Mobile Home Lead Flow

Complete Sales Playbook: Scripts, Strategies & Assets

The Placement-First Principle

Land + Timing decide everything. When you know WHERE they're placing and WHEN they're moving, you control the conversation. Specs are details — placement is the decision.

The Complete Lead Flow

Visual overview of the placement-first routing system

🔔 NEW LEAD ENTERS

Web form, call, referral, etc.

STEP 1: Where will this home be placed?

Primary Segmentation — Ask this FIRST

🏡 Owns Land

Highest Value

→ Fast Track

🏘️ Community

Park/Community

→ Check Approval

🗺️ Buying Land

In Progress

→ Assist & Educate

❓ Not Sure

Needs Guidance

→ Clarify First

All paths lead to...

STEP 2: When are you looking to move?

Timeline Controls Your Entire Approach

1-3 months

🔥 HOT

Action Mode

✓ Call immediately

✓ SMS + Call same day

✓ Show inventory

3-6 months

📅 WARM

Planning Mode

✓ SMS first

✓ Earn the call

✓ Educate & prepare

12+ months

🌱 COLD

Nurture Mode

✓ SMS only

✓ No calls (unless requested)

✓ Monthly value content

Combine placement + timeline

📌 TAGGED: [Placement] + [Timeline]

Example: “Owns Land | 1-3 Months”

📱 Channel Strategy

SMS vs Call based on timeline

📋 Script Selection

Right message for segment

⚡ Follow-up Cadence

Automated sequences trigger

Then ask about...

STEP 3: Specs (Bedrooms / Baths / Size)

Supporting data only — does NOT affect routing

⚠️ Never lead with specs before placement + timing are clear

Entry/Exit Points

Key Questions

Placement Options

Outcomes

Step 1

Placement Segmentation

The first question that determines everything: Where will this home be placed?

Why This Matters: 80% of deal friction comes from unclear placement. Landowners close 3x faster than undecided leads. Asking placement first shows expertise and saves everyone time.

🏡 Owns Land

Goal

Fast-track to close. These are your highest-value leads.

Strategic Approach

Position yourself as the execution partner, not the salesperson. They've already made the hard decision (land). Now help them finish.

✓ Do This

•Ask about land prep status immediately
•Mention delivery timelines early
•Offer turnkey setup packages
•Connect utility/septic if needed

✗ Avoid This

•Waste time on basic education
•Push too many options (decision fatigue)
•Ignore zoning concerns
•Treat them like cold leads

Success Metric: 80% should receive a call within 24 hours

🏘️ Community Placement

Goal

Navigate community rules seamlessly. Match inventory to requirements.

Strategic Approach

You're the expert who prevents rejection. Communities have rules about age, size, and manufacturers. Position yourself as their inside guide.

✓ Do This

•Ask which community (if known)
•Confirm if they're already approved
•Research community requirements
•Match compliant inventory first

✗ Avoid This

•Recommend homes that won't pass
•Ignore community-specific rules
•Rush before approval is confirmed
•Overpromise delivery to community

Success Metric: 0% inventory mismatch with community rules

🗺️ Buying/Finding Land

Goal

Keep them in your ecosystem. Educate before they wander to Zillow.

Strategic Approach

These aren't dead leads — they're decision-in-progress leads. Your job is to be their single point of contact for both land and home.

✓ Do This

•Offer land-finding assistance
•Connect with realtor partners
•Discuss land + home bundling
•Provide budget planning help

✗ Avoid This

•Write them off as 'not ready'
•Only talk about homes
•Let them shop for land alone
•Ignore their timeline concerns

Success Metric: 40% convert within 6 months with land assistance

❓ Not Sure / Needs Guidance

Goal

Clarify and advise. Move them to a real category.

Strategic Approach

These leads are overwhelmed, not unqualified. Be the advisor who simplifies the process. Ask what matters most: payment, location, speed, or flexibility.

✓ Do This

•Ask 'What matters most to you?'
•Explain land vs community pros/cons
•Offer a 15-min clarity call
•Use educational content

✗ Avoid This

•Push inventory immediately
•Assume they're low quality
•Use high-pressure tactics
•Skip the discovery questions

Success Metric: 70% should self-select into a real category within 2 touches

📋 Required Assets & Tools

Placement Discovery Script — Standardized questions to identify placement type

Land Prep Checklist PDF — Send to landowners to assess readiness

Community Requirements Database — Quick lookup for park/community rules

Land Partner Referral List — Realtors who specialize in manufactured home lots

Land vs Community Comparison Guide — Educational PDF for undecided leads

Step 2

Timeline Classification

When are they looking to move? This controls your entire communication strategy.

