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Pricing
We offer three plans built around one billing unit, a confirmed meeting with a facility decision-maker who can approve a guard contract. See each plan’s cost, monthly booking volume and what qualifies before we invoice you.
THE DIRECT ANSWER
CallingAgency security campaigns cost $1,699 per month for a dedicated SDR seat that books 10 to 25 qualified appointments. The $4,000 plan commits to 25 to 40 appointments per month. The top plan costs $9,500 per month, with the appointment target set with you. Every plan includes list building, scripts, calling and setup. Email and LinkedIn vary by plan.
You are billed only for confirmed meetings with verified security decision-makers, not names, form fills or shared inquiries.
Table of Contents
7 sections
One note before the numbers. This page covers what your guarding firm pays to put meetings on its own calendar. It does not cover what your clients pay for guard hours. That is a bill rate question, and it is set by wage floors, post hours and insurance, not by marketing spend.
Plans
Our security guard lead generation service is sold in three plans. They are different products, not three sizes of the same one. The first sells you capacity. The second sells you a committed number of meetings. The third adds demand capture on top of outbound.
Single market guarding firms with a closer but no prospecting time
$1,699/mo
Firms selling across several metros or several service lines
$4,000/mo
Regional and multi-state firms adding paid demand capture to outbound
$9,500/mo
You get a dedicated sales development rep working only on your account at the same rate shown on our cold calling SDR pricing page. You set the target profile and qualification bar. There is no committed meeting count, so the volume risk stays with you. That is why this plan has the lowest security guard lead generation cost per appointment. One seat produces 10 to 25 appointments a month with facility and property buyers. Results depend on market density, list quality and your qualification bar, so the plan offers a range, not a promise.
We commit to the meeting count and carry the volume risk. The fee covers verified list building, sending domains and warm-up, cold calling, email sequences, LinkedIn prospecting, qualification against the gates below and booking. A committed outcome costs more per meeting than raw capacity because someone must absorb the months when a market runs cold. On this plan, that is us.
This plan combines outbound with account-based outreach on a named target list, paid search, LinkedIn campaigns and CRM implementation. Media spend is billed at cost outside the program fee, so you can see what goes to the platforms and what goes to the work. It fits multi-state firms running armed guards, unarmed guards, mobile patrols, event security, front desk/concierge security or corporate security.
The two plans intentionally overlap at 25 meetings a month. On the seat plan, 25 meetings reflects a strong month when the market and list perform well. On Pipeline Starter, we owe you 25 meetings regardless, delivered by a three-channel team instead of one caller. You are paying for a committed result rather than an expected one.
As meeting volume rises, the cost per booked meeting falls because list building, script development and domain setup are spread across more meetings. For market ranges from other providers, see how much security guard lead generation costs.
Get Started
We deliver exclusive security guard leads and book appointments with facility managers, property managers and risk managers, each with the renewal date and current provider confirmed.
What's included
Everything below is delivered by our team. Nothing on this list is a tool we hand you to run yourself.
Deliverable | Full-Time SDR | Pipeline Starter | Revenue Accelerator |
Verified security prospect list building | You direct the criteria | Included | Included |
Cold calling | Included | Included | Included |
Cold email with domain setup and warm-up | Add on | Included | Included |
LinkedIn prospecting with Sales Navigator | Add on | Included | Included |
Appointment booked on your calendar with qualification notes | Included | Included | Included |
Renewal window and incumbent vendor captured per meeting | Included | Included | Included |
CRM handoff and activity reporting | Included | Included | Included |
Dedicated client success manager | Shared | Included | Included |
Account-based outreach on named target accounts | No | Add on | Included |
Paid search and LinkedIn advertising | No | No | Included, media billed at cost |
Committed monthly appointment count | No | Yes | Yes |
The billing unit
A pricing page is only as honest as its definition of the billing unit. A meeting is billable when all six of these are true before it goes on your calendar.
Gate | What we verify before booking |
Decision authority | A facility manager, property manager, security director, operations director or owner who can approve a vendor change, not an assistant taking a message |
Service area match | The site sits inside your licensed footprint and service area radius you can actually staff |
Post requirement | Covered hours identified, plus static post, mobile patrol, fire watch or event detail, and armed or unarmed coverage |
Incumbent status | Current vendor named or confirmed in-house, with the contract renewal window recorded where the buyer will share it |
Review intent | The buyer has agreed to review a proposal or complete a site walk, not just to hear from you someday |
Confirmed slot | A date and time on your calendar with a reminder sequence attached |
A conversation that fails a gate is not booked or billed. No-shows are rescheduled at no charge, and replaced if the buyer will not rebook. See the full qualification process, including how we rank sites by switching cost before calling, on our security guard prospecting page.
