Metadata Specification for Real Estate Lead Emails
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="email@example.com" /> <meta name="lead_phone" content="703-555-1212" /> ... </head> <body> ... </body> </html>
|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.||“firstname.lastname@example.org“|
|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.||“email@example.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.||“firstname.lastname@example.org”|
|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.||“email@example.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 firstname.lastname@example.org if you would like FiveStreet or Top Producer CRM to parse any custom fields.||Any content.|
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 email@example.com.