Why This Matters: Timeline = Urgency = Channel. Hot leads want calls. Cold leads want information. Mismatching your approach burns leads and wastes resources.

1-3 Months🔥 Action Mode

Mindset

They're ready to buy. Speed and availability matter most. Be responsive.

Primary Channel

Phone calls + SMS (same day response required)

Follow-up Cadence

Day 1: Call + SMS → Day 2: Follow-up call → Day 4: Inventory SMS → Day 7: Check-in call

SMS Script

Initial response (within 5 minutes)

Hi [Name]! This is [Your Name] from [Company]. I saw you're looking for a mobile home in the next few months - that's exciting! Quick question: Do you have land picked out, or are you looking at community placement? This helps me find you the best options fast. 🏡

Call Script

First call (after SMS response)

"Hi [Name], this is [Your Name] calling from [Company]. Thanks for reaching out about a mobile home! I see you're looking to move in the next 1-3 months, so let's make sure we find you the right home quickly. First question — do you already have land, or are you looking at a community? [LISTEN] Great. And is your land ready for a home, or will you need help with utilities and site prep? [LISTEN] Perfect. Based on what you're telling me, I have [X] homes that could work. The [Model Name] is available for delivery in [X weeks]. Would you like me to send you some photos and pricing?"

Voicemail Script

If no answer

"Hi [Name], this is [Your Name] from [Company]. I'm calling about your mobile home inquiry. I know you're looking to move soon, so I wanted to connect quickly. I've got some great options that match what you're looking for. Give me a call back at [Number] — I'll also shoot you a text with some details. Talk soon!"

3-6 Months📅 Planning Mode

Mindset

They're planning. Education and preparation matter. Build trust over time.

Primary Channel

SMS first, earn the call through engagement

Follow-up Cadence

Day 1: SMS → Day 3: Educational content → Day 7: Check-in SMS → Day 14: Offer call

SMS Script

Initial response

Hi [Name]! Thanks for reaching out about a mobile home. Since you're planning for the next few months, I'd love to help you prepare. Do you have your land situation figured out, or is that still in progress? Either way, I've got some great resources to share! 📋

SMS Script

Educational follow-up (Day 3)

Hey [Name]! I put together a quick guide on [preparing your land for a mobile home / choosing the right community / budgeting for a mobile home]. Want me to send it over? It covers the stuff most people wish they knew earlier 👍

Call Script

Planning call (after engagement)

"Hi [Name], this is [Your Name]. Thanks for engaging with some of the info I sent over! Since you're looking at a 3-6 month timeline, I wanted to make sure you're set up for success. A lot of buyers underestimate the prep work needed. Can I ask — where are you at with [land prep / community approval / financing]? [LISTEN] Here's what I'd recommend focusing on in the next 30 days: [specific action items]. I'll check in with you in a couple weeks. In the meantime, feel free to text me any questions — I respond fast."

12+ Months🌱 Nurture Mode

Mindset

They're dreaming. Stay present without being pushy. Be the resource, not the salesperson.

Primary Channel

SMS only. No calls unless they request one.

Follow-up Cadence

Day 1: SMS → Week 2: Educational SMS → Month 1: Check-in → Monthly: Value content

SMS Script

Initial response

Hi [Name]! Thanks for your interest in a mobile home. I see you're thinking about this for down the road — totally makes sense to plan ahead! I'll send you some helpful info over the next few months. In the meantime, feel free to text me any questions that come up. No rush, no pressure. 👍

SMS Script

Monthly nurture (example)

Hey [Name]! Quick tip: If you're looking at putting a home on land, now's a good time to check your county's zoning rules. Some areas have restrictions that surprise people later. Here's a quick guide if you want: [link] Still here whenever you're ready to start planning! - [Your Name]

SMS Script

Quarterly check-in

Hi [Name]! Just checking in — has your timeline for a mobile home changed at all? No pressure either way, just want to make sure I'm sending you the right info. Let me know! 🏡

📋 Required Assets & Tools

SMS Templates Library — Pre-written messages for each timeline/placement combo

Call Script Playbook — Printed scripts for hot lead calls

Voicemail Scripts — Professional, brief voicemails that get callbacks

Educational Content Series — PDFs/videos for warm/cold lead nurture

CRM Follow-up Sequences — Automated cadences by timeline tag

Step 3

Channel Strategy

SMS is your default. Calls are earned. Master both.

Why This Matters: The wrong channel at the wrong time kills deals. SMS filters tire-kickers. Calls close deals. Knowing when to switch is the skill.

