If you’re struggling to convert buyer leads, there are only six letters separating you from your dreams: LPMAMA. I know it sounds like a cliché, but the LPMAMA framework is at the very heart of what you do as a real estate professional. LPMAMA builds trust and rapport, educates buyers, and shows off your expertise—quickly and efficiently. 

The problem? Most buyer’s agents know what LPMAMA is, but they don’t know how, when, or why to use it with their buyer leads. That’s why I wanted to demystify LPMAMA and walk you through the exact strategies and scripts top agents use to take advantage of LPMAMA with their buyer leads.

Short on time? Grab the LPMAMA script below now, then come back and read how to use it later. 

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What Is LPMAMA? 

LPMAMA (which stands for location, price, motivation, agent, mortgage, appointment) is a buyer’s agent sales framework that uses questions-based selling to efficiently move leads from first contact to first showing. Each part of the acronym relates to a pillar in the conversation. Think of it as a foundation for a discussion that builds a trusting relationship—one brick at a time. 

Why LPMAMA Is a Secret Weapon for Buyer’s Agents 

Even if you don’t have a specific LPMAMA strategy, you’re probably already using some version of it in your first interactions with potential buyer clients. That’s a testament to why it works: LPMAMA is one of the best ways to uncover a buyer’s true motivations and build rapport quickly. It seems every time I read another agent’s script for converting buyers, I can easily identify the building blocks of LPMAMA in it, even if the agent who wrote it has never heard of the framework.

If you need a good buyer questionnaire, you can grab ours below, or keep reading to learn more about how to use LPMAMA to convert more leads into clients. 

Related Article
The Buyer Questionnaire Top Agents Use to Build Rapport & Trust (+ PDF)

The 6 Steps of LPMAMA (+ Scripts) 

Now that you’ve learned a bit about the philosophy behind LPMAMA, let’s take a look at how you can integrate it into your conversion process. 


The L in LPMAMA stands for location. If the location doesn’t work, nothing else matters. This is why talking through where your buyers want to live is always the first step in the LPMAMA framework.

Mindset for the location stage

The location stage of the LPMAMA conversation is NOT an opportunity for you to show off your local market knowledge. Instead, approach this step like a detective or therapist. Why? Simple. This is about THEM, not YOU. Everyone wants a chance to tell their story and open up about their fears and concerns. So build rapport by mirroring their interests whenever possible, but remember to keep the conversation focused on them!

Goals for the location stage

  • Discovering where your buyers want to live, and more importantly, why they want to live there
  • Discovering how educated your buyers are about different neighborhoods
  • Discovering where your buyers don’t want to live, and why

Script for the location stage

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After location comes price. This is where many agents screw up. They either unintentionally insult the lead or make them uncomfortable by jumping right into sensitive questions about their personal finances. But if you do it right, the price discussion can actually help you build trust and rapport with your lead.

Mindset for the price stage

Since the price conversation can get awkward, you should always approach it with a mindset of curiosity and compassion. For example, just asking point-blank how much they want to spend might make them defensive. Instead, use softer words like budget, or ask what monthly payment range would be ideal for them.

Goals for the price stage

  • Discover how much they are willing to spend on a home 
  • Help them come up with a price range that offers more options of homes to see

Script for the price stage 


The third stage of LPMAMA is motivation. Finding out the true motivations behind what your buyers claim they want is more difficult than it sounds. This is the sentiment behind why many agents like to say, “Buyers are liars.” While some buyers might try to hide information from you, remember that sometimes people don’t even know what is actually behind their desires and the choices they make. Human beings are complicated!

Mindset for the motivation stage

Your mindset here should be the same as in the location stage. Let them tell their story! Try to dig a little deeper to find their core impulses by using phrases like, Tell me more about that.” Also try to avoid blunt personal questions like, Why are you moving, which can make people defensive. Not everyone is moving for a positive reason; they might be trading down after a job loss, for example. Finally, a little dose of empathy in this stage can go a long way to building rapport with the buyer. 

Goals for the motivation stage

  • Find out the real reasons why the buyer wants to move
  • Find out why the buyer wants to live in a specific area
  • Find out why the buyer is interested in a specific type of property 

Script for the motivation stage 


This stage is where you will discover if they are already working with another agent, and whether or not they have signed a contract with them. Unless they just started looking, chances are they have already talked to other agents. If they have already worked with other agents, they will be expecting that same hard sell from you at this stage. This will put them on the defensive.

Mindset for the agent stage

Your mindset for the agent stage should be curiosity, problem-solving, and empathy. Like a therapist, you are collecting information that is useful to you, but will also help your buyer solve a problem. This is a small but important mindset shift. 

Goals for the agent stage

  • Find out the buyer’s history with other agents

Script for the agent stage 


The mortgage stage is where you can find out more about how financially prepared the buyer is to purchase a home. Out of all the stages, this one offers the best opportunity to show off your knowledge and help the buyer solve a problem. However, discussing personal finances will often put people on the defensive, so try to avoid asking blunt questions about money whenever possible.

Mindset for the mortgage stage

Instead of looking at the mortgage stage as an opportunity for a hard sell, think of it as a way to educate the buyer to help them solve a problem. Your knowledge of financing a home purchase will be valuable to them, particularly if they are new buyers. 

Goals for the mortgage stage

  • Find out the buyer’s financial preparedness to purchase a home 
  • Demonstrate your expertise in financing a home purchase

Script for the mortgage stage 


The last stage of LPMAMA is to quickly summarize what the buyer has told you and how you can help them, and then ask for a follow-up appointment. If you’re using LPMAMA over the phone, you might want to ask for an in-person appointment to execute an in-depth buyer consultation. If your conversation went particularly well or if the buyer seems anxious to accelerate their search, you can try to set up a no-pressure showing of a few homes.

Mindset for the appointment stage

Your mindset for the appointment stage needs to shift from curiosity and empathy to a problem-solving mindset. Yes, you want to get an appointment on the books, but if you shift your mindset to focus on how that next appointment can help the buyer, you will have a higher chance of success. 

Goals for the appointment stage

  • Demonstrate that you were listening carefully to their story and empathized with their problems 
  • Book your next appointment 

Script for the appointment stage

More Buyer’s Agent Resources

Over to You 

Do you use LPMAMA, or a version of it, to qualify or warm up cold leads? Let us know in the comments! 

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