Sales
How to spot a tire kicker on the phone, before you drive out
6 min read
Every contractor has driven forty minutes to a house where nothing was ever going to happen. The homeowner was pleasant, the tour took an hour, the quote went out, and it went nowhere, because it was never a job. It was research.
You cannot eliminate this. You can cut it down a lot, and you can do it on the phone in four minutes without being rude to anybody.
First, a correction: “tire kicker” is not the same as “not ready”. Somebody planning a kitchen for next spring is a real customer on a slow clock, and they are worth staying in touch with. The person to filter out is the one who is not going to hire anybody, or who is only using you to check a number.
Here is how to tell them apart.
Signal one: they lead with price and stay there
A serious caller describes the job first. A price shopper opens with “how much do you charge for a bathroom” and steers back to the number every time you move off it.
The tell is not the question. Everybody wants to know the price, and they should. The tell is the lack of interest in anything else. If you ask what the space is like and they say “I just need a ballpark”, twice, you are being used as a data point.
How to handle it: give a real range and be honest about what moves it. “Bathrooms like that usually run between X and Y here. What puts you at the top of that is moving plumbing and tiling to the ceiling.” Then ask a question back. If they engage with the question, they are real. If they thank you and hang up, you just saved yourself a morning for free.
Signal two: no timeline at all, and no reason for that
“When were you hoping to get started?” is the most efficient filter in the business.
A real answer sounds like a real answer. “Before Christmas.” “As soon as we’ve saved a bit more.” “Whenever you can fit us in.” Even “we’re not sure yet, we’re still deciding whether to do it” is an honest and useful answer.
The one to watch is the non-answer that never resolves. Asked twice, still nothing, no reason offered. That usually means the project is a daydream, or the person asking is not the one who would authorise it.
Signal three: the budget is nowhere near the job
If somebody describes a full gut kitchen and then says they were thinking three thousand dollars, that is not a tire kicker. That is somebody who genuinely does not know, and it is the easiest situation on this list to fix.
Tell them, kindly and immediately. “That’ll get you a decent refresh, new counters and paint and hardware, but not a layout change. Which of those is closer to what you want?” Half of them adjust the plan, and some of those become jobs. The other half find out something true and stop wasting both your time.
Never drive out on a budget gap you already know about. It does not close on the day.
Signal four: they will not say who else is involved
Ask “is there anyone else in on the decision?” A serious caller answers straight away. Somebody who is browsing without their partner’s involvement often goes vague, because they know the answer.
This one is not a disqualifier. It is a scheduling instruction. Do not go out until everyone who can say yes will be in the room.
Signal five: the story does not sit still
Over four minutes, a real project stays roughly the same shape. A hypothetical one drifts. It starts as a deck, becomes maybe a deck and a pergola, then possibly just resealing what is there.
That drift means they are thinking out loud, which is fine. It just is not a booking yet.
What to do with the ones who are not ready
Do not hang up on them. This is where most shops leave money.
Somebody who is twelve months out from a kitchen is a good lead with a long fuse. Take their details, note what they wanted and roughly when, and actually follow up. Most contractors never do, so the one who does tends to get the job when the money lands.
The cost of keeping that list is close to zero. The cost of driving out to them today is a morning you do not have.
The uncomfortable part
Every filter above happens on the phone. Which means it only works if somebody picks up and runs the conversation properly.
If your calls go to voicemail and you ring back between jobs, you get none of this. You get a callback where they hold the cards, and you end up booking the visit just to end the call. That is precisely how the wasted mornings happen in the first place, and it is a big share of what a missed call really costs.
Local reality
In a market where homeowners call several contractors the same afternoon, filtering matters more, not less. A first-time owner doing their first project needs a longer, more patient call than a repeat client who has remodelled twice. Somebody whose house sits in a historic overlay has a timeline problem they may not know about yet.
Same nine questions either way. Different conclusions.
If you want every call filtered like this without stopping work, that is the job we do, and here is what it costs.
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