Understanding Qualifying Questions and Price Multipliers
Quick Answer
Qualifying questions are targeted inquiries that clients answer after describing their basic needs, designed to reveal the complexity, value, and urgency of their case. These responses serve dual purposes: providing you with crucial information to evaluate the lead before purchase, and determining fair pricing through multipliers that can adjust the base price from 0.8x to 2x based on complexity. The system ensures that prices reflect genuine opportunity value, helping you make informed purchasing decisions.
Overview
Every lead in Heritage Web's system starts with a base price determined by practice area, but qualifying questions personalize that price based on the specific situation. This sophisticated system benefits both professionals and clients by creating transparency, ensuring fair value, and providing essential information upfront. Understanding how these questions work helps you evaluate leads more effectively and understand pricing logic.
What Are Qualifying Questions?
Definition and Purpose
Qualifying questions are:
Specific inquiries presented after initial intake
Practice area-specific to gather relevant details
Value indicators that affect pricing
Quality enhancers that improve match accuracy
Decision tools that help you evaluate leads
The Dual-Purpose Design
Purpose | Benefit to You | Benefit to System |
Information Gathering | See case details before purchase | Better matching accuracy |
Value Assessment | Understand potential ROI | Fair pricing model |
Urgency Detection | Identify time-sensitive matters | Priority distribution |
Complexity Evaluation | Gauge required effort | Appropriate pricing |
Intent Verification | Confirm serious clients | Higher quality leads |
How Qualifying Questions Work
The Client Experience
Initial Intake: Client describes basic need
Dynamic Questions: The System presents relevant qualifying questions
Detailed Responses: Client provides specific information
Review & Submit: Client confirms and submits the request
Manual Review: Heritage Web team verifies within 24 hours
Price Calculation: System applies multipliers based on responses
The Professional Experience
Lead Notification: You receive an alert with a preview
See Responses: View all qualifying question answers
Evaluate Opportunity: Assess value and fit
See Final Price: Multipliers already applied
Make a Decision: Purchase based on complete information
Question Categories by Practice Area
Legal Services Questions
Personal Injury
Common Questions:
"Were you at fault in the incident?"
"When did the incident occur?"
"What type of injuries were sustained?"
"Have you received medical treatment?"
"Are you currently represented by an attorney?"
"What are your estimated damages?"
How Responses Affect Price:
Response | Multiplier Effect | Reasoning |
Not at fault | ↑ 1.5x | Stronger case |
Recent incident | ↑ 1.3x | Statute of limitations is favorable |
Severe injuries | ↑ 1.8x | Higher case value |
Extensive treatment | ↑ 1.4x | Documented damages |
No current attorney | ↑ 1.2x | Ready to hire |
Family Law
Common Questions:
"Is this a contested or uncontested matter?"
"How many children are involved?"
"Are assets valued over $500,000?"
"Is there a history of domestic violence?"
"How long have you been married?"
"Do you have a prenuptial agreement?"
Price Impact Examples:
Uncontested, no children: 0.8x multiplier (simpler)
Contested, 3+ children: 1.6x multiplier (complex)
High assets: 1.8x multiplier (valuable)
Domestic violence: 1.5x multiplier (urgent)
Criminal Defense
Common Questions:
"What are the charges?"
"Is this a felony or misdemeanor?"
"Do you have prior convictions?"
"Have you been arrested or just investigated?"
"Is this federal or state?"
Multiplier Logic:
Misdemeanor: 1.0x (standard)
Felony: 1.5x (serious)
Federal charges: 1.8x (complex)
Multiple charges: 1.6x (comprehensive)
Healthcare Services Questions
Medical Treatment
Common Questions:
"Is this an emergency?"
"How long have you had symptoms?"
"Do you have health insurance?"
"Have you seen other doctors for this?"
"Are you taking any medications?"
Price Adjustments:
Emergency: 1.8x (urgent)
Chronic condition: 1.4x (complex)
No insurance: Variable (different service model)
Multiple failed treatments: 1.5x (complex case)
Mental Health
Common Questions:
"What type of support are you seeking?"
"Have you been in therapy before?"
"Are you in crisis?"
"Do you have a diagnosis?"
"What is your availability?"
Multiplier Applications:
Crisis situation: 2.0x (immediate need)
First-time therapy: 0.9x (standard)
Complex diagnosis: 1.4x (specialized)
Limited availability: 0.8x (scheduling challenge)
Financial Services Questions
Tax Services
Common Questions:
"What type of tax help do you need?"
"Are you facing an audit?"
"How many years of returns?"
"Business or personal taxes?"
"Do you owe back taxes?"
Price Impact:
Simple return: 0.8x
Audit representation: 1.8x
Business taxes: 1.5x
Multiple years: 1.6x
Tax debt: 1.7x
Financial Planning
Common Questions:
"What are your investable assets?"
"What are your financial goals?"
"Do you own a business?"
"Are you planning for retirement?"
"Do you have estate planning needs?"
Multiplier Framework:
Under $100k assets: 0.9x
$100k-$500k: 1.0x
$500k-$1M: 1.4x
Over $1M: 1.8x
Business owner: 1.5x
Real Estate Questions
Property Transactions
Common Questions:
"Are you buying or selling?"
"What is the property value?"
"Is this your primary residence?"
