What is the new Duplicate Leads Option?
The Duplicate Leads setting is a new lead management model, that when enabled, allows multiple agents within a brokerage to work with a single lead on different types of transactions.
What was the only option previously?
The Lead Exclusivity option, which is still available, allows only one agent to work with a lead.
If the lead record, identified by the lead’s email address, already exists in the system, another agent will not be able to create a new lead for that email address and they will be notified that the lead record already exists in the system.
What is the difference between a lead and a contact?
- Is a person you will be doing business with, such as other realtors, home inspectors, electricians, etc.
- Is usually not someone who will be purchasing or selling property
- Does not have access to the backend functionality of a Lead
- Is accessible from the Leads tab (Leads > Contacts)
- Can be manually created, synced from Google, or imported
- Can be subscribed to saved searches and market insights updates
- Is a person interested in purchasing or selling a property
- Is basically a Contact with a gold star
- Can be manually created, imported, or created from a contact record
- Can be assigned to one or multiple agents in a brokerage if the “duplicate leads” setting is enabled
- Can be subscribed to saved searches, market insights updates, newsletters and drip campaigns
- Can receive documents, showing sheets and listings from their agent
- Can be associated with events and tasks
- Has a login to their assigned agent’s website where they can manage their account including saved searches, favorite properties, notes, etc.
What are the advantages of the different options?
The Exclusive Ownership option, allows for brand control and streamlined communications to your brokerage and customers of your brokerage, by ensuring that all communications are flowing through a single point of contact.
The Shared Ownership option, allows multiple agents to be assigned to the same lead for different types of transactions (ex. Residential vs. Commercial) and can potentially encourage competition between agents.
ENABLING DUPLICATE LEADS
How do I enable duplicate leads?
All new and existing clients will still default to Lead Exclusivity, with the option to toggle on Duplicate Leads.
Duplicate Leads is a broker-level setting and can be enabled by visiting Lead > Lead Assignment and make sure that “Allow Duplicate Leads By Email, for Different Agents?” is checked.
A bulk converter tool is available to migrate contact records over to lead records as some of our clients are using contacts as a workaround to the lead exclusivity restriction.
The tool can be accessed by visiting Leads > Contacts. When a contact is checked, a bulk action dropdown will appear with the option to “Convert to Leads”.
For this specific scenario, our best practice recommendation is to uncheck the extraneous options (auto-generate password and send email confirmation). Deleting the contact post conversion is an option, but at the user’s discretion.
What changes with Duplicate Leads enabled?
This setting primarily affects the CRM portion of the platform
- Lead creation and assignment
- Lead history and website activity records
- Admin view
- Lead management
- Email marketing
Some front-end page and forms views will also change accordingly for leads with a duplicate record.
With the duplicate leads model, we will also introduce the concept of a primary lead.
Primary vs Non-Primary
- A Primary Lead is the first lead record created with a given email address.
- Non-primary leads are duplicates of a primary lead, and will have slightly less visibility into a lead’s activity
- A Primary Agent is the agent that is assigned to a primary lead and is determined depending on the way in which the lead is created
How Primary Leads are assigned
When a new/primary lead record is created, the primary agent is…
- Lead created manually
- The agent who created the lead
- Lead created from a signup/contact form on the website
- The agent that the lead chose, or was assigned via lead routing will be the primary agent
- Lead created from a 3rd party source
- Agent on the request, or the agent manually assigned
How duplicate leads are created and assigned
When a duplicate lead record is created from a 3rd party:
- If the existing lead record is unassigned, then assign lead to the agent tied to that request
- If the existing lead record is assigned to a different agent than the request comes with, a new (duplicate) lead record will be automatically created and tied to the new agent.
Reassigning the Primary Agent
Both leads and admins can change the primary agent for a lead.
If the new agent being set as the primary already has a lead record with the same email address, the agent will become the primary agent and keep all of their own lead record information. The other lead record for which the change was being made will become an unassigned record.
Primary and duplicate leads will share combined website usage tracking, but all other history and activity including status and priority will be tracked separately.
Broker v. agent visibility for website activity in the lead record follows several main rules:
- If an action was taken on a Agent/Team/Office site, only the agent(s) from the team or offices tied to the lead will see a record of these actions.
- Lead-generated web activity will be shown to all agents tied to that lead (primary or duplicate). This includes actions like property searches, properties viewed, email a friend, properties favorited, searches saved, property notes added/edited, etc.
- All agent-generated activity will be associated only to the lead profile tied to the agent performing the actions (eg., agent creates a saved search on behalf of the lead)
For inquiries, requests, and form submissions, see the following:
- All agent site inquiries will be exclusive to the agent for that site (dynamic form submission) or default to that agent (property inquiry, showing request, contact forms) unless otherwise specified.
- Brokerage site dynamic form submissions are tied to the primary agent, and will only be viewable by that agent.
- With the exception of global contact forms (which are universally viewable), all agents tied to the lead record will be able to see contact form submissions, but only the receiving agent will see the content. The receiving agent depends on the type of submission (ie. office submissions go to the office manager, agent to agent, employee to employee, and company to brokerage email).
Lead Management Activity
CRM activity including tasks, events, messages, lead notes, uploaded documents, listings, emails, and showing sheets, will be recorded/visible specific to the lead record and its associated agent.
Each agent will also only see the subscriptions that they created on behalf of the lead, though a primary agent will also see the market insights subscriptions that the lead has signed up for.
Each lead record has its own LogicScore based on the activities tied to that individual lead record.
Agent site activity is tied to the lead record associated with the agent who’s site the action is taken on, while agent-generated activities only count towards that agent’s associated lead profile.
Web activity on a brokerage site is included within the LogicScore calculations for all the lead records’ LogicScores.
AGENT V. ADMIN VIEW
An agent will only see their lead record and will not be able to distinguish whether it is a duplicate lead or not.
Brokers, admins, and office managers will see both primary and duplicate lead records along with their assigned agent.
In each lead record detail page, these users with elevated privileges will also be able to see whether a duplicate record exists, whether the current lead record is the primary record, and what the associated duplicate lead records are.
Additionally, admins have full visibility into lead history, agent activity, and tracked website activity for all leads (primary and non-primary.
TRANSACTION MANAGEMENT INTEGRATION
When the system is connected to a transaction management platform, if the lead for a transaction record already exists and is not assigned to the agent on the transaction, a new duplicate lead record is created and assigned to the agent on the transaction so that the agent will be able to view their respective lead record and transaction information.
LEAD NURTURE (EMAIL MARKETING)
Duplicates Not Allowed
When a campaign is sent out, the list of leads that it is being sent to goes through a deduplication process so that a single email event is never sent to a lead twice. In the event that duplicate lead records are included on the list at send time, the first lead that was added to the list will receive the email (and if it is an email sent on behalf of an agent, the email will reflect the agent associated with that lead record).
For example, if a lead’s Duplicate Record A was added to List 1 in March and Duplicate Record B was added to List 2 in January of the same year, and if both lists are included in the campaign at send time, then Duplicate Record B will receive the email. This does not affect the lead’s experience, but rather where the activity is associated with.
Primary Lead Preference Setting
There is also an additional setting in Config > Marketing > “Prefer Primary Lead, for Email Marketing?” that overrides the “first on list” rule so that the email will always be sent to the primary lead if one is included in the campaign.
De-Duplicating Leads in Lists
There is also a setting to de-duplicate leads at the list level, in Settings > Config > Marketing > “Allow Duplicate Email Addresses on Lists?”. This is an existing setting that previously applied to contacts only and now applies to leads as well.