Qualifying real estate leads from Meta and Google: five questions before the site visit
Property leads are expensive and most are not ready to buy. Five questions that separate buyers from browsers, how to score the answers, and how to get them asked before your sales team spends a day on site visits.
Real estate leads cost more than most, and a bad one costs more again: a sales executive's call, a follow-up, sometimes a whole morning at a site visit with someone who was never going to buy this year.
The answer is not fewer leads. It is knowing, before anyone drives to the site, which leads are buyers and which are browsers.
The five questions
These are the questions Streakstone's real estate pack asks by default. Change them to fit your projects.
1. "Looking for 1, 2 or 3 BHK, or a plot?" Tells you whether you have anything for them. A plot buyer and a 2 BHK buyer need different projects and often different salespeople.
2. "Preferred location?" The single biggest filter. Someone who wants Baner will not move to Wagholi because your ad was good. If the answer is outside your projects, hold the lead politely.
3. "Budget range?" Ask for a range, not a number, so people answer. Set a floor below which no project fits, and hold leads under it rather than calling them.
4. "Buying in this month, 3 months or later?" Timing separates active buyers from people researching. "Later" is not junk, it is a lead for a slower follow-up, not for a site visit this weekend.
5. "Home loan needed?" Useful for planning, and for loan partners. It also opens a natural conversation about eligibility.
How to score the answers
Give each answer points, add them up, and set two thresholds:
- Hot: right configuration, in your location, within budget, buying within 3 months. Call today and offer a site visit.
- Warm: a fit on most answers, or a longer timeline. Pass to sales with the answers, and follow up on a schedule.
- Held: outside your locations, under your budget floor, or no reply at all. Keep them, do not delete them, and let a manager release any that look worth a call.
Write the thresholds down and review them every month against which leads actually booked visits.
Get the answers before the call
Your sales team should not be the ones asking these questions for the first time. Ask them automatically:
- On WhatsApp, within a minute of the form, in Hindi, Marathi or English, with quick-reply buttons for each question.
- By phone for people who do not reply, inside the hours you set.
- In the form itself for one or two of them, if you are willing to trade some volume for intent.
Then the salesperson opens the lead and sees: 2 BHK, Baner, ₹80 lakh to ₹1 crore, buying in 3 months, needs a loan. That is a different first call.
Tell the ad platforms who booked
Meta and Google will keep sending you browsers if all they learn is who fills forms. Send back which leads qualified and which ones came for a site visit, and both platforms can optimise for them. See Meta Conversions API for CRM and Google Ads offline conversions.
How Streakstone handles this
Streakstone's real estate pack comes with these questions, a budget floor and scoring thresholds you can edit in Rules. Every lead is tested, asked on WhatsApp or by AI call, scored hot, warm or held, and sent with its answers to your CRM or your sales team's WhatsApp. With Assured, site visits are booked and verified by QR at the site. See the real estate pack.