Who, What, Why: Going Deeper with Your Leads
Kevin Oakley always says that online sales is the art of making friends with strangers. That idea sounds simple, but when you apply it with real intention, it transforms the way you qualify and connect with your leads. So here’s a question for you:
are you actually making friends with your leads?
Every good online sales opportunity should start with three simple questions.
Who are you talking to?
What do they want?
Why do they want it?
But asking those on the surface isn’t enough. In today’s market, depth is what differentiates great online sales specialists from the rest. Let’s take a deeper look at how you can approach each of these key questions to build trust, uncover motivation, and ultimately help people take their next step forward on their path to a new home.
Who Are You Talking To?
When you meet a new friend, what kind of questions do you ask them? Probably their name, where they’re from, what they do, and what their story is. This same mindset applies when qualifying a lead. It’s about being curious. We can’t truly help people if we don’t understand them, where they’re coming from, what shapes their preferences, and what matters most to them.
The lead isn’t just a “buyer.” They’re a person with goals, challenges, dreams, and motivations just like you. When you focus on uncovering the human behind the inquiry, everything changes. You're no longer just collecting data points. You’re beginning a real relationship.
What Are They Looking For?
You likely already cover the basic areas of qualification with your leads: price range, area, wants/needs/desires, time frame, and who will be enjoying the home. But what’s beneath those answers?
Let’s go deeper into each of those areas. What does an “open concept” mean to them? Is it for entertaining family on weekends or keeping an eye on toddlers while cooking? Why a master on the main floor? Maybe a recent injury makes stairs difficult. Why the need for a large yard? Perhaps there’s a beloved dog or dreams of summer barbecues with friends. The “what” becomes much more powerful when you uncover the emotion behind it.
This is where you start connecting not just with logic, but with meaning. And meaning drives decision-making.
Why Are They Looking?
This is where most qualification stops short, but it’s where your greatest sales insights lie.
Why that price point? Have they spoken with a lender, or are they basing it on what they’re comfortable spending monthly? Do they need to sell a home first? Why that location? Is it about schools, proximity to work, or being close to aging parents? Why three months from now? Are they relocating, finishing a lease, or simply anxious for a fresh start?
The “why” is where emotion meets urgency. And as we all know, sales is the transfer of emotion. When you understand your lead’s emotional drivers, you’re no longer selling them on a product. You’re helping them take a step toward a better life.
Make Friends, Go Deep, Earn Trust
So the next time a new lead hits your inbox, remember: don’t just check off boxes.
Be curious.
Go deeper.
Make a friend.
When you build trust by understanding the who, the what, and the why, you don’t just increase your chances of securing an appointment; you create an experience that leads will remember and share with others.
In this market, that’s not just smart. It’s essential.
