The Lead Qualification System

Questions: Is this a service we provide? Is the job type within our scope? Is the job size within our minimum/maximum?

Score 0: We don't do this work → polite decline + referral if possible

Questions: Is the property in our service area? If borderline, is the job value high enough to justify travel?

Score 0: Outside service area → polite decline + referral to local provider if possible

Questions: When does the customer need the work done? Emergency (0–24 hrs)? Urgent (1–3 days)? Planned (1–4 weeks)? Future (1+ month)? Does our availability match their timeline?

Score 0: Timeline incompatible → schedule for future follow-up when closer to need date

Questions: Has the customer indicated a budget range? If yes, does it align with our pricing? If no, can we provide a ballpark range for them to react to before scheduling an estimate?

Score 0: Budget mismatch → provide honest ballpark, let them self-select out without wasting an estimate

Questions: Is the contact person the decision-maker? If not, who else needs to be involved? Can we schedule the estimate when all decision-makers are present?

Score 0: Multiple decision-makers, none reachable → schedule only when all can attend

❌ 'What's your budget?'

✅ 'For a project like this, most of our customers invest between $X and $Y depending on [variables]. Does that range work for what you have in mind?'

Provide context first. Don't ask them to name a number blind — give them a reference point and ask if it fits.

❌ 'Where are you located?'

✅ 'We serve [specific areas]. Are you in one of those? If not, I can probably recommend someone closer to you.'

Lead with helpfulness. The subtext is 'I want to get you the right help, even if it's not us.'

❌ 'When do you need this done?'

✅ 'Are you dealing with an emergency right now, or is this something you're planning for the next few weeks? It helps me know how quickly to move.'

Frame timeline as a service question — you're asking because you want to serve them appropriately, not because you're screening.

❌ 'Are you the decision-maker?'

✅ 'Will anyone else need to weigh in before you make a decision? I want to make sure I provide everything everyone needs.'

Acknowledge that multiple stakeholders is normal and reasonable. You're offering to help prepare for all of them.

Qualification Pass Rate

What percentage of total leads pass qualification and reach an estimator? If it's above 80%, your qualification is probably too loose — too many unqualified leads are getting through. If it's below 35%, you may be filtering too aggressively. The sweet spot for most home services is 45–65%.

Pass Rate = Qualified Leads ÷ Total Leads × 100

Estimator Close Rate (Pre- vs. Post-Qualification)

Compare an estimator's close rate on qualified leads vs. unqualified leads. This number answers the 'is qualification working?' question definitively. A good qualification system should increase estimator close rate by 15–30 percentage points.

Improvement = Post-Qualification Close Rate − Pre-Qualification Close Rate

Disqualification Accuracy

Of the leads that were disqualified, what percentage would have actually closed if they'd reached an estimator? Periodically send a sample of disqualified leads to an estimator as a blind test. If more than 5% close, your criteria need tightening.

False Disqualification Rate = Disqualified Leads That Would Have Closed ÷ Total Disqualified × 100

Time-to-Qualify

How long does it take from lead arrival to qualification decision? The goal is under 5 minutes. Every minute of delay reduces contact rate and increases the chance the lead calls a competitor.

Target: < 5 minutes for 90% of leads

Emergency (HVAC no-AC in July, burst pipe, no power)

Route: Immediate → on-call technician or dispatcher. No qualification beyond service match + location. Speed is the only qualification that matters.

SLA: < 5 minutes to human contact

Planned Project (roof replacement, remodel, system upgrade)

Route: Qualify fully (all 5 dimensions) → route qualified leads to estimator within 1 business hour. Unqualified: nurture sequence until qualification gap closes or lead self-selects out.

SLA: < 1 hour to qualification decision

Maintenance / Recurring (tune-up, inspection, seasonal service)

Route: Qualify on service match + location only → route directly to scheduler. No estimator needed. These are transactional bookings.

SLA: < 15 minutes to booked appointment

Price Shopper ('just looking for a ballpark')

Route: Provide ballpark range. If within range: qualify normally. If not: honest acknowledgment that you're probably not the right fit. Respectful disqualification is better than a wasted estimate.

SLA: < 30 minutes to response