💬 SMS Strategy

When to Use SMS

✓ Initial lead response (always)
✓ 12+ month timeline leads
✓ Following up after missed calls
✓ Sending educational content
✓ Appointment reminders
✓ Quick questions / status checks

SMS Best Practices

• Respond within 5 minutes of lead
• Keep messages under 160 characters when possible
• Always include a question to encourage response
• Use their name in every message
• One emoji max (looks professional)
• Sign with your name

PRO TIP

End with a question. Messages ending with “?” get 2x more responses than statements.

📞 Call Strategy

When to Call

✓ 1-3 month timeline (always)
✓ After SMS engagement (replied 2+ times)
✓ Landowner with clear readiness
✓ Lead requests a call
✓ Closing inventory discussions
✓ Complex situations needing explanation

Call Best Practices

• Have their file open before dialing
• State your name and company clearly
• Reference their inquiry specifically
• Ask one question at a time
• Take notes during the call
• Always schedule the next step

PRO TIP

If no answer, leave voicemail + send SMS immediately. Double-touch gets 3x more callbacks.

🚫 Hard Rules (Never Break These)

✗Never call 12+ month leads repeatedly. SMS only.
✗Never leave more than 2 voicemails in a week.
✗Never call before 9 AM or after 8 PM local time.

✗Never push for a call if they prefer text.
✗Never argue or pressure unresponsive leads.
✗Never skip email nurture for warm/cold leads.

📧 Email Marketing Strategy

Email complements SMS for warm/cold leads. It's your nurture engine — valuable content that builds trust over time.

WARM3-6 Month Email Cadence

Week 1: Welcome + Value

Welcome to your home journey + Land prep checklist PDF

Week 2: Education

5 things most buyers wish they knew + Zoning guide

Week 3: Social Proof

Customer story / testimonial + Before/after photos

Week 4: Soft CTA

Ready to talk? Schedule a planning call (no pressure)

Monthly: Value Content

Market updates, new inventory alerts, tips

COLD12+ Month Email Cadence

Week 1: Welcome + Long-term Value

Thanks for thinking ahead + Planning timeline guide

Week 3: Dream Building

Gallery of home options + Floor plan ideas

Monthly: Light Touch

Market insights, lifestyle content, no hard sells

Quarterly: Check-in

“Has your timeline changed?” + easy reply option

At 6 Months: Re-engage

Timeline check + offer planning call if ready

Email Best Practices

• Subject lines under 50 characters
• One clear CTA per email
• Mobile-optimized design
• Personal “from” name, not company

Content Types That Work

• Educational guides (PDF downloads)
• Customer success stories
• Video walkthroughs
• Market/inventory updates

Trigger Emails

• New inventory matching their specs
• Price drop on saved homes
• Timeline approaching (warm → hot)
• Re-engagement after 30 days quiet

Step 4

Inventory Positioning

How to present what you have — and what to say when you don't have it.

Why This Matters: Never lead with specs before placement + timing are clear. Inventory is a tool, not the conversation starter. Position correctly to avoid dead-ends.

✓ When You HAVE Matching Inventory

SMS Script

After confirming placement + timeline

Great news! Based on what you told me, I have a [3BR/2BA] [Model] that would work perfectly for your land. It's [available now / arriving in X weeks] and fits your budget. Want me to send some photos? 📸

Call Script

Presenting inventory on a call

"Based on everything you've shared — the land being ready, your timeline, and your budget — I actually have something that could work really well. It's a [Model Name], [X] bedrooms, [X] baths. It's [new/used], and it's available for delivery in about [X weeks]. Now, I don't want to rush you, but I do want you to know it's here if the specs match what you're looking for. Would you like me to email you the full details and some photos?"

POSITIONING NOTES

• Mention availability casually, not desperately
• Match to their stated needs, not your favorite unit
• No fake urgency unless timeline actually supports it
• Always offer to send photos/details (next step)

✗ When You DON'T Have Matching Inventory

SMS Script

Nothing in stock that matches

I don't have an exact match in stock right now, but I'm sourcing new inventory weekly. Since your timeline is [X months], I'll keep an eye out and reach out when something fits. In the meantime, is your land prep in progress? That's usually the longest piece.

Call Script

Handling no inventory gracefully

"So I'll be honest with you — I don't have the exact specs you're looking for in stock right now. But here's the good news: your timeline gives us some room. I'm getting new inventory regularly, and I'll make sure you're first to know when something matches. While we wait, let's make sure your land is ready. A lot of people focus on the home and forget the prep work takes time. Are your utilities and site work in progress?"

NEVER DO THIS

• Don't push inventory that doesn't match
• Don't ghost them because you have nothing
• Don't promise homes you can't deliver
• Don't let the conversation die

📋 Required Assets & Tools

Current Inventory Sheet — Updated weekly with specs, photos, prices, availability

Inventory Photo Library — Professional photos ready to send instantly

Pricing Calculator — Quick quotes including delivery, setup, and options

Spec Comparison Chart — Side-by-side views of similar models

Factory Order Guide(optional) — For custom orders when stock doesn't match

Step 5

Tagging & Automation

Every lead gets tagged. Tags drive everything downstream.

