Lead generation usually takes the spotlight. It’s what agents are trained on, what marketing budgets are built around, and what most tech platforms promise to solve. It’s also why the industry treats it like a numbers game: more ads, more clicks, more money out the door.
But here’s the better question, the more profitable one:
What if your next 20 clients are already visiting your website, and you’re just not capturing them?
Across the European markets, brokerages working with Serviceform have doubled their website conversion rate, not by running more ads or buying new lists, but by simply closing the gap between inquiry and response.
Stop losing the leads you already paid for
Most real estate websites convert very little of their traffic into actual, qualified leads. And that’s assuming someone’s watching the forms, checking the inbox, and replying in time, too.
Too often, the traffic is there, but the system to turn them into clients isn’t. A potential buyer hits the site at 10:30 p.m., fills out a form, and hears back… the next day. Maybe. Or not at all. The trail goes cold.
“We built Serviceform because we saw brokerages with strong traffic still losing momentum on the conversion side,” says Iranthi Gomes, the company’s CEO. “They weren’t doing anything wrong; they just didn’t have a system that could respond in real time, qualify leads, and route them properly.”
Today’s buyers don’t wait around
Millennials and Gen Z now make up the largest share of homebuyers. According to the National Association of Realtors, 43 per cent of all buyers in 2023 were millennials, while Gen Z is rapidly entering the market. And where do they start their journey? Online. In fact, 97 per cent of buyers use the internet to search for homes before ever speaking to an agent.
That means your next lead has already clicked through your listings. They’ve checked your services, maybe even filled out a form, but if the reply isn’t instant, they’re moving on. A late follow-up is no follow-up at all.
So what’s actually working?
Imagine if your website had a 24/7 front-desk person. One who didn’t sleep, didn’t miss a message, and could qualify a lead or book a meeting on the spot?
That’s what Serviceform gives you. A digital assistant that engages with site visitors in real time, answers basic questions, and helps route leads into your actual workflow. Whether that’s booking a showing, requesting a valuation, or setting up a call.
It’s designed to ensure the agent actually gets the lead. And according to Gomes and her team, brokerages using the system have seen conversion rates double, just by tightening up what happens after someone visits the site.
In a market where margins are tighter and lead costs are climbing, it’s not enough to just drive traffic. You have to protect it.
“There’s so much focus on generating more,” says Jarkko, Serviceform’s CTO.
“But the real advantage is making sure you don’t lose what you’ve already earned.”
No tech stack overhaul
Serviceform works alongside your existing website, CRM, and tools. The AI assistant gets tailored to your brand, your workflows, and your team. It engages like a real assistant would, qualifying leads, capturing intent, and passing it off to your actual humans when it’s time.
And for most brokerages, the win is simple: more booked meetings, fewer missed inquiries, and better ROI on the traffic they’re already getting.
What’s next: A strategic look at the shift
On Sept. 30, Real Estate Magazine is hosting a webinar with Serviceform to unpack exactly how this system works and what early adopters in both Europe and Canada are seeing. You can register for the webinar here.
The session is free, practical, and focused on helping brokerages turn existing traffic into more deals.
This isn’t about being “first” to some shiny new tech. It’s about building a system that supports the work you’re already doing and making sure good leads don’t fall through the cracks.
Because when you’ve already earned someone’s attention, the worst thing you can do is nothing.
