Why can Facebook give realtors poor-quality leads?
Cheap leads that never answer are not bad luck, they are the predictable output of a lead form optimised for volume. Here is what causes it and the fix.
By Noah Haupt, founder of Peak Presence
What does this video cover?
- —How instant forms select for low-intent submissions
- —Why the same budget produces different quality on video
- —The qualification questions that filter curiosity out
- —What a healthy contact rate looks like
How does the campaign objective affect lead quality?
Optimising for cheap form fills gets you cheap form fills. People who tapped twice while scrolling are not sellers, and no follow-up script rescues that.
How can qualification questions improve appointment fit?
Adding four qualification questions drops your lead count and raises your appointment count. That trade is always worth taking.
What changes when a homeowner watches the agent first?
Video-led campaigns attract homeowners who watched you for a minute before raising a hand. Contact rates and show rates both climb, because there is a real reason they reached out.
What else should you know about this video?
Why are my Facebook real estate leads such poor quality?
Instant lead forms are optimised for cheap submissions, so they select for people who tapped twice while scrolling rather than homeowners who decided to talk to an agent.
How can I improve real estate lead quality?
Add qualification questions covering property type, estimated value, timeline and current agent status. Lead counts drop, appointment counts rise.
What is a healthy contact rate for seller leads?
Video-led campaigns with instant follow-up reach a large majority of leads, because the homeowner remembers watching the agent. Feed form leads often fall far below that.
Is it the follow-up or the lead source?
Usually the source. No script rescues a contact who never intended to sell, which is why changing the traffic produces a bigger improvement than changing the script.
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