Estimated revenue from the 21 closes
$6,825,000 in estimated project revenue, based on 21 reported closes at about $325,000 each. Across all 1,177 qualified leads, that’s $5,798.64 per lead.
The builder spent $123,000 on those leads. Each dollar of lead spend corresponded to 55.49× its value in estimated project revenue.
The first 50 leads
The client builds only accessory dwelling units (ADUs) and serves homeowners within 50 miles of Encino, California. In March 2026, the builder tried a 50-lead order. The first inquiries arrived within 24 hours of launch and all 50 arrived in the first week. The builder reported closing two projects from that trial, then expanded the program.
September and October results
In September, the builder booked 122 appointments from 575 qualified leads and closed nine projects. In October, 602 qualified leads produced 143 bookings and 12 reported closes. The March trial is separate from these totals.
| Metric | September 2026 | October 2026 | Combined |
|---|---|---|---|
| Lead spend | $60,000 | $63,000 | $123,000 |
| Qualified leads delivered | 575 | 602 | 1,177 |
| Appointments booked | 122 | 143 | 265 |
| Projects closed within 30 days | 9 | 12 | 21 |
| Qualified leads that closed within 30 days | 1.57% | 1.99% | 1.78% |
| Closed projects / appointments booked | 7.38% | 8.39% | 7.92% |
| Cost per qualified lead | $104.35 | $104.65 | $104.50 |
| Cost per booked appointment | $491.80 | $440.56 | $464.15 |
| Lead spend per closed project | $6,666.67 | $5,250.00 | $5,857.14 |
| Estimated closed project value | $2,925,000 | $3,900,000 | $6,825,000 |
| Estimated project value per qualified lead | $5,086.96 | $6,478.41 | $5,798.64 |
| Estimated project revenue per dollar of lead spend | 48.75× | 61.90× | 55.49× |
| Lead spend as a share of estimated project value | 2.05% | 1.62% | 1.80% |
What was each qualified lead worth?
The builder spent $123,000 across both months. Divided by 1,177 qualified leads, that was $104.50 per lead. Divided by 21 closed projects, it was $5,857.14 in lead spend per closed project. These were the costs of this campaign, not a current price quote.
How does that translate to ROI?
The 55.49× multiple measures estimated project revenue against lead spend. To calculate profit-based ROI on those leads, the builder would subtract construction, sales and other costs from actual project revenue, subtract the lead spend, then divide the remainder by the lead spend. Actual collections and costs were unavailable for this study.
If the builder collected the full estimated project value and kept 10% after all costs except the leads, that would leave $682,500 before lead spend. Subtracting $123,000 leaves $559,500, or 454.88% ROI on lead spend. The builder’s actual margin is unknown.
2027 forecast for the Encino builder
If the builder repeated the September–October average every month in 2027, monthly lead spend would average $61,500. At the same lead costs, booking and close rates, and $325,000 average project price, 12 months would produce the following scenario.
| Metric | 2027 projection |
|---|---|
| Lead spend | $738,000 |
| Qualified leads delivered | 7,062 |
| Appointments booked | 1,590 |
| Projects closed within 30 days of delivery | 126 |
| Estimated project revenue | $40,950,000 |
| Estimated project revenue per qualified lead | $5,798.64 |
This projects the value of projects attributable to leads delivered in 2027. Cash receipts may fall in later years. The projection uses two months of one builder’s results and assumes its sales team and construction crews could support the same pace year-round.
How to read the figures
Leadhesive supplied the exclusive inquiries; the builder reported bookings and closes attributed to those inquiries. “Appointments booked” counts scheduled appointments, not confirmed attendance. We group results by the month the lead arrived and count reported projects closed within 30 days of that lead’s delivery.
As of November 9, some late-October inquiries had not yet had a full 30 days. The builder also reports that additional sales can close 30–60 days after delivery. Those later closes are outside this comparison. These are one builder’s results, not a forecast for another market or team.
Comparing providers? Read the ADU lead buying guide for questions to ask and a way to evaluate your first order, or see exclusive ADU lead pricing and availability for your service area.