AutomationsRecipe
All templates
VerifiedLead generation
🏡

Real estate lead qualification workflow

Score property leads from your website form and prepare follow-up notes for your agents.

Difficulty
Beginner
Time saved
6-10 hours per week
Tools
5 apps
Best on
Make.com

This is a planning recipe. Check platform-specific steps before going live.

Who this workflow is for

Real estate agent or broker — especially Real estate business.

What this workflow automates

Stop chasing every lead. Let AI score them, prep notes, and put your time on the buyers most likely to close.

Tools required

TypeformGoogle SheetsOpenAIGmailHubSpot

Supported platforms

Make.comn8nZapier

Visual workflow

⚡Trigger
New property inquiry
Typeform
🤖AI Step
Score and summarize the lead
OpenAI
🔎Decision
Hot lead filter
Filter
✅Action
Create or update CRM contact
HubSpot
✅Action
Send personalized follow-up
Gmail
💾Action
Log every lead
Google Sheets
🏁Output
Lead is qualified

Step-by-step setup

  1. 1
    New property inquiry · Typeform

    Triggers on a new lead form submission (budget, area, timeline, intent).

    • • Connect Typeform (or your form tool)
    • • Pick the lead form
    • • Test with a sample submission
  2. 2
    Score and summarize the lead · OpenAI

    AI rates fit and intent, and writes a short note for the agent.

    • • Pass the form fields
    • • Parse the JSON
    • • Default to score 0 if invalid
  3. 3
    Hot lead filter · Filter

    Only push leads with score >= 70 to the CRM.

    • • Filter: score >= 70
  4. 4
    Create or update CRM contact · HubSpot

    Create the contact with score, intent, and timeline as properties.

    • • Create custom properties: lead_score, intent, timeline
    • • Map fields
  5. 5
    Send personalized follow-up · Gmail

    Email the lead with relevant listings or next steps based on their intent.

    • • Use 3 short templates: buyer / seller / renter
    • • Personalize first name and area
  6. 6
    Log every lead · Google Sheets

    Keep an audit log of all leads, even cold ones, for monthly review.

    • • Append row with all form fields, score, summary
  7. 7
    Lead is qualified

    Hot leads in CRM, all leads logged, agent has a clean note.

Want this adapted to your business?

Copy this recipe to your dashboard and tweak it with the AI assistant.

AI prompts

Score and summarize the lead
You are a real estate lead qualifier. Rate this inquiry and return strict JSON: {"score": 0-100, "intent": one of ["buyer","seller","renter","investor","unknown"], "timeline": one of ["now","3_months","6_months","long"], "summary": 2 sentences for the agent, "next_step": one short action}. Inputs: budget={{budget}}, area={{area}}, timeline={{timeline}}, message={{message}}.

Human approval recommended

  • Review AI scoring monthly and adjust the prompt.
  • Have an agent personally call leads with score >= 90.

Testing checklist

  • Submit 3 test leads: clearly hot, lukewarm, and cold.
  • Confirm scores are reasonable.
  • Check the CRM contact is created only for hot leads.
  • Verify the follow-up email matches the lead's intent.

Error handling

  • If OpenAI returns invalid JSON, default the lead to score 50 and route for manual review.
  • If HubSpot fails, retry once, then send a Slack alert with the lead details.

Common mistakes to avoid

  • Treating AI score as final truth instead of a prioritization signal.
  • Sending the same email template to buyers and sellers.
  • Forgetting GDPR/CCPA consent on the form.

Frequently asked questions

Need a workflow built around your exact tools?

Generate your own automation recipe with setup steps, AI prompts, platform guidance, and PDF export.

Generate your own workflow