Seller Discovery and Qualification (HOMEKEY)

The HOMEKEY framework

HOMEKEY is the Narqix checklist for a qualified seller lead. A lead is not qualified until every letter has an answer. The letters are a checklist, not an order. In real calls you almost always start with M.

Letter	Stands for	What you must learn	Best question
H	House	Condition, size, occupancy, big repairs	"What would it take to make it a 10?"
O	Owners	Everyone on title and everyone who helps decide	"Who else would want a say in this?"
M	Motivation	The real reason, how long, and the cost of doing nothing	"What happens if you don't sell?"
E	Encumbrances	Mortgage balance, payment status, back taxes, liens, HOA, code issues	"Is there anything owed on the property?"
K	Key dates	When they want or need to be done, and why	"Is there a date that matters to you?"
E	Expectations	Asking price, where it came from, and what matters besides price	"How did you land on that number?"
Y	Yes step	The agreed next step with a time and all decision makers	"Does Tuesday or Wednesday work better for both of you?"

Before you dial

• Inside the calling window for the seller's local time. Attempt cap respected (3 per 24 hours across calls and texts).
• CRM record open. Read every note from the cold caller or inbound call. Know the seller's name, the address, and what they already told us.
• Property pulled up on a map and a property data page: beds, baths, square feet, year built, lot size, last sale date and price.
• HOMEKEY note template open in the CRM.
• Acquisitions calendar open for booking.
• You know your client's process: who makes offers, how soon, and whether a property visit is needed.

The flow

1. Open, reconnect and set the agenda

You: Hi (SELLER FIRST NAME), this is (YOUR NAME) with (COMPANY NAME). This call is recorded for quality.

You: You spoke with (COLD CALLER NAME OR "OUR TEAM") on (DAY) about (STREET NAME). Is now still a good time?

You: Great. Here's my plan for the call, so you know what to expect. I'll ask about your situation and the house, maybe 15 or 20 minutes. Then we'll see if it makes sense to set up a call with our (ACQUISITIONS TITLE) to go over an offer.

You: If it doesn't look like a fit, I'll tell you honestly, and you can tell me the same. Fair?

Why it works: An agenda lowers anxiety. Agreeing up front that either side can say "not a fit" removes pressure, and people share more when they don't feel pressured.

If they say "I already told the other person everything"

You: You did, and thank you. I have their notes right here. I'll only ask about the parts I need more detail on, so we don't repeat ourselves.

Then use their notes: "They wrote that the tenants left the place in rough shape. Tell me more about that."

If they say "I only have five minutes"

You: No problem. Let's either do a short version now, or pick a time when you have 20 minutes. Which do you prefer?

A rushed discovery creates a bad offer. Rebooking is usually better.

If they say "Just tell me your offer"

You: I understand, and you will get one. To give you a real number, not a guess, our team needs a few details. If we skip them, the number will either be too low, or it'll change later, and that's not fair to you. Can I ask my questions, and then we'll set the offer call?

2. Give them your details

Do this step on every call.

You: (SELLER FIRST NAME), do me a favor and grab a pen and paper. I want you to write down my information so you know exactly who you're dealing with. Let me know when you're ready.

You: My name is (YOUR NAME). The company is (COMPANY NAME). Our office number is (OFFICE NUMBER). Our website is (WEBSITE), where you can check us out and see (REVIEW OR RATING PROOF).

You: Go ahead and read the office number back to me, so I know you've got it right.

You: Is that a cell phone or a landline you're on with me now?

If they are driving or have nothing to write with, send the contact details text from the Voicemail and Text Pack, record the consent, and have them read the office number back from the text.

Why it works: A real business is easy to find and easy to call back. Writing the number down and reading it back is a small yes that gets the seller working with you from the first minute.

If they say "I don't need that"

You: It only takes ten seconds, and it means you always know exactly who you're dealing with. Ready?

If they still say no, give the number once, slowly, and move on.

If they ask "Are you the buyer?"

