Why Some Referrals Cost More Than Others
Quick Answer
Referral prices range from $29 to $395 based on two key factors: the practice area's typical value and the complexity revealed through qualifying questions. High-value services like personal injury or medical malpractice command premium prices, while simple consultations or document reviews cost less. When clients answer qualifying questions indicating complex cases, significant damages, or urgent needs, the system applies multipliers that can increase the base price by 1.5x to 2x, capped at $395 maximum.
Overview
Heritage Web's dynamic pricing model ensures fair value exchange between professionals and the platform. Unlike flat-rate lead generation services, our pricing reflects the genuine value and complexity of each opportunity. This transparency helps you make informed purchasing decisions and maintains marketplace quality by aligning price with potential return.
The Two-Factor Pricing Model
Factor 1: Practice Area Base Price
Different specialties have inherent value differences based on:
Average case value in that practice area
Typical professional fees charged
Competition level for those leads
Complexity of service delivery
Client lifetime value potential
Factor 2: Qualifying Question Multipliers
Client responses to qualifying questions can increase price by revealing:
Case complexity and time investment needed
Potential damages or transaction values
Urgency requiring immediate attention
Multiple issues requiring comprehensive service
Previous unsuccessful resolution attempts
Practice Area Pricing Tiers
Premium Tier ($200-$395)
Characteristics:
High average case values ($10,000+)
Complex legal or medical issues
Significant potential damages
Long-term client relationships
High professional fees
Practice Area | Why Premium | Typical Case Value |
Personal Injury | High settlements/verdicts | $50,000-$500,000+ |
Medical Malpractice | Complex litigation | $100,000-$1M+ |
Complex Business Litigation | Corporate stakes | $100,000-$10M+ |
High-Asset Divorce | Significant assets | $50,000-$250,000 fees |
Commercial Real Estate | Large transactions | $25,000-$100,000 commission |
Estate Litigation | High-value estates | $50,000-$500,000 |
Standard Tier ($75-$199)
Characteristics:
Moderate case values ($2,500-$10,000)
Established service protocols
Regular client needs
Predictable outcomes
Standard professional fees
Practice Area | Why Standard | Typical Case Value |
Immigration | Fixed processes | $5,000-$15,000 |
Standard Divorce | Defined procedures | $3,500-$10,000 |
Criminal Defense | Set fee structures | $2,500-$15,000 |
Estate Planning | Package pricing | $2,000-$5,000 |
Residential Real Estate | Standard commissions | $5,000-$20,000 |
Bankruptcy | Regulated fees | $1,500-$4,000 |
Value Tier ($29-$74)
Characteristics:
Lower case values ($500-$2,500)
Simple, routine services
Quick resolution possible
Limited scope engagement
Volume-based practice
Practice Area | Why Value | Typical Case Value |
Document Review | Minimal time | $500-$1,500 |
Traffic Violations | Simple process | $500-$2,000 |
Simple Contracts | Template-based | $500-$1,500 |
Notary Services | Quick service | $100-$500 |
Small Claims | Limited damages | $500-$5,000 |
Basic Consultation | One-time service | $250-$750 |
How Qualifying Questions Affect Price
The Multiplier System
When clients answer qualifying questions, their responses can trigger price adjustments:
Base Price × Complexity Multiplier = Final Price (capped at $395)
Common Qualifying Questions by Category
Legal Services
Personal Injury Questions:
"Were you at fault?" → No fault = higher multiplier
"When did the incident occur?" → Recent = higher value
"What are your damages?" → Higher damages = higher price
"Are you currently represented?" → No attorney = premium
Family Law Questions:
"How many children involved?" → More children = higher complexity
"Are assets over $500,000?" → Yes = significant multiplier
"Is this contested?" → Contested = higher price
"Any domestic violence?" → Yes = urgent/complex
Medical Services
Healthcare Questions:
"Is this an emergency?" → Yes = urgency premium
"Do you have insurance?" → Uninsured = different value
"How long have symptoms persisted?" → Chronic = complex
"Previous treatments tried?" → Multiple failures = difficult case
Financial Services
Financial Planning Questions:
"Asset level?" → Higher assets = premium pricing
"Business or personal?" → Business = higher complexity
"Tax complications?" → Yes = specialized needs
"Timeline?" → Urgent = higher price
Real Pricing Examples
Example 1: Simple Divorce
Base Price: $95 (Family Law)
Questions: No children, no assets, uncontested
Multiplier: 0.8x (simpler than average)
Final Price: $76
Example 2: Complex Personal Injury
