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Broker Fee & Price Sensitivity Survey

Measures how clients perceive a broker's fees or commission — the point where a price feels like a bargain, fair, expensive, or a dealbreaker — and which fee structures and service trade-offs matter most to them. Built for real estate, financial, insurance, or mortgage brokerages, with an AI follow-up that uncovers the real reasoning behind each price threshold.

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Sample questions

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12 questions · ~7 min
Q01
Message

Thanks for sharing your thoughts on broker pricing! This will take about 5 minutes and covers how you feel about the fees you've paid or been quoted, plus a few quick trade-off questions. There are no right answers — your honest reaction is what's useful.

Q02
Multiple ChoiceRequired

Which type of broker service are you thinking of as you answer this survey?

  • Real estate
  • Financial or investment advisory
  • Insurance
  • Mortgage
  • Business or M&A
  • Other
Q03
Opinion ScaleRequired

Thinking about the fee or commission you were quoted or paid, how fair did it feel relative to the service you received?

Scale: 1 – 5
Min:Very unfairMax:Very fair
Q04
Price Sensitivity (Van Westendorp)Required

Now think about the broker's fee itself — for example a commission percentage or flat fee. (Template note: replace 'broker's fee' below with your specific pricing unit, e.g., '6% commission on a home sale' or 'a flat financial planning fee.')

  • At what broker's fee would you consider it so low that you'd start questioning the quality of the service?
  • At what broker's fee would you consider it a bargain — great value for what you get?
  • At what broker's fee would you start to feel it's getting expensive, though you'd still consider using them?
  • At what broker's fee would you consider it too expensive to use them at all, regardless of reputation?
Q05
MatrixRequired

How much do you agree with each statement about the broker fee you were quoted or paid?

5 rows × 5 columns
  • The fee structure was clearly explained before I committed
  • The final fee matched what I was originally quoted
  • I felt the fee was fair given the outcome I received
  • I compared this broker's fees to at least one competitor before deciding
  • I would have paid more for additional guarantees or service
Columns: Strongly disagree · Disagree · Neutral · Agree · Strongly agree
Q06
RankingRequired

Rank these broker fee structures from most to least preferred, assuming the total cost ends up similar.

  1. Flat fee
  2. Percentage-based commission
  3. Hourly rate
  4. Tiered by service level
  5. Hybrid (base fee plus performance bonus)
Drag to rank
Q07
Best–Worst Trade-off (MaxDiff)Required

For each set, pick which pricing or service change would matter most, and which would matter least, in deciding whether to use a broker again.

  • A lower overall fee or commission rate
  • A fully transparent, itemized fee breakdown
  • A flat fee instead of a percentage-based commission
  • Performance-based pricing tied to results
  • No hidden or surprise charges
  • Flexible payment plans or installments
  • A money-back or satisfaction guarantee
  • A free initial consultation
Pick best & worst per setBest:Matters mostWorst:Matters least
Q08
Point AllocationRequired

You have 100 points to distribute across these factors based on how much each one drives your decision to choose a broker. Please use all 100 points.

  • Price or fees
  • Expertise and track record
  • Communication and responsiveness
  • Reputation and reviews
  • Range of services offered
  • Speed of service
Allocate 100 points
Q09
AI Interview

Anchor on the price the respondent identified as 'too expensive' in the pricing questions above and probe what specific outcome, guarantee, or add-on service would justify paying that amount anyway. If they ranked price as a low priority in their point allocation, explore what non-price factor they would trade fee savings for. If their fair-price rating was low, ask them to describe the moment they first felt the fee was unjustified.

Q10
Multiple Choice

Which age range do you fall into?

  • Under 25
  • 25-34
  • 35-44
  • 45-54
  • 55-64
  • 65 or older
  • Prefer not to say
Q11
Multiple Choice

Which best describes your household income bracket?

  • Under $50,000
  • $50,000-$99,999
  • $100,000-$149,999
  • $150,000-$249,999
  • $250,000 or more
  • Prefer not to say
Q12
Message

That's everything — thank you for the candid feedback! Your answers feed directly into how we set and explain broker pricing, so future clients get a fee structure that actually matches what they value.

What’s included

  • AI follow-ups

    Adaptive probes on open-ended answers that pull out detail a static form would miss.

  • Attention checks

    Built-in safeguards against rushed answers and low-quality respondents.

  • AI-drafted copy

    Wording, ordering, and branching written by the AI — tuned to your research goal.

  • Auto report

    Themes, quotes, and a plain-English summary write themselves once responses come in.

How it compares

We reviewed the closest templates from other survey tools. Here’s what they do well — and where this template goes further.

Why this template

  • Goes beyond a single Van Westendorp price-sensitivity block by pairing it with a ranking exercise, a MaxDiff trade-off test, and a constant-sum allocation, so you see both price thresholds and what respondents would trade fee for.
  • Includes an AI follow-up interview that anchors specifically on the price a respondent flagged as 'too expensive' and probes the reasoning behind that threshold — something static form builders cannot do.
  • Combines quantitative fee thresholds (opinion scale, matrix agreement statements) with qualitative depth in one flow, then auto-generates a report, rather than leaving analysis entirely to the researcher.
  • Built specifically for real estate, financial, insurance, and mortgage brokerage contexts, with screening questions on service type, age, and income already included.

Jotform

Broker Price Opinion Form Template

A ready-to-use form template built around the classic Van Westendorp price opinion questions applied to broker fees. It's a static, fielding-ready form rather than an adaptive interview, and appears focused on the four standard pricing questions without broader trade-off methods like ranking or MaxDiff.

What it does well

  • Purpose-built for broker price opinion collection
  • Likely quick to deploy and customize as a standard form
  • Part of a large existing form template library with familiar Jotform tooling

Where it falls short

  • No adaptive AI follow-up to probe the reasoning behind a stated price threshold
  • No indication of voice AI interviews or guided screen-share tasks
  • No published methodology for quality-scoring individual responses

Typeform

Broker Price Opinion Form Template

Typeform's version of the broker price opinion template offers the same core Van Westendorp-style pricing questions in Typeform's conversational, one-question-at-a-time format. It's a static survey design — engaging UI, but no mechanism to dynamically follow up on individual answers.

What it does well

  • Polished, conversational question flow that can improve completion rates
  • Easy to embed and share via Typeform's existing distribution tools
  • Familiar branching logic for basic skip patterns

Where it falls short

  • No adaptive AI-driven follow-up questions based on a respondent's specific price answer
  • No automated per-response quality scoring
  • No transparent, inspectable AI prompts since there's no AI interview component

SurveySparrow

Price Sensitivity Questionnaire Template

A general-purpose price sensitivity questionnaire (Van Westendorp-based) rather than one built specifically for broker or commission-based fee structures. Useful as a generic pricing template, but it isn't tailored to broker service trade-offs like commission splits or service tiers.

What it does well

  • Conversational survey format consistent with SurveySparrow's chat-style UX
  • Applicable across many product/service pricing contexts, not just brokers
  • Likely includes standard reporting/analytics dashboards typical of the platform

Where it falls short

  • Not tailored to broker-specific fee structures, commission trade-offs, or service tiers
  • No adaptive AI interview to uncover the reasoning behind a price threshold
  • No option for voice AI interviews or guided screen-share tasks

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