How I Built a Lead Generation System That Filters Out Time-Wasters (And You Can Too)

A Kiwi builder's guide to automating lead qualification so you only talk to serious clients

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Let's be honest, mate. You've been there before.

It's 7pm, you've just finished a long day on the tools, and you sit down to check your enquiries. Three emails waiting:

1. "Hi, we want to build a 50m² deck for $30k. When can you start?"
2. "Can you give me a rough quote for... something? We're not sure what yet."
3. "I saw your ad. Call me." (No details whatsoever)

Sound familiar? You spend the next hour writing thoughtful responses, only to never hear back from two of them, and the third one ghosts you after you mention realistic pricing.

What if I told you there's a way to automatically sort the wheat from the chaff? What if your system could score every lead and only put the good ones in front of you?

That's exactly what I built for my building business last month, and I'm going to show you exactly how to do it.

This system automatically:

• 🎯 Scores every enquiry from 0-100 based on project details, budget hints, and urgency
• 🚫 Filters out time-wasters so you only see leads worth your time
• 📧 Sends personalized responses that actually reference their specific project
• 📊 Organizes everything into spreadsheets so nothing falls through the cracks
• ⚡ Responds instantly while your competitors are still checking their emails

The best part? You don't need to be a tech wizard. If you can use a smartphone, you can build this.

Time to build: 30 minutes (less time than your last site meeting)
Technical skill required: If you can order takeaways online, you're qualified
Cost: Under $50/month (less than your Mitre 10 trade account fees)

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The Problem Every NZ Builder Faces

Here's what your typical week looks like right now:

Monday: 12 new enquiries come in. You're buzzing - business is booming!

Tuesday: You spend 3 hours writing detailed responses and quotes for all 12.

Wednesday: 2 people reply asking for "cheaper options" (red flag #1)

Thursday: 1 person books a site visit, 4 go silent, 5 ask you to "send through some ideas" with no commitment

Friday: The site visit is a waste of time - they want a $300k renovation for $100k.

Result: 15+ hours invested, zero jobs won, and you're questioning why you didn't just stay on the tools.

The Solution: Let AI Do the Heavy Lifting

Here's what the same week looks like with this system:

Monday: 12 enquiries come in. The system automatically scores them.

Tuesday: You get an alert about 3 high-quality leads (score 70+). Each one gets a personalized response within minutes.

Wednesday: 2 of those leads reply with detailed project info and realistic timelines.

Thursday: You book site visits with both. The other 9 low-quality leads are filed away for future nurturing.

Friday: Both site visits result in quotes. One converts to a $150k bathroom renovation.

Result: 2 hours invested, 1 solid job won, and you spend Friday afternoon fishing instead of chasing dead ends.

The system works like having a smart apprentice who:

1. Never takes a sickie - Works 24/7, even when you're on site
2. Reads between the lines - Spots genuine clients vs tyre-kickers instantly
3. Never forgets to follow up - Sends the right message at the right time
4. Keeps perfect records - Everything organized and searchable
5. Gets smarter over time - Learns what makes a good lead for YOUR business

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Step 1: Set Up Your Automation Platform

Alright, let's get our hands dirty. We're using n8n - think of it as the digital equivalent of your toolbox, but for automating business processes.

Why n8n? Simple - it's built for people like us who want results without the tech headaches. Plus, it connects to everything (Gmail, Google Sheets, you name it).

The Easy Route (Recommended)

1. Go to n8n.cloud and sign up (free account gives you plenty to start)
2. Click "Create new workflow"
3. Done! You're looking at a blank canvas ready for some magic

Takes: 2 minutes
Skill level: About as hard as setting up a TradeMe account

The DIY Route (For control freaks like me)

If you want to run it on your own computer:

npx n8n

Open http://localhost:5678 and you're sorted.

Takes: 5 minutes
Skill level: Like installing WhatsApp on your phone

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Step 2: Build Your Lead Capture Form (The Front Door)

This is where potential clients first meet your business. We want it professional but not intimidating - think "tradie who knows what he's doing" not "corporate law firm".

The Smart Form Strategy

Here's the thing - most forms are either too short (no useful info) or too long (people bail out). We want the sweet spot: enough info to qualify them, not so much they give up.

