Let’s Be Real: Most Sellers Undervalue Their Leads
If you’re still pricing your leads at a flat $25 a pop across all buyers — you’re leaving cash on the table. Ping post lets the market set the price.
But only if you set it up right.
This is where most lead sellers struggle — pricing. Too low? You attract junk buyers. Too high? Leads go unsold. The solution? Dynamic pricing logic tied to real-time bidding and intelligent routing.
Let’s break down exactly how to do it.
🎯 1. Start With a Bid Floor (But Don’t Make It Static)
A bid floor is the minimum price you’re willing to accept for a lead. It protects against bottom-feeders. But you don’t want it too rigid.
Use Standard Information to:
- Set different floors by vertical, geo, source, or score
- Add logic like: “Set floor at $60 for FL Medicare, but $35 for GA”
- Automatically adjust floors based on win rates and time of day
This lets you capture high-value leads at the right price — and still sell lower-value ones with fallback logic.
🧮 2. Use Margin Controls (Instead of Markups)
Rather than hardcoding profit into the lead price, SIO lets you set a margin %:
- Buyer A bids $100
- You keep 20%
- Buyer pays $100 — vendor gets $80 — you pocket $20
Margin-based models are cleaner, more scalable, and align with dynamic bidding better than static markups. You can also tier your margins by source, buyer, or vertical.
🔢 3. Let Bidders Compete (Ping Post = Built-In Auction)
This is the heart of ping post: competition. When multiple buyers want the same lead:
- They bid higher to win
- The best-fit buyer gets the lead
- You maximize value without guesswork
Standard Information supports ping trees with real-time auctions, so you don’t have to manually pick winners — the system does it for you.
📈 4. Monitor Bid Ranges Over Time
Data is your pricing strategy’s best friend. Inside the SIO dashboard, you can track:
- Avg bid per vertical, per day
- Highest and lowest bids per buyer
- Which buyers consistently win bids
- Refund trends by bid amount
Use this to tune your floors, margins, and routing rules.
Pro tip: Set alerts when certain buyers drop bids or stop bidding — it’s often a sign your pricing or quality is off.
📉 5. Don’t Overprice (Even If You Can)
Yes, ping post lets you fetch top dollar. But if you only chase high bids, you’ll often:
- Get fewer responses
- Increase lead rejection
- Burn out buyer relationships
Instead, use “balanced pricing”:
- High score + matched geo = high bid threshold
- Low score = fallback buyer at discounted price
Let your data — not your gut — guide pricing.
🧠 6. Use AI to Optimize Pricing Rules
This is where Standard Information’s AmeliaAI earns her keep. She’ll analyze:
- Bid volatility
- Buyer performance by source
- Seasonal price shifts
- Undervalued vs. overvalued segments
Then, she suggests pricing tweaks (or sets them automatically if you allow it).
Imagine having a pricing strategist built into your routing engine.
🧰 7. Account for Compliance + Quality Costs
A good lead isn’t just about the data — it’s about the filters. You might spend extra to:
- DNC scrub
- TCPA verify
- Enhance with third-party data
- Score and segment
All of that adds value — so your price should reflect it. Tag each lead with a “processing cost” variable in SIO, then bake that into the minimum bid or margin model.
🧪 8. Run A/B Pricing Tests
Try different floors for similar lead types and measure:
- Bid volume
- Win rates
- Refund rates
- Buyer feedback
With SIO, you can run parallel pricing rules on separate source campaigns to see what performs best. Sometimes just raising the floor by $5 unlocks a whole new tier of buyers.
🔄 9. Update Your Pricing Often
Markets change fast — especially in verticals like insurance and solar. So revisit pricing at least:
- Weekly (at scale)
- Monthly (at minimum)
- After major campaign changes
Don’t let a stale bid floor sabotage your margins. SIO’s reports and alerts make it easy to spot pricing trends in real time.
Final Thoughts
Pricing leads isn’t a guessing game anymore. With the right tools — and the right strategy — you can let the market set the price, filter for quality, and keep both buyers and your bottom line happy.
Platforms like Standard Information make it easy to manage, monitor, and optimize it all. Set your floors. Watch your data. Trust the system.