How do you qualify a lead?
Ask three questions before you quote: Do they have budget. Can they start in your timeline. Is the job in your wheelhouse. Most contractors waste time on leads that weren't serious from the start. Here's how to spot them.
Ask about budget upfront
If someone calls about a 2,000 sq ft driveway replacement, your first question should be: What's your budget range. Not pushy. Just direct. You'll learn fast whether they're comparing three contractors at $15,000 or looking for someone at $8,000. That matters. A roofing contractor who gets a call about a 25-square roof replacement knows the job runs $8,000-12,000 depending on materials. If the homeowner says they were quoted $5,000 last year, you know they're either comparing to a roofer with different pricing or they're shopping for the cheapest option. Budget alignment saves you the estimate visit.
Confirm they're ready to move
Timeline kills more deals than price does. Ask: When do you want this done. If they say sometime next spring and it's November, they're not ready now. They're browsing. That's fine for referral leads—they'll come back when spring hits. But for paid ads, that's a lead that won't convert this quarter. Ask the next question: Have you gotten other estimates yet. If they haven't, they're early-stage research. If they have and they're comparing, they're serious. A plumber who gets a form submission about a kitchen remodel needs to know if the homeowner wants work starting in two weeks or in eight months. Two weeks means it's real. Eight months means they're gathering information.
Make sure the job matches your scope
You can't do everything. A general contractor who specializes in residential renovations should ask: Is this new construction or renovation. Is it interior or exterior. What's the primary scope—kitchen, bathroom, whole house. If someone contacts you about a 10,000 sq ft commercial build-out and you do residential kitchen work, it's not a fit. Takes 30 seconds to ask. Saves you hours. A landscape contractor who primarily does hardscaping shouldn't spend time estimating lawn maintenance contracts. The job might be profitable for someone else, but if it's not your bread and butter, the margin won't work and the customer expectations won't align with what you deliver.
Document your answers
Write down what they tell you. Budget. Timeline. Scope. When they call back (they often do), you'll remember the conversation. When a form comes through Facebook ads, you've got data on whether it's qualified before you call. Most CRM systems let you mark leads with status tags—qualified, not ready, wrong scope—so you're not redialing people who weren't real prospects. That's how you separate signals from noise. You'll spend time on leads that matter.
Bottom line
Three questions before you quote: Can they afford it. Can they start when you can. Is it a job you actually do. Document the answers so you're not chasing the same unqualified lead twice.