WHITO GLOSSARY · MEASURED DEFINITIONS
What you pay for one enquiry from a potential customer. A UK trade lead is worth about 2.5% of the job it might win, so break-even runs from £1.62 on a £65 job to £1,200 on a £48,000 extension.
The number: Trade Lead Break-Even.
What it means in practice
A lead price means nothing on its own. £30 a lead is cheap for a kitchen fitter and ruinous for a £65 call-out, and most sellers of leads never mention the difference.
Work backwards from the job: a lead is worth a slice of the work it might win. Price that slice before anyone prices the lead for you.
Whito stage: Build. Buy this once the foundations are set, not before.
The numbers to hold onto
- A UK trade lead is worth about 2.5% of the job value on Whito’s central assumptions. Trade Lead Break-Even.
- Break-even runs from £1.62 on a £65 job to £1,200 on a £48,000 extension. Trade Lead Break-Even.
- A free, checked directory listing costs nothing per lead. Whito Directory.
Where to go next
- The full break-even working, 12 jobs priced
- List your business free on the Whito directory
- Check what the rest of your marketing should cost
Related: Marketing budget, Brochure website, Website care plan