Daily Workflow: Lead Intake, Client Qualification, and First Conversations

Why a Standard Intake Workflow Matters

New inquiries are time-sensitive and information-sensitive: the faster you respond and the more consistently you capture details, the more likely you are to convert the lead into an appointment and avoid misunderstandings later. A daily workflow gives you a repeatable routine for (1) responding quickly, (2) qualifying fit and readiness, (3) confirming representation and communication rules, and (4) setting clear next steps with documented follow-through.

Step-by-Step Routine: From Inquiry to Scheduled Next Step

Step 1: Immediate Response (0–5 minutes)

Your goal is to acknowledge, confirm you received the inquiry, and move toward a short call or a pre-qualification text/email exchange. Speed matters, but clarity matters more: keep it brief and action-oriented.

Quick Response Checklist

• Confirm you received the message and identify yourself.
• Ask for the best callback number and preferred contact method.
• Offer two specific time options for a 10–15 minute call.
• Ask one “routing” question to triage (buyer/seller/renter/investor; timeframe).
• Log the lead immediately in your CRM (even if incomplete).

Text Script (General)

Hi [Name], this is [Your Name], Realtor. Thanks for reaching out about [address/area]. Are you looking to buy or sell, and what’s your ideal timeline? If it’s easier, I can call—what’s the best number and a good time: [Option A] or [Option B]?

Email Script (If the lead came by email/web form)

Hi [Name], thanks for your inquiry about [address/area]. I can help—my next step is a quick 10–15 minute call to understand your timeline and goals. What’s the best number to reach you? I’m available [Option A] or [Option B].

Step 2: Pre-Call Setup (5–10 minutes)

Before you call, prepare to capture consistent information. Use a template so you don’t miss key qualification points.

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Pre-Call Setup Checklist

• Create/confirm CRM contact record (name, phone, email, source).
• Open your intake form (buyer or seller version).
• Pull basic context if available (property link, neighborhood, listing status, prior notes).
• Set a timer for 15 minutes to keep the first call focused.

Step 3: First Conversation Structure (10–15 minutes)

Use a simple structure: rapport → purpose → motivation/timeline → qualification → representation/consent → next steps. The goal is not to solve everything; it’s to determine fit and schedule the next action (showing, consultation, lender intro, listing appointment).

Call Flow Outline

• Opening (30 seconds): confirm time and agenda.
• Motivation & timeline (3–4 minutes): why now, what changed, deadline drivers.
• Needs & constraints (4–6 minutes): buyer or seller qualification framework.
• Representation & communication rules (2–3 minutes): clarify who you represent and required disclosures/consents.
• Next steps (2–3 minutes): schedule appointment and assign tasks.

Opening Script

Hi [Name], it’s [Your Name]. Do you still have about 10–15 minutes? Great—my goal is to understand what you’re trying to accomplish, your timeline, and the best next step. I’ll ask a few quick questions and then we’ll decide what to do next.

Motivation and Timeline: Questions That Reveal Urgency

Motivation and timeline determine how you prioritize, what you recommend, and how you communicate. Ask questions that uncover the “why,” the deadline, and the decision-makers.

Motivation & Timeline Checklist

• What prompted the move/sale?
• Is there a deadline (lease end, job start, school, rate lock, family event)?
• How long have they been considering this?
• Who else is involved in the decision?
• What would make this a “successful” outcome?

Motivation Questions (Scripts)

What’s driving the move right now?

If everything went perfectly, when would you like to be [moved in/closed/sold]?

What happens if you don’t make a move by that time?

On a scale of 1–10, how urgent does this feel—and what makes it that number?

Confirming Representation Rules and Communication Permissions

Early clarity prevents confusion later. Your job in the first conversation is to (1) avoid implying representation you haven’t established, (2) explain how agency/representation will be handled in your area and brokerage, and (3) obtain any required consent for texting/emailing and for sending disclosures.

Representation Clarity Script (Neutral, Early)

Before we go too far, I want to be clear about representation. Right now, this call is informational so I can understand your needs and explain options. Representation is established through the required disclosures and any agreement we decide to sign. I’ll walk you through that before we take any step that would create confusion.

When the Inquiry Is About a Specific Listing

If that home is listed by another brokerage, I can help you see it and advise you, but we’ll also follow the required agency disclosures so you know who represents whom. If it’s one of my listings, I’ll explain what I can and can’t do and what your options are.

