Understanding Lead Quality with a Pricing Estimator

Why More Leads Doesn’t Mean Worse Leads (And What to Do About It)

When you launch a pricing estimator on your website — like priceguide — one of the first questions you might have is:

“Will the quality of my leads go down?”

And the honest answer?

Yes… and no.

Let’s break it down.

You’ll Get More Leads — That’s a Fact

When you give buyers what they want (transparency!), more of them will reach out. That’s what happens when you stop hiding pricing and start building trust.

With a pricing estimator in place, many of our customers see up to 300% more leads.

Now, not every one of those leads is going to be ready to buy tomorrow.

But here’s what you will get:

✅ Some super-qualified buyers — who already know your price range and are ready to talk.

✅ Some just doing research — they’re early in the buying journey.

✅ Some who aren’t the right fit — and that’s okay too.

Instead of seeing this as a problem, it’s actually a powerful opportunity.

More Leads, More Data, More Control

Let’s say you get 100 leads instead of 30. Even if one-third of them are less qualified, you still have:

✅ The same number of good-fit leads as before…

✅ Plus a bunch of bonus opportunities — some ready now, some worth nurturing.

And you can filter and prioritize these leads by asking smart questions in your estimator.

Here’s How to Identify Buyer Readiness

To help your sales team focus on the right folks at the right time, we recommend adding a couple of key questions to your estimator:

1. What’s your timeline?

Are they ready now, in a few months, or just browsing? This question alone gives you massive insight into urgency.

2. Would you like to speak with someone?

Add a simple toggle:
👉 “Yes, I’d like to speak to someone”
👉 “No, I’m just researching for now”

This way, you’re letting buyers self-select, which saves your team time and focuses your energy where it counts.

Don’t Let “Unqualified” Leads Scare You

Getting a few more tire-kickers doesn’t mean you throw the whole system out.

In fact, those early-stage researchers can become future customers — if you nurture them.

That’s where your marketing team shines:

✅  Keep them warm with follow-up emails

✅  Send them helpful content

✅  Invite them back when the time is right

We’ve seen this time and time again: a lead from 6, 12, even 18 months ago suddenly calls and says…

“I used your pricing tool a while back… I’m finally ready to move forward.”

Pro Tip: Add Strong Follow-Up Calls-to-Action

Once someone fills out your estimator, use your CRM (like HubSpot or others) to:

✅  Send a thank you email with a button to book a call

✅ Invite them to schedule time with your sales team

✅  Share next steps or case studies in a follow-up sequence

Final Thought: It’s All About Growth

Here’s what happens when you embrace this fully:

✅ More Marketing Qualified Leads (MQLs)

✅ More Sales Qualified Leads (SQLs)

✅ More conversations

✅ More revenue

So don’t fear the flood of leads. Welcome it. Use it. Learn from it.

Because if you do this the right way — and you will — your business will grow.

And that’s what it’s all about.