Why a score went down

Ageing catches up gradually, not just on a new signal

Most buyer-site signals lose weight over time. A new signal recalculates the score right away, but a lead does not need one to cool: a daily sweep re-scores leads that still carry a positive score and have not been recalculated recently, applying whatever decay has accrued since. The sweep is bounded and takes the longest-untouched leads first, so on a large book it works through the backlog across several days rather than covering everyone every night. A lead who goes quiet does not freeze at their last reading; expect the number to erode toward cold over the following days even with no new activity at all.

Something subtracted

• You logged an activity with the outcome Not interested: -40. This is the biggest single drop available and the main way you can deliberately cool a lead.
• The buyer un-favorited a listing: -5.
• The buyer unsubscribed from your emails (-40) or texted STOP (-50). Both are written automatically and you do not need to log anything separately. Neither one tapers, but both stop counting once they pass the 365-day window described below.
• The buyer wrote back in their own words asking you to stop: -100, which floors the score. This is the only signal the window never drops, so it is the one drop that does not lift with time.

It fell out of the window

Signals older than 365 days drop out of the calculation entirely. For a long-running lead this can pull the score down even though nothing negative happened.