1. Add Your Form Builder

• In n8n, click the "+" and search "Form Trigger"
• Drag it onto your canvas
• This gives you a professional web form instantly

2. Configure the Fields (This is crucial)

Form Setup:
Title: "Tell us what you need!" (friendly, not pushy)
Description: "Enter your job description and we'll get back to you with quotes ASAP."

The Must-Have Fields:
✅ Name (obvious)
✅ Email (for follow-up)  
✅ Phone Number (for urgent leads)
✅ Where do you live? (dropdown with NZ regions)
✅ Description of Job (the goldmine - this is where we spot quality)

The Smart Optional Field:
📐 Square metres (gives us budget clues without asking directly)

Why these specific fields? Each one serves a purpose:

• Location dropdown: Prevents "Auckalnd" and "Wellingtom" typos. Plus, lets you route leads to the right team member later.
• Job description: This is where serious clients shine. "Kitchen reno, 20m², new benchtops, splash back, and appliances" vs "want kitchen done" tells you everything.
• Square metres: Smart clients provide this. Dreamers don't even think about it.

3. Make It Look the Part

• Upload your logo
• Match your website colors
• Keep it clean and professional

The system spits out a URL you can use anywhere - website, social media, business cards, wherever.

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Step 3: Add the AI Brain (Your Digital Apprentice)

Right, this is where it gets interesting. We're going to give your system the ability to read between the lines like a seasoned builder.

You know how after 15 years in the game, you can spot a time-waster from their first email? We're teaching the computer to do exactly that.

The AI Setup (Easier Than You Think)

1. Add Your AI Assistant

• In n8n, search for "AI Agent" and connect it to your form
• Choose "Anthropic Chat Model" (This is Claude - it's scary good at understanding building projects)

2. The Secret Sauce: The Prompt

This is where we tell the AI how to think like a Kiwi builder. Copy this exactly:

You are an experienced builder in New Zealand with 15+ years in the game.

You know the difference between serious clients and time-wasters. 
Analyze this enquiry and extract the key information.

Look for these red flags:
- Unrealistic budgets vs project scope
- Vague descriptions ("do up the house")  
- No mention of timeline or urgency
- Just "shopping around for prices"

Good signs:
- Specific project details
- Realistic timelines
- Already done some research
- Mentions square metres or measurements
- Has a clear budget in mind

Return as JSON only:
- lead_score (0-100, where 70+ = definitely worth your time)
- project_type (renovation/new_build/extension/commercial)
- budget_mentioned (true/false)
- urgency_level (low/medium/high)
- lead_quality (cold/warm/hot)
- follow_up_action (call/email)

Input:
Name: {{ $json.Name }}
Email: {{ $json.Email }}
Phone: {{ $json['Phone Number'] }}
Location: {{ $json['Where do you live?'] }}
Description: {{ $json['Description of Job'] }}
Size: {{ $json['Square metres'] }}

3. Set Up the Data Parser

• Add a "Structured Output Parser" after your AI
• This keeps everything organized and consistent

What's Really Happening Here?

The AI becomes your BS detector:

• "Urgent bathroom reno, tiles already picked, builder fell through, need to start in 2 weeks" → Score: 85 (Hot lead!)
• "Thinking about maybe renovating the kitchen sometime this year" → Score: 15 (Time-waster alert!)
• "200m² new build, section sorted, plans approved, budget $800k" → Score: 95 (Drop everything!)

It's like having your most experienced foreman reviewing every enquiry, but he never sleeps and never has a bad day.

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Step 4: Implement Smart Lead Routing

Not all leads are created equal, and your follow-up shouldn't be either. Let's set up a system that treats A-grade leads like VIPs.

Add Lead Quality Check

1. Insert an IF Node after your AI agent
   • Name it "Lead Quality Check"
   • Set condition: {{ $json.output.lead_score.toNumber() }} >= 30

This creates two paths:

• TRUE path: High-quality leads (score 30+)
• FALSE path: Leads that need nurturing

Why Score 30+?

Through testing, we found that leads scoring 30+ typically have:

• Clear project scope
• Realistic timelines
• Budget awareness
• Genuine intent

Anything below usually needs more education before they're ready to engage seriously.

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Step 5: Set Up Lead Storage (The Digital Filing Cabinet)

Time to create your organized lead database using Google Sheets - because even the most high-tech builder needs good record keeping!

