A computer enabled method adjusts a price to be offered to a buyer for a sales lead in an online market for sales leads based upon past performance of the buyer. The method determines a projected percent to cap value for the buyer based upon a rate at which the buyer is accepting sales leads in a current billing period, determines an opportunity performance value associated with the buyer based upon a ratio of received offers to accepted proposals for offers; determines a delta amount based upon the percent to cap value and the opportunity performance value; and adjusts the price to be offered for the sales lead by the delta amount. A maximum cost percentage value that limits the price to be offered is generated based upon the projected percentage to cap value and the number of sales leads the buyer is projected to purchase in a billing period.