I'm a marketing and automation guy, not an agent. I built this lead system for an agent client I work with, and I'm sharing it because the result went against what most of us believe about lead forms.

In 2 months his seller lead cost went from $87 to $18, he got 160+ seller leads, and lead quality went up at least 3x.

The setup was simple: Facebook video ads, then a seller quiz, then his CRM.

The interesting part is the quiz.

Normally we keep forms short. A few easy questions or a free guide. That gets cheap leads, but a lot of them are tire kickers.

We did the opposite. Our quiz took people anywhere from 2 to 20 minutes, and it still converted at around 5%. When someone spends that long answering questions about selling their home, they're serious.

That mattered a lot for my client. He has 20 years of experience, and when he sits down with a seller, he gets the listing about 95% of the time. He didn't need more leads. He needed more real sellers to talk to.

How we built the quiz

The quiz was my idea, but the questions came from him. We sat together in several meetings and hand picked questions that make sellers think about things that affect their sale price. Most of them had never thought about these before. That's why people stayed. They were learning something about their own situation.

The first question was "When are you planning to sell?"

• More than 6 months from now

• Within 3 to 6 months

• Within 1 to 3 months

• Ready to sell now

• Already on the market

Each answer opened a different set of questions, so people answered anywhere from 7 to 40 depending on their timeline. At the end, we asked for name, email, phone, and property address to show their results.

The results page

If someone gives you 20 minutes, a generic "thanks, we'll be in touch" page feels like a waste of their time. That's a bad first impression before you even call.

So each timeline got its own results page with a score. It showed them where they could improve to get 3% to 10% more value from their property. We also emailed their results along with helpful guides based on their score.

By the time my client called, the seller already trusted him a little. Most picked up with a positive mindset.

The biggest benefit for the agent

When he called a lead, he already knew their timeline, their situation, and the important details about the property. He didn't start from zero. He knew what that seller cared about and spoke to it.

My takeaway

A shorter form isn't always better. More questions can get you better sellers, as long as the questions are useful and the seller gets something valuable back.

Has anyone here tried a longer seller questionnaire? Did it help or hurt your response rate?