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Readiness Score on Your Leads

Viktoriia Updated by Viktoriia

What if you could get a sense of how ready a new lead might be to make a move, before they've opened a single email? That's where Readiness Score comes in.

Readiness Score is a new insight on the contact page for the leads Market Leader delivers to you. It brings in signals from beyond your CRM that suggest how ready a contact may be to make a real estate move, so you have one more clue for who to reach first and how to start the conversation.

đź’ˇ Readiness Score is included with your HouseValues, Leads Direct, Network Boost, and Website leads at no extra cost. There's nothing to set up.

What you'll see

Readiness Score starts with one signal, Buying Signal: how likely the household at the lead's address is to buy real estate in the next 180 days. It shows as High, Medium or Low, with the date it was last updated.

Where to find it

  1. In Market Leader, go to Contacts.
  2. Open a new HouseValues, Leads Direct, Network Boost, or Website lead.
  3. Look at the top right of the contact page, next to the contact's name.

You'll find it in the same spot when you open the contact page on a tablet or phone. Hover over the info icons next to Readiness Score and Buying Signal for a quick reminder of what each one means.

How to read High, Medium and Low

When you see

What it means

Your move

High

A stronger likelihood that this household buys real estate in the next 180 days

Reach out soon. Ask about their timing and what they're looking for.

Medium

A moderate likelihood

Keep them in your follow-up, and watch for a move up to High.

Low

A lower likelihood, based on the data available today

Keep nurturing. Plans change, and this signal is checked every morning.

Note: A Buying Signal isn't a verdict on the lead. People reach out at many different stages, and a Low today can change as their plans do.

How it fits with your lead's activity

Market Leader already shows you what your leads do in your Activity Feed: Equity Report views and interactions (for HouseValues leads), visits to your website, listing alert clicks, the listings they favorite, and their replies to your emails and texts. That activity is a great guide once a lead starts engaging.

Buying Signal adds something different: data from beyond your CRM about the household itself. It's there on a brand-new lead, before they've done any of that, so it can help you decide where to start. Use the two together for the full picture.

How it updates

On a brand-new lead, Readiness Score appears shortly after the lead arrives. After that, it's checked every morning, and the Updated date shows when it was last checked. If an update is delayed, you'll keep seeing the latest signal and its date until the next check.

Why some leads don't show it

You'll see Readiness Score on new HouseValues, Leads Direct, Network Boost, and Website leads delivered from November 11, 2026 onward, when we can match the lead's property address. It doesn't appear when:

  • the lead arrived before November 11, 2026
  • there's no property address on the lead. Leads Direct, Website and Network Boost leads often come with just a name and contact details, so many of them won't show a score yet
  • we can't match the address, or no data comes back for it

In those cases the section stays hidden, and nothing else on the lead changes.

Which address we use: if a lead doesn't share their address, Market Leader looks for one. Address Insights on the contact page shows the address the lead gave you or, if they didn't share one, the address Market Leader found. On the Details tab, an address Market Leader found is marked Sourced by Market Leader. If you add or update the address, Readiness Score checks it again.

Where the data comes from

Readiness Score uses third-party data from our partners, matched to the lead's property address. It's separate from the activity Market Leader already tracks in your CRM, which is why it can tell you something new.

More signals are on the way

Buying Signal is the first of several signals we're adding to Readiness Score. As new ones arrive, more of your leads will show a score, and we'll update this article.

Tell us what you think

After you've seen Readiness Score a few times, a quick question may pop up asking whether it's helpful. A thumbs up or down, plus a comment if you like, helps us shape what comes next.

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