awarded
Less than 1 hour20 points
1-24 hours15 points
1-7 days10 points
More than 7 days5 points

Why it matters: Studies show that responding within the first hour increases conversion by 7x compared to waiting even one day.

Action: Enable real-time notifications to catch these hot leads immediately.

2. Engagement Level (25 points)​

How detailed and serious is their inquiry?

Engagement measures the quality and depth of the prospect's initial message.

Engagement TypePoints Awarded
Long, detailed inquiry (200+ characters)25 points
Multiple specific questions asked20 points
Specific requirements mentioned15 points
Generic inquiry ("I'm interested")10 points
Very brief message ("Available?")5 points

High engagement signals:

  • Asks specific questions about the property
  • Mentions their timeline or situation
  • Provides background about their needs
  • Discusses budget or financing
  • References specific features they liked

Low engagement signals:

  • One-word responses
  • Generic "Is this available?" messages
  • Copy-paste inquiries sent to multiple agents
  • No specific questions

Action: Prioritize detailed, thoughtful inquiries - they're from serious buyers.

3. Budget Match (25 points)​

Can they afford this property?

Budget alignment is crucial. A prospect who can't afford your property won't convert, regardless of interest level.

Budget AlignmentPoints Awarded
Budget perfectly matches price25 points
Budget within 10% of price20 points
Budget within 20% of price15 points
Budget within 30% of price10 points
Budget mismatch > 30%5 points

How budget is determined:

  • Explicitly stated budget in message
  • Budget mentioned in AI chat history
  • Inferred from questions asked (e.g., payment plans)
  • Pre-approval documentation shared

For rental properties: Monthly budget compared to monthly rent For sale properties: Total budget compared to asking price

Action: Ask budget early in the conversation to qualify leads efficiently.

4. Urgency / Deal Type (20 points)​

How soon do they need to move?

Timeline urgency indicates conversion probability. Immediate movers convert; "just looking" prospects rarely do.

Urgency LevelPoints Awarded
Ready to buy/rent immediately (< 2 weeks)20 points
Timeline within 1 month15 points
Timeline 1-3 months10 points
Timeline > 3 months or just browsing5 points

Deal type priority:

  1. Purchase/Sale (highest urgency) - Buying is major decision, high commitment
  2. Long-term rental - Signing 12+ month lease shows seriousness
  3. Viewing scheduled - Concrete next step committed
  4. Information gathering - Early research phase

Urgency signals:

  • "Need to move by [specific date]"
  • "Lease ending soon"
  • "Job relocation"
  • "Family growing"
  • "Already sold current property"

Action: Ask "When do you need to move?" early in conversation.

5. Contact Quality (10 points)​

Did they provide complete, verifiable contact information?

Complete contact details indicate seriousness and make follow-up easier.

Contact InformationPoints Awarded
Full name + verified email + phone + WhatsApp10 points
Full name + email + phone7 points
Email and phone (no name)5 points
Email only or incomplete info2 points

Verified contacts (additional bonus):

  • Email address verified through click-through
  • Phone number verified via OTP
  • LinkedIn or professional profile linked

Red flags (reduces score):

  • Obviously fake names
  • Temporary/disposable email addresses
  • VOIP numbers with no history
  • Refusing to provide contact details

Action: Politely request complete contact information early in the exchange.

Lead Score Ranges​

Understanding what each score range means:

80-100 Points: Very High Priority​

Characteristics:

  • Recent inquiry (< 1 hour)
  • Detailed, specific questions
  • Budget matches perfectly
  • Immediate timeline
  • Complete contact information

Action Plan:

  • Respond within 30 minutes (ideally 10 minutes)
  • Call them directly (don't just email)
  • Schedule viewing ASAP
  • Send WhatsApp follow-up
  • Set reminder to check in if no response after 2 hours

Conversion Rate: 40-60%

60-79 Points: High Priority​

Characteristics:

  • Inquiry within 24 hours
  • Good engagement level
  • Budget mostly aligned
  • Timeline within 1 month
  • Good contact information

Action Plan:

  • Respond within 2 hours
  • Personalized email response
  • Suggest viewing times
  • Enable automated follow-ups
  • Follow up in 24 hours if no response

Conversion Rate: 25-40%

40-59 Points: Medium Priority​

Characteristics:

  • Inquiry 1-7 days old
  • Moderate engagement
  • Some budget concerns
  • Longer timeline (1-3 months)
  • Partial contact info

Action Plan:

  • Respond within 24 hours
  • Standard template with personalization
  • Provide detailed information
  • Add to nurture sequence
  • Follow up weekly

Conversion Rate: 10-20%

0-39 Points: Low Priority​

Characteristics:

  • Old inquiry (> 7 days)
  • Brief, generic message
  • Budget mismatch
  • Just browsing or long timeline
  • Incomplete contact info

Action Plan:

  • Respond within 48 hours
  • Use standard template
  • Add to newsletter list
  • Automated monthly follow-ups
  • Don't invest significant time unless they re-engage

Conversion Rate: 2-10%

Intent Levels​

In addition to numeric scores, leads are classified by intent:

