It’s easy to get overwhelmed with seller leads. Lists, skip tracing, texting tools, AI dialers, they all promise more conversations. But more conversations don’t mean more deals.

What separates closers from chasers is the ability to spot motivation fast, not in 10 minutes, not after a walkthrough, but in the first 90 seconds of contact.

That’s where the 4 Levels of Motivation framework comes in.

Use it on the phone. Use it in person. Use it when reading between the lines of a text.

Because once you know what level a seller is at, you know exactly what to say, or whether to move on.

Level 1: Curious, but not committed

These sellers aren’t ready. They’re not even close. They may:

• Want to “see what it’s worth”

• Be testing the waters

• Have no real timeline or pressure

They’ll often say:

“I’m just curious what you’d offer.”
“I’m not really looking to sell right now, just exploring.”
“I’ve talked to a few people. Not sure yet.”

They’re not lying, but they’re not motivated either.

What to do:

• Don’t push

• Tag them as nurture leads

• Follow up in 30–60 days or after a life event

Spend minimal energy now unless they give a clear shift in tone.

Level 2: Open, but not urgent

These are sellers who would sell if the offer made sense, but they’re not in pain.

They’ll say things like:

“If I got the right price, I’d consider it.”
“I’m not in a rush, just want to see what my options are.”
“We’ve been talking about it as a family.”

They’re often long-time owners or people with strong equity but no pressure.

What to do:

• Ask more questions (especially about timeline and goals)

• Position your offer around convenience, not just price

• Stay friendly, they can move up the scale fast

This is where strong follow-up often turns into deals.

Why Most Investors Waste Time on Level 1 and 2 Leads

When you’re hungry for deals, it’s tempting to treat every seller like they’re ready to move. After all, they picked up the phone. They answered your text. Maybe they even filled out a form.

But here’s the trap: not all leads deserve the same effort.

Sellers at Level 1 or 2 may seem promising, but most won’t convert in the next 30 days, and some never will.

Here’s why investors get stuck in this zone:

• They mistake politeness for interest (“Sure, I’ll hear your offer” doesn’t mean “I’m ready to sell”)

• They get emotionally attached to every lead (“This one feels different!”)

• They don’t track conversations well, so old leads feel new again when they’re not

This burns time. It crowds your CRM. And it keeps you busy, without moving you closer to revenue.

Instead of chasing maybe’s, use your intake calls to qualify fast:

• Is there a clear reason they’re considering selling?

• Are they talking about a timeline or just “curious”?

• Have they made any moves (cleaned up, filed a notice, talked to family) that show intent?

If the answer is no, then tag them properly and move on.

Follow up over time. Drop them in an automated nurture sequence. But don’t mistake potential for progress.

Top closers understand something amateurs don’t: saying “no” to the wrong lead is what gives you time to say “yes” to the right one.

Level 3: Motivated and looking for a solution

Now we’re getting somewhere.

These sellers:

• Have a reason to sell (divorce, debt, move, repairs)

• Want it done soon

• Aren’t looking to list or deal with agents

They might say:

“I need this gone.”
“I don’t have the time or money to fix it.”
“We’re moving and don’t want to drag this out.”

They’re motivated, but still comparing options.

What to do:

• Lean into their “why”

• Be transparent and fast

• Set clear next steps before ending the call

These are your priority leads. Don’t sit on them.

Level 4: Ready, and waiting for help

These sellers don’t just want to sell, they’re ready. Now.

They might say:

“Can you come look at it today?”
“I just want this off my plate.”
“Make me a fair offer and we can be done.”

They’ve often tried to sell already, maybe through an agent, a failed FSBO, or a previous investor who wasted their time.

What to do:

• Act fast

• Don’t overtalk, let them say yes

• Remove friction (paperwork, walkthroughs, closing timelines)

These are your layup deals. If you move quickly and stay respectful, they’ll close.

How to Move a Seller Up the Motivation Scale Over Time

Not every lead comes in hot. But that doesn’t mean they’re dead.

Many of your best future deals start as Level 1 or 2 sellers, people who are “just exploring” or “open to offers” but aren’t in enough pain yet to act.

The mistake? Treating those early conversations like a dead end instead of a doorway.

Here’s how to help a seller move up the scale from curious to ready, without pushing or sounding desperate.

1. Stay consistent with value

Drop a follow-up text, voicemail, or email that includes something useful:

• Market update

• Recent comp in their zip code

• “3 ways to sell without fixing up the house”

This keeps you relevant and builds trust without pressure.

2. Ask micro-questions over time

Instead of checking in with “Just following up,” try:

“Has your timeline changed?”
“Did you have a chance to talk with your family?”
“Still thinking about selling this year, or holding off?”

These questions create conversation, not resistance.

3. Set reminders and show up when timing shifts

Motivation often changes suddenly:

• Divorce papers get filed

• A roof leaks

• A job relocation becomes official

If you’re the only one who followed up, with relevance and respect, you’re the first person they call when the heat turns up.

Remember: you’re not just in the lead business, you’re in the timing business.

The goal isn’t to pressure a seller into readiness. It’s to be present when they reach it.

How to Spot the Level in 90 Seconds or Less

You don’t need a full interview to assess motivation, just smart questions and careful listening.

Start with:

“What’s got you thinking about selling?”

Follow with:

“Do you already have a plan, or are you exploring options?”

Then ask:

“Is there a particular timeline you’re working with?”

Now listen for:

• Clear urgency

• Emotional tone (frustration, stress, fatigue)

• Specific reasons

If you don’t hear those signals? They’re Level 1 or 2.

If you do? Push forward with confidence.

Why Goliath Users Close More Motivated Sellers

With Goliath Data, you can filter and tag leads by motivation signals before you ever call:

• Ownership type (absentee, inherited, long-term)

• Timeline triggers (pre-foreclosure, tax delinquency, eviction risk)

• AI-flagged motivation based on behavioral data

So instead of cold guessing, you’re starting every call with a head start and spending time with the sellers who are most likely to say yes.

Lead Volume Doesn’t Close Deals, Motivation Does

You don’t need more leads. You need to know which leads are worth your energy.

Use the 4 Levels of Motivation on every call.

Learn to listen between the lines. And adjust your follow-up game to match what the seller really needs, not what you hope to pitch.

Because when you stop trying to convince everyone, and start focusing on the ones who are ready? Your close rate climbs, and your stress drops.