Communication Consent Script

What’s the best way to reach you—call, text, or email? And is it okay if I text you appointment confirmations and property updates?

Disclosure Delivery Script

I’ll send you the required disclosures and a short summary of next steps by email/text after we hang up. Please review them, and we’ll confirm any questions before moving forward.

Qualification Framework: Buyers

Buyer qualification is about readiness and fit: budget, financing, timeline, needs, and decision process. You’re not interrogating; you’re preventing wasted time and aligning expectations.

Buyer Qualification Checklist

• Budget range: comfortable monthly payment and price ceiling.
• Financing readiness: cash vs loan; pre-approval status; down payment readiness.
• Timeline: desired move-in date; flexibility.
• Must-haves vs nice-to-haves: non-negotiables and trade-offs.
• Location parameters: areas, commute, schools (as stated by client), lifestyle needs.
• Property type constraints: condo/HOA tolerance, lot size, age/condition tolerance.
• Decision-making: who decides, how quickly, and what information they need.
• Current housing: lease end, need to sell first, contingency concerns.

Buyer Questions (Scripts)

Have you spoken with a lender yet, or would you like a referral for a quick pre-approval?

Do you have a target monthly payment you want to stay under?

What’s your ideal price range—and what’s the absolute ceiling you don’t want to cross?

What are your top 3 must-haves, and what are 2 things that would be nice but not required?

Are there any deal-breakers—busy road, HOA rules, stairs, renovation level?

If we find the right home, how quickly are you comfortable making a decision?

Simple Buyer Readiness Rating (Internal Use)

Next-Step Triggers for Buyers

• Green: schedule buyer consult + showing plan; send disclosures; request pre-approval/proof of funds; set search criteria.
• Yellow: schedule lender intro + buyer consult; send a short “needs worksheet”; set a follow-up date.
• Red: provide educational resources; set a nurture cadence; avoid intensive showing until readiness improves.

Qualification Framework: Sellers

Seller qualification focuses on timeline, motivation, condition, pricing expectations, and constraints (occupancy, repairs, liens, tenants). Your goal is to determine whether a listing appointment is appropriate and what preparation is needed.

Seller Qualification Checklist

• Timeline: desired list date and move-out date; flexibility.
• Motivation: why sell; what happens if it doesn’t sell quickly.
• Condition: updates, known issues, deferred maintenance, recent improvements.
• Pricing expectations: their number and what it’s based on.
• Net proceeds needs: payoff, next purchase, relocation costs (as they’re comfortable sharing).
• Occupancy/logistics: occupied/vacant, pets, showing availability.
• Decision-making: all owners involved; any required approvals.

Seller Questions (Scripts)

What’s prompting the move, and when would you ideally like to be closed?

How would you describe the home’s condition—any updates or repairs you’ve done recently?

What price were you hoping to get, and what are you basing that on?

Are there any timing constraints—job relocation, purchase on the other end, school schedule?

How flexible can you be with showings, and are there pets or special instructions?

Pricing Expectations: A Practical Reframe Script

That’s helpful. The next step is for me to look at comparable sales and current competition so we can see what the market is supporting right now. I’ll bring a pricing range and a strategy, and we’ll decide together what makes sense for your timeline.

Next-Step Triggers for Sellers

• Ready now: schedule listing consultation; request basic property details; send pre-visit checklist.
• Needs prep: schedule walkthrough + prep plan; discuss repair/staging priorities; set target list date.
• Price mismatch risk: schedule consult with market data; clarify timeline urgency; document expectations.

Setting Next Steps: Turn the Call Into a Calendar Event

Every first conversation should end with a scheduled next step and a clear deliverable. Avoid vague endings like “I’ll send you some stuff.” Instead, confirm what happens, when it happens, and what each person will do.

Next Steps Checklist

• Schedule the next appointment (buyer consult, showing, listing consult, lender call).
• Confirm date/time, location or video link, and expected duration.
• Confirm what you will send (disclosures, checklist, property list, market snapshot).
• Confirm what the client will provide (pre-approval, proof of funds, ID if required, property info).
• Set a follow-up time if they need to think.

Next Steps Script (Buyer)

Based on what you shared, the best next step is a 20–30 minute buyer consult so we can confirm your criteria and process, then we’ll schedule showings. I can do [Day/Time A] or [Day/Time B]. Which works better? After we book it, I’ll text you a short checklist and email the disclosures to review.