Very High Intent (80-100)​

"I want to view this property tomorrow"

  • Actively searching, ready to commit
  • Decision-making mode
  • Price and timeline aligned

High Intent (60-79)​

"I'm seriously interested and would like more information"

  • Active search, comparing options
  • Qualified buyer/renter
  • Timeline within 1 month

Medium Intent (40-59)​

"This looks interesting, tell me more"

  • Early research phase
  • Budget or timeline concerns
  • Exploring options

Low Intent (0-39)​

"Just looking"

  • Casual browsing
  • Significant constraints
  • Long decision timeline

Automated Lead Scoring​

How Automation Works​

Hourly Scoring Cycle:

  1. System scans all leads
  2. Calculates score based on 5 factors
  3. Assigns intent level
  4. Updates lead dashboard
  5. Triggers automated actions (if enabled)

Dynamic Scoring:

  • Scores update as new information comes in
  • Engagement in conversations increases score
  • Time decay reduces score of old inquiries
  • Budget clarification adjusts score

Triggering Automated Actions​

When automated follow-ups are enabled (MyGF 1.3+):

For leads scoring ≥ 60:

  • Automatic follow-up email sent every 6 hours
  • Personalized based on property and conversation
  • Continues until response or score drops below 60
  • You can take manual control anytime

For leads scoring < 60:

  • Added to monthly newsletter
  • Occasional property matches sent
  • No aggressive follow-up

Set up automated follow-ups →

Interpreting Score Changes​

Score Increases​

Why scores go up:

  • Lead re-engages after silence
  • Provides more detailed information
  • Confirms budget alignment
  • Sets specific timeline
  • Shows up for scheduled viewing
  • Asks about application/offer process

Action: Escalate priority, increase contact frequency

Score Decreases​

Why scores go down:

  • Time passes without engagement
  • Reveals budget mismatch
  • Postpones timeline
  • Stops responding to messages
  • Indicates they chose another property

Action: Reduce priority, move to nurture sequence

Customizing Lead Scoring​

Adjustable Parameters (Enterprise)​

MyGF 3.2 users can customize scoring weights:

  • Adjust factor weights (default: 20/25/25/20/10)
  • Set minimum score for auto-follow-up (default: 60)
  • Define intent level thresholds
  • Add custom scoring rules

Contact support to customize your scoring algorithm.

Lead Scoring Best Practices​

1. Trust the System​

The algorithm is trained on thousands of successful conversions. Don't ignore low-scoring leads entirely, but prioritize high scores.

2. Respond Faster to High Scores​

Response time by score:

  • 80-100: Within 30 minutes
  • 60-79: Within 2 hours
  • 40-59: Within 24 hours
  • 0-39: Within 48 hours

3. Qualify Quickly​

Ask budget and timeline questions early to improve scoring accuracy.

4. Update Lead Information​

As you learn more about the lead:

  • Update budget in system
  • Note timeline in lead notes
  • Verify contact information
  • System re-scores automatically

5. Monitor Conversion Rates​

Check if high-scoring leads actually convert better:

  • Go to Analytics → Lead Performance
  • View conversion rates by score range
  • If mismatch, contact support for calibration

6. Use Filters​

On lead dashboard:

  • Filter by score range
  • Sort by score (highest first)
  • View high-priority leads only
  • Focus your energy efficiently

7. Enable Automated Follow-ups​

For leads scoring ≥ 60:

  • Automated follow-ups prevent leads from going cold
  • System sends personalized emails every 6 hours
  • You save time while maintaining engagement
  • Learn more

Frequently Asked Questions​

Q: Can I manually adjust a lead's score? A: No, scores are calculated automatically. However, you can update lead information (budget, timeline) which will affect the score.

Q: Why did my lead's score suddenly drop? A: Most common reason is time decay. As inquiries age without engagement, scores decrease. Re-engagement will increase the score again.

Q: Should I ignore low-scoring leads? A: No! Still respond, but with less urgency. Sometimes unexpected conversions come from low-scoring leads. Just don't prioritize them over high scores.

Q: How often do scores update? A: Every hour, automatically. If you update lead information, you'll see the new score within 60 minutes.

Q: What's a "good" average lead score? A: Across all your leads, an average of 40-50 points is normal. If your average is below 30, you may need better listing optimization to attract qualified leads.

Q: Can I export leads by score? A: Yes! Use the export feature and filter by score range.

Advanced: Understanding the Algorithm​

Statistical Model​

The lead scoring algorithm uses:

  • Historical conversion data from 50,000+ real estate transactions
  • Machine learning to identify patterns in successful conversions
  • Regression analysis to weight factors appropriately
  • Continuous improvement as more data is collected

Scoring Formula​

Lead Score = (Response Time × 0.20) +
             (Engagement × 0.25) +
             (Budget Match × 0.25) +
             (Urgency × 0.20) +
             (Contact Quality × 0.10)

Each factor is normalized to its maximum value, then weighted and summed.

Validation​

The model is validated quarterly:

  • Compare predicted high-value leads vs actual conversions
  • Adjust weights if accuracy drops below 75%
  • A/B test scoring changes before full deployment

Next Steps​

Need Help?​