Create Your Google Sheets

You'll need TWO sheets in one Google document:

1. "Qualified Leads" - Your A-list prospects
2. "Unqualified Leads" - Potential future clients

Configure Google Sheets Nodes

1. Add Google Sheets Node (connect to TRUE path)
   • Operation: "Append"
   • Connect to your "Qualified Leads" sheet
   • Map the AI output to columns:

Columns Mapping:
- Name: {{ $json.output.name }}
- Email: {{ $json.output.email }}
- Phone: {{ $json.output.phone }}
- Location: {{ $json.output.location }}
- Project Type: {{ $json.output.project_type }}
- Project Description: {{ $json.output.project_description }}
- Budget Range: {{ $json.output.budget_range }}
- Timeline: {{ $json.output.timeline }}
- Lead Score: {{ $json.output.lead_score }}
- Lead Quality: {{ $json.output.lead_quality }}
- Follow Up Action: {{ $json.output.follow_up_action }}
- Source: "n8n"
- Created Date: {{ DateTime.now() }}

2. Add Second Google Sheets Node (connect to FALSE path)
   • Same setup, but connects to "Unqualified Leads" sheet
   • Simpler mapping for leads that need nurturing

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Step 6: Automate Personalized Follow-ups

Here's where we separate the amateurs from the pros. Instead of generic "thanks for your enquiry" emails, we're sending personalized, value-packed responses that show you actually read and understand their project.

Set Up Email AI Agent

1. Add Another AI Agent (connect after Google Sheets for qualified leads)
2. Configure the Email Generation Prompt:

Create a personalized follow-up email for this building project lead.

Lead details: 
- Name: {{ $json.Name }}
- Project: {{ $json["Project Type"] }} - {{ $json["Project Description"] }}
- Location: {{ $json.Location }}
- Budget: {{ $json.budget_range || 'Not specified' }}
- Timeline: {{ $json.timeline || 'Not specified' }}
- Lead Score: {{ $json["Lead Score"] }}
- Follow-up Action: {{ $json["Follow Up Action"] }}

Write as a professional builder from New Zealand. Include next steps based on the follow-up action. Return JSON with subject and body fields only.

3. Add Gmail Node
   • Connect to send the AI-generated email
   • Configure with your Gmail credentials

What Makes These Emails Special?

The AI creates emails that reference specific project details:

• "I see you're looking at a kitchen renovation in Auckland..."
• "Based on your timeline of 3 months, here's what I recommend..."
• "For a project like yours, typical clients see..."

It's like having a sales assistant who never forgets a detail and always knows the perfect thing to say! 💬

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Step 7: Advanced Features (The Cherry on Top 🍒)

Lead Scoring Logic Deep Dive

The AI considers multiple factors when scoring leads:

High Score Indicators (70-100):

• Specific project description
• Clear budget mentioned
• Realistic timeline
• Urgent language ("need to start soon")
• Previous renovation experience

Medium Score Indicators (30-69):

• General project idea
• Some timeline mention
• Location-specific requirements
• Professional communication

Low Score Indicators (0-29):

• Vague descriptions ("maybe do something")
• No budget awareness
• Unrealistic expectations
• Just "shopping around"

Webhook Security

Your form URL is public, but you can add security:

• Enable webhook authentication in n8n
• Add rate limiting
• Set up CORS restrictions

Testing Your Workflow

Before going live:

1. Test Each Path:

• Submit a high-quality test lead
• Submit a low-quality test lead
• Verify emails send correctly
• Check Google Sheets updates

2. Monitor and Refine:

• Review lead scores for accuracy
• Adjust scoring thresholds if needed
• Refine email templates based on responses

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Step 8: Going Live and Scaling

Embedding Your Form

You can embed your n8n form anywhere:

<!-- Simple iframe embed -->
<iframe src="YOUR_N8N_FORM_URL" width="100%" height="600px"></iframe>

Or use the direct link for:

• Social media campaigns
• Email signatures
• Business cards (as QR code)
• Google Ads landing pages

Performance Monitoring

Keep an eye on:

• Conversion rates: Form views vs. submissions
• Lead quality: Average scores over time
• Response rates: Email open/reply rates
• Processing time: How fast leads move through the system

Scaling Up

As your business grows, consider:

• Multiple forms for different services (residential vs. commercial)
• CRM integration (HubSpot, Salesforce)
• SMS notifications for urgent leads
• Calendar integration for automatic booking
• Lead nurturing sequences for cold leads

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Troubleshooting Common Issues

"My AI is giving weird scores!"

