Lead Qualification: Stop Wasting Time on Bad Fits

A roofing company receives 100 leads monthly. The sales team runs estimates on 60. They close 15 contracts. The 45 unsuccessful estimates represent hundreds of hours and thousands in opportunity cost.

Lead qualification separates the 20 prospects who will buy from the 80 who won’t. Mastering qualification multiplies your team’s effectiveness without working harder.

The Cost of Poor Qualification

Unqualified leads drain resources at every stage.

Direct costs:

• Estimator time on non-buyers
• Vehicle and fuel for unnecessary trips
• Material samples and proposal preparation
• Follow-up time on dead ends

Opportunity costs:

• Time not spent on qualified prospects
• Delayed response to real buyers
• Burnout from low conversion rates
• Lost deals from overwhelmed pipeline

A company spending 3 hours per estimate (including travel and follow-up) that runs 60 estimates monthly at $75/hour loaded cost invests $13,500. If 45 estimates are never going to close, that’s $10,125 monthly in wasted expense.

The Qualification Framework

Effective qualification assesses four dimensions.

Need

Does this prospect have a real, current roofing need?

Qualifying questions:

• “What’s happening with your roof that prompted your call?”
• “When did you first notice the issue?”
• “How urgent is addressing this?”

Good signs:

• Active leak or damage
• Insurance claim filed
• Inspector requirement
• Clear problem described

Warning signs:

• “Just getting prices for someday”
• “Neighbor got theirs done, figured I’d check”
• Vague or non-specific issues
• No timeline mentioned

Authority

Can this person make or influence the decision?

Qualifying questions:

• “Are you the homeowner?”
• “Will anyone else be involved in this decision?”
• “Should we include your spouse when we meet?”

Good signs:

• Confirmed homeowner
• All decision-makers available
• Clear decision process

Warning signs:

• Renter seeking landlord repairs
• “I’ll need to talk to my spouse” (who’s never available)
• Unknown decision process
• Too many stakeholders

Budget

Can they afford your services?

Qualifying questions:

• “Have you thought about your budget for this project?”
• “Have you gotten other estimates? What did you learn?”
• “Are you aware of typical costs for this type of work?”

Good signs:

• Budget range mentioned
• Financing awareness
• Previous estimates in reasonable range
• Insurance claim (budget defined)

Warning signs:

• Price is the only consideration
• Budget far below typical costs
• “I want the cheapest option”
• Unrealistic expectations

Timeline

When do they need the work done?

Qualifying questions:

• “What’s your timeline for getting this done?”
• “Is there anything driving your timing?”
• “When would you like to have this completed?”

Good signs:

• Specific timeline mentioned
• Driving event (sale, damage, season)
• Ready to decide soon
• Urgency appropriate to situation

Warning signs:

• “No rush, just getting information”
• Decision months or years away
• Multiple previous estimates over long period
• No triggering event

Implementing Qualification

Build qualification into your process systematically.

Phone Qualification

Before scheduling: Every inquiry should answer basic qualification questions before an estimate is scheduled.

Minimum qualification:

1. Homeowner status
2. Basic need description
3. Service area confirmation
4. Timeline indicator
5. Decision-maker availability

Script elements: “Thanks for calling. Before I schedule an estimate, let me ask a few questions to make sure I can help you. Are you the homeowner? What’s going on with your roof? And who would be involved in making this decision?”

Outcome options:

• Qualified: Schedule estimate
• Marginal: Schedule with notes
• Unqualified: Politely decline or defer

Pre-Estimate Verification

24 hours before: Confirm appointment and requalify.

“Hi, this is [name] from [company]. I’m confirming our appointment tomorrow at 2pm. Will both you and your spouse be available? Is there anything that’s changed since we scheduled?”

Purpose:

• Reduce no-shows
• Ensure decision-makers present
• Update on any changes

During Estimate Qualification

Early in appointment: Deeper qualification before investing in full estimate.

“Before I inspect the roof, help me understand what’s most important to you in this project. What are you hoping to accomplish? And what’s your timeline for making a decision?”

Adjustment:

• Full estimate for qualified prospects
• Limited engagement for marginal prospects
• Graceful exit for clearly unqualified

Scoring Leads

Create a simple scoring system for consistency.

Example scoring:

Score interpretation:

• 10-12: High priority, estimate immediately
• 7-9: Standard priority, schedule normally
• 4-6: Low priority, qualify further before scheduling
• Under 4: Not qualified, defer or decline

Saying No Gracefully

Declining unqualified leads preserves relationships while protecting your time.

For future buyers: “It sounds like you’re not quite ready for this project yet. When you’re closer to making a decision, give us a call. In the meantime, here’s some information that might help.”

For price shoppers: “Based on what you’ve described, we may not be the right fit. Our focus is on quality installation with premium materials. If that aligns with what you’re looking for, let’s talk more.”

For renters: “For rental property repairs, the owner or property manager would need to contact us. They’re welcome to reach out directly.”

Measuring Qualification Effectiveness

Track metrics to improve qualification.

Key metrics:

• Estimate-to-close rate
• No-show rate
• Average time per closed deal
• Lead source quality comparison

Target performance:

• Estimate-to-close: 40%+ (from 25-30% baseline)
• No-show: Under 10%
• Quality leads percentage: Increasing over time

Start Here

Better qualification starts immediately.

Start Here:

1. Script 5 qualification questions for phone inquiries. Train your team on them.
2. Track your estimate-to-close rate this month. That’s your baseline.
3. Decline or defer your next clearly unqualified lead. See how it feels.

Lead qualification isn’t about being selective for ego. It’s about respecting everyone’s time. Qualified prospects deserve your full attention. Unqualified leads deserve honesty about fit.

Implement qualification consistently. Watch your conversion rates rise. Enjoy working with prospects who actually want to buy.