Prioritize leads by their stated needs, timing and agreed next step. Help people who are ready to act while maintaining a manageable follow-up plan for people who are still exploring. A click or a large contact list is not the same as a ready client.
This guide turns practical ideas from Jon Carissimo's Prospecting Priority discussion into a checklist for new real estate agents. These are planning recommendations, not promises of clients or income.
1. Record what the person actually needs
In your brokerage-approved customer relationship management system (CRM), record the person's goal, timeframe, questions, preferred contact method, last conversation and next agreed action. Use only the information you need and follow your brokerage's privacy and recordkeeping procedures.
- Are they considering buying, selling or another real estate need?
- What is driving their timing, and what remains uncertain?
- What useful information or action did you agree to provide?
- When and how do they want you to follow up?
2. Give each lead a practical follow-up priority
- Hot: ready for a specific next step. They have expressed a current need and are ready to discuss an appointment or another concrete action. Address promised responses and time-sensitive needs first.
- Warm: interested but still preparing. They have a recognizable goal, but timing or another decision is unresolved. Agree on a useful next step and a follow-up date.
- Cold: an early or uncertain opportunity. Their plans are not yet clear. Offer relevant information and maintain appropriate, permission-based contact without assuming they are ready to transact.
These are informal planning labels, not legal relationship categories. Reassess them after conversations. Website visits and email clicks can suggest a topic to discuss, but do not establish intent, consent or readiness by themselves.
3. Build your follow-up around the next useful action
Start each workday with commitments that are due. Then make time for warm-lead follow-up and longer-term relationship building. Focusing only on today's hottest prospects can leave your future pipeline empty.
Ask, "What would be most helpful next, and when should we reconnect?" Set the cadence from the person's needs and preferences rather than using the same schedule for everyone. Follow your broker's approved outreach procedures and applicable contact rules; respect requests to stop or change contact.
Example: A seller considering a move later in the year may be warm rather than urgent. Record the uncertainty, agree on the information you will send, and schedule a follow-up they welcome. If their timing changes, update the priority and next action.
Weekly lead-management checklist
- Review overdue promises and upcoming appointments.
- Give each active prospect a clear next action and date.
- Update priority from recent conversations, not just automated activity scores.
- Remove duplicate records and honor contact preferences.
- Reserve time for useful conversations with warm and longer-term prospects.
- Review conversations, appointments and completed follow-ups with your mentor or broker; identify where you need help.
Watch the original Prospecting Priority discussion
Originally published April 26, 2024. The recording explores cold, warm and hot prospects and balancing immediate opportunities with longer-term follow-up. The steps above provide a written summary of the practical method. Historical offers or event references in the recording are not current enrollment terms.
Open the original Prospecting Priority video on Vimeo.
Get the right support for your next step
Your broker or mentor can help you apply a follow-up process to your business. Use our brokerage-selection checklist when evaluating training, mentoring and CRM support, and review new-agent safety for meetings, showings and open houses before arranging appointments.
For structured learning after your sales associate license, explore sales associate post-licensing options. Start with video on demand if you prefer an instructor-led learning experience on your own schedule. Already enrolled? Check the courses and resources included in your package before buying anything else.
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