---
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:
1. **Respond within 5 minutes** — this is non-negotiable
2. First response: acknowledge, offer value, qualify gently
3. Log to CRM immediately with source, property interest, and first-contact notes
4. 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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