You: (COMPANY NAME) would make the offer and sign the agreement with you. Sometimes we buy and renovate ourselves, and sometimes we bring in an investor partner or assign our contract to another buyer. If that's the plan, it will be in writing and we'll explain it before you sign.

Follow your client's approved wording on this point. In some states this disclosure is required in writing before a contract is signed.

If they ask "Where are you calling from?" or "Are you local?"

You: I'm with (COMPANY NAME). We buy houses all over (MARKET), and the closing is handled by a local title company.

Follow the client's approved wording for this answer. Never mention your own country.

3. M: Motivation

This is the most important part of the call. Go deep, gently.

You: Catch me up. What has you thinking about selling?

Let them talk fully. Then use these layers, one at a time, only as needed:

You: How long has that been going on?

You: How is that affecting you day to day?

You: What happens if nothing changes for the next six months?

You: If you did sell, what would that make possible for you?

You: What's your plan after you sell? Where would you go?

You: If and when you sell, anything big you plan on doing with the money?

Use a third-party story. Drop a short example from your team's deals so the seller knows this isn't the first time you've helped someone in their situation:

You: We just worked with a landlord in (NEARBY AREA) who was in almost the same spot. The tenant stopped paying, the repairs kept stacking up, and he just wanted it done. He was relieved once it was off his plate.

Why it works: The first answer is usually the surface reason ("too much work"). The real reason is often two layers down ("my knees can't handle the stairs and my daughter wants me closer"). A third-party story builds credibility and helps the seller open up. The real reason tells the acquisitions team what kind of offer will actually help.

Common motivations and what they usually mean for the offer:

What they say	What often matters most
Inherited the house	Simplicity, fairness among siblings, not dealing with the stuff inside
Tired landlord	Getting out of tenant problems and repairs
Behind on payments	Speed, and protecting their credit (refer them to their lender or a housing counselor for advice)
Relocating for work or family	A firm date
Divorce	Fair split, low conflict, both parties agreeing
Too many repairs	Not paying for or managing the repairs
Health or age	A gentle process, help with the move

If they say "No reason, I just want the right price"

You: That's fair. A lot of people feel that way. Can I ask, what would you do with the money if you sold?

You: And if you didn't sell this year, would that be okay?

If they would be fine not selling, the lead is price-driven, not motivated. That is still a lead, but it is usually a follow-up lead, not an offer call. Note it as price-driven.

If the story is painful (death, illness, divorce, job loss)

You: I'm really sorry. Thank you for telling me.

Pause. Do not rush to the next question. Share a short third-party story, without names: "We helped a family last year who inherited a house after their father passed. The hardest part for them was the furniture, so the buyer let them leave anything they didn't want."

Note the pain in their words. The acquisitions manager will use it on the offer call.

If they get emotional or angry about their situation

You: That sounds really hard. Take your time.

Label the feeling, do not fix it. "It sounds like you've been carrying this alone for a while." Then wait. People calm down when they feel understood.

If they say "Why do you care?"

You: Because the right offer depends on what you need. Some people care most about price. Some need to be out by a certain date. Some just want it to be easy. If I understand your situation, we can make an offer that actually fits.

4. H: House

Keep this light here. If the seller wants to talk about the house in detail, switch to the Property Condition Walkthrough script.

You: Who lives in the house right now?

You: On a scale of 1 to 10, where 10 is fully updated, where would you put it?

You: What would it take to get it to a 10?

You: How old are the roof, the heating and cooling, and the water heater, roughly?

You: Have the kitchen or bathrooms been updated, or are they mostly original?

You: Any big issues we should know about? Foundation, leaks, mold, fire damage?

You: If you had 20,000 to 30,000 USD to spend updating the house, where would you put it?

Don't accept "nothing." Let them spend the money.

You: If you were in my shoes, is there anything you'd want to know that I haven't asked?

Why it works: The last question gets sellers to volunteer problems. Problems found now are fair to price in. Problems found after signing cause renegotiation and hurt trust.

If it's tenant-occupied

You: Is the tenant on a lease or month to month? When does it end? What's the rent?

You: How are things with the tenant? Do they pay on time?

