Ever chased a client that seemed promising, only to find they’re just ‘looking’? It’s like spending a lot of money hosting a big dinner party, but your guests are only there for appetizers.
This is the difference between consumers with general interest and high-intent prospects — the high-intent leads aren’t just looking, they’re hungry to buy.
Your sales-ready leads will also be the key to hitting those sales targets you’re aiming for, saving you time on lead nurturing and engagement.
Let’s cut to the chase and show you how to spot those high-intent prospects, from reading the signs and timing correctly to asking the right qualifying questions.
What sets apart a true high-intent consumer?
A high-intent consumer is a prospect who does more than casually browse your website or fill out a web form out of mild curiosity. They show signs of serious shopping and sales-readiness.
Greater depth of engagement
High-intent consumers spend substantial time on your website, especially on product or service pages, such as specific loan-type pages in the case of mortgage lenders.
For example, a high-intent prospect would likely spend time reading blogs on mortgages or using mortgage calculators, rather than just reading the homepage.
Action-oriented interactions
Beyond just reading pages on a website, they’re downloading detailed guides, and free eBooks, signing up for webinars, or using interactive calculator tools, bringing them a step closer to a purchase decision.
Pattern of inquiries
These consumers ask the right, specific questions such as “What does this insurance plan cover” or “Can I see a comparison between these two mortgage rates?”
Their level of detail in their inquiries shows a deeper consideration and readiness to make a decision.
Frequency of contact
Unlike general consumers who touch base and vanish, high-intent prospects initiate multiple contacts themselves, such as filling out several forms, sending follow-up emails, or requesting multiple quotes.
This repeated engagement signals a very strong interest and move towards a purchasing decision.
Urgency in communication
When a consumer shows urgency, it’s a very strong indicator of high intent. They might ask about a specific timeline, such as how to get insurance before a certain date or ask about the speed of a loan approval process.
What are the signs of a low-intent prospect?
In contrast, consumers with a surface-level interest tend to have fleeting interactions.
They might fill out a web form with vague, non-committal questions. Their website visits are short, and their inquiries lack depth or understanding.
These consumers aren’t to be ignored but require more nurturing and time before they ripen into high-intent prospects.
By focusing on your high-intent consumers, you or your sales team can spend your time more wisely, increasing the chance of conversion and shortening the sale cycle for those who are ready to buy now.
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Engagement signals: How to recognize a prospect’s true buying interest
Identifying high-intent prospects, whether their interest is fresh or aged, involves analyzing the engagement signals they exhibit.
Fresh consumer data will show high engagement through their interactions with your website, such as repeatedly using a mortgage calculator daily to check interest rates.
Aged consumer data, though weeks or possibly months older, can still reveal valuable insights. Since you have the contact information and form answers, pay attention to the content of those answers.
For instance, a prospect that filled out a form for life insurance and provided detailed information about their age, health condition, and coverage interests is more likely a high-intent prospect compared to one who left vague or minimal responses.
The types of questions asked in the form can also be telling. A lead asking specific questions about policy terms or coverage options indicates a stronger interest than someone who asks “How much does it cost?”
How to qualify intent data to find the right match for your business
Qualifying a consumer’s interest level involves a different approach since the customer intent data can be limited—are they really sales-ready?
Instead, focus on the data. Create a set of qualifying questions based on this information.
For instance, if you have home improvement loan leads, your sales script might include specific questions such as “Are you still considering a home renovation project?” or “What specific improvements were you thinking of making?”
These questions will help gauge whether the consumer’s needs still align with your services and if they still hold a high intent to proceed.
It’s about re-qualifying and updating the customer’s status based on their current situation.
Timing and lead nurturing for high-intent prospects
When working with aged intent data, timing becomes a game of re-engagement.
The key is to approach these leads with the understanding that their needs or circumstances might evolve after filling out the initial contact form.
Craft your outreach to acknowledge the time-lapse. For example, “I saw a while back you were looking into solar installations. Are you still interested in this?”
This approach demonstrates recognition of their initial interest and opens the door for updating their current interest or need.
It’s about reigniting the conversation and finding out if the prospect is still in the market for your product or services.
How to find the key decision maker with buying authority
When cold calling or emailing your prospects, you’ll need to understand if they’re the key decision maker — the person who has the real buying power.
To do this, look for clues in their form submissions, such as indicating significant life events, such as marriage, parenthood, or retirement planning.
Also, leads with decision-making power typically are the ones specifically mentioning a recent health scare or a new home purchase.
If this information isn’t provided, ask direct or indirect questions in a follow-up such as “Is there anybody else involved in this process?” or “What problem are you trying to solve?”
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