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Your database contains more than contact information. It contains people whose needs, timelines, and interests have changed since you last spoke. The problem is that a generic market update gives them no simple way to tell you what changed.

This edition shows you how to turn quiet contacts into clear intent signals. We will build a 4-Click Intent Menu that identifies who deserves a personal follow-up, use Beehiiv to create a local audience you actually own, and explain how Zillow Pro is turning browsing activity into a new kind of lead signal.

Let's get into it.

A contact who does not reply to "Are you still looking?" may still click on price drops, payment scenarios, or a home-value update. Those clicks are not appointments, but they reveal what the person cares about and give you a relevant reason to follow up.

The 4-Click Intent Menu is a short email that lets each contact choose the information they want. Every option applies a tag, delivers something useful, and triggers the right next action. You stop guessing who might be interested and start responding to signals people give you voluntarily.

Step 1: Choose four useful signals

Keep the choices specific enough to reveal intent but helpful enough that clicking does not feel like requesting a sales call.

Use these four:

Do not add ten choices. Four makes the decision quick and gives you enough information to route the contact correctly.

Step 2: Send the Intent Menu

Use a plain email with one question and four linked choices:

Subject: Which update would actually help?

"Hi [First Name],

I'm updating what I send and do not want to fill your inbox with information you do not need. Which of these would be most useful?

[Show me recent price drops in my area]

[Show me what different monthly payments could buy]

[Tell me what my home could sell for]

[Just keep me informed]

Pick one and I will send the right update."

The email works because it asks about information, not commitment. A click does not force the contact into a consultation.

Step 3: Deliver the promised value immediately

Each link should open a simple page that answers the request before asking for anything else.

Do not send every click to the same contact form. The destination should match the choice.

Step 4: Tag the signal in your email platform or CRM

Create one tag for each click:

If your system supports automations, apply the tag automatically and create a follow-up task for the first three signals. The fourth belongs in a lower-frequency nurture segment.

Step 5: Follow up with context

Your personal message should mention what the person requested:

Buyer script:

"Hi [Name], you asked for the price-drop update in [Area]. I pulled a few that look meaningful rather than cosmetic. Want me to send the three I would look at first?"

Seller script:

"Hi [Name], you clicked the home-value update. I can give you a more useful range if I account for condition, upgrades, and your timing. Would you like a quick version with no listing pitch attached?"

The signal makes the message relevant. It does not give you permission to pressure the contact.

Step 6: Measure conversations, not opens

Track four numbers:

Open rates tell you whether the subject line worked. Conversations and appointments tell you whether the system generated business.

Your next step: Choose 100 quiet contacts, build the four links and tags, and send one Intent Menu. Follow up personally with every buyer or seller signal before expanding it to the rest of your database.

Zillow launched Zillow Pro nationwide on July 9, giving agents a way to connect their existing database with consumer activity on Zillow.

The system starts with My Agent. An agent invites a buyer or seller from their network to connect. After the consumer accepts, the agent can see what that person is browsing, saving, and searching for in the area. Those signals flow into Follow Up Boss, which can prioritize contacts and suggest outreach.

Zillow says nearly 20,000 agents participated in the beta. According to Zillow's product announcement, buyers working with Zillow Pro members were 80% more likely to meet their agent, 50% more likely to move forward in their search, and more than four times as likely to convert when they had a My Agent connection rather than an inferred relationship.

Those are Zillow's own product findings, not independent performance guarantees. The important development is the value being placed on timing and intent.

What this means for your business

1. Your database is becoming more valuable than a list of names

A contact's current behavior can matter more than the date they entered your CRM. Someone who has been quiet for a year but starts saving homes again deserves a different response from someone who has not engaged at all.

2. Permission creates better signals

The consumer must accept a My Agent invitation before the agent sees activity. That makes the existing relationship important. The system is designed to deepen a connection, not give an agent permission to monitor strangers.

3. Timely context beats a generic check-in

"Just checking in" gives the contact nothing useful. "I saw you were looking at homes in [Area]. Want a quick update on what has changed there?" connects the outreach to an expressed interest.

4. You can apply the principle without buying Zillow Pro

Email clicks, repeat listing-page visits, home-value requests, saved searches, webinar registrations, and community questions can all become intent signals. The 4-Click Intent Menu gives you a simple way to create and route those signals.

What to do now

Here is a script for a connected Zillow contact:

"Hi [Name], I noticed you were looking at a few homes in [Area]. There have been some meaningful changes in price and inventory since we last spoke. Want me to send you a short update on the two things I would watch?"

Here is a version for a signal from your own email or website:

"Hi [Name], you clicked the [price drop/home value/payment] update. I can make that more specific to what you are considering. Would a quick custom version be useful?"

Your next step: Pick three behaviors you can already track, connect each one to a tag and personal follow-up task, and stop letting high-intent activity disappear inside a dashboard.

We'll see you in the next edition.

Know an agent whose database is full but silent? Forward this their way.

The Real Estate Marketing Update Team @ imFORZA