forked from MoveInc/www.leadmetadata.org
-
Notifications
You must be signed in to change notification settings - Fork 0
/
index.html
438 lines (422 loc) · 20.5 KB
/
index.html
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
100
101
102
103
104
105
106
107
108
109
110
111
112
113
114
115
116
117
118
119
120
121
122
123
124
125
126
127
128
129
130
131
132
133
134
135
136
137
138
139
140
141
142
143
144
145
146
147
148
149
150
151
152
153
154
155
156
157
158
159
160
161
162
163
164
165
166
167
168
169
170
171
172
173
174
175
176
177
178
179
180
181
182
183
184
185
186
187
188
189
190
191
192
193
194
195
196
197
198
199
200
201
202
203
204
205
206
207
208
209
210
211
212
213
214
215
216
217
218
219
220
221
222
223
224
225
226
227
228
229
230
231
232
233
234
235
236
237
238
239
240
241
242
243
244
245
246
247
248
249
250
251
252
253
254
255
256
257
258
259
260
261
262
263
264
265
266
267
268
269
270
271
272
273
274
275
276
277
278
279
280
281
282
283
284
285
286
287
288
289
290
291
292
293
294
295
296
297
298
299
300
301
302
303
304
305
306
307
308
309
310
311
312
313
314
315
316
317
318
319
320
321
322
323
324
325
326
327
328
329
330
331
332
333
334
335
336
337
338
339
340
341
342
343
344
345
346
347
348
349
350
351
352
353
354
355
356
357
358
359
360
361
362
363
364
365
366
367
368
369
370
371
372
373
374
375
376
377
378
379
380
381
382
383
384
385
386
387
388
389
390
391
392
393
394
395
396
397
398
399
400
401
402
403
404
405
406
407
408
409
410
411
412
413
414
415
416
417
418
419
420
421
422
423
424
425
426
427
428
429
430
431
432
433
434
435
436
437
438
<!DOCTYPE html>
<html>
<head>
<meta http-equiv="content-type" content="text/html; charset=utf-8" />
<meta name="viewport" content="width=device-width, initial-scale=1">
<title>Lead Metadata Specification - Version 1.0</title>
<meta name="author" content="FiveStreet.com (Eric Bashkoff, Rusty Klophaus)" />
<link href='http://fonts.googleapis.com/css?family=Raleway:400,300,600' rel='stylesheet' type='text/css' />
<link rel="stylesheet" href="normalize.css" type="text/css" />
<link rel="stylesheet" href="skeleton.css" type="text/css" />
<link rel="stylesheet" href="style.css" type="text/css" />
<body>
<div class="container">
<hr />
<h1>Real Estate Lead Metadata Specification</h1>
<h4>Version 1.0</h4>
<hr />
<h2>Purpose</h2>
<p>
The Real Estate Lead Metadata Specification prescribes
a way to transport lead information from lead
generating websites (such as real-estate search
portals) to downstream consumers (including but not
limited to CRM systems) by transparently embedding it
within human-readable email using HTML
<code>meta</code> tags.
</p>
<p>
Version 1.0.0 of this specification focuses on
the transmission of "new lead" events.
</p>
<p>
The source code of this website is on <a href="https://github.com/fivestreet/www.leadmetadata.org">Github</a>.
Make suggestions by opening a <a href="https://github.com/fivestreet/www.leadmetadata.org/issues">Github Issue</a>, or by forking and submitting a pull request.
</p>
<h2>Background</h2>
<p>
An increasing number of people search for their home
online. At some point, the potential homebuyer will
contact a real-estate agent through an online form on
a website. This could be a real-estate search portal
or the agent's website. (The potential homebuyer is
now considered a "lead.")
</p>
<p>
The website sends an email to a real estate agent with
the lead's information (e.g. name, email, phone,
property address, a brief message, etc.) The receiving
agent generally puts this contact information into a
database of leads. Historically, this has been a
manual process.
