Qualifying leads is one of the most important parts of the sales process, especially in industries like wills and probate, where people often approach decisions with caution and may have lots of questions.
Asking the right questions can help you identify which prospects are ready to take action and which might need more time or information. This allows you to focus your efforts on the most qualified leads, saving time and increasing your chances of closing the sale.
In this guide, we’ll cover eight key questions you can use to qualify your wills and probate leads, giving you insight into their needs, readiness to proceed, and potential challenges you might face during the sales process.
1. Have you already made a will or set up probate arrangements?
This is a great opening question because it immediately tells you whether the lead has already engaged in any estate planning. Many people put off creating a will for years, while others may have one that hasn’t been updated in a long time. Knowing where the lead stands helps you tailor the conversation to their situation.
If the lead has made a will, ask them when it was last updated. Family circumstances, financial situations, and even tax laws change over time, so wills often need revising. This could be the perfect opportunity to offer your services to update or review their existing will.
If they haven’t made a will, you can highlight the importance of getting started early. Explain that a will ensures their assets are distributed according to their wishes and can make things easier for their family at a difficult time. This question also opens up the opportunity to introduce probate services, especially if the lead has recently lost a loved one.
2. Are you aware of what happens if you pass away without a will?
Many people don’t fully understand the consequences of dying without a will. By asking this question, you gauge their awareness of intestacy laws, which govern how assets are distributed if someone dies without a will. This can lead to unexpected outcomes, with distant relatives potentially receiving a share of the estate or partners being left out if they aren’t married.
This question is also a way to educate leads who may not realise how intestacy works. Explaining this in simple terms can create a sense of urgency. Many people think a will is something they’ll deal with later, but when they learn that the state, rather than their loved ones, will decide how their estate is divided, they’re often motivated to take action.
If the lead is aware of intestacy, ask if they’ve thought about the risks to their family if they don’t have a will in place. If they aren’t aware, take this as an opportunity to explain why having a will is important, especially for those with children or complex family situations.
3. Have there been any major changes in your personal or financial situation recently?
Life events are often the catalyst for people to seek wills and probate services. Marriage, divorce, the birth of a child, or the death of a family member can all prompt someone to create or update their will. Financial changes, such as purchasing property, inheriting wealth, or starting a business, are also reasons people need to adjust their estate planning.
By asking this question, you’ll quickly identify leads who may need your services urgently. For example, someone who has recently divorced might want to remove their ex-spouse as a beneficiary, while new parents will want to name guardians for their children in case something happens to them.
Even if the lead doesn’t mention a major life event, they may realise that their circumstances have changed more than they thought, making them more likely to act.
4. Do you have clear ideas about who you’d like to appoint as executors and beneficiaries?
A lead who hasn’t thought about the key elements of their will, like who will manage their estate or inherit their assets, may not be ready to move forward. However, this can also be an opportunity to offer guidance and advice.
If the lead hasn’t decided on an executor or beneficiaries, ask if they’d like help understanding these roles and what they entail. For example, an executor is responsible for carrying out the terms of the will, and this can be a demanding job. Some people prefer to choose a family member, while others appoint a professional, such as a solicitor, to take on the role.
For leads who have already made these decisions, it’s a sign they’ve given serious thought to their estate planning, making them more likely to convert. This also provides an opportunity to review whether their chosen executors and beneficiaries are still the right choices, especially if there have been any recent changes in their life.
5. Are you concerned about inheritance tax or other financial impacts on your estate?
Inheritance tax can be a significant concern for people with larger estates. While not everyone is subject to it, those who are may want to minimise the tax burden on their heirs. Asking this question allows you to identify leads who might benefit from more complex estate planning services, such as trusts or tax-efficient gifting.
If a lead is concerned about inheritance tax, you can offer advice on how careful planning can reduce the impact of the tax on their estate. This might include setting up trusts or exploring other financial strategies that can help protect their assets for future generations.
If the lead isn’t worried about inheritance tax, this might be because they don’t believe their estate will be large enough to qualify. In these cases, it’s still helpful to ask about other financial concerns they may have, such as debts or care costs in later life, which can also be addressed through estate planning.
6. Have you thought about leaving a legacy or making charitable donations in your will?
Many people like the idea of leaving something behind, whether for their family or for a cause they care about. Asking this question helps you understand if the lead is interested in legacy planning, which can often be more complex and involve more detailed advice.
If they’re interested in charitable giving, you can offer advice on how to structure their will to include donations. You can also explain the tax benefits of leaving a portion of their estate to charity, which can sometimes reduce inheritance tax liability.
For those who haven’t considered this, you might introduce the idea as a way for them to make a lasting impact, whether that’s by helping a favourite charity or supporting their local community.
7. Do you have any dependents or vulnerable family members who require special provisions?
Dependents, such as children or vulnerable adults, often need special arrangements in a will. This can include naming guardians for minor children or setting up trusts to manage money for those who may not be able to manage it themselves, such as disabled family members.
If the lead has dependents, they may need more than just a basic will. You can explain how creating a trust or appointing guardians in the will can protect their loved ones and provide peace of mind.
If the lead doesn’t have dependents, you can still ask about their family situation. Many people have elderly parents or relatives who depend on them in some way, and this could also influence their estate planning decisions.
8. Are you currently seeking advice or reviewing your existing estate plan?
This final question helps you understand how serious the lead is about getting professional advice. If they’re actively looking for help, they’re likely closer to making a decision, which makes them a higher-priority lead.
If the lead is reviewing their estate plan, this is an opportunity to position yourself as an expert who can provide guidance on updating their will, ensuring it’s aligned with their current wishes and circumstances. Offer to review their existing plan to identify any gaps or outdated provisions.
For leads who are not actively seeking advice, you can still offer a consultation or suggest they get in touch when they’re ready. Even if they aren’t quite there yet, keeping the conversation open leaves room for future engagement.
Conclusion
Qualifying wills and probate leads effectively requires asking the right questions. By focusing on their situation, concerns, and decision-making process, you can quickly identify which leads are ready to move forward and which may need more time or guidance.
By using these eight questions, you’ll be able to tailor your conversations to each lead’s needs, build trust, and ultimately increase your chances of converting qualified prospects into clients. Whether the lead has a simple estate or more complex needs, understanding where they are in the process will help you offer the right solutions and move them toward making informed decisions.
End your calls by offering personalised advice based on their answers, and keep your follow-up timely and thoughtful, ensuring that you stay top of mind when they’re ready to act.