Lead Pricing For Maximum Value Capture Not Cost
Update: 2025-12-21
Description
Cost-plus pricing creates competitive vulnerability and transfers wealth to buyers by ignoring their actual willingness to pay. Operators using internal costs as pricing anchors leave substantial revenue on the table. Value-based pricing offers the path to sustainable profitability. The equation: lead value to buyer multiplied by capture percentage equals achievable price. Calculating buyer unit economics—lifetime value, close rates, operational costs—reveals true market value. Premium operators justify capturing 50% of available value by emphasizing risk transfer and quality certainty. Returns and chargebacks are hidden margin destroyers requiring strategic consideration.
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