"Are you pre-approved for financing?"
"What is your timeline?"
Price Calculations:
Under $200k property: 0.9x
$200k-$500k: 1.0x
$500k-$1M: 1.3x
Over $1M: 1.6x
Investment property: 1.4x
Urgent timeline: 1.5x
The Multiplier System Explained
How Multipliers Calculate
Base Formula:
Base Price (by practice area) × Multiplier (from questions) = Final Price
With Multiple Factors:
Base Price × (Factor 1 × Factor 2 × Factor 3) = Final Price (max $395)
Multiplier Ranges
Multiplier | Meaning | Example Triggers |
0.8x | Simpler than average | Uncontested, simple, routine |
1.0x | Standard complexity | Typical case for the practice area |
1.2x-1.4x | Moderate complexity | Some complicating factors |
1.5x-1.7x | High complexity | Multiple issues, valuable case |
1.8x-2.0x | Maximum complexity | Urgent, high-value, difficult |
Real Calculation Examples
Example 1: Simple Case
Service: Divorce
Base Price: $95
Responses: Uncontested, no children, minimal assets
Multiplier: 0.8x
Final Price: $76
Example 2: Complex Case
Service: Personal Injury
Base Price: $195
Responses: Not at fault, surgery required, lost wages
Combined Multiplier: 1.7x
Final Price: $332
Example 3: Capped Price
Service: Business Litigation
Base Price: $275
Responses: Multi-million dispute, urgent injunction needed
Calculated: $275 × 1.8 = $495
Final Price: $395 (capped)
Strategic Value of Qualifying Questions
For Making Purchase Decisions
What to Look For:
Responses indicating high intent
Complexity matching your expertise
Timeline aligning with availability
Value justifying the price
Clear, detailed answers
Red Flags to Consider:
Vague or incomplete responses
Unrealistic expectations
Previous attorney changes (why?)
Extremely tight timelines
Mismatched specialty needs
For Improving Conversion
High-Converting Indicators:
Response Type | Why It Converts | Action to Take |
Urgent timeline | Motivated to hire quickly | Respond within 1 hour |
Previous attempts failed | Ready for professional help | Emphasize expertise |
Specific damages/needs | Clear understanding of case | Provide detailed quote |
No current provider | Open to hiring | Move quickly |
Referred by someone | Trust already building | Mention referral |
Optimizing Your Response Strategy
Price-Based Strategies
For Higher-Priced Leads ($200+)
Respond within 1 hour
Provide detailed expertise proof
Offer immediate consultation
Send professional materials
Follow up multiple times
For Mid-Priced Leads ($75-$199)
Respond within 2-4 hours
Standard introduction
Clear next steps
Professional follow-up
Efficiency focus
For Lower-Priced Leads ($29-$74)
Automated initial response
Streamlined intake process
Volume-efficient approach
Quick qualification call
Fast decision making
Using Responses in Your Pitch
Personalization Opportunities:
Reference specific concerns mentioned
Address timeline explicitly
Acknowledge complexity factors
Validate their situation
Provide relevant examples
Example Opening: "I see you're dealing with a contested divorce involving two children and assets over $500,000. This is exactly the type of complex family matter I specialize in, having handled over 50 similar high-asset cases..."
Common Patterns and Insights
Seasonal Patterns
Time Period | Common High-Value Responses | Price Trends |
January | Tax issues, new year planning | ↑ Tax services |
March-April | Tax audits, deadlines | ↑ Accounting |
June-July | Divorce filings increase | ↑ Family law |
September | Business litigation uptick | ↑ Corporate law |
December | Estate planning rush | ↑ Estate law |
Value Indicators by Response
Responses That Typically Increase Price:
"Urgent" or "Emergency"
"Not at fault"
High dollar amounts
Multiple parties involved
Previous failed attempts
Complex circumstances
Business (vs. personal)
Responses That May Decrease Price:
"Just exploring options"
"Simple" or "straightforward"
"Uncontested"
"No rush"
"Budget conscious"
Limited scope needs
Important Notes
Questions are dynamic based on the practice area
Responses are visible before purchase
Multipliers are applied automatically
Prices are capped at $395 maximum
All programs use the same system
Questions improve match quality
Responses help evaluate fit
FAQs
Q: Can I see the qualifying questions before the client does? A: No, but you can see all responses before purchasing. The questions are standardized by practice area.
Q: Do all leads have qualifying questions? A: Most do, but some simple requests may have minimal or no qualifying questions, resulting in base pricing.
Q: Can qualifying questions decrease the price? A: Yes, responses indicating simpler cases can apply multipliers below 1.0x, reducing the base price.
Q: Are the responses verified? A: The Heritage Web team reviews submissions for consistency and authenticity during the 24-hour manual review.
Q: Can I request different qualifying questions for my specialty? A: The system uses standardized questions, but feedback for improvements can be sent to [email protected].
Q: Do qualifying questions affect matching? A: No, they only affect pricing. The six-filter matching system operates independently of qualifying questions.
Next Steps
Review qualifying responses carefully before purchasing
Track which response patterns convert best for you
Use responses to personalize your outreach
Calculate ROI based on complexity indicators
Focus on leads matching your expertise level
Develop templates for different complexity levels
Monitor seasonal patterns in your practice area
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