The Qualifunnel is an optional step in our marketing funnel, where leads answer 14 additional questions about their interests. This helps convey to you, as the agent, how serious they are about their inquiry.
While completing the Qualifunnel makes a lead more likely to be serious, it does not guarantee it. Similarly, just because a lead doesn’t complete the Qualifunnel doesn’t mean they’re not serious. We've found that more affluent clients, who often manage busy lifestyles, tend to be less inclined to fill out detailed information online.
Statistics
In 2023, our statistics across over 12,000 leads showed that 35.29% of leads generated from 42 campaigns went on to complete the Qualifunnel. This is an average across all market areas, which primarily consisted of Canadian metro cities. Markets like Edmonton and Calgary had the highest opt-in percentages, while cities like Vancouver and Toronto showed lower rates due to their more affluent client bases, who often avoid providing detailed information online.
In 2024 (up until December 17th), our statistics showed that across 165 campaigns within North America, we generated 18,202 leads for our clients. Out of those, 4,656 leads completed the Qualifunnel, resulting in a 25.5% opt-in rate across all markets.
The drop in opt-in rates compared to 2023 is primarily due to a few factors:
Economic Factors: In 2024, rising mortgage rates and housing affordability concerns across North America—especially in cities like Vancouver, Toronto, and parts of the U.S.—led to decreased consumer confidence. This has made prospective buyers more cautious and less likely to engage in detailed online forms, affecting the number of leads who completed the Qualifunnel.
Shifting Consumer Behavior: Consumers, particularly in affluent markets, are becoming more hesitant to share personal information online due to privacy concerns. Many are also less inclined to engage with lengthy online forms, preferring more personalized communication instead.
Market-Specific Trends: As we expanded into new markets, including coastal cities experiencing housing crises, we saw a natural decline in opt-in rates. In contrast, markets like Calgary and Texas still showed higher opt-in rates, sometimes approaching 40%, due to more affordable housing conditions.
What You Can Do to Improve Opt-In Rates
Clients who are curious about increasing their opt-in rates should understand that marketing can only do so much to influence consumer behavior in specific market areas.
Each market has its own economic policies, housing prices, and socio-economic factors that strongly impact consumer behavior. These variables can significantly affect your opt-in rate.
Our commitment at Book More Showings has always been to optimize all campaigns in ways that create opportunities for our clients to increase their GCI (Gross Commission Income). However, it's important to recognize that opt-in rates are just one piece of the puzzle.
The Importance of Sales Skills and Lead Attention
Clients who are successfully closing leads, regardless of the Qualifunnel opt-in rate, tend not to focus too much on the numbers. They’re seeing the success they’re looking for. On the other hand, clients who aren’t seeing success—regardless of the opt-in rates—typically face challenges in engaging with leads effectively. In many cases, the issue stems from a lack of attention to leads and insufficient value provided on the initial phone call. If you’re not continuing the conversation in a way that builds trust and moves the lead toward a close, opt-in rates won’t matter.
Feedback and testimonials from clients across all markets consistently show that high returns are possible, regardless of the Qualifunnel opt-in rate. Our coaching staff is trained to address this very issue, providing the best sales training possible. After all, it’s sales skills and follow-up that truly separate our most successful clients from the rest.
Conclusion
The Qualifunnel is a powerful tool, but it’s not the only one that drives success. By understanding your market, investing in your sales skills, and ensuring you’re providing value from the first point of contact, you can close leads effectively—whether they complete the Qualifunnel or not.
Our goal is to help you optimize every part of your marketing strategy and lead engagement process, so you can consistently grow your business and achieve the success you’re after.