Costs
Part of An Eight-Week Real Estate Lead Generation Pilot, Compared to Ad Hoc Outreach
Real Estate Lead Generation Checklist: 6 Checks
Use this real estate lead generation checklist to review authority, claims, forms, routing, source controls, measurement, and exit before launch.
What to take away
- Approve the service, audience, offer, claims, data request, access path, and operating capacity before release.
- Test the complete submission, routing, response, correction, suppression, export, and account-removal path.
- Launch with named owners, stable stage definitions, review dates, budget limits, and stop conditions.
Real estate lead generation checklist reviews the whole path, not just the landing page. It is an operating record, not proof of legal compliance. Mark each item complete, blocked, or not applicable, name the reviewer, and retain the evidence.
Business and audience
- 1. Business authority and capacityRecord the licensed role, brokerage authority, jurisdiction, property scope, client decision, service promise, capacity, and escalation; identify the applicable state real estate commission or licensing department and cite its rules for each state served.
- 2. Audience and claimsBase the audience on a relevant situation and service area, and review protected traits under the Fair Housing Act, proxy risks, exclusions, and delivery evidence. Give every objective or implied claim a source, qualification, owner, released version, and expiration or review date.
Form and data use
-
- Form, permission, and accessible capture: Review the fields, data use, notices, recipients, systems, transfers, retention, permission, accessible controls, and paths for correction, withdrawal, suppression, deletion, export, and access removal.
List every field, purpose, recipient, system, transfer, retention rule, permission statement, and alternative path. Remove data that does not serve the promised exchange. Preserve the page and notice version with each submission. Test correction, withdrawal, suppression, deletion requests, exports, failure alerts, and access removal.
A field map is the shortest way to check that. One worked example:
| Field | Purpose | Recipient | Retention |
|---|---|---|---|
| Name | Reply and address the request | Assigned agent | 24 months after last contact |
| Send the listing alert the visitor asked for | Assigned agent, brokerage CRM | 24 months after last contact | |
| Phone | Follow up on a showing request | Assigned agent | 12 months after last contact |
The retention periods above are typical examples, not a legal standard.
Permission for calls and texts falls under the Telephone Consumer Protection Act (TCPA), and email falls under CAN-SPAM. Check both against the notice text before release.
Lead Data Field Map
- Field and purpose
- Recipient and system
- Transfer and retention
- Permission statement
- Alternative path
- Correction and deletion
Google's personalized advertising data collection policy describes platform restrictions on sensitive information, personally identifiable information, disclosures, and consent. It also covers security and data misuse. It is a Google Ads policy, not a general privacy law or campaign approval.
Map actual fields and transfers, then check current platform terms and applicable legal duties for each audience and use. Platform rules shape field map, so common real estate lead generation questions about source records and permission belong in that review.
Accessible capture
W3C Web Accessibility Initiative's form-control labeling tutorial recommends labels that identify form controls, explains explicit association through matching label-for and control-id values, and covers buttons, label position, mobile controls. It does not test a live page for you.
Review visible labels, programmatic names, instructions, errors, and keyboard operation with the actual form. Check focus, contrast, zoom, and assistive technology use.
Routing and service
-
- Routing and service: Confirm source, request, permission, priority, owner, queue, coverage hours, response target, and terminal disposition survive every handoff, and test exception routes for wrong-party, duplicate, inaccessible, out-of-scope, multilingual, disputed, and after-hours cases.
A typical service level is a first reply within five minutes during coverage hours and within one hour outside them. The reply identifies the sender, confirms the request, supplies the promised item or next step, and honors the chosen channel and stop request.
Checks 5 and 6: Measurement and exit
- 5. Source, platform, and contact controlsInventory each source, such as Zillow, Realtor.com, Google Ads, Facebook Ads, or MLS/IDX, and name its receiving CRM or routing platform, such as Salesforce or HubSpot. Verify source-specific terms and applicable MLS/IDX advertising rules; record consent by channel and check applicable calling and texting requirements, including the National Do Not Call Registry and internal suppression.
- 6. Spend, measurement, and exitRecord actual campaign and vendor spend alongside defined source-level outcomes; name the metric owner, review dates, budget limits, and stop conditions. Confirm the business can pause spend, recover accounts and data, preserve suppression records, and remove vendor access at exit.
| Gate | Required evidence | Stop if |
|---|---|---|
| Release | Approved creative and path | Claim or access review fails |
| Service | Queue test and coverage | Requests cannot be served |
| Measurement | Stages, exclusions, full cost | Definitions drift |
| Exit | Export, deletion, suppression, removal | Business control is missing |
Record accepted, invalid, duplicate, connected, qualified, scheduled, attended, agreed, unserved, complaint, and opt-out outcomes separately. Verify ownership of domains, accounts, pixels, forms, numbers, records, creative, and exports. Do not launch if the business cannot recover an account, stop a campaign, preserve suppression, or remove a departed vendor.
Record the gate result
The W3C Privacy Principles statement gives web-system designers shared privacy concepts and warns against shifting privacy work to individuals. Use it as a design prompt for field minimization, notices, retention, and withdrawal paths; then review governing law and system configuration.
The CISA software acquisition fact sheet covers development practice, supply-chain exposure, deployment, and vulnerability management. Add those government-acquisition questions to a real estate lead generation checklist review without treating them as local approval.
Common questions
Who signs the checklist?
One accountable business owner coordinates sign-off, while qualified brokerage, legal, fair-housing, privacy, accessibility, security, finance, operations, and channel reviewers approve relevant items.
Does a platform approval complete the review?
No. Platform review is limited to its systems and policies. The business still owns the actual offer, audience, data, service, records, and applicable obligations.
When should the checklist reopen?
Reopen it when the role, audience, offer, claim, property facts, field set, notice, recipient, technology, vendor, law, policy, capacity, owner, or measurement definition changes.
