Many real estate businesses spend heavily on marketing without knowing which activities actually produce sales. Tracking the right numbers turns marketing from a cost into an investment you can scale with confidence.
The funnel metrics
- Cost per lead (CPL): total spend divided by the number of enquiries
- Lead-to-conversation rate: the share of leads your team actually speaks with
- Cost per inspection: spend divided by completed inspections, physical or virtual
- Inspection-to-sale rate: how many inspections turn into payments
- Cost per sale: total marketing spend divided by closed sales
The return metrics
- Revenue attributed to marketing: the value of sales you can trace to a campaign
- Return on ad spend (ROAS): revenue divided by ad spend
- Sales cycle length: the average days from first enquiry to payment
The speed and quality metrics
- Average response time to new leads
- Lead quality score based on budget, timeline and intent
- Source of each sale: which channel, campaign and creative produced it
How to start tracking
Put every lead into one CRM, tag each with its source, and update its status as it moves from enquiry to inspection to sale. Review the numbers weekly with your marketing and sales teams together.
When you can see that one campaign delivers inspections at half the cost of another, budget decisions become easy. If you would like help setting this up, our Strategy & Consulting service includes a KPI dashboard designed for real estate.