</p>
<p>
Recently, many real estate software tools have created
functionality to "parse" lead emails and automatically
extract the lead information. This is a difficult and
error-prone process for a variety of reasons:
</p>
<p>
<ul>
<li>Every portal uses a different email format.</li>
<li>Some portals use several different formats. (Perhaps different formats for different areas of the website.)</li>
<li>Email formats change over time. (Example: seasonal marketing copy, A/B testing)</li>
<li>Email clients introduce changes when an email is formatted.</li>
</ul>
</p>
<p>
When a software tool cannot properly parse
the lead information, everybody loses. The real estate
portal appears to be handing out bad leads, the real
estate agent loses a potential client, and the
potential homebuyer does not get the service they need.
</p>
<p>
The Real Estate Lead Metadata Specification describes
an industry standard approach for portals to
communicate lead information with the goal of having
100% accurate transmission of lead details.
</p>
<h2>Embedding Lead Metadata</h2>
<p>
The key concept to this specification is the idea of
transmitting lead information through HTML
<code>meta</code> tags. A quick example serves best to
illustrate this concept. An email that contains lead
information should contain header fields as follows:
</p>
<pre><code>
<!DOCTYPE html ... >
<html xmlns= ... >
<head>
...
<meta name="lead_information_version" content="1.0" />
<meta name="lead_source" content="Realtor.com" />
<meta name="lead_type" content="Buyer" />
<meta name="lead_name" content="John Smith" />
<meta name="lead_email" content="[email protected]" />
<meta name="lead_phone" content="703-555-1212" />
...
</head>
<body>
...
</body>
</html>
</code></pre>
<h2>Valid Fields</h2>
<table class="u-full-width">
<thead>
<tr>
<th>Field Name</th>
<th>Notes</th>
<th>Required</th>
<th>Example Content</th>
</tr>
</thead>
<tbody>
<tr>
<td><code>lead_information_version</code></td>
<td>Version number of the specification.</td>
<td>✓</td>
<td>"1.0"</td>
</tr>
<tr>
<td><code>lead_source</code></td>
<td>
Primary source of the lead. Can be any
value, but a search portal or lead vendor
should choose a consistent value. If not
provided, it is up to the consuming
application to choose a sensible default
value.
</td>
<td></td>
<td>"Realtor.com" "AgentWebsite.com"</td>
</tr>
<tr>
<td><code>lead_type</code></td>
<td>
The type of the lead. Consumer should
assume a value of "Buyer" if not provided.
Valid values are "Buyer", "Seller", and
"Renter".
</td>
<td></td>
<td>"Buyer" "Seller" "Renter"</td>
</tr>
<tr>
<td><code>lead_name</code></td>
<td>The name of the lead.</td>
<td></td>
<td>"John Smith"</td>
</tr>
<tr>
<td><code>lead_email</code></td>
<td>The email address of the lead.</td>
<td></td>
<td>"[email protected]"</td>
</tr>
<tr>
<td><code>lead_phone</code></td>
<td>The phone number of the lead.</td>
<td></td>
<td>"703-555-1212"</td>
</tr>
<tr>
<td><code>lead_property_address</code></td>
<td>The property address about which the lead is inquiring.</td>
<td></td>
<td>"123 Main Street, Alexandria, VA 22314"</td>
</tr>
<tr>
<td><code>lead_mls</code></td>
<td>The MLS number of the property address.</td>
<td></td>
<td>"A5712345"</td>
</tr>
<tr>
<td><code>lead_message</code></td>
<td>A message from the lead to the agent.</td>
<td></td>
<td>"Hello, I am interested in... I have the following question..."</td>
</tr>
<tr>
<td><code>lead_property_city</code></td>
<td>The city of the property on the original lead inquiry.</td>
<td></td>
<td>"Alexandria"</td>
</tr>
<tr>
<td><code>lead_property_state</code></td>
<td>The state of the property on the original lead inquiry.</td>
<td></td>
<td>"VA"</td>
</tr>
<tr>
