📈 Where to Market for More Leads

Cost per closed deal by channel

Zillow Ads
$2.1k
per deal
Instagram
$900
per deal
Cold Calls
$600
per deal
Referrals
$150
per deal
Cost/Deal
Action Items
Channel Monthly Budget Expected Deals Key Action
Referrals $500 3.3 Ask every closing + 30-day follow-up
Cold Calls $1,200 2.0 2 hrs/day + local expired list
Instagram $1,800 2.0 Reels + geo-hashtags + stories daily
Zillow Ads $2,500 1.2 Shift budget after 60 days if CPL > $120
✅
Next 90 Days
1) Double referrals: past-client brunch + gift card ask.
2) Cold-call hour 9-10 AM weekdays; track conversion weekly.
3) Instagram content calendar—3 Reels + 5 stories weekly.
💡
Budget Shift Rule
If cost/lead > $120 for two months, pause Zillow and re-allocate to referral incentives and Instagram geo-ads.

Based on $18k average commission, 12-month channel data, and 25% estimated overhead.