You: Would the tenant need to leave before closing, or would you sell with them in place?

If they say "It's in great shape, no problems"

You: That's good to hear. When was the last big update? Roof, kitchen, HVAC?

Ask about ages, not opinions. "Great shape" to a seller can mean a 25-year-old roof.

If they haven't been inside in years (inherited or vacant)

You: Understood. Do you know anyone who's been inside recently? A neighbor, a relative, a contractor?

Note "condition unknown, seller has not been inside since (YEAR)." The acquisitions team will plan a walkthrough.

5. O: Owners and decision makers

You: Is it just you on the title, or is anyone else on it?

You: Besides the people on title, is there anyone who'd want a say? A spouse, a child, a sibling, a financial advisor?

You: How do they feel about selling?

You: When did you last talk about it together? How did that conversation go?

You: Would there be anyone who might be even a little upset if you sold the property?

Why it works: The most common reason an offer call fails is a missing decision maker. Finding them now saves a week later.

If they say "My brother is on title but he lives out of state"

You: That's very common. He can sign everything electronically, so distance isn't a problem. Is he on board with selling?

You: Can he join the offer call by phone?

If the owner has passed away

You: I'm sorry. Has the estate gone through probate, or is that still to come? Is there a personal representative or executor?

Only the legal owner, or the person the court appoints, can sign. Note the probate status. Do not give legal advice. Say: "Your attorney or the title company can tell you exactly who can sign."

If they say "My spouse doesn't know I'm doing this"

You: I understand. Is your spouse on the title?

If yes: "Since they're on title, they'd need to agree and sign. Would you like some time to talk with them first? I can call you both on (DAY)."

Never help anyone hide a sale from a co-owner.

6. E: Encumbrances

You: Is there a mortgage on the property, or is it paid off?

You: Roughly how much is left on it? Are payments up to date?

You: Any second mortgage or home equity loan?

You: Any back property taxes, liens, HOA dues, or code violations from the city that you know of?

Why it works: Everything owed is paid from the sale money at closing. If the debt is higher than any offer, a cash sale may not work, and it is kinder to know that now.

If they say "That's private"

You: I understand. I only ask because the mortgage gets paid from the sale money at closing. We want to be sure you'd walk away with money, not owe it. A rough number is enough.

If they owe more than the house is likely worth

Do not judge or promise. Note the balance. Tell the acquisitions team. Some clients offer terms options (see The Offer Call, terms version). Never discuss short sales or debt negotiation unless your client has a licensed process for it.

If they say "I'm in foreclosure"

You: Thank you for telling me. Do you know if a sale date has been set? What is it?

Write the exact date. Flag the lead as urgent. Recommend they also speak with their lender or a HUD-approved housing counselor. Never promise to stop the foreclosure.

7. K: Key dates

You: When would you ideally like to be done with the sale?

You: Is there a date that really matters? A move, a new job, a lease ending, a payment due?

You: Our average close is (AVERAGE CLOSE DAYS) days or less. If the property gets approved for an offer, does that timeline work for you?

Why it works: The date often matters more than the price. A seller who needs 90 days to move out may accept a lower price if the closing date fits perfectly.

If they say "No rush"

You: Good to have flexibility. If the right offer came this week, would you be ready to act on it, or would you want to wait for some reason?

"No rush" plus no motivation usually means follow-up, not an offer call.

If they say "As fast as possible"

You: Understood. The fastest part is usually the title company checking everything is clear. What would "fast" mean for you: two weeks, a month?

Never promise a closing date. The title company controls the timing.

If they need time to move out

You: That's very normal. How much time would you need after closing, or before? We can talk about options on the offer call.

Note it. Some clients offer a short stay after closing in writing. Never promise it yourself.

8. E: Expectations

You: Do you have a price in mind?

Write it down. Do not argue with it.

You: How did you land on that number?

You: In a perfect world, what were you hoping to walk away with? Ballpark?

Ask this one twice if the first answer is vague. Most sellers have a number.