<td><code>lead_property_zip</code></td>
<td>The zip code of the property on the original lead inquiry.</td>
<td></td>
<td>"22314"</td>
</tr>
<tr>
<td><code>lead_max_price</code></td>
<td>The max budget as identified by the client.</td>
<td></td>
<td>"500000"</td>
</tr>
<tr>
<td><code>lead_primary_zip</code></td>
<td>The primary zip code of the client’s home search as identified by the client. [This can be different from the zip code of the property of the original inquiry if the client gives our representative a different primary area that they are looking in.]</td>
<td></td>
<td>"06278"</td>
</tr>
<tr>
<td><code>lead_time_frame</code></td>
<td>The buying/selling time frame as identified by the client.</td>
<td></td>
<td>"3-6 months" "<90 days" "As Soon As Possible"</td>
</tr>
<tr>
<td><code>lead_financing</code></td>
<td>How the client plans to finance their purchase.</td>
<td></td>
<td>"financing-pre-approval" "already-pre-qualified"</td>
</tr>
<tr>
<td><code>lead_assigned_agent</code></td>
<td>The name of the agent the lead has been assigned to.</td>
<td></td>
<td>"Gintare O'Shea"</td>
</tr>
<tr>
<td><code>lead_assigned_agent_email</code></td>
<td>The email of the agent that the lead has been assigned to.</td>
<td></td>
<td>"[email protected]"</td>
</tr>
<tr>
<td><code>lead_assigned_agent_phone</code></td>
<td>The phone number of the agent that the lead has been assigned to.</td>
<td></td>
<td>"701-444-1313"</td>
</tr>
<tr>
<td><code>lead_loan_officer</code></td>
<td>The name of the loan officer that the lead has been assigned to.</td>
<td></td>
<td>"Dana Malia"</td>
</tr>
<tr>
<td><code>lead_loan_officer_company</code></td>
<td>The company of the loan officer that the lead has been assigned to.</td>
<td></td>
<td>"Cardinal Financial"</td>
</tr>
<tr>
<td><code>lead_loan_officer_email</code></td>
<td>The email of the loan officer that the lead has been assigned to.</td>
<td></td>
<td>"[email protected]"</td>
</tr>
<tr>
<td><code>lead_loan_officer_phone</code></td>
<td>The phone of the loan officer that the lead has been assigned to.</td>
<td></td>
<td>"850-222-8686"</td>
</tr>
<tr>
<td><code>lead_title_officer</code></td>
<td>The name of the title officer that the lead has been assigned to.</td>
<td></td>
<td>"Monica Arredondo"</td>
</tr>
<tr>
<td><code>lead_title_officer_company</code></td>
<td>The company of the title officer that the lead has been assigned to.</td>
<td></td>
<td>"south land title" "fnf"</td>
</tr>
<tr>
<td><code>lead_title_officer_email</code></td>
<td>The email of the title officer that the lead has been assigned to.</td>
<td></td>
<td>"[email protected]"</td>
</tr>
<tr>
<td><code>lead_title_officer_phone</code></td>
<td>The phone of the title officer that the lead has been assigned to.</td>
<td></td>
<td>"702-888-8080"</td>
</tr>
<tr>
<td colspan=4>
<b><i>The specification also allows for up to 100 custom fields as follows:</i></b>
</td>
</tr>
<tr>
<td><code>lead_$FIELDNAME$</code></td>
<td>
A custom field, such as
<code>lead_min_bedrooms</code> or
<code>lead_max_price</code>. Use of a
custom field requires coordination between
the producer and the consumer of the field
in question.
</td>
<td></td>
<td>Any content.</td>
</tr>
</tbody>
</table>
<h2>Consuming Lead Metadata</h2>
<p>
Below is the recommended approach to consume lead information from emails that conform to the Real Estate Lead
Metadata Specification.
</p>
<p>
Note that in practice, some vendors erroneously put
<code>meta</code> tags in the <code>body</code> tag
rather than the <code>head</code> tag. While this is
not strictly valid HTML, the consuming application
should still account for this case and search for
<code>meta</code> tags anywhere within the HTML
document.
