Lead Metadata Specification

Real Estate Lead Metadata Specification

Version 1.0


The Real Estate Lead Metadata Specification prescribes a way to transport lead information from lead generating websites (such as real-estate search portals) to downstream consumers (including but not limited to CRM systems) by transparently embedding it within human-readable email using HTML meta tags.

Version 1.0.0 of this specification focuses on the transmission of “new lead” events.


An increasing number of people search for their home online. At some point, the potential homebuyer will contact a real-estate agent through an online form on a website. This could be a real-estate search portal or the agent’s website. (The potential homebuyer is now considered a “lead.”)

The website sends an email to a real estate agent with the lead’s information (e.g. name, email, phone,
property address, a brief message, etc.) The receiving agent generally puts this contact information into a database of leads. Historically, this has been a manual process.

Recently, many real estate software tools have created functionality to “parse” lead emails and automatically extract the lead information. This is a difficult and error-prone process for a variety of reasons:

  • Every portal uses a different email format.
  • Some portals use several different formats. (Perhaps different formats for different areas of the website.)
  • Email formats change over time. (Example: seasonal marketing copy, A/B testing)
  • Email clients introduce changes when an email is formatted.

When a software tool cannot properly parse the lead information, everybody loses. The real estate portal appears to be handing out bad leads, the real estate agent loses a potential client, and the potential homebuyer does not get the service they need.

The Real Estate Lead Metadata Specification describes an industry standard approach for portals to communicate lead information with the goal of having 100% accurate transmission of lead details.

Embedding Lead Metadata

The key concept to this specification is the idea of transmitting lead information through HTML meta tags. A quick example serves best to illustrate this concept. An email that contains lead information should contain header fields as follows:

                        <!DOCTYPE html ... >
                        <html xmlns= ... >
                                <meta name="lead_information_version" content="1.0" />
                                <meta name="lead_source" content="Realtor.com" />
                                <meta name="lead_type"   content="Buyer" />
                                <meta name="lead_name"   content="John Smith" />
                                <meta name="lead_email"  content="jsmith@gmail.com" />
                                <meta name="lead_phone"  content="703-555-1212" />

Valid Fields

Field Name Notes Required Example Content
lead_information_version Version number of the specification. “1.0”
lead_source Primary source of the lead. Can be any
value, but a search portal or lead vendor
should choose a consistent value. If not
provided, it is up to the consuming
application to choose a sensible default
“Realtor.com” “AgentWebsite.com”
lead_type The type of the lead. Consumer should
assume a value of “Buyer” if not provided.
Valid values are “Buyer”, “Seller”, and
“Buyer” “Seller” “Renter”
lead_name The name of the lead. “John Smith”
lead_email The email address of the lead. “jsmith123@gmail.com”
lead_phone The phone number of the lead. “703-555-1212”
lead_property_address The property address about which the lead is inquiring. “123 Main Street, Alexandria, VA 22314”
lead_mls The MLS number of the property address. “A5712345”
lead_message A message from the lead to the agent. “Hello, I am interested in… I have the following question…”
lead_property_city The city of the property on the original lead inquiry. “Alexandria”
lead_property_state The state of the property on the original lead inquiry. “VA”
lead_property_zip The zip code of the property on the original lead inquiry. “22314”
lead_max_price The max budget as identified by the client. “500000”
lead_primary_zip The primary zip code of the client’s home search as identified by the client. [This can be different from the zip code of the property of the original inquiry if the client gives our representative a different primary area that they are looking in.] “06278”
lead_time_frame The buying/selling time frame as identified by the client. “3-6 months” “<90 days" "As Soon As Possible"
lead_financing How the client plans to finance their purchase. “financing-pre-approval” “already-pre-qualified”
lead_assigned_agent The name of the agent the lead has been assigned to. “Gintare O’Shea”
lead_assigned_agent_email The email of the agent that the lead has been assigned to. “goshea123@gmail.com”
lead_assigned_agent_phone The phone number of the agent that the lead has been assigned to. “701-444-1313”
lead_loan_officer The name of the loan officer that the lead has been assigned to. “Dana Malia”
lead_loan_officer_company The company of the loan officer that the lead has been assigned to. “Cardinal Financial”
lead_loan_officer_email The email of the loan officer that the lead has been assigned to. “dana123@cardinalfinancial.com”
lead_loan_officer_phone The phone of the loan officer that the lead has been assigned to. “850-222-8686”
lead_title_officer The name of the title officer that the lead has been assigned to. “Monica Arredondo”
lead_title_officer_company The company of the title officer that the lead has been assigned to. “south land title” “fnf”
lead_title_officer_email The email of the title officer that the lead has been assigned to. “monica2lead@fnf.com”
lead_title_officer_phone The phone of the title officer that the lead has been assigned to. “702-888-8080”
The specification also allows for up to 100 custom fields as follows:
lead_$FIELDNAME$ A custom field, such as
lead_min_bedrooms or
lead_max_price. Use of a
custom field requires coordination between
the producer and the consumer of the field
in question.
Any content.

Consuming Lead Metadata

Below is the recommended approach to consume lead information from emails that conform to the Real Estate Lead Metadata Specification.

Note that in practice, some vendors erroneously put meta tags in the body tag rather than the head tag. While this is not strictly valid HTML, the consuming application should still account for this case and search for meta tags anywhere within the HTML document.

To consume:

  1. Parse the HTML body into a searchable document object model.
  2. Search the document object model for meta tags.
  3. Locate a meta tag named lead_information_version.
  4. Verify that the value of lead_information_version is equal to 1.0.
  5. If successful, look for any other meta tags beginning with lead_. This is the lead information.

Industry Adoption

Move, Inc. and other companies’ products are rapidly adopting the specification:


The Real Estate Lead Metadata Specification is supported by FiveStreet.com, Move, Inc., Realtor.com, and News Corp. The original specification was drafted by Eric Bashkoff in June 2014, with contributions from Rusty Klophaus.

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