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Free calculator · Industry funnels

Real estate calculator: from lead to site visit to registration

Leads come from ads, property portals, walk-ins and channel partners, and most never reach a site visit. Put in your numbers and see the cost per site visit, the cost per unit sold after brokerage, and the spend your sales target needs.

Example numbers - replace with yours

Your result

Your funnel this month

Stage definitions

Count every stage the same way each month, so the numbers mean the same thing to everyone.

Lead
Any enquiry: ads, property portals, walk-ins or a channel partner.
MQL (marketing-qualified)
A lead whose budget, location and buying timeline fit, and who answers the phone.
SQL (sales-qualified)
After a call, interested and wants to see the site.
Site visit
Visited the site or the sample flat.
Revisit or negotiation
Came back, or is discussing price, floor, plot or payment plan.
Booking
Token or booking amount paid.
Agreement or registration
Agreement signed or registered, after cancellations.

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    How this is calculated
    1. Leads = ad spend ÷ cost per lead (or ad clicks × click to lead rate) + portal leads + walk-ins + channel partner leads. Spend = ads + portals and other channels.
    2. MQLs = leads × % MQL. SQLs = MQLs × % SQL. Site visits = SQLs × % who visit. Revisits = site visits × % who come back. Bookings = revisits × % token. Sold = bookings × % registered.
    3. Cost per lead, MQL, SQL, site visit or booking = marketing spend ÷ that count. Cost per unit sold = (marketing spend + site visit costs) ÷ units sold.
    4. Sale value = units sold × ticket size. Your earning = sale value × your margin (builder) or commission (broker).
    5. Their share of leads = channel-partner leads ÷ all leads (0 with no leads); sales they bring = units sold × that share, about 1 in (all leads ÷ channel-partner leads). Channel partner payout = their share × (builder: sale value × brokerage %; broker: your commission × the share you pass on). Every source is assumed to convert at the same rates.
    6. Profit = earning − brokerage − site visit costs − marketing spend. ROAS = revenue ÷ marketing spend; break-even ROAS = revenue ÷ (earning − brokerage − site visit costs), not reachable when that is 0 or less. Most you can pay per unit = (earning − brokerage) ÷ units sold; per lead = (earning − brokerage − site visit costs) ÷ leads.
    7. Target: units needed = sales value wanted ÷ ticket size. Spend needed = units needed × marketing spend per unit sold today.
    8. Money arrives about one sales cycle (days ÷ 30) after the first enquiry; payback is the sales cycle when one unit earns at least what it costs to sell, otherwise not on one unit. Leads and site visits needed for the target = units needed × today's leads (or site visits) per unit sold.

    Green, amber and red compare each result with the break-even your own numbers imply, never with an outside benchmark. Every starting number is an editable example, not an industry average.

    Questions

    About this calculator

    An MQL is a lead whose budget, location and buying timeline fit the project, and who answers the phone. An SQL is one who, after a call, is interested and wants to see the site. Most leads drop between these two steps, which is why both are counted.

    The calculator assumes leads from every source convert at the same rates, so channel partners bring the same share of sales as their share of leads. A builder pays sale value × that share × the brokerage %; a broker passes on that share × their own commission × the % they share. If your partners convert better or worse, adjust the partner leads to match the sales they actually bring.

    A builder earns a gross margin on each unit and counts the sale value as revenue. A broker earns a commission. Choose under "You earn"; cost per unit sold, profit and the spend for your target follow from it.

    Units needed = the sales value you want ÷ ticket size. Spend needed = units needed × today's marketing spend per unit sold. It assumes your conversion rates hold as you spend more, so treat it as a first estimate.

    No. They are starting values so the page is not empty. Replace them with your own from your CRM or lead register and your booking records.
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