| name | real-estate-lead-generation |
| description | Manages lead generation strategy and execution including outreach to expired listings, FSBOs, sphere of influence campaigns, and online lead nurture sequences. |
| user-invocable | true |
| metadata | {"openclaw":{"emoji":"🎯","always":true}} |
Real Estate Lead Generation Skill
Purpose
Use this skill to generate, qualify, score, and nurture residential real estate leads. This covers inbound lead handling, outbound prospecting strategy, and long-term nurture sequences.
Lead Source Playbooks
Expired Listings
When a listing expires in the MLS, the seller is frustrated and motivated. This is a high-priority outreach opportunity.
Script (First Contact — Empathetic, Not Pitchy):
"Hi [Name], I noticed your home at [Address] came off the market recently. I know that's frustrating when you're ready to move. I've done a lot of research on your neighborhood lately and I have some specific thoughts on what might have gotten in the way and what I'd do differently. Would you be open to a 10-minute conversation? No pressure — just want to share what I'm seeing."
Follow-up Sequence: Day 1 (call), Day 3 (handwritten note), Day 7 (email with market data), Day 14 (value email — comparable homes that sold), Day 30 (check-in call).
FSBO (For Sale By Owner)
FSBOs often underestimate the complexity and end up selling for less or not at all.
Script:
"Hi [Name], I saw your home listed on [Zillow/Craigslist/etc]. I respect that you're trying to sell on your own — have you thought about what happens with the buyer's agent commission? Most FSBOs still pay the buy-side. I'd love to show you what full representation gets you and let you decide if it's worth it."
Sphere of Influence (SOI) Campaign
Systematic outreach to past clients, friends, family, and professional contacts.
Monthly SOI Touchpoint Menu (rotate through):
- Market update email (data-driven, 3 paragraphs max)
- "Just Sold" announcement in their neighborhood
- Homeowner tip (seasonal, tax, maintenance)
- Personal check-in ("Hey, just thinking about you — how's the house?")
- Event invitation (client appreciation, community)
Online Lead Portals
When a Zillow/Realtor.com/BoomTown lead comes in:
- Respond within 5 minutes — this is non-negotiable
- First response: acknowledge, offer value, qualify gently
- Log to CRM immediately with source, property interest, and first-contact notes
- Set follow-up task for 24 hours if no reply
Lead Scoring Matrix
Score each lead 1-10 on these factors:
- Timeline: Under 30 days = 10, 30-90 days = 7, 90-180 days = 4, 180+ = 1
- Pre-approval: Yes = 10, In process = 6, Not started = 2
- Motivation: Must move (job, divorce, estate) = 10, Wants to upgrade = 6, Exploring = 3
- Engagement: Responds quickly, asks specific questions = high. One-word answers, ghosts = low
Priority tiers:
- Hot (score 20+): Contact within 1 hour, personal call, high-touch
- Warm (score 12-19): Contact within 24 hours, email + call
- Nurture (score <12): Automated value sequence, monthly personal check-in
Nurture Sequence Templates
New Buyer Lead — 6-Month Email Sequence:
- Week 1: Welcome + market overview for their target area
- Week 2: "What to look for in a first showing" guide
- Month 1: Current listing alert for their criteria
- Month 2: Mortgage/financing tips
- Month 3: Neighborhood spotlight
- Month 4: "Are you closer to ready?" personal check-in
- Month 5: Success story (similar client who found their home)
- Month 6: "Let's talk strategy" re-engagement
Lead Performance Tracking
After every campaign or lead source, record in memory:
- Source name
- Number of leads generated
- Cost (if paid)
- Number of conversations
- Appointments set
- Deals closed
- Cost per close
Use this to shift budget toward the highest-converting sources quarterly.
Skill Location
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