The 3-Question Lead Filter
Stop spending hours on price shoppers
What a "free" estimate or consultation really costs
- 40 minutes to get there, 40 back
- 1 hour on site
- 1 hour writing it up
That's over 3 hours for one estimate. (For an office consult, swap the drive for prep time. The math is close.) Some of those people already have two quotes and just want a third number.
The fix isn't charging for estimates. It's 3 questions, asked before you spend a minute on it.
The 3 questions
1. Budget
"To make sure we recommend the right option: roughly what budget range did you have in mind? Under $[X], $[X–Y], or over $[Y]?"
2. Timing
"When are you hoping to have this done? Within a month, 1–3 months, or just getting ideas?"
3. Decision
"Who else will be part of the decision, so we can make sure everyone's at the visit?"
Optional 4th: "Can you send 2–3 photos of the area?"
Say the price range first
Before the budget question, tell them what jobs like theirs usually cost:
"Most [projects like yours] land between $[X] and $[Y], depending on [size / scope]."
The right customers relax, and the wrong ones leave on their own. River Pools, a small Virginia pool company, nearly went under in 2009. Co-owner Marcus Sheridan started answering every buyer question online, price included. By 2013, the New York Times reported the company's revenue was above its pre-recession peak.
Sort every lead
| Answer | Color | What to do |
|---|---|---|
| Budget fits, within 3 months, decision-makers at the visit | 🟢 Green | Book the visit this week |
| Budget unclear or timing 3+ months | 🟡 Yellow | A short call or a quote from photos/documents, then follow up (see the 30-day plan) |
| Budget far below range, "just getting prices" | 🔴 Red | Send your price range and a short guide. No drive |
How to ask without sounding rude
- Give the reason: "so we send the right person" or "so we don't waste your time."
- Offer ranges, not an open question. People answer ranges.
- Ask by text. Many people answer texts faster than calls. (Only text people who contacted you first.)
Put it on autopilot
- Your website form asks the 3 questions (use dropdowns, not blank boxes).
- Calls and ad leads get a text (see the Reply-speed guide) that asks whatever is missing.
- Answers land in your CRM already color-coded. You only spend real time on green.
Facts and rules checked October 2026. This isn't legal advice: texting, recording and review rules differ by state and country.