Also known as Lead temperature, hot lead
In Indian brokerage practice a hot lead usually has a clear requirement (locality, BHK, budget), a near timeline — moving within a month for rentals, within three to six months for purchases — and has answered calls or agreed to a visit. Warm leads match on some points but are still comparing or waiting on a loan or a sale. Cold leads have not responded, have an unrealistic budget, or are only collecting prices.
Temperature changes. A cold lead from last year can turn hot when their lease ends; a hot lead goes cold after a visit if the price is wrong. So it should be updated after every call, and cold leads should go into a slower nurture rhythm rather than being deleted.
Example
One buyer over three months (illustrative)
A family in Thane enquires about a 2 BHK at ₹1.1 Cr in January but says they will decide after selling their flat — warm. In February they stop answering — cold, moved to a fortnightly WhatsApp update. In March their flat sells and they call back asking for visits that weekend — hot, and the agent books two visits within a day.
Figures are illustrative, not market rates.
Questions about Hot, warm and cold leads
How quickly should a hot lead be called?
As fast as possible, ideally within minutes of the enquiry, because portal leads are often sent to several brokers at once. Many teams set a response target such as 5 or 15 minutes for new leads and measure it, rather than leaving speed to individual habit.
Should cold leads be deleted?
No. Keep them with a reason and a slower follow-up rhythm. Delete only when the person asks you to or when you no longer have a lawful purpose to keep the data under the DPDP Act. Old enquiries often return when a lease ends or a loan is approved.
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