How to qualify and close leads faster in construction

Your leads are coming in, now what?

Over the last few weeks, we helped you:

• Track your marketing funnel

• Forecast revenue

• Activate dormant leads

Now, we’re answering this: what do you do when leads actually show up? (part 4 of this series)

Too many contractors lose jobs because they wait too long to call back, or they don't have a proper system for qualifying and nurturing leads.

Here's how to fix that.

Step 1: Call back within 5 minutes

According to research, you're 9x more likely to close a lead if you call them within five minutes of their inquiry.

• Business hours: call them immediately

• After hours: send an automated text/email saying your team is on it and will respond ASAP

Every decent CRM can automate this and it’s the easiest way to stand out fast.

Step 2: Qualify with the CAPS Method

Once you’re talking to them, you need to qualify properly.

We use a method inspired by Jeff Borovitz’s Sandler Sales Training to help contractors separate good leads from time-wasters.

It’s called the CAPS framework:

• C — Characteristics of your ideal client

• A — Actions that strong clients take

• P — Problems you solve

• S — Symptoms of those problems (how they describe it)

Examples:

→ “We’re embarrassed by our outdated kitchen” (symptom) → They need more space and better functionality (problem)

→ “We don’t have space for visiting family” → Likely solution: they need an addition

If they match your CAPS profile, move forward with confidence.

If not, politely disqualify and focus your time on higher-fit leads.

Step 3: Set “Dates & Gates” in the Sales Process

This is one of the most overlooked tools in construction sales and it’s essential for both residential and commercial jobs.

When it comes to closing bigger jobs, especially in commercial construction, your sales process can’t be vague.

There are too many moving parts. Too many assumptions. Too many people dropping the ball.

That’s why we use this Dates & Gates worksheet. A tool that aligns everyone from sales to operations around what’s happening next and when.

🖼️ Here’s what it looks like in action:

Want the full Pre-Construction Planner templates?
👉 Book a call and we’ll walk you through how to use them and send you the templates directly.

Here’s how it helps:

• Shows every step of your pre-construction process (from initial call to signed agreement)

• Assigns target dates for each milestone so you can track progress

• Uncovers issues early so you don’t find out too late that drawings are delayed or budgets are off

When your client has internal teams (finance, operations, etc.) relying on updates, they can’t afford to “wait and see.” You need to lead the process.

Use the Dates & Gates sheet in your team meetings to ask:

“With what we know today, can we still hit our target construction date?”

That one question forces your team to flag delays, speak up about risks, and fix problems early.

It’s how elite builders stay on schedule and win repeat business.

Make the Client Feel Heard

Clients don’t want to feel forgotten.

If you miss a milestone update, or take too long to follow up, they assume the worst. 

Set clear next steps, own the process, and you’ll close more jobs, commercial and residential.

Want help building your lead qualification and pre-construction process?

👉 Book a strategy call — we’ll walk through your current process and give you a roadmap to fix it.

👉 Learn more about Highspire Coaching

Forward always,

Paul Atherton

CEO and Co-Founder of Highspire