Base Price: $195 (Personal Injury)
Questions: Not at fault, multiple surgeries, lost wages
Multiplier: 1.8x (high value case)
Final Price: $351
Example 3: Immigration Consultation
Base Price: $125 (Immigration)
Questions: Simple visa renewal, no complications
Multiplier: 1.0x (standard complexity)
Final Price: $125
Understanding Value vs. Price
ROI Calculation Framework
Consider the Full Picture:
Lead Price: $29-$395
Conversion Rate: 10-15% average
Case Value: $500-$100,000+
Lifetime Value: Multiple cases + referrals
Value Comparison Table
Price Point | Minimum Case Value for 10x ROI | Break-Even Conversion Rate |
$29 | $290 | 34% |
$75 | $750 | 13% |
$125 | $1,250 | 8% |
$195 | $1,950 | 5% |
$395 | $3,950 | 2.5% |
Why Higher Prices Can Mean Better ROI
Higher-priced leads often:
Have a greater urgency to hire
Represent more complex, valuable cases
Show stronger intent through detailed responses
Face significant consequences requiring professional help
Have already decided to hire someone
Pricing Transparency Features
What You See Before Purchase
In Email Notifications:
Lead description and requirements
All qualifying question responses
Exact price for the referral
No hidden fees or surprises
In Dashboard:
Clear price on each lead card
Full details available before purchase
Historical pricing in Analytics
ROI tracking tools
No Hidden Costs
What's Included:
Exclusive access to the client
Complete contact information
All qualifying details
7-day quality guarantee
No additional fees
What's NOT Charged:
Platform access fees
Monthly minimums
Setup costs
Cancellation fees
Failed lead charges
Strategic Price Considerations
When to Buy Higher-Priced Leads
Good Investment If:
You specialize in that exact area
You have high conversion rates
Case values justify the cost
You need fewer, better clients
You prefer quality over quantity
When to Focus on Lower-Priced Leads
Better Strategy If:
You're building initial experience
You prefer volume-based practice
You have efficient systems for simple cases
You're testing new practice areas
Cash flow requires lower upfront costs
Price Patterns to Watch
Temporal Patterns:
Emergency situations cost more
End-of-year tax issues command premiums
Recent incidents are valued more than old cases
Urgent timelines increase prices
Geographic Patterns:
Urban areas may have higher base prices
Competitive markets show price variations
Specialized needs in rural areas price premium
Language-specific needs may cost more
The $395 Cap Explained
Why We Cap Prices
Market Balance:
Prevents price inflation
Maintains accessibility
Ensures ROI potential
Protects both parties
Encourages participation
What Happens at the Cap
When calculations exceed $395:
Price locks at $395
No further increases
Still exclusive access
Same quality guarantee
Often exceptional value cases
Cases That Hit the Cap
Typically involve:
Catastrophic injuries
Multi-million dollar transactions
Urgent complex litigation
High-asset divorces
Major corporate matters
Important Pricing Notes
Prices are set at lead creation and don't change
Sponsor status doesn't affect lead prices
Same price for all purchasers (no negotiation)
Prices visible before purchase commitment
Historical prices available in billing records
Currency in USD for all programs
FAQs
Q: Can I negotiate lead prices? A: No, prices are automatically calculated and non-negotiable to ensure fairness for all professionals.
Q: Why did two divorce leads have different prices? A: Qualifying questions revealed different complexity levels. High-asset contested divorces cost more than simple uncontested ones.
Q: Do sponsors pay different prices? A: No, sponsors pay the same prices but get 24-hour exclusive access to purchase before free listings.
Q: Can prices change after a lead is posted? A: No, once a lead enters the system, its price is fixed for the entire 60-day availability window.
Q: How do I know if a high-priced lead is worth it? A: Review the qualifying questions carefully. Higher prices usually indicate higher case values or complexity that justifies the cost.
Q: Is there a minimum or maximum I have to spend monthly? A: No minimums or maximums. Buy only the leads you want, when you want them.
Next Steps
Analyze your average case values by practice area
Calculate your conversion rates for different price points
Set a target ROI for lead purchases
Track which price ranges convert best for you
Focus on specialties where you excel
Consider higher-priced leads for better ROI
Use Analytics to optimize your strategy
Related Articles
Understanding Qualifying Questions and Price Multipliers
Referral Pricing & Payment Terms
Calculating Your Lead Generation ROI
Converting Higher-Value Leads
Practice Area Pricing Guide
When to Pass on a Lead