Kasra Dash:
So how much do your leads cost? That’s one of the worst questions someone can ask. The cost depends entirely on qualification. If it’s a cold telecommunication enquiry it might be £5 or £10. If it’s a pre-qualified lead that goes through a long multistep form with fifteen questions and the customer clearly states they want a mortgage broker and the property is worth £300,000 plus, that lead could be £150. Lead cost changes with niche, keyword difficulty, competition and the volume someone needs.

Kasra Dash:
People don’t realise this. At FatRank we get hundreds of enquiries every week. Businesses message asking “how much is a lead?” without even saying the industry. I don’t know if they do solar panels, chiropractic work, law or anything else. It depends on the industry. It depends on location. If you're a lawyer in Manchester it might be £150 a lead. If you're a lawyer in New York it might be £300. It also depends on how the lead is generated. Inbound, outbound, influencer marketing, SEO or PPC. SEO leads and PPC leads tend to cost more. YouTube leads might cost less. All these factors matter. If you fill out a form, at least include your industry and location.

James Dooley:
The easiest comparison is asking how much a car costs or how much a house costs. Is it second-hand? Is it a supercar? Is it a Fiesta or a Ferrari? Same with a house. Terrace or mansion? The price ranges massively. A big factor is exclusivity. Some lead generation companies resell the same lead to five or six companies. If a lead should be £100 and they resell it five times, they should be selling it at £20. They don’t. They sell it at £50 to each company and make £250 from one lead. You need to be careful. Cheapest doesn’t mean best. You should track KPIs and focus on cost per acquisition, not cost per lead. How many products are you selling from the leads? How many services are you converting? Cost per acquisition matters far more.

Kasra Dash:
Over at FatRank we offer a commission-based, no win no fee lead generation service if you qualify. There’s a qualification process to make sure you convert fast, have case studies, testimonials and a professional setup. If you do qualify there is no cost per lead. You don’t pay for SEO, PPC, content marketing, outbound or inbound lead generation. You only pay when the job converts. That’s why so many enquiries come in. It’s a no brainer for business owners. But please, when enquiring, don’t blindly ask how much a lead costs. There are too many variables. You should also put qualification steps in place so if you’re paying cost per lead, you get exactly what you want. It might cost more but conversion rate will be higher and your sales team won’t waste time.