LPMAMA is one of the most widely used lead qualification frameworks in real estate, popularized by coaches like Tom Ferry. It stands for Location, Price, Motivation, Agent, Mortgage, and Appointment. When you run every lead through this framework, you stop wasting time on unmotivated sellers and start focusing your energy where it pays.

Breaking Down LPMAMA

L — Location

Confirm the property address and understand the market. Where is it? Is it in an area where you (or your buyers) operate?

YOU: Can you confirm the property address for me? And is that in [City/County]?

P — Price

Find out what they're expecting without anchoring the conversation on price too early. You need their number before giving yours.

YOU: Do you have a number in mind that would work for you?

💡 Pro Tip: If they push back and ask what you'd pay first, say: 'I want to make sure I'm giving you a fair offer — what would make this worth your while?' This keeps the ball in their court.

M — Motivation

This is the most important part of the framework. Why are they selling? Refer to Article 2 for deep-dive motivation questions.

YOU: Help me understand — what's the main reason you're looking to sell right now?

A — Agent

Are they working with a real estate agent? If so, this changes your approach significantly (see Article 19 for the agent scenario).

YOU: Are you working with a real estate agent, or are you handling this on your own?

M — Mortgage

Understanding their financial position — how much is owed — is critical for calculating whether a deal is possible.

YOU: Do you have an existing mortgage on the property, or do you own it free and clear?

If there is a mortgage: "Roughly how much is still owed on it?"

A — Appointment

Every LPMAMA call should end with either an appointment scheduled or a clear next step. Never end a call without a commitment.

YOU: Based on what you've shared, I'd love to put together an offer for you. Can we set up a quick 15-minute call [day/time] to go over it?

The LPMAMA Cheat Sheet

Run through this in every call:

1. Location — confirm address and market
2. Price — get their number first
3. Motivation — understand the real 'why'
4. Agent — are they represented?
5. Mortgage — what's owed?
6. Appointment — lock in a next step

💡 Pro Tip: Time your calls. If you're spending more than 12 minutes on LPMAMA, you're going too deep too early. Save the detailed conversation for the appointment.