Lead Qualification Checklist
Maximize your conversion rate and stop wasting time on unqualified leads. Use this proven checklist to identify high-value prospects and prioritize your sales efforts.
HSG Success Rate:
Businesses using this checklist see 40% higher close rates and 60% better time management. Qualify every lead within the first 2 minutes of contact.
Initial Contact Assessment (First 60 Seconds)
Lead Source Verification: How did they find us? (Google, referral, ad, etc.)
Immediate Need Assessment: Is this urgent/emergency or planned project?
Property Ownership: Do they own the property or are they renting?
Service Area Confirmation: Are they in our primary service area?
Contact Information: Valid email address and location obtained?
Opening Script Template:
"Hi [Name], this is [Your Name] from [Company]. I see you're interested in [service] - I'd love to help! Before we dive in, can you tell me a bit about your situation? Is this something urgent you need taken care of, or are you planning ahead?"
Project Details & Timeline
Project Description: What exactly needs to be done? Get specific details.
Timeline/Urgency: When do they need this completed?
Previous Attempts: Have they tried to fix this before? Who else have they contacted?
Access/Availability: When can they be available for estimate/service?
Property Details: Age of home, relevant system age, previous maintenance history?
Budget & Decision Making
Budget Range: Do they have a budget in mind for this project?
Decision Maker: Are they the person who makes the final decision?
Other Decision Makers: Who else is involved in this decision? (spouse, property manager, etc.)
Comparison Shopping: Are they getting multiple estimates?
Insurance/Financing: Is this covered by insurance? Do they need financing options?
Budget Qualification Script:
"To make sure I give you the most accurate estimate, it helps to know if you have a budget range in mind. Projects like this typically range from $X to $Y depending on the specific requirements. Does that sound reasonable for what you're looking to accomplish?"
Red Flags - Proceed with Caution:
- Won't provide contact information or address
- Asks for pricing without scheduling estimate or site visit
- Says "just need a quick ballpark" or "rough estimate"
- Multiple previous bad experiences with contractors
- Wants work done immediately but won't pay for emergency rates
- Evasive about budget or decision-making authority
Competitive Analysis
Other Contractors: Who else are they considering? How many estimates are they getting?
Previous Experience: Have they used contractors for similar work before?
Decision Criteria: What's most important to them? (price, quality, speed, warranty)
Referral Source: Did someone recommend us specifically? Who?
Lead Scoring System
Assign Points for Each Factor:
Urgency/Timeline (0-25 points):
- Emergency/ASAP needed: 25 points
- Within 1-2 weeks: 20 points
- Within 1 month: 15 points
- Within 3 months: 10 points
- Just researching/someday: 0 points
Budget Qualification (0-25 points):
- Budget matches or exceeds typical project cost: 25 points
- Budget is reasonable for project scope: 20 points
- Willing to discuss budget but no specific range: 10 points
- Budget seems unrealistic/too low: 5 points
- Won't discuss budget at all: 0 points
Decision Making Authority (0-20 points):
- Primary decision maker: 20 points
- Joint decision with present spouse/partner: 15 points
- Must consult with spouse/partner: 10 points
- Property manager/multiple approvals needed: 5 points
- Not the decision maker: 0 points
Service Area & Logistics (0-15 points):
- Primary service area: 15 points
- Secondary service area: 10 points
- Edge of service area: 5 points
- Outside normal service area: 0 points
Lead Quality/Fit (0-15 points):
- Perfect fit for our services: 15 points
- Good fit, standard job: 12 points
- Adequate fit: 8 points
- Challenging but doable: 5 points
- Poor fit/outside expertise: 0 points
Lead Priority Classification:
- HOT LEAD (80-100 points): Schedule estimate within 24 hours, high conversion probability
- WARM LEAD (60-79 points): Schedule within 2-3 days, good conversion potential
- COOL LEAD (40-59 points): Schedule within 1 week, nurture with follow-up
- COLD LEAD (0-39 points): Add to newsletter/nurture campaign, revisit in 3-6 months
Follow-Up Action Plan
For Hot Leads (80-100 points):
Immediate Response: Schedule estimate within 24 hours
Confirmation: Send text/email confirmation with your photo and credentials
Preparation: Research property, prepare materials list, check availability
Follow-up: Email/text day before estimate to confirm and set expectations
For Warm Leads (60-79 points):
Schedule: Offer estimate within 2-3 days
Educational Content: Send relevant guides or case studies
Social Proof: Share customer testimonials and reviews
For Cool Leads (40-59 points):
Nurture Campaign: Add to email sequence with helpful content
Quarterly Check-in: Follow up every 3 months
Seasonal Outreach: Contact during relevant seasons for their service
HSG Pro Tip:
Track your lead scores in a simple spreadsheet or CRM. Review monthly to identify patterns in your highest-converting lead sources and adjust your marketing accordingly.
Lead Qualification Contact Script
Complete Contact Script:
Opening:
"Hi [Name], this is [Your Name] from [Company]. I got your inquiry about [service] and wanted to personally reach out. Do you have a couple minutes to talk about your project?"
Project Discovery:
"Great! Can you walk me through what's going on? What exactly are you looking to have done?... When did you first notice this issue?... Have you had anyone else take a look at it?"
Timeline & Urgency:
"How soon are you looking to get this taken care of? Is this something urgent, or are you planning ahead?"
Budget Qualification:
"To make sure I give you accurate information, do you have a budget range in mind? Projects like this typically run [range] depending on the specifics."
Decision Making:
"Are you the person who makes the final decision on this, or is there someone else involved in the process?"
Scheduling:
"Based on what you've told me, I'd love to take a look and give you a detailed estimate. I have availability [times] - what works better for you?"
Confirmation:
"Perfect! I'll see you [day] at [time]. I'll send you a text confirmation with my photo so you know it's me. My direct number is [number] if anything comes up. Looking forward to helping you with this project!"