Setting the Right Price Per Lead

Your price per lead directly impacts the quantity and quality of leads you receive. Here's how to set a price that works for your business.

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How Pricing Works

When you create a lead request, you set the price you'll pay for each lead. This price is visible to sellers and influences their decision to submit leads to you.

• Minimum price: £5 per lead
• No maximum: Set any price that makes sense for your business
• You control it: Change your price anytime

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Factors to Consider

1. Your Customer Lifetime Value (CLV)

How much is a customer worth to your business over time?

Business Type	Typical CLV	Suggested Price Range
One-time service (e.g., moving)	£200-500	£10-30
Recurring service (e.g., cleaning)	£1,000-5,000	£20-50
High-value service (e.g., legal, financial)	£5,000+	£50-200

Rule of thumb: Your price per lead should be 2-5% of your expected customer value.

2. Your Conversion Rate

How many leads do you typically convert to customers?

Conversion Rate	Leads Needed per Customer	Price Strategy
50%+ (excellent)	2 leads	Can pay higher prices
25-50% (good)	2-4 leads	Moderate pricing
10-25% (average)	4-10 leads	Conservative pricing
Under 10%	10+ leads	Start low, optimize

Example: If you convert 25% of leads and a customer is worth £400:

• You need ~4 leads per customer
• Maximum you should pay: £400 ÷ 4 = £100 per lead
• Safe starting price: £50-75 per lead

3. Competition in Your Category

What are other buyers in your category paying?

• Browse the Explore page
• Filter to your category
• Note the price ranges

Strategy:

• Match the average for steady lead flow
• Pay more to attract the best leads first
• Pay less if you're testing or have budget constraints

4. Lead Quality Expectations

Higher prices generally attract:

• More experienced sellers
• Better qualified leads
• More complete information
• Faster submissions

Lower prices may result in:

• Fewer submissions
• More casual sellers
• Variable quality

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Pricing Strategies

Conservative Start

Best for: New users testing the platform

1. Start at the lower end of your range
2. Monitor lead quality and volume
3. Increase gradually if needed

Example: Start at £15, increase to £20, then £25 based on results

Competitive Pricing

Best for: Established businesses wanting consistent flow

1. Research competitor prices in your category
2. Match or slightly exceed the average
3. Differentiate with better descriptions and terms

Premium Pricing

Best for: Businesses prioritizing quality over quantity

1. Set prices 20-50% above average
2. Add strict qualifying terms
3. Expect fewer but higher quality leads

Dynamic Pricing

Best for: Experienced users optimizing ROI

1. Adjust prices based on:
   • Seasonal demand
   • Current lead quality
   • Budget remaining
2. Increase prices during slow periods
3. Decrease when leads are flowing well

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Common Pricing Mistakes

❌ Pricing Too Low

Problem: Sellers skip your request for higher-paying ones.

Signs:

• Very few leads coming in
• Long gaps between submissions
• Sellers choosing competitors

Fix: Increase your price by £5-10 and monitor changes.

❌ Pricing Too High

Problem: You get leads but ROI doesn't work.

Signs:

• Good volume but poor conversion
• Spending budget quickly
• Leads don't match expectations

Fix: Lower price slightly and add stricter qualifying terms.

❌ Not Considering Your Full Funnel

Problem: Only looking at lead cost, not total cost per customer.

Example:

• £20 per lead × 5 leads = £100 cost per customer
• If customers are worth £500, that's 20% acquisition cost ✅

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Price Comparison by Industry

These are typical ranges—your specific situation may vary:

Industry	Low	Average	Premium
House Cleaning	£10	£20	£35
Plumbing	£15	£30	£50
Legal Services	£50	£100	£200+
Financial Advice	£40	£75	£150
Home Renovation	£25	£50	£100
Personal Training	£10	£20	£40

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Adjusting Your Price

How to Change Your Price

1. Go to Lead Requests
2. Find your lead request
3. Click Edit
4. Update the Price Per Lead
5. Click Save

Changes take effect immediately for new submissions.

When to Increase

• You're getting great leads and want more
• Lead volume is low
• You have budget room

When to Decrease

• Lead quality doesn't justify the cost
• You're hitting budget too quickly
• Testing a new category

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Pro Tips

1. Track your numbers – Know your conversion rate and customer value
2. Test different prices – Run at one price for a month, then adjust
3. Read rejection reasons – Understand why leads aren't converting
4. Talk to sellers – Message successful sellers for feedback
5. Review monthly – Prices should evolve with your business

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Next Steps

• Configuring monthly budgets
• Using location filters effectively

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Need Pricing Advice?

Not sure what price is right for your industry? Contact support and we can help.