While ghosting can happen for various reasons, one significant and often overlooked factor is the use of “Price on Application” (POA) on your website and listings.
Lack of Transparency = Distrust
When couples are accustomed to having information at their fingertips, “Price on Application” can come across as evasive and/or untrustworthy. Many couples perceive £POA as a tactic to withhold information or to upsell, which can make them hesitant to engage further. When they reach out to enquire about pricing and receive a response that doesn’t immediately align with their expectations, they’re more likely to disengage and look elsewhere.
Couples Are Budget-Conscious
Weddings are expensive, and couples often work within strict budgets. When pricing isn’t readily available, many assume the venue is likely out of their price range. Even if that’s not true, the lack of upfront information can make them feel that pursuing the venue is a waste of time.
The “Price Shock” Effect
If a couple does enquire and then discovers the pricing is far above what they anticipated, they may feel embarrassed or disheartened and choose to avoid further communication. £POA increases the likelihood of this “price shock” because it doesn’t allow couples to self-qualify before reaching out.
Modern Consumers Are Overwhelmed
A quick browse through #weddingtok and the running theme is one of overwhelm. Couples are fast becoming disenfranchised from wedding planning, so it’s up to you to help them. Couples planning their wedding are juggling multiple tasks and enquiries, and they’re more likely to engage with venues that make the process seamless and transparent. £POA just adds an extra step to the process, creating friction that can drive potential clients away.
Attracting Qualified Leads
Listing clear pricing, or at least a price range, helps couples determine if your venue fits within their budget before they contact you. This ensures the enquiries you receive are from genuinely interested and qualified prospects, reducing the likelihood of ghosting.
Building Trust and Credibility
Transparency signals honesty and builds trust. When couples see that you’re upfront about costs, they’re more likely to feel confident in your venue and its value.
Reducing Time Wasted on Mismatched Leads
£POA often results in a flood of enquiries from couples who may not be able to afford your venue. By being upfront about pricing, you save time by narrowing your pool of enquiries to those who are a better fit. Can you imagine a world where Rightmove doesn’t have pricing on any of the houses they list?
Standing Out in a Crowded Market
With so many venues competing for attention, being clear and upfront about pricing can set you apart. Couples will appreciate the convenience and transparency, making your venue more memorable.
Some venue owners worry that listing prices will scare off potential clients or fail to reflect the value of their offerings. However, these concerns can be mitigated:
For wedding venues, ghosting is a frustrating but often preventable issue. The use of “Price on Application” can be a significant contributor to this problem, as it creates unnecessary barriers and creates distrust. By adopting a transparent pricing approach, you’ll reduce ghosting and attract more qualified leads, build stronger relationships with potential clients, and stand out in the market. Transparency isn’t just a nice-to-have—it’s a must in today’s wedding scene.