What is Lead Score in Presence® CRM?

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

Overview

Lead Score is a built-in tool in Presence® CRM that assigns each contact a score from 0–100 based on their engagement and intent signals. Higher scores indicate contacts who are more actively engaged and ready for follow-up. Lead Score is included at no additional cost for all Presence® CRM users.

Where to find Lead Score

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 breakdown on the contact profile.

Sorted in the contacts list: Use the Score sort option in the contacts table to surface your highest-priority leads. See [How to view, search, and filter contacts in Presence® CRM].

How Lead Score is calculated

Lead Score analyzes seven components and combines them into a single 0–100 score.

1. Likelihood to Move Actions showing active buying or selling intent — tour requests, valuation requests, property inquiries, and AI Lead Nurture conversations. Signals come from website activity and third-party data sources.

2. Timeline How soon the contact plans to move, determined from form submissions, inquiry details, and AI Lead Nurture conversations.

3. Financing The contact's financing status — pre-approved, pre-qualified, cash buyer, or still exploring options.

4. Ideal Client Fit How well the contact matches your business preferences — 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 Presence®?] and [How to manage company Service Area in Presence®].

5. Activity Website and email engagement — listing views, saved searches, property searches, and interactions with listing alert emails.

6. Responsiveness Whether the contact responds to your outreach and AI Lead Nurture conversations.

7. Profile Strength How complete the contact record is — email address, phone number, and data enriched from external sources.

What different scores mean

You'll also see qualitative labels like "No recent activity" that explain the score without requiring you to interpret the raw number.

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

Why a score might decrease over time

Lead Score updates automatically as contacts engage or stop engaging. 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.

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

Why a score might be lower than expected

Check the score breakdown on the contact record to see which components are affecting the score. Common causes of low scores:

• No recent website activity
• Limited or no responses to outreach
• Incomplete contact information — missing phone or email
• The contact doesn't match your Ideal Client Fit criteria (service area or price point)

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

FAQs

Does Lead Score predict who will buy or sell?

No. Lead Score prioritizes contacts based on current engagement signals — it does not predict outcomes or guarantee a contact will transact. Use it to decide where to focus your time, then apply your professional judgment to convert leads.

Does Lead Score cost extra?

No. Lead Score is included for all Presence® CRM users at no additional cost.

What if a contact hasn't done much yet?

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

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

If you don't see it, contact our support team:

• Live chat in the Presence® Platform (fastest)
• Email: support@luxurypresence.com
• Phone: 310-955-1077, option 2

How often does Lead Score update?

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