The Classic Strategy – Hiding the Price
One of the most common ways to increase inquiries is to hide the price. Instead of displaying it upfront, insert an “Ask for Price” button, which opens a form requiring contact details. This approach works — more people will reach out simply to get the price.
However, there’s a catch.
More leads ≠ more sales – You’re generating curiosity, but not necessarily genuine interest. Many of these inquiries will be from people who aren’t serious buyers.
More leads = higher internal costs – Your sales team now has more work filtering out unqualified leads, leaving them with less time for those truly interested.
Frustrated potential buyers – Some people may move on to a competitor simply because they don’t want the hassle of filling out a form just to see a price.
The Market Is Changing
More and more real estate listings now display prices upfront. This shift mirrors what we see in job postings — salaries used to be hidden, but now many listings include a pay range. The same is happening in real estate.
Why? Because transparency builds trust. It saves time for both buyers and sales teams. If someone inquires after seeing the price, they’re more likely to be a qualified lead.
So, What’s the Right Approach?
Our answer is: IT DEPENDS. :)
It depends on your goals. If you need more inquiries — perhaps to build an email list or gauge market interest — hiding the price might work. But if your goal is better inquiries, you might reconsider.
Ask yourself:
- Do I want my sales team focused on filtering out uninterested leads or closing deals?
- Will hiding the price increase buyer frustration?
- Does my competition display pricing? If so, am I losing leads to them?
If your main goal is to increase the number of inquiries, hiding the price can be effective. You’ll attract more people who might not have considered your offer otherwise, and this could help grow your database of potential buyers. However, be prepared for a significant increase in unqualified leads, which means more time spent on follow-ups that may not convert into sales.
On the other hand, if efficiency and conversion rates matter more to you, displaying the price upfront can be a smarter move. You may receive fewer inquiries, but the ones you do get will be from people who already know the price and are still interested. This allows your sales team to focus their energy on serious buyers instead of filtering out those who are just curious.
You should also consider your target market. If your investment is in the premium or luxury segment, potential buyers may expect personalized discussions before seeing the price. In such cases, keeping the price hidden could create an air of exclusivity. However, for mid-range or budget properties, transparency is becoming the norm, and hiding prices may turn potential buyers away.
At the end of the day, there’s no one-size-fits-all solution. The key is to align your approach with your sales strategy, team capacity, and buyer expectations.
