Moving Lead Pricing Explained

What does a moving lead cost in the UK?

Moving lead pricing isn’t flat. Instead, the cost depends on the type of service you’re offering and, for international moves, how much of the market you want to cover.

Here are the current UK rates:

There is no subscription behind these figures. Instead, you pay per lead, with no joining cost and no commission when you win the job. The only commitment is volume: 40 leads a month.

One rule sits underneath the rate card: broad coverage costs less per lead than narrow coverage. With broad international coverage, you can accept leads from all 13 UK regions and a wide range of destinations. However, if you narrow your coverage to one or two regions and a shorter list of countries, the price rises. In other words, you’re paying for personalisation and a smaller pool of leads that fit your criteria much more closely. Accept leads from every UK region to a wide list of destinations and you pay £11.00 to £12.50. By contrast, filter down to one or two regions and a short list of countries and the same lead costs you £13.50 to £14.00.

Domestic leads work differently. There is no longer a fixed UK-wide rate. Instead, pricing depends on the pickup area and demand for that particular route. Contact our PartnerDesk team for your rate.

What is the average job value for a UK move?

The other half of the equation is what the job is worth. Sirelo’s consumer pricing data gives the following typical job values:

Local removals can range from around £430 for a one-bedroom part-load to £3,300. Meanwhile, international moves from the UK typically range from £1,500 to £10,000. Therefore, a company selling £705 part-load moves has a very different calculation from a removal company shipping full containers to Australia. Use your own average job value when you run the numbers.

What booking rate should you expect?

Across our partners, the average booking rate is around 5% to 10% of leads received. Every Sirelo lead goes to a maximum of five removal companies, including you, because comparison is what we promise consumers. As a result, on popular routes, you will often be competing with all five companies.

However, less competitive routes can be different. If only a few movers cover a particular corridor, a lead might go to two or three companies, or occasionally just one. Those routes can be less expensive and may convert at a higher rate. Speed can also make a significant difference, particularly when several removal companies have received the same lead. Therefore, contact the customer within 48 hours, and ideally much sooner.

The math: what one booked job actually costs

The calculation is straightforward:

Cost per booked job = price per lead ÷ booking rate

Run it on broad international coverage at £11.00 per lead:

• At a 5% booking rate: £11.00 ÷ 0.05 = £220 per job won
• At a 10% booking rate: £11.00 ÷ 0.10 = £110 per job won

Now, the same formula on selective coverage at £14.00 per lead:

• At a 5% booking rate: £14.00 ÷ 0.05 = £280 per job won
• At a 10% booking rate: £14.00 ÷ 0.10 = £140 per job won

For a £3,950 move to Europe, broad coverage means spending about:

• 6% of the job value at a 5% booking rate
• 8% at a 10% booking rate

With selective coverage, the figures are:

• 1% at a 5% booking rate
• 5% at a 10% booking rate

For a £9,250 move to Oceania, the lead cost represents less than 3% of the job value in both cases.

Baggage works the same way. At £3.20 per lead, your cost per booked job would be:

• £64 at a 5% booking rate
• £32 at a 10% booking rate

At a 5% booking rate, 40 leads produce around two booked jobs. Using the £3,950 European move as an example, that’s approximately £7,900 in revenue.

At a 10% booking rate, the same 40 leads produce around four booked jobs, or approximately £15,800 in revenue.

What is your break-even booking rate?

Your break-even booking rate is the smallest share of leads you’d need to book before the spend pays for itself: price per lead divided by the margin you keep on one job.  On a typical broad-coverage lead and a typical European job, that break-even point works out to well under 2% of leads booked. Selective coverage costs more per lead.

However, because the jobs behind it tend to be worth more too, the break-even bar barely moves. Either way, it sits far below the 5% to 10% booking rate partners actually report. That means most partners are converting at three to seven times the point where the spend pays for itself. Therefore, the number to watch is your booking rate, not your lead price. Your own margin will differ, so run the sums against your real numbers.

Four ways to improve the return

1. Widen your coverage. Every filter you add raises your moving lead pricing. Instead, look at whole greater regions, such as Western Europe or Scandinavia, instead of picking countries one at a time.
2. Run the import route. If you sell UK to Germany, accept Germany to UK as well. That way, the same trucks and the same agents can serve both directions.
3. Respond quickly. Contact within 48 hours, and preferably much sooner. On a shared lead, this is the biggest lever you control.
4. Build your Sirelo score. Consumers see your review score next to your quote in their MySirelo dashboard. When several removal companies are competing for the same lead, reviews can influence which company the customer chooses to contact.

On top of all four, you do not pay for leads that fail our quality criteria. However, make sure you flag them within 14 days.

Start claiming your routes

Curious about the pricing for your moving leads? Register your removal company and one of our specialists will contact you within one working day.