What is Lead Score in AI CRM?

How Lead Score works, what it measures, and how to use it to prioritize follow-ups.

Note: This feature is available on both desktop and the Luxury Presence Mobile App.

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Overview

Lead Score is a built-in feature in AI CRM that assigns each contact a score from 0 to 100 based on their engagement and intent signals. Higher scores mean more active, ready-to-engage contacts — so you always know where to focus first. Lead Score is included at no additional cost for all AI CRM users.

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Key benefits

• Prioritize your time — Focus outreach on contacts showing the strongest buying or selling signals
• Understand engagement at a glance — See a contact's score and the components driving it directly on their profile
• Surface high-priority leads automatically — Sort your contact list by score to work your hottest leads first

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How to find Lead Score

Lead Score appears on every contact record and in the contacts list view.

On a contact record

1. Navigate to the Presence® Platform.
2. Click Contacts from the left-hand menu.
3. Select a contact.
4. View the Lead Score and score breakdown on the contact profile.

In the contacts list

Use the Score sort option in the contacts table to surface your highest-priority leads at the top of the list. See How to view, search, and filter contacts in AI CRM. If the Lead Score column isn't visible in your contacts list, see Why isn't Lead Score showing in my contacts list? to enable it.

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How Lead Score is calculated

Lead Score analyzes seven components and combines them into a single score from 0 to 100. Each component reflects a different aspect of a contact's engagement and fit.

• Likelihood to Move — Actions showing active buying or selling intent, including tour requests, valuation requests, property inquiries, and AI Lead Nurture conversations. Signals come from website activity and third-party data sources.
• Timeline — How soon the contact plans to move, determined from form submissions, inquiry details, and AI Lead Nurture conversations.
• Financing — The contact's financing status — pre-approved, pre-qualified, cash buyer, or still exploring options.
• Ideal Client Fit — How well the contact matches your business preferences, including whether they're in your service area and meet your minimum price point. See What is Client Price Point and how does it affect Lead Score in CRM? and How to manage your Service Area.
• Activity — Website and email engagement, including listing views, saved searches, property searches, and interactions with listing alert emails.
• Responsiveness — Whether the contact responds to your outreach and AI Lead Nurture conversations.
• Profile Strength — How complete the contact record is, including email address, phone number, and data enriched from external sources.

What different scores mean

• 60–100 — Strong intent and active engagement — responding to outreach, visiting your site, or taking high-intent actions like requesting tours
• 30–59 — Some engagement but limited recent activity or responsiveness
• 0–29 — Minimal activity or engagement signals

You'll also see qualitative labels on a contact's profile — for example, "No recent activity" — that explain the score without requiring you to interpret the raw number.

Note: High-intent actions like tour requests establish a meaningful baseline score even if other activity is limited. Engaged contacts won't be overlooked just because they haven't browsed many listings.

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Why Lead Score changes over time

Lead Score updates automatically as contacts engage or stop engaging.

Why scores decrease

Scores decrease when a contact hasn't visited your website, responded to outreach, or interacted with AI Lead Nurture conversations. Activity and responsiveness naturally decay after 30, 60, or 90 days of inactivity.

Why scores increase

If a contact re-engages — by visiting your site, opening emails, or responding to messages — their score increases again. This ensures high scores always reflect current engagement, not outdated activity.

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Why a score might be lower than expected

If a contact's Lead Score seems lower than expected, check the score breakdown on the contact record to see which components are affecting it.

Common causes of a low Lead Score:

• No recent website activity — The contact hasn't visited your site recently
• Limited outreach responsiveness — The contact hasn't responded to your messages or AI Lead Nurture conversations
• Incomplete contact information — The record is missing a phone number or email address
• Ideal Client Fit mismatch — The contact is outside your service area or below your minimum price point

If the contact re-engages, their score adjusts upward automatically.

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FAQs

Does Lead Score predict who will buy or sell?

Lead Score does not predict outcomes or guarantee a contact will transact. It prioritizes contacts based on current engagement signals so you know where to focus your time. Use your professional judgment to convert leads once you've identified who to reach out to.

Does Lead Score cost extra?

Lead Score is included at no additional cost for all AI CRM users — no add-on or upgrade required.

What if a contact hasn't done much yet?

High-intent actions like tour requests establish a meaningful baseline score even when overall activity is limited. A contact who requests a tour will maintain a score that reflects that strong signal, even if they haven't browsed many listings yet.

Why don't I see Lead Score in my account?

If Lead Score is visible on a contact's profile but missing from your contacts list, it's likely just a hidden column — see Why isn't Lead Score showing in my contacts list? to enable it yourself in a few clicks. If Lead Score isn't appearing anywhere at all, it may not be enabled for your account yet. Contact our support team to confirm — there is no additional cost to enable it:

• Live chat via the Presence® Platform (fastest)
• Email: support@luxurypresence.com
• Phone: 310-955-1077, option 2 (Monday–Friday, 6:00 AM–6:00 PM PT)

How often does Lead Score update?

Lead Score updates automatically and continuously as contacts engage or disengage. There's no manual refresh needed — the score always reflects current behavior.