Feature

Lead qualification forms

A lead qualification form asks about the property, the budget and the timing before it asks for a phone number. Your sales team or lead buyer receives each lead with the answers that decide what it is worth.

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The first qualifying question of a mortgage form, answered with buttons

Qualifying questions answered with one click

The first question is a row of buttons, and the follow-up depends on which button the lead chose.

Try a lead qualification form

This is the mortgage template, running live. It asks about the purpose, the product, employment and the down payment before it asks for contact details.

See the mortgage template

What is a lead qualification form?

A lead qualification form is a form that collects the facts that decide how much a lead is worth, as well as the contact details. The lead arrives with the answers a salesperson would otherwise spend the first call collecting.

In Growform you spread these questions across the steps of a multi-step form, so the lead sees one or two questions at a time.

What are good lead qualifying questions?

The best lead qualification questions are the ones where the answer changes what you do with the lead. It might change who receives the lead, what the lead is worth, or whether you can help at all. These examples show what that looks like in eight industries.

Solar: What is your average monthly electricity bill? How much shade does your roof get?
Roofing: Do you need a repair or a full replacement? Is this part of an insurance claim?
HVAC: Are you replacing a system or installing a new one? How old is the current unit?
Mortgage: Are you buying or refinancing? What is the property value? Is this a joint application?
Auto insurance: Are you insured today? How many vehicles are on the policy?
Legal claims: When did the accident happen? Who was at fault?
Debt relief: How much unsecured debt do you have in total?
Real estate: Are you buying or selling? When do you plan to move?

Leave a question out if no answer to it would change the price of the lead, its routing or your sales pitch.

What can you do with the answers?

You can change the rest of the form, the ending the lead sees and where the lead is delivered. Conditional logic uses an answer to show the next relevant question and skip the steps that do not apply.

Growform saves every answer with the lead and includes it in email alerts, webhooks and Zapier, so your CRM or lead distribution platform can route on it. Answers that rule a lead out are handled by lead disqualification, where you name each reason and choose what happens to those leads.

How to build a lead qualification form in Growform

Open with a button question

Add a “Buttons” field for the first question. A single-choice button advances the form when it is clicked, so the first step takes the lead one click.

Add conditional follow-up questions

Select a field, open “Conditional logic” and choose “Edit logic” to show that field only after a particular answer. Whole steps can be shown or skipped the same way.

Use a slider for amounts

The “Slider” field has a minimum, a maximum, an increment size and a unit symbol. Switch on “Add '+' at top of range” for answers such as $50,000+.

Add age and location rules

The “Date of birth” field supports the rules “Is older than” and “Is younger than”. Address and ZIP code fields support distance rules that test whether the lead is inside your service area.

What qualifying inside the form changes for your sales team

The first call starts further along.
The salesperson already knows the property, the budget and the timing, because those answers arrive with the lead.
Each lead reaches the right team or buyer.
A refinance lead and a purchase lead carry different answers, so your CRM can send them to different people.
Lead buyers can see what they are paying for.
The attributes a buyer asked for are attached to the lead as the answers the lead gave.
Leads you cannot help are identified before anyone calls them.
An answer that rules the lead out can end the form early and keep the lead away from your CRM.

Which plans include lead qualification?

Buttons, sliders, conditional logic and lead disqualification come with every Growform plan.

Basic: Yes
Professional: Yes
Scale: Yes
Custom: Yes

Frequently asked questions

Can I score leads from their answers?

Yes, in your CRM. Growform sends every answer and any disqualification reasons through webhooks or Zapier, where your own scoring rules apply.

Can different leads see different questions?

Yes. Conditional logic shows or hides single fields and whole steps, so a refinance lead and a purchase lead can follow different paths through the same form.

Where do the qualifying answers appear?

They appear in your leads table in Growform and in the CSV export. They are also included in every email alert, webhook and Zapier delivery for that lead.

Can I qualify leads by age?

Yes. Add a “Date of birth” field and use the rules “Is older than” or “Is younger than” in conditional logic or in a disqualification reason.