# What is lead qualification?

> Lead qualification is checking whether a lead can and will buy before sales spends real time on them. The questions to ask and a points-based scoring example.
- **Author**: Marxx
- **Published**: 2026-11-07
- **Category**: Lead generation
- **URL**: https://marxx.ai/library-glossary/lead-qualification

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Lead qualification is checking whether a lead has a real need, the budget and the timing to buy, so your team spends its time on the people most likely to say yes. A qualified lead is one that passes your checks. The rest are nurtured or closed.

## The questions that qualify a lead

Most businesses ask some version of four things. They are easy to remember as need, budget, timing and decision.

| Check | Question to ask | A clear answer |
|---|---|---|
| Need | What are you looking for? | "A 2 BHK near Hinjewadi" |
| Budget | What range are you comfortable with? | "INR 80 to 90 lakh" |
| Timing | When do you want to buy, travel or start? | "Within three months" |
| Decision | Who else decides with you? | "My wife and I, we can both visit Saturday" |

Ask some of these on the form and the rest on the first call. Every form question cuts the number of leads, so put only the sharpest one or two on the form.

## A scoring example

Lead scoring gives points to answers, so the team ranks leads the same way. Say a real estate team uses this sheet. The points are made up.

| Answer | Points |
|---|---|
| Budget fits the project | 30 |
| Wants to buy within 3 months | 25 |
| Lives or works in the city | 15 |
| Decision maker is on the call | 20 |
| Agreed to a site visit | 10 |

A lead scoring 70 or more is Qualified. Say Rohan scores 30 + 25 + 15 = 70 and is Qualified. Meera scores 15 + 10 = 25 and goes to a nurture list with a call in two months.

## Where qualification shows in your numbers

Count qualified leads, and your ad decisions change. Say Ad A brings 120 leads and Ad B brings 80 for the same spend. If 18 of Ad A's leads qualify and 28 of Ad B's do, Ad B is the stronger ad. Our [lead ads vs landing page](/compare/lead-ads-vs-landing-page) comparison shows how the source of a lead also changes quality.

Send your Qualified stage back to Meta with the [Conversions API](/glossary/conversions-api) so it can look for more people like them. We make Marxx, which records each lead's stage and can send stages to Meta as events. See [Marxx leads](/features/leads).

## FAQ

### Who should qualify leads?

The person who makes the first call. Give them the questions and the scoring sheet so every caller judges the same way.

### Should I qualify on the form or on the call?

Both. Use one or two form questions to filter out obvious mismatches, and ask the rest on the call.

### What do I do with leads that do not qualify?

Mark them Lost or Nurture with a reason. The reasons show whether your ads attract the wrong people.

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- [More Lead generation articles](https://marxx.ai/library-glossary/category/lead-generation)
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