In construction and renovation the problem is not the number of requests, but their mix. A "leave your phone number and we'll give you a quote" form pulls in everyone: the person who just got the keys to a new condo, the one still choosing a neighborhood and the neighbor who wants to paint a bedroom. Your sales rep spends the day calling, and two contacts make it to a quote.
A quiz solves exactly that: rather than increasing the flow, it sorts it before the call. Here's how to build a quiz like that.
The first question splits the flow
A full condo renovation, finishing work in a new build, a bathroom remodel, building a house, exterior work: these are different services, with different crews, timelines and budgets. You can't mix them into a single script: half the questions will be irrelevant to each visitor.
So the first step is choosing the type of work, and from there branching kicks in: the person sees only the questions that apply to their case. A display condition can be set on any question, so a general quiz can have fifteen steps while a particular visitor goes through four.
Someone who chose "condo renovation" should see a question about the property's condition: a new build with no finishes, an older property, or one in good shape that only needs a cosmetic refresh. That drives the scope of work more than anything else.
Questions that filter out people who aren't your customers
Filtering isn't rude; it saves both sides time. Three questions do almost all the work:
- Area: a slider in square feet. It instantly separates "a 350 sq ft apartment" from "a 2,000 sq ft house."
- Finish level: basic, standard, comfort, premium. Describe them with clear signals rather than marketing names: "to rent it out," "for me to live in, long term," "with an interior design project."
- Timeline: the property is ready now, I get the keys in a month, I'm planning it for next year. Someone getting the keys in six months isn't a bad lead, they just can't be in the same call queue.
Location deserves its own question: if you work in the city and nearby suburbs, asking about the area saves your sales rep half of their conversations. Someone from another city is better stopped politely on the final screen than having their contact collected and never called back.
Cost calculator: your main argument
"How much will the work cost" is the question that made the person open your site. They usually hear "we'll give you a custom quote" and move on down their list of options.
In a quiz you can calculate it on the spot: the area comes from the slider, the finish level sets the price per square foot, and extra work adds line items. On the final screen the person sees a range for their own property. How to build the formula and where to assign numeric values to answer options is covered in the calculator setup guide.
What this changes:
- people expecting a different order of price drop out before the call, not after three meetings;
- those who stay come in already okay with the price, and the conversation starts with the on-site measurement, not with haggling;
- you stop looking like a company that hides its prices.
We show how this works in a neighboring niche in the home construction leads case study.
A disclaimer is a must: "preliminary estimate; the exact quote is set after visiting the property." In construction a difference is inevitable, and it's better to say so up front than to explain later.
Show your work, don't describe it
Finish levels are hard to tell apart in words: everyone understands "comfort" in their own way. Images in the answer options solve this: the person sees three photos of real projects and picks the one they like.
The side effect is a nice one: while answering, they get to see your work. The quiz doubles as a portfolio, just in a format they can't get distracted from.
Photograph your own projects. Stock interiors are recognized instantly and work against trust, especially in a niche where decisions are made by looking at photos.
What to show on the final screen
Each segment gets its own. You can have several final screens, and the display condition is set by an answer or by a points total:
- to the hot lead (property ready, budget in range): the estimate and an offer to send someone to measure in the next few days;
- to the planner: the estimate and a selection of similar projects, so you stay on their radar;
- to someone who isn't your customer (another city, a scope outside your profile): an honest answer that you don't do that. It's better than a contact collected and abandoned.
The phrase "we'll get in touch with you" weakens any final screen. Specifics work: "we'll call you within an hour and schedule the measurement."
Where to place the quiz
Renovation businesses usually use several placements at once:
- a "Calculate the cost" button on the website: the quiz opens on top of the page;
- a direct link for ads: no header or menu, so nothing stands between the click and the first question;
- a QR code on the job site banner or at the building entrance: it's scanned with a phone and goes straight to the quiz.
The setup is the same; only the display format changes. You don't have to build it from scratch: you can take a ready-made apartment renovation quiz template and rewrite the questions to match your services.
What to watch after launch
The step-by-step funnel shows where people drop off. Typical spots in this niche:
- asking about the budget head-on: the most common drop-off. People don't know how much a renovation costs, so the question leaves them stuck. It's better to derive the budget from the area and finish level with the calculator;
- overly detailed questions: how many electrical outlets, what kind of subfloor. That gets settled during the measurement, not in the quiz;
- a contact form with no promise: if the person never saw a number, they have no reason to leave their phone number.
Send requests to WhatsApp and log them in your CRM at the same time: LeadForms works with Kommo (formerly amoCRM) and Bitrix24, and with everything else via webhook. The answers arrive together with the contact, so your sales rep calls already knowing the property, the scope and the amount the person saw.
FAQ
Won't I lose requests by filtering people with questions?
You really won't get some of the contacts: the ones that don't fit on price or location. That's not a loss: they wouldn't have become customers anyway, they would just have dropped out later and at a higher cost. What you should count isn't requests, it's signed contracts.
How many questions should a renovation quiz have?
4–6 for any given visitor. Thanks to branching, the full script can be longer: each person sees only their own branch.
Should I show the price if it depends heavily on the property?
A range, yes; an exact amount, no. A range for a specific area and finish level already answers the main question: whether the person fits your price segment. The note about the measurement removes the risk of inflated expectations.
What do I do with requests from people planning the work for later?
Tag them by their answer to the timeline question and handle them separately: don't call within the first hour, put them in a queue for follow-up. The timeline comes with the request, so sorting takes no manual work.
Can I use one quiz for several services?
Yes, that's what branching is for. The first question splits the flow by type of work, then each person moves along their own branch, and adding a new service doesn't make the quiz longer for everyone else.
Does a quiz work for an independent crew, not just a company?
Yes, the setup is no different. For a small crew the benefit is even more obvious: there's nobody to call everyone, so it matters that only the requests truly worth a trip to measure make it to a call.
