Metadata Specification for Real Estate Lead Emails

Version 1.0

About this specification

Consumers who submit inquiries on real estate websites and search portals (“leads”) value fast follow up by real estate professionals who have the information and ability to assist with their inquiries.

Real estate professionals who purchase leads often use Top Producer CRM and FiveStreet to respond quickly and follow up effectively with those leads.

Any website that generates and delivers real estate leads via email (e.g. realtor.com, Zillow, agent websites) can use the following metadata specification to deliver leads directly into Top Producer CRM and FiveStreet for fast and easy follow-up by their customers (i.e. real estate professionals).

As lead providers, you can simply and transparently embed the HTML meta tags in this specification into human-readable email. Lead information can then be easily extracted (or parsed) by Top Producer CRM and FiveStreet.

Conforming to this specification benefits lead providers, real estate professionals, and the consumers they both serve.

Instructions for lead providers

Embedding lead metadata

Following this specification is easy: simply embed key lead information in your lead emails using HTML meta tags. For example, an email that contains lead information should contain header fields as follows:

                        <!DOCTYPE html ... >
                        <html xmlns= ... >
                            <head>
                                ...
                                <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" />
                                ...
                            </head>
                            <body>
                                ...
                            </body>
                        </html>

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. This can be any value. We recommend using a clear and consistent value for easy identification. If not provided, Top Producer will choose a sensible default value. “Realtor.com” “AgentWebsite.com”
lead_type The type of lead. Valid values are “Buyer”, “Seller”, and “Renter”. If not provided, Top Producer will assume “Buyer”. “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. “555-555-5555”
lead_property_address The property address about which the lead is inquiring. “123 Main Street, Los Angeles, CA 90210”
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. “Los Angeles”
lead_property_state The state of the property on the original lead inquiry. “CA”
lead_property_zip The zip code of the property on the original lead inquiry. “90210”
lead_max_price The max budget as identified by the client. “500000”
lead_primary_zip The primary zip code of the lead’s home search. May be different from the zip code of the property identified in the original inquiry. “90211”
lead_time_frame The buying/selling time frame as identified by the lead. “3-6 months” “<90 days” “As Soon As Possible”
lead_financing How the lead 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. “Jenny Agent”
lead_assigned_agent_email The email of the agent that the lead has been assigned to. “jennyagent@email.com”
lead_assigned_agent_phone The phone number of the agent that the lead has been assigned to. “555-555-1234”
lead_loan_officer The name of the loan officer that the lead has been assigned to. “Bob Lender”
lead_loan_officer_company The company of the loan officer that the lead has been assigned to. “Lender Financial”
lead_loan_officer_email The email of the loan officer that the lead has been assigned to. bob.lender@lenderfinancial.com
lead_loan_officer_phone The phone of the loan officer that the lead has been assigned to. “555-555-6789”
lead_title_officer The name of the title officer that the lead has been assigned to. “Sam Titles”
lead_title_officer_company The company of the title officer that the lead has been assigned to. “beachside title” “fnf”
lead_title_officer_email The email of the title officer that the lead has been assigned to. sam.titles@email.com “
lead_title_officer_phone The phone of the title officer that the lead has been assigned to. “555-555-4567”
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. Contact Top Producer at support@topproducer.com if you would like FiveStreet or Top Producer CRM to parse any custom fields. Any content.

Contact Us

Top Producer acknowledges the work of Eric Bashkoff, who drafted the original specification in June 2014, with contributions from FiveStreet co-founder Rusty Klophaus.

If you have any questions about using this specification to deliver leads to FiveStreet or Top Producer CRM, please email support@topproducer.com.