Lead capture is the step of recording a prospect’s name and contact information in a form you can act on later. At an open house, it is what turns an anonymous visitor into a lead you can call, text, or email.
Capture is only useful if the data is clean and reaches your follow-up tools. A half-legible paper row or a skipped email is a capture failure. The goal is a readable contact and a low-friction ask that most visitors will actually complete.