Next Steps Script (Seller)

The best next step is a listing consultation at the property so I can see condition and bring pricing data and a plan. I’m available [Day/Time A] or [Day/Time B]. Once we schedule, I’ll send a quick prep checklist so the visit is productive.

Documenting Everything: Records, Notes, Disclosures, and Tasks

Documentation protects the client experience and your business. Your standard is: if it wasn’t recorded, it didn’t happen. Capture facts, preferences, and commitments in a consistent place (CRM + transaction/working file), and store disclosures and consents according to your brokerage and local rules.

What to Document From the First Contact

• Contact record: full name, phone, email, preferred contact method, lead source, address of interest (if any).
• Conversation notes: motivation, timeline, budget/price expectations, must-haves, deal-breakers, decision-makers.
• Representation status: what was explained, what was sent, what is pending signature.
• Consent: permission to text/email; any opt-out requests.
• Next steps: appointment details and deliverables promised.
• Risk flags: unrealistic timeline, financing uncertainty, price mismatch, unresponsive decision-maker.

Note-Taking Template (Copy/Paste)

Lead Source: [Zillow/Open house/Referral/etc.]  Date/Time: [ ]  Channel: [Call/Text/Email] Client Type: [Buyer/Seller] Motivation: [ ] Timeline: [ ] Decision Makers: [ ] Buyer: Budget: [ ] Financing: [Pre-approved?/Lender?] Down Payment: [ ] Must-Haves: [ ] Nice-to-Haves: [ ] Deal-Breakers: [ ] Areas: [ ] Seller: Address: [ ] Timeline: [ ] Condition Notes: [ ] Pricing Expectation: [ ] Occupancy/Showing Notes: [ ] Representation/Disclosures: [Explained? Sent? Signed?] Consent: [Text/Email OK?] Next Step Scheduled: [What/When/Where] Tasks Created: [ ]

Turning the First Call Into a Task List

Immediately after the call, create tasks with owners and due dates. Keep tasks small and time-bound.

Task List Examples

• Within 15 minutes: send recap text/email; send disclosures; send appointment invite.
• Same day: set up MLS search; share 5–10 starter listings; request pre-approval/proof of funds (if applicable).
• Within 24 hours: confirm lender intro; prepare showing route; pull comps/market snapshot for consult.
• 48 hours: follow up if disclosures not acknowledged; confirm appointment.

Recap Message Script (After the Call)

Thanks again, [Name]. Recap: you’re aiming for [timeline], focusing on [areas], must-haves are [A/B/C], and budget is around [range]. Next step: [appointment] on [date/time]. I’m sending [disclosures/checklist/search link] now—reply here if anything changes.

Model Mini-Workflow: First Week With a New Client

Day 0 (Inquiry Day)

• Respond within 5 minutes using the quick script.
• Create CRM record and tag lead source.
• Hold 10–15 minute first call using the call flow.
• Send recap + disclosures + calendar invite within 15 minutes.
• Create tasks: lender intro (if needed), consult prep, search setup, follow-up reminders.

Day 1

• Buyer: set up MLS search; send 5–10 listings aligned with must-haves; confirm pre-approval plan; schedule buyer consult if not already booked.
• Seller: confirm listing consult time; send seller prep checklist (access, pets, documents they can gather); begin preliminary market snapshot.

Day 2

• Buyer: buyer consult (process + criteria refinement); finalize must-haves vs nice-to-haves; confirm showing availability windows.
• Seller: listing consult at property; gather condition notes; discuss timeline and showing logistics; confirm next steps for pricing strategy.

Day 3

• Buyer: schedule first showing block; send route and expectations; confirm decision-makers will attend.
• Seller: deliver pricing range and strategy; outline prep items (repairs/cleaning/staging); set target list date.

Day 4

• Buyer: show homes; capture feedback immediately (likes/dislikes, deal-breakers); update search criteria.
• Seller: coordinate vendors if needed (photos, repairs, cleaning); confirm disclosure/document collection plan per brokerage process.

Day 5

• Buyer: follow-up call: narrow list, discuss next showing block or offer readiness; confirm financing documents are progressing.
• Seller: finalize listing timeline; confirm photo date and go-live date; confirm showing instructions.

Day 6–7

• Send a weekly plan message: what’s scheduled, what you need from them, and what you will deliver.
• Audit documentation: notes complete, disclosures sent/acknowledged, tasks updated, next appointment on calendar.