Term

Lead

A person who has shown interest in a listing, development or service and whose contact details you hold.

A lead is someone who hasn't become a client yet but has signalled interest: they called, filled in a form, sent a message or walked into the office. It's also called an enquiry or a prospect.

Not all leads are equal. As budget, timing and intent become clear, a lead becomes qualified and moves through the sales pipeline.

Why it matters for agencies

Most agency marketing budgets are spent generating leads. Whether those leads are captured in one place, called quickly and followed up determines the return on that spend.

Example

Three enquiries in the same week: a landowner wanting a valuation, a tenant asking about a rental, and an investor requesting details on a development. Each gets its own contact record and opportunity in the CRM.

Related pageContactsBuyers, sellers and tenants with their full history

Related terms

Lead qualificationClarifying an enquiry's intent, budget and timing with a few questions to decide its priority.Speed-to-leadThe principle, and the metric, of how quickly a new enquiry receives its first contact.Sales pipelineThe visual flow showing which stage each opportunity has reached, from new enquiry to completion.CRM (customer relationship management)Software that keeps contact records, conversation history, opportunities and tasks in one place.

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