Lead System — Reference Document
All Criteria & Standards
What we target, how we score it, how we classify leads, and how we write outreach. Use this as a reference when pulling new data from Matrix or reviewing the pipeline.
1. What we pull from Matrix
Hard filters — nothing enters the pipeline unless it passes all of these.
Status
Expired, Withdrawn, Cancelled only.
Never active listings — Quebec law. Hard rule.
Price
$600,000 minimum. No upper limit.
Property Types
Duplex, triplex, condos, single-family homes.
Not limited to income properties only — all types are valid.
Geography
Central Montreal, ~1 hour radius.
Can expand to Laval, Monteregie, Laurentians once stable.
Matrix / Centris — Filter Checklist
Copy and paste when pulling new data
## Matrix / Centris — Pull Filters Run these as TWO separate searches. Different status, different date field. --- ## SEARCH 1 — Already Expired (standard pull) Run this weekly to catch leads that expired in the last 30 days. ### Status (select these 3 only — deselect Active and Sold) - Expired - Off market - Cancelled ⚠️ Never select Active — Quebec law. Hard rule. ### Price - Asked/Sold minimum: $600,000 - Maximum: (none) ### Geography — Region (select all 4) - Montréal - Laval - Montérégie - Laurentides ### Dates - Status Modifications: from [today minus 30 days] - Expiration Date: leave blank - All other date fields: leave blank ### Property Type — run on 3 separate Matrix pages 1. Single Family page → select: Bungalow, Two or more storey, Split-level, One-and-a-half-storey 2. Income page → select: Duplex, Triplex (and larger) 3. Condo page → select all --- ## SEARCH 2 — Upcoming Expirations (pre-load watchlist) Run this weekly to catch active listings expiring in the next 14 days. Stage outreach now → it fires automatically the moment they expire. ### Status (select Active only) - Active ⚠️ These are still-active listings — do NOT contact them yet. Outreach is staged to fire on expiry date. ### Price - Asked/Sold minimum: $600,000 - Maximum: (none) ### Geography — Region (select all 4) - Montréal - Laval - Montérégie - Laurentides ### Dates - Expiration Date: from [today] to [today plus 14 days] - Status Modifications: leave blank - All other date fields: leave blank ### Property Type — run on 3 separate Matrix pages 1. Single Family page → select: Bungalow, Two or more storey, Split-level, One-and-a-half-storey 2. Income page → select: Duplex, Triplex (and larger) 3. Condo page → select all
2. Timing — speed is critical
The moment it expires, it's a race. Two-phase workflow.
Phase 1 — Pre-load
~2 weeks before expiry — identify upcoming contract end dates, score the lead, stage outreach so it's ready to fire.
Most contracts end at end of month or first of next month.
Phase 2 — Trigger
The moment it officially expires — outreach fires automatically. Seller hears from us within minutes.
Why this matters
"The moment a listing expires or is withdrawn, speed is critical — it becomes a race to contact the seller as early as possible."
3. Scoring — what pushes a score up
Real motivation signals. Stacking 3–4 of these is what makes a lead high-priority.
Special assessments / extra monthly charges
Financial pressure on top of normal carrying costs
Vacant property
Carrying costs with no income — owner is bleeding monthly
Tenant flexible to leave
Seller is actively positioning the property to sell
Expenses eating into revenue
On income properties — barely breaking even or losing money monthly
Price significantly above municipal assessment
Overpriced — seller likely frustrated after no offers
High condo fees
Ongoing monthly pressure adding to motivation to sell
Stacking is what creates a high-priority lead.
"A lead with 3–4 of these stacking up scores much higher than one that just expired with no other signals."
4. What does NOT score up
These look like signals but aren't. Confirmed exclusions.
Expired status alone.
"A lot of listings expire without real seller motivation — some were just testing the market or are not serious about selling."
Expired is a baseline qualifier, not a driver.
"Motivated seller" in agent remarks.
"Agents write motivated seller for absolutely no reason."
Removed as a scoring signal entirely.
Score ≠ confirmed intent.
Score tells us who to contact first. Real intent only gets confirmed after the first interaction. The system prioritizes — it doesn't qualify.
5. Lead classification
Heat is earned through response — not assigned from listing data.
Someone explicitly asks to talk by phone, or replies showing genuine curiosity or interest.
"A hot lead is only when someone explicitly says they want to talk on the phone. That's the only real signal. Everything else is just nurturing."
When this happens — we stop the automated sequence and Vianney steps in personally.
Soft engagement — no explicit ask to call.
"Opened emails, clicked links, visited the listing page, filled a form, engaged with an ad, replied with soft responses like 'we'll think about it' or 'send us more info by email.' Basically anything that doesn't explicitly ask for a phone call."
Scored on listing data only. No engagement yet.
Score reflects priority for first contact — not confirmed interest.
6. Routing
Score determines who handles it and how.
High Score
Instant notification to Vianney.
He handles it personally first — this is where the real value is.
Mid Score
Automated outreach fires.
SMS + email sequence runs automatically. Vianney steps in when they respond.
Low Score
Nurture or no action.
Stays in pipeline. Re-scored if status or price changes.
7. Messaging standards
Every message we send must follow these. Non-negotiable.
Tone
- ✓Quebec French — natural, conversational, not formal, not France-French
- ✓Honest and observational
- ✓Low pressure — build trust first, qualify second
- ✓Positioning-driven — not transactional
Messages must reference the specific property situation
Price reductions
Acknowledge the pricing challenge directly
Long time on market
Reference the lack of traction
Agent notes
Adapt tone to what's actually happening (tenants, condition, urgency)
"I don't want generic templates — I want messages that feel like I actually looked at the property and understood their situation."
Never say any of these
- ✕"I have buyers ready"
- ✕Anything implying artificial urgency
- ✕Building age — "sounds weird as if we're talking about a person"
- ✕France-French phrasing
- ✕Generic copy with no property-specific detail
Reference tone
"I noticed your property was recently withdrawn… in many cases the issue isn't demand but positioning…"
8. The vision
What this system is built to be.
"A system that 'hunts at scale' without taking my time. Volume + automation + AI-driven prioritization. I step in only when there's real intent."
"We're not optimizing a manual workflow — we're replacing it with a scalable machine."
"Even without perfect contact data, just identifying and prioritizing the right opportunities faster already gives a huge edge."
Lead sources
Centris/Matrix now. Apollo (mass lists) and DuProprio (FSBO — different pitch required) next.
Contact data reality
"There's no clean or reliable way to get the seller's phone number or email from expired listings."
Direct mail to the property address when no contact info exists.
When Vianney steps in
Only when there's a real response — warm or hot. The system handles everything before that.