Free template
Lead qualification questions with a scoring model
These lead qualification questions cover need, timing, authority, budget, fit and commitment, with industry-specific fit questions for home services, personal injury, mortgage, coaching, B2B and med spas. A simple scoring model tells you which leads go straight to a closer and which go to nurture.
What are the best lead qualification questions?
Ask about need (what made you reach out), timing (how soon you want this done), authority (who else decides), budget (have you set one aside) and fit (do you own the property, what is your revenue). Ask easy questions first, score each answer, and send only qualified leads to a closer.
How to use these questions
- Pick 3 to 5 questions for your form or quiz, and a fuller set for calls.
- Order them easy to hard. Contact details and budget come last.
- Score every answer and save it to a CRM field so closers see it before the call.
- Route by score: book qualified leads directly, send the middle tier to a setter or AI voice agent, and nurture the rest.
- Feed results back to ads. Send qualified-lead events through Conversions API setup so the algorithm learns who matters.
The CRM pipeline entry shows how scored leads move through stages.
Customizing by industry
Fit questions change most by industry. Home services must confirm ownership and service area. Personal injury must check accident date and existing representation. Mortgage needs purpose, property value and credit range. Coaching and B2B need revenue and team size. Med spas need treatment interest and location. Our funnels by industry pages show how each question set is built into a quiz.
Qualification mistakes
- Too many questions on the form. Each extra field costs opt-ins. Move depth to the call.
- Budget first. It scares people off before they are invested.
- Open questions on forms. Use multiple choice; save open questions for conversation.
- Not saving answers. A closer who re-asks everything wastes the first ten minutes.
- Optimizing ads for form fills. Cheap leads that fail qualification raise cost per sale.
See what better qualification is worth with the cost per lead calculator.
The template
LEAD QUALIFICATION QUESTIONS
Funnels That Print | funnelsthatprint.com/templates/lead-qualification-questions
Use these on forms, quiz funnels, applications, AI voice agents and setter calls.
Pick 3 to 5 per stage. Ask easy questions first and contact details last.
Score each answer. Leads at or above your threshold go to a closer; the rest go to nurture.
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1. NEED (is there a real problem?)
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- What made you reach out today?
- What is the main thing you want to fix or achieve?
- What happens if nothing changes in the next 6 months?
- Have you tried to solve this before? What happened?
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2. TIMING (will they act soon?)
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- How soon do you want to get this done?
Right away (3) | Within 30 days (2) | 1 to 3 months (1) | Just researching (0)
- Is there a deadline or event driving that timing?
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3. AUTHORITY (can they say yes?)
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- Who else is involved in this decision?
- If it makes sense on the call, could you move forward, or would you need to check with someone?
I decide (2) | Me and a partner, both attending (2) | Someone else decides (0)
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4. BUDGET OR ABILITY TO PAY
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- Have you set aside a budget for this?
Yes, {range above minimum} (3) | Yes, {lower range} (1) | Not yet (0)
- Our {service} typically starts at {starting price}. Does that fit what you had in mind?
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5. FIT (are they the customer you serve?)
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Adapt per industry:
Home services / roofing / HVAC / solar
- Do you own the property? (must be yes)
- What is the property address or ZIP code? (inside service area)
- Is this an emergency, a repair or a replacement?
Personal injury
- When did the accident happen? (inside statute window for your state)
- Were you injured and did you receive medical treatment?
- Do you already have an attorney? (must be no)
Mortgage / insurance
- Are you looking to buy, refinance or take cash out?
- What is the approximate property value and loan balance?
- Roughly what is your credit score range?
Coaching / consulting / B2B
- What is your current monthly revenue?
- How many people are on your team?
- What have you already invested in solving this?
Med spa / clinic
- Which treatment are you interested in?
- Have you had this treatment before?
- Which location is most convenient?
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6. COMMITMENT (will they show up?)
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- If we find a plan that works, are you ready to start in the next {time frame}?
- What would make this call a great use of your time?
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SCORING EXAMPLE
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Timing: 0 to 3 | Authority: 0 to 2 | Budget: 0 to 3 | Fit: pass/fail
Fit fail -> polite decline + resource or referral.
Score 6 to 8 + Fit pass -> book directly with a closer.
Score 3 to 5 + Fit pass -> book with a setter or AI agent for a second qualifying call.
Score 0 to 2 -> nurture sequence; re-ask timing in 30 days.
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WRITING RULES
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- Use multiple-choice answers on forms; open questions on calls.
- Never ask more than one question at a time.
- Put the hardest question (budget, revenue) after the lead has answered three easy ones.
- Save every answer to a CRM field so the closer sees it before the call.
- Send qualified-lead events back to your ad platform so it learns which leads matter.