Why This Matters: Consistent tagging enables automation, reporting, and AI scoring. Without tags, your CRM is just a contact list. With tags, it's a sales machine.

Tag Structure: [Placement] + [Timeline]

Owns Land | 1-3 Mo

Owns Land | 3-6 Mo

Owns Land | 12+ Mo

Community | Approved | Hot

Community | Pending | Warm

No Land | Open | Hot

No Land | Open | Warm

Not Sure | Warm

Tags Drive:

SMS copy (different messages per segment)
Call priority (hot tags get called first)
Follow-up cadence (automated sequences)
AI lead scoring (priority ranking)
Reporting & conversion tracking

Tagging Rules:

Tag immediately after first conversation
Update tags when situation changes
Use consistent naming (no variations)
Never leave a lead untagged
Never use custom/one-off tags

📋 Required Assets & Tools

CRM Tag Library — Documented list of all valid tags with definitions

Automation Sequences — Pre-built workflows triggered by tags

Lead Scoring Rules — Point values assigned to each tag for prioritization

Reporting Dashboard — Conversion tracking by placement + timeline segment

Tag Training Guide — Onboarding doc for team consistency

The Journey

Lead to Deposit: The Complete Path

Visual map of every milestone from first contact to securing the deal.

Why This Matters: Understanding the full journey helps you guide leads through each phase intentionally. Every touchpoint either moves them forward or loses momentum.

Lead Capture

0-5 min

✓ Form submitted

✓ Auto-SMS sent

✓ Lead created in CRM

Qualification

5-60 min

✓ Placement identified

✓ Timeline confirmed

✓ Tagged in CRM

Discovery

Day 1-3

✓ Needs assessment call

✓ Specs gathered

✓ Budget discussed

Presentation

Day 3-7

✓ Inventory shown

✓ Pricing provided

✓ Questions answered

Decision

Day 7-14

✓ Objections handled

✓ Final options narrowed

✓ Decision support

✓

Deposit

Goal

✓ Deposit collected

✓ Contract signed

✓ Delivery scheduled

📍 What Must Happen at Each Stage

Lead Capture: Immediate SMS acknowledgment. Set expectation for next contact.

Qualification: Ask placement + timeline. Tag immediately. Route to correct cadence.

Discovery: Deep dive call. Understand needs, concerns, budget. Build rapport.

Presentation: Show relevant inventory. Send photos, pricing, details. Answer questions.

Decision: Handle objections. Provide social proof. Create urgency (if real).

✓

Deposit: Collect deposit. Sign contract. Schedule delivery. Celebrate!

💬 Key Transition Scripts

Qualification → Discovery

“Great, so you have land and you're looking to move in the next 3 months. I'd love to learn more about your situation. Do you have 10 minutes for a quick call?”

Discovery → Presentation

“Based on what you told me, I have 2-3 homes that would work perfectly. Let me send you the details — can I email you some photos and pricing?”

Presentation → Decision

“I want to make sure you have everything you need to make a decision. What questions do you still have?”

Decision → Deposit

“If everything looks good, the next step is a $[X] deposit to hold this home and lock in your delivery date. I can send over the paperwork right now.”

📊 Conversion Benchmarks by Stage

100%

Lead Capture

All leads enter

70%

Qualified

Respond to SMS

40%

Discovery

Take a call

25%

Presentation

View inventory

10-15%

Deposit

Close the deal

These are target benchmarks. Track your actual numbers to identify where leads are dropping off.

📋 Required Assets & Tools

Journey Stage Tracker — CRM field or pipeline to track lead stage

Stage Transition Scripts — Printed scripts for moving leads forward

Deposit Collection Process — Payment links, contract templates, e-signature

Stage Conversion Dashboard — Weekly tracking of conversion rates by stage

Objection Handling Guide — Common objections and responses for Decision stage

Quick Reference Card

🔥 HOT (1-3 Months)

Channel: Call + SMS same day
Mindset: Close mode
Focus: Inventory + delivery
Response time: < 1 hour

📅 WARM (3-6 Months)

Channel: SMS first, earn call
Mindset: Planning mode
Focus: Education + prep
Response time: Same day

🌱 COLD (12+ Months)

Channel: SMS only
Mindset: Nurture mode
Focus: Stay present, add value
Response time: Within 24 hours

Placement + Timeline = Everything

Route the lead right, and sales, automation, and inventory matching all fall into place.