You've generated leads—now what? The difference between property management firms that grow efficiently and those that spin their wheels often comes down to lead qualification. Here's the framework top performers use to separate serious prospects from tire-kickers.
The PACT Framework
We recommend using the PACT framework to qualify property owner leads: Portfolio, Authority, Challenge, and Timeline.
P - Portfolio
Understanding the prospect's portfolio is crucial for determining fit and value.
- How many units do they own?
- What property types (single-family, multifamily, commercial)?
- Where are the properties located?
- Are they growing, stable, or potentially selling?
Red flags: Portfolio too small to be profitable, properties outside your service area, or misaligned property types.
A - Authority
You need to be talking to someone who can make the decision.
- Are they the sole owner or part of a partnership/LLC?
- Who else is involved in the management decision?
- Have they hired property management before?
Red flags: Need approval from multiple partners, spouse needs to be convinced, or they're doing research for someone else.
C - Challenge
What problem are they trying to solve? The stronger the pain, the more likely they are to act.
- Why are they considering professional management now?
- What's their biggest frustration with their current situation?
- What happens if they don't solve this problem?
Red flags: No clear pain point, just "shopping around," or primarily focused on finding the cheapest option.
T - Timeline
When do they need to make a decision?
- When do they want management in place?
- Is there a triggering event (new acquisition, problem tenant, personal situation)?
- What's driving their timeline?
Red flags: "Someday" or "eventually," no urgency, or timeline is 6+ months out.
Scoring Your Leads
After gathering PACT information, score each lead:
- A-Lead (Hot): Strong fit on portfolio, clear authority, significant pain, timeline within 30 days
- B-Lead (Warm): Good fit on most criteria, timeline within 90 days
- C-Lead (Nurture): Potential fit but missing urgency or authority
- D-Lead (Disqualify): Poor fit on multiple criteria
The Qualification Conversation
Don't make qualification feel like an interrogation. Frame your questions as understanding their situation so you can see if you're the right fit:
"To make sure I can be helpful, let me ask a few questions about your properties and what you're looking for..."
This positions you as a professional who doesn't work with everyone—which actually increases your perceived value.
When to Disqualify
Many property managers are afraid to disqualify leads. But spending time on poor-fit prospects has real costs: opportunity cost of not pursuing better leads, and the risk of taking on a client who will be unprofitable or difficult.
It's okay to say: "Based on what you've shared, I'm not sure we're the best fit for your needs. Let me recommend a few other options that might work better..."
This honesty often builds trust and leads to referrals down the road.