What we avoid
You will be quoted these by other vendors, so here is where we stand on each and why.
Model | What it looks like on your invoice | Why we do not use it |
Shared pay per lead | A low unit price per contact | The same facility gets sold to three or four guarding firms, so your sale turns into a callback race and your bid rate is the only thing that separates you |
Exclusive pay per lead | A higher unit price for a name and number | Qualification cost moves onto your closer, who spends the week screening instead of selling, and cost per signed contract usually goes up |
Commission on contract value | A percentage of annual contract value after signature | Contract value depends on post hours and the bill rate you set, neither of which we control, and payment lands months after the work |
Software subscription | A per seat monthly license | It gives your team a dialer and a database. Your reps still have to make every call |
We price on committed qualified meetings because both sides can count them the same way. If your growth plan relies on public bids instead of outbound, the economics differ. See how to get security guard contracts for those routes.
Choosing
Do not choose a plan by budget. Choose it based on the number of first meetings your close rate requires.
Then compare the plan fee with the annual value of one contract you expect to win. One recurring post can cover the fee many times over across a year, and multi-site portfolios can be worth even more. For the full acquisition math, see our security guard lead generation cost guide with annual contract value and gross margin.
The fine print
Term | How it works |
Billing cycle | Monthly, in advance, on the campaign start date |
Contract length | Three to twelve months. Twelve gives scripts, targeting and sending reputation time to compound |
Setup and onboarding | Included in the program fee. List build, script approval, sending domains, warm-up and CRM mapping happen in week one |
Ramp | Your first qualified appointment is booked within seven days of launch |
No-shows | Rescheduled at no charge, replaced if the buyer will not rebook |
Shortfall | If a billing month closes below the committed count, the balance carries into the following month at no additional charge |
Territory | One security guard company per defined market. Your meetings are never offered to a competing guarding firm in your territory |
Changing plans | Move up at any point in the term. Move down at renewal, so the committed number stays deliverable |
Your data | The prospect list, call records and CRM notes stay yours when the engagement ends |
Territory exclusivity is first come. Before you compare quotes, confirm your market is open with a free territory availability check.
Common questions
The Full-Time SDR plan costs $1,699 per month for a dedicated seat booking 10 to 25 qualified appointments. Pipeline Starter costs $4,000 per month for a committed 25 to 40 appointments. Revenue Accelerator costs $9,500 per month, with the appointment target set during your strategy call. Setup, list building and reporting are included in every plan.
A billable appointment is a confirmed meeting with a verified security decision-maker inside your licensed service area. We record the post requirement, coverage hours, incumbent vendor and renewal window, plus an agreement to review a proposal or walk the site. Anything missing one of these is not booked or billed.
No. The monthly program fee covers list building, script development, CRM mapping and the channels included in your plan. On Pipeline Starter and Revenue Accelerator that includes sending domain setup and email warm-up. On Full-Time SDR, email and LinkedIn are add-ons. The only other cost is advertising media on the Revenue Accelerator plan, billed at cost.
No. We do not sell shared or exclusive per-lead packages. Guarding is a vendor displacement sale, so a meeting with a decision-maker whose current arrangement you know is more likely to predict a signed contract than a contact record.
On committed plans, any shortfall carries into the next month at no extra charge until the count is delivered. The Full-Time SDR plan has no committed number because you are buying a dedicated seat and setting the qualification bar yourself.
Put both quotes on the same unit. Ask each provider what makes a meeting billable, whether no-shows are replaced and whether your market is exclusive. Our guide to choosing a security guard lead generation company covers the questions to ask and the answers that should concern you.
The billing unit is the same across verticals, but volumes and rates vary based on how hard the buyer is to reach. See our company-wide lead generation pricing plans or our security guard lead generation FAQ for more security-specific answers.
Get Started
We deliver exclusive security guard leads and book appointments with facility managers, property managers and risk managers, each with the renewal date and current provider confirmed.