The Hard Money Lead Conversion Playbook
The call script, follow-up cadence, and qualifying questions private and hard money lenders use to turn exclusive leads into funded loans.
Exclusive leads remove your competition. They do not remove the work. Here is the conversion process we see the highest performing private and hard money lenders on our platform run every day.
Call in under five minutes
Contact rates fall off a cliff after the first few minutes. Set up your CRM so new leads trigger an immediate task or dialer push, and assign coverage across your business hours so nothing sits in an inbox.
Qualify on the deal, not the borrower's mood
- What is the property address and current status?
- Purchase price, rehab budget, and after repair value
- How much liquidity do you have for the down payment and reserves?
- How many deals have you completed in the last 24 months?
- When do you need to close?
Give a real number on the first call
Borrowers shopping for hard money are comparing terms, not personalities. Quote a leverage range and rate band on the first call, even if it is conditional. Vague answers send them back to searching.
Work a two week cadence
Plan on six to eight touches: call and text on day one, email a term sheet on day two, then alternate calls and texts every second or third day. Most deals close on the third or fourth contact, not the first.
Keep the no answers warm
An investor who is not ready this month often has a deal next quarter. Tag them, drop them into a monthly newsletter, and re-engage when rates or your leverage change.