Real Estate Lead Matching Process
Quick Answer
Real estate leads are matched using the same 6-filter system as other programs (publication, license, property type, language, distance, performance), but with manual oversight for commission leads to optimize agent-client fit. The system prioritizes agents on the same publication, then expands network-wide, with performance history influencing selection for high-value opportunities.
Overview
The real estate matching process ensures clients connect with the most suitable agents based on location, expertise, language needs, and performance history. While the automated system handles initial matching, the Heritage Web team can manually adjust assignments for commission-based leads to optimize success rates.
The Six-Filter Matching System
Filter 1: Publication Source
How it works:
Client submits request on specific publication
System first checks for agents on SAME publication
Then expands to network-wide if needed
~50 real estate-focused publications available
Example: Client on BlackRealEstateAgents.com
Priority: Agents listed on BlackRealEstateAgents.com
Secondary: Agents on other publications if needed
Filter 2: Valid License
Requirements:
Active real estate license in client's state
License number verified with state board
Current standing (no suspensions)
Proper property type authorization
Special Considerations:
Multi-state licenses increase matches
Referral licenses for out-of-state
Commercial licenses for commercial property
Filter 3: Property Type Expertise
Matching Categories:
Client Need | Agent Specialty Match |
First-time buyer | Residential, buyer representation |
Luxury home | Luxury, high-end residential |
Investment property | Investment, multi-family |
Commercial | Commercial, industrial |
Land/Development | Land, new construction |
Foreclosure | REO, short sales |
Filter 4: Language Capabilities
Matching Process:
Exact match with client's preferred language
Includes agent's personal languages
Includes team member languages
High-level matching (Spanish, not dialects)
Impact: Significantly increases trust and conversion
Filter 5: Geographic Distance
Default Settings:
Standard: 25-mile radius for agents
Adjustable via support request
Based on agent's office location
Can set different for buy vs. sell
Optimization Tips:
Urban agents: Smaller radius OK
Rural agents: Wider coverage needed
Luxury agents: Often wider territory
Filter 6: Performance Metrics
Ranking Factors:
Historical conversion rate
Response time average
Client satisfaction scores
Number of successful closings
Years of experience
How it's used: Tiebreaker when multiple agents qualify
The Matching Process Flow
Step 1: Client Submission
Client completes detailed intake form:
Property type and price range
Location preferences
Timeline (immediate, 3 months, etc.)
Financing status
Language preferences
Special requirements
Step 2: Initial System Match
Automated system applies all 6 filters:
Identifies all licensed agents in area
Filters by property type expertise
Checks language capabilities
Verifies distance parameters
Ranks by performance
Creates match list
Step 3: Manual Review (Commission Program)
Heritage Web team evaluates:
Agent availability and capacity
Recent performance trends
Relationship history
Special circumstances
Best fit selection
Step 4: Lead Distribution
For Commission Program:
Selected agent receives notification
E-signature agreement sent
Upon signature, contact delivered
2-hour response window begins
For Dashboard Purchases:
Lead appears in matched agents' dashboards
First to purchase gets exclusive access
Immediate contact information
Lead removed from others' view
Optimization Strategies
Maximizing Your Matches
Strategy | Impact | Implementation |
Multiple Publications | 2-3x more matches | List on community and general sites |
Complete Specialties | 40% more matches | Use all 7 specialty slots |
Team Languages | 25% more matches | Include all team capabilities |
Wider Radius | More volume | Email support to adjust |
Strong Performance | Priority selection | Focus on conversion |
Property Type Positioning
Configure your specialties strategically:
Broad + Specific: "Residential" + "First-time buyers"
Multiple Types: Both commercial and residential
Niche Expertise: Unique specialties for less competition
Market Demands: Adjust based on local trends
Geographic Coverage
Balance reach with service quality:
Primary Zone: Where you're strongest
Secondary Zone: Willing to travel
Virtual Capability: Expand for initial consultations
Partnership Areas: Where you have referral partners
Manual Override Scenarios
When Manual Selection Occurs
The Heritage Web team may manually assign when:
High-value property requires best performer
Special language or cultural needs
Previous relationship exists
Geographic coverage gaps
Agent specifically requested
Performance-Based Selection
Top performers receive preference for:
Luxury listings
Commercial properties
Multiple property portfolios
Urgent relocations
VIP clients
Tracking Your Match Rate
Metrics to Monitor
Without a dashboard for commission leads, track:
Leads received per month
Source publications
Property types
Geographic distribution
Conversion by category
Improving Match Frequency
If not receiving enough matches:
Verify license is current and visible
Expand property type specialties
Add team language capabilities
Request radius adjustment
List on additional publications
Improve response times
Important Notes
Same System: Uses core Heritage Web matching technology
Manual Enhancement: Commission program includes human oversight
Quality over Quantity: Better to match well than match often
Performance Matters: Build track record for more opportunities
Fair Distribution: System prevents monopolization
FAQs
Q: Why does my colleague get more real estate leads than me? A: Compare your listings, specialties, languages, radius settings, and performance metrics. Small differences can significantly impact matching.
Q: Can I specify which types of real estate leads I want? A: Yes, through your specialty selections. Be specific about property types, price ranges, and transaction types you prefer.
Q: How does the system handle competing agents in the same area? A: For dashboard purchases, it's first-come, first-serve. For commission program, performance and fit determine selection.
Q: Do I match differently for buying vs. selling clients? A: The system considers your expertise in each area. Ensure your specialties reflect both if you handle both types.
Q: Can I improve my matching priority? A: Yes, by improving response times, conversion rates, and client satisfaction. Performance directly impacts future matching.
Next Steps
Audit your current listing configuration
Add missing specialties and languages
Request radius adjustment if needed
Track which publications generate matches
Focus on performance improvement
Related Articles
Understanding the Six-Filter Matching System
Setting Up Your Real Estate Agent Profile
Real Estate Lead Response Protocol
Building Your Performance Metrics