• Check your prompt for clarity
• Add more examples of good vs. bad leads
• Adjust the scoring criteria

"Emails aren't sending"

• Verify Gmail OAuth connection
• Check spam folders
• Ensure email template is valid

"Google Sheets not updating"

• Confirm sheet permissions
• Check column mapping
• Verify sheet names match exactly

"Form not capturing submissions"

• Test the webhook URL directly
• Check for browser blocking
• Verify form validation rules

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What You've Just Built (Pat Yourself on the Back! 👏)

Congratulations! You've just created a lead generation system that most businesses pay thousands for. Here's what you now have:

✅ Professional lead capture that works 24/7
✅ AI-powered qualification that thinks like your best salesperson
✅ Automatic organization that keeps everything tidy
✅ Personalized follow-up that builds relationships from day one
✅ Scalable foundation that grows with your business

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Next Steps: Taking It Further

Your lead generation machine is running, but here are some ideas to supercharge it even more:

Advanced Integrations

• Zapier connections for even more app integrations
• WhatsApp notifications for instant lead alerts
• Slack integration for team notifications
• QuickBooks sync for automatic quote generation

AI Enhancements

• Sentiment analysis to gauge client enthusiasm
• Competitor mentions detection for strategic insights
• Budget prediction based on project descriptions
• Timeline optimization suggestions

Analytics Dashboard

• Lead source tracking to optimize marketing spend
• Conversion funnel analysis
• ROI calculations per lead source
• Seasonal trend identification

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Let's Talk Money (The Bit You Actually Care About)

Alright, let's cut to the chase. You're thinking "this sounds great, but what's it gonna cost me?"

Monthly Running Costs:

• n8n Cloud: $20/month (starts free, upgrade when you're hooked)
• Claude AI: ~$10-20/month (depends on how many leads you get - good problem to have!)
• Google Workspace: Already got it? Free. Don't have it? $9/month
• Total: $30-50/month

What's That In Real Terms?

• Less than your monthly fuel bill
• About the same as your Spark mobile plan
• Half what you spend at Bunnings each month (be honest)

But Here's the Return:

Before this system:

• 20 hours/month chasing leads and writing responses
• 15% of enquiries convert to quotes
• 5% convert to actual jobs

After this system:

• 3 hours/month (just the good leads)
• 40% of flagged leads convert to quotes
• 20% convert to jobs

The Math: If you value your time at even $50/hour, you're saving $850/month in time alone. Plus you'll close more jobs because you're responding faster to quality leads.

Real talk: This system will pay for itself with one extra job every 6 months. Everything else is pure profit.

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The Bottom Line: You're Not Just Saving Time, You're Changing Your Game

Look, I get it. You became a builder to build things, not mess around with computers and automation.

But here's the thing - your competition is still manually checking emails at 8pm, writing the same responses over and over, and wasting weekends on leads that were never going to convert.

Meanwhile, you'll be:

• Focusing only on serious clients who respect your expertise and pay your rates
• Responding to hot leads while your competitors are still having breakfast
• Building a proper business instead of just being busy
• Actually taking weekends off because your lead machine runs itself

This isn't about becoming a tech company. It's about working smarter so you can get back to what you love - creating amazing spaces for people who value quality work.

The trades are changing. The builders who embrace smart systems like this are the ones who'll be thriving in 5 years while everyone else is still grinding 70-hour weeks for peanuts.

Your move.

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Resources and Links

Essential Tools:

• n8n - The workflow automation platform
• Anthropic Claude - AI for lead analysis
• Google Sheets - Lead storage and CRM
• Gmail - Email automation

Learning More:

• n8n Documentation
• n8n Community Forum
• AI Prompt Engineering Guide

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Ready to stop wasting time on time-wasters?

Set this up this weekend. Test it with a few leads. Watch your conversion rate double. Then come back and tell me this wasn't the best 30 minutes you've spent on your business all year.

Questions? Course you have them. Hit me up if you get stuck. We're all in this together.

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P.S. - When this system lands you that $200k renovation job because you were the first builder to respond with a personalized, professional email... remember where you learned it. And maybe shout your mate a beer who sent you this link. 🍺