</p>
<p>
To consume:
</p>
<p>
<ol>
<li>
Parse the HTML body into a searchable document
object model.
</li>
<li>
Search the document object model for
<code>meta</code> tags.
</li>
<li>
Locate a <code>meta</code> tag named
<code>lead_information_version</code>.
</li>
<li>
Verify that the value of
<code>lead_information_version</code> is equal
to <code>1.0</code>.
</li>
<li>
If successful, look for any other
<code>meta</code> tags beginning with
<code>lead_</code>. This is the lead
information.
</li>
</ol>
</p>
<!--
<p>
You can use the following emails for testing:
</p>
<p>
<a class="button button-primary" href="http://github.com/fivestreet/LeadMetadata.com">Test Email #1</a>
<a class="button button-primary" href="http://github.com/fivestreet/LeadMetadata.com">Test Email #2</a>
<a class="button button-primary" href="http://github.com/fivestreet/LeadMetadata.com">Test Email #3</a>
</p>
-->
<h2>Industry Adoption</h2>
<p>
<a href="http://move.com">Move, Inc.</a> and other companies' products are rapidly adopting the specification:
<ul>
<li>
<a href="http://www.fivestreet.com">FiveStreet</a> (Move, Inc.),
<a href="http://www.topproducer.com">TopProducer</a> (Move, Inc.),
<a href="http://www.boomtownroi.com">BoomTown</a>,
<a href="https://www.brivity.com">Brivity</a>,
<a href="https://smartzip.com/products/smart-targeting">SmartTargeting</a> (<a href="http://www.smartzip.com">SmartZip Analytics, Inc.</a>),
<a href="http://www.dakno.com">Dakno Marketing</a>,
<a href="https://www.followupboss.com/">Follow Up Boss</a>,
<a href="https://www.guerillarealty.com/">GuerillaRealty.com</a>,
<a href="https://www.opcity.com/">Opcity</a>,
<a href="https://www.realoffice360.com">RealOffice360</a>,
<a href="https://www.hireaiva.com/ref/leadmetadata">Hire Aiva</a>, and
<a href="https://www.wiseagent.com/">Wise Agent</a> can consume emails with lead metadata.</li>
<li>Most outbound <a href="http://www.realtor.com">Realtor.com</a> (Move, Inc.) lead emails include lead metadata.</li>
<li>
All <a href="https://smartzip.com/products/smart-targeting">SmartTargeting</a>,
<a href="https://www.guerillarealty.com/">GuerillaRealty.com</a>,
<a href="http://www.realtyninja.com">RealtyNinja</a>,
<a href="http://www.dakno.com">Dakno Marketing</a>,
<a href="http://www.opcity.com">Opcity</a>, and
<a href="http://www.zbuyer.com">zBuyer</a> lead emails include lead metadata.
</li>
<li>Some outbound <a href="https://www.apartmentlist.com">Apartment List</a> lead emails include lead metadata.</li>
</ul>
</p>
<h2>Acknowledgements</h2>
<p>
The Real Estate Lead Metadata Specification is supported by
<a href="http://www.fivestreet.com">FiveStreet.com</a>,
<a href="http://www.move.com">Move, Inc.</a>,
<a href="http://www.realtor.com">Realtor.com</a>, and
<a href="http://www.newscorp.com">News Corp</a>.
The original specification was drafted by Eric
Bashkoff in June 2014, with contributions from Rusty
Klophaus.
</p>
<p>
This document is designed using the <a
href="http://getskeleton.com/">Skeleton</a> CSS
framework.
This website is hosted on <a
href="https://pages.github.com/">Github Pages</a>.
</p>
</div>
<script>
(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){
(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),
m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)
})(window,document,'script','//www.google-analytics.com/analytics.js','ga');
ga('create', 'UA-33301128-3', 'auto');
ga('send', 'pageview');
</script>
</body>
</html>