What did the builder get for $125 per lead?
The builder’s first order covered 50 exclusive, qualified homeowner inquiries about building an ADU in the Seattle market. The builder reported booking 18 appointments from that order and signing three projects.
| Measure | Calculation | Result |
|---|---|---|
| Lead spend | 50 leads × $125 | $6,250 |
| Appointment booking rate | 18 bookings ÷ 50 leads | 36% |
| Lead spend per booked appointment | $6,250 ÷ 18 bookings | $347.22 |
| Lead-to-close rate | 3 signed projects ÷ 50 leads | 6% |
| Lead spend per signed project | $6,250 ÷ 3 projects | $2,083.33 |
What were the three signed projects worth?
The builder reported an average contract value of $225,000 per project. That puts the estimated combined value of the three signed contracts at $675,000.
For a builder comparing lead sources, the $2,083.33 in lead spend per signing is the figure to compare with gross profit per job. A full acquisition cost would also include the sales team’s time, site visits and estimating. See Seattle ADU lead coverage and pricing.