You: Besides price, what matters most to you? Speed, not doing repairs, not paying fees, or something else?

You: If you had to pick one: the highest price, the fastest close, or the easiest process?

Why it works: The number alone tells you little. The reason behind it tells you everything. "A website said 220" is very different from "I owe 180 and need 30 to move."

If they say "Make me an offer"

You: We will, I promise. Just to make sure we're not far apart, is there a number below which you wouldn't consider it at all?

If they still decline, note "no price given" and move on. Never argue.

If their number seems very high

Do not react. Do not tell them it's too high. Ask:

You: Is that the price you'd want as-is, with no repairs, no fees and no closing costs, or what it might sell for after it's fixed up?

Note the answer. The offer call will explain the numbers.

If they say "Online it says it's worth 250"

You: Those websites are a good starting point. They usually assume the house is in average updated condition. Our team will look at recent real sales near you and the condition we talked about. Then you'll see exactly how our number is built.

9. Y: Yes step

First, summarize back. This proves you listened.

You: Let me make sure I have this right. (SUMMARY OF MOTIVATION). The house is about a (NUMBER) out of 10, mainly needs (KEY REPAIRS). You and (DECISION MAKER NAME) are on title. About (MORTGAGE BALANCE) is owed. You'd like to be done by (DATE), and you're hoping for around (ASKING PRICE). Did I miss anything?

Then the commitment question:

You: If the property is approved and the offer makes sense for you, are you ready to move forward, or is there anything else you'd need to figure out first?

Then book:

You: The next step is a call with (ACQUISITIONS NAME), our (ACQUISITIONS TITLE). They'll walk you through a real offer and how we got to it. It takes about 30 minutes, and it's best if (DECISION MAKER NAME) is on too. Does (DAY OPTION 1) or (DAY OPTION 2) work better for both of you?

Why it works: The summary makes the seller feel understood. The commitment question uncovers hidden blockers now, not at the end of the offer call. Two time options make booking easy.

If they say "I'd need to talk to my kids first"

You: That makes sense. Would it help if they joined the offer call, so they hear everything first hand?

Book a time that works for everyone, or set a follow-up after their family talk.

If they say "I'm still deciding between selling and renting it out"

You: That's a good thing to think through. An offer gives you a real number to compare against renting. Want to see it, with no obligation?

If it's clearly not a fit right now

You: Thank you for being open with me. Honestly, it sounds like now isn't the right time. Would it be okay if I check in with you in (TIMEFRAME)?

Code FU-WARM or NI. Set the follow-up date. A clear "not now" is a good result.

Lead grade

Grade every lead after the call. Your client may use different labels, but the idea is the same.

Grade	HOMEKEY status	Next step
Hot	All seven letters answered. Real motivation, timeline under 90 days	Offer call booked within 48 hours
Warm	Motivation real, but timeline over 90 days or a decision maker not on board	Follow-up in 7 to 30 days
Nurture	Price-driven only, or "maybe someday"	Follow-up in 90 days
Dead	Not the owner, sold, or no interest at all	Disposition and suppress as needed

Objections

For full handling, see the Objection Handbook in the Script Library.

If you hear	Short answer
"You're asking too many questions."	"Fair. These are the ones we need so the offer is real. We're almost done."
"I don't want a lowball offer."	"Understood. You'll see exactly how the number is built, and you never have to accept it."
"I need to think about it."	"Of course. What part would you like to think about? Maybe I can help now."
"I'm talking to other buyers."	"Good. Compare what you'd net at closing, and the terms. We're happy to be one of your options."

After the call

Next step: For APPT, post the HOMEKEY summary to the acquisitions team in the team channel within 5 minutes and attach it to the calendar invite. For FU-WARM, set the follow-up task with the exact date and the reason.

Check yourself

1. What does each letter of HOMEKEY stand for?
2. Why do you usually start with M, not H?
3. A seller says "my husband will be fine with it." He is on title. What do you do?
4. What is the commitment question, and why do you ask it before booking?
5. A seller wants top price, has no deadline, and would be fine not selling. What grade is this lead?

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