Cost per qualified appointment in senior services, 2026.

These are the all-in cost-per-qualified-appointment ranges (ad spend plus management) across current Acquiri partners. "Qualified" means a confirmed appointment that has passed the phone-qualification step (age, geography, decision-maker, budget posture, funding readiness).

• Stairlift home survey: £70 to £160 in the UK, $90 to $190 in the US.
• Walk-in bath / wet room design consultation: £80 to £170 in the UK, $110 to $210 in the US.
• Pre-need funeral appointment: £60 to £130 in the UK, $80 to $180 in the US.
• Hearing aid in-clinic test: £90 to £180 in the UK, $100 to $200 in the US.
• Care home tour: £100 to £200 in the UK, $120 to $220 in the US.
• Equity release / estate planning consultation: £80 to £160 in the UK.

Five factors explain almost all of the variance within a category:

• Geography: dense metros and London / NYC / SF / LA trend toward the top of the range; retirement-heavy regions trend toward the bottom.
• Offer strength: clear "free in-home survey", on-the-day pricing, and finance available beat vague "request a quote" offers by 20% to 40%.
• Speed to call: form fills called within 5 minutes connect 3 to 5x more often than next-day call-backs.
• Creative refresh cadence: weekly creative refresh keeps Meta CPMs in check; monthly refresh cycles drift up over time.
• Seasonality: stairlifts and bathrooms peak Jan-Mar and Sep-Nov; pre-need is steadier year-round; hearing tests dip in mid-summer.

Cost per appointment is a useful operating metric but it is not the final number that matters. The final number is cost per sale, which depends on close rate.

Example: a stairlift dealer paying £100 per survey at a 33% close rate has a cost per sale of £300. The same dealer paying £140 per survey at a 40% close rate has a cost per sale of £350. The cheaper survey is the better deal only if you can hold close rate.

Acquiri reports both numbers every week so partners can see the trade-off clearly.

The same regional patterns apply across most senior-services categories:

• Cheapest regions (UK): Midlands, North West, Yorkshire.
• Cheapest regions (US): Florida, Arizona, Carolinas, Texas.
• Priciest regions (UK): Greater London, South East, Edinburgh.
• Priciest regions (US): NYC metro, SF Bay Area, LA metro.

If an agency or in-house team is quoting a number outside the ranges above, ask three questions:

• "Is that ad spend only, or all-in (ad spend plus management)?" Many quoted numbers exclude management fees.
• "Is the appointment phone-qualified, or just a form fill?" A form-fill cost of £30 looks great until you measure show-rate (often below 20%).
• "Is the lead exclusive, or shared?" Broker leads at £20 each are often sold to 3 to 5 competitors, materially worse than they look on paper.

Recurring mistakes buyers make when comparing CPL numbers:

• Comparing form-fill cost to phone-qualified appointment cost. Not the same unit.
• Ignoring show-rate. A £50 appointment that shows 50% of the time is worse than a £120 one that shows 90%.
• Missing management fees in the comparison. Acquiri numbers are all-in.
• Comparing shared broker leads to exclusive appointments.