What counts as a qualified lead or a result?

// The answer

We define a qualified lead before we start. There are certain folks we do what's called nurtures with. A nurture is a lead that's not committed to an agent. They have either a home they want to sell, or if you're in insurance they have a need for a policy, or if you're an agency they have a need they want fulfilled and they're looking for some sort of marketing. We define all that upfront. They have a home they want to sell, they're not committed to anyone in particular, and they've given us the reason why they want to make a move. That's what's called a nurture. But a qualified lead and a result, we define that together as we go. We'll sign off on that before we get started working together. Price expectations and all of that are captured, and they're going to be 100% willing to meet you either by phone, by Zoom, or in person. And that's a real result, not just a contact with a pulse.