Free tool · for brokers and channel partners
Cost per lead calculator for real estate
Type what each lead source costs you in a month and what it brings. See the cost per enquiry, per site visit and per booking, side by side.
- Free
- No sign-up
- Runs in your browser
Your results
| Source | Spend | Per enquiry | Per site visit | Per booking | Enquiry to visit | Visit to booking | Back per rupee |
|---|---|---|---|---|---|---|---|
| Portal listings | ₹60,000 | ₹500 | ₹3,333 | ₹30,000 | 15% | 11% | ₹4.17 |
| Google and Meta ads | ₹45,000 | ₹500 | ₹3,750 | ₹45,000 | 13% | 8.3% | ₹2.78 |
| Your own website | ₹15,000 | ₹375 | ₹1,500 | ₹7,500 | 25% | 20% | ₹16.67 |
| Social media | ₹8,000 | ₹267 | ₹2,000 | — | 13% | 0% | ₹0.00 |
| Referrals | ₹0 | ₹0 | ₹0 | ₹0 | 50% | 33% | — |
| All sources | ₹1,28,000 | ₹438 | ₹2,560 | ₹18,286 | 17% | 14% | ₹6.84 |
What your numbers say
- Least per booking: Your own website (₹7,500). Most per booking: Google and Meta ads (₹45,000).
- Cheapest per enquiry: Social media (₹267). Cheapest per booking: Your own website. A cheap enquiry isn't always a cheap booking.
- Social media: 30 enquiries, no booking.
- Referrals: 2 bookings at no spend.
- Lowest enquiry-to-visit rate: Google and Meta ads (13%). Check how fast those enquiries get a reply.
- All sources: each rupee spent brought back ₹6.84 in brokerage.
Worked out from the numbers above. It isn't advice or a benchmark.
How to read the result, in three passes
Lower costs are better. Compare your sources with each other, not with someone else's.
The costs
Each cost is the month's spend divided by what the source brought. Read across a row to see how the price climbs from enquiry to booking.
The rates
The rates show where people drop out. A low enquiry-to-visit rate often means slow replies or the wrong buyers. A low visit-to-booking rate points at the visit itself.
The return
Add your brokerage and each source shows what one rupee spent brought back. Below one rupee, that source cost you more than it earned this month.
Want more enquiries to measure? Start with the guide: How to get real estate leads
What counts as an enquiry, a visit and a booking
Count the same way for every source. Otherwise the comparison lies.
A real person who asked about a property.: A call, a message or a form, counted once. Wrong numbers and repeat messages from the same buyer don't count.
The buyer came to see the property or the project.: Count it once per buyer, even if they came back twice.
A deal you're paid on.: A booking amount paid, or a sale or rental agreement signed. A verbal yes isn't a booking yet.
Everything that source cost you that month.: The listing plan, the ad budget, the share of your website and its upkeep, and any referral thank-you you pay.
Use the same month in every column.: If your deals take longer than a month, add up three months for every box instead.
Why cost per booking matters more
A cheap enquiry that never visits isn't cheap. Bookings pay you. Enquiries don't.
| Cost per lead | Cost per booking | |
|---|---|---|
| What it counts | Every enquiry, including the ones that never pick up | Only the enquiries that became a deal |
| What it rewards | Sources that bring many cheap enquiries | Sources that bring buyers who buy |
| What it hides | How many enquiries never come to a visit | Little: a source with no bookings shows a dash |
| What it's good for | Comparing two ads or two listings on the same source | Deciding where next month's budget goes |
Watch both. Decide on cost per booking.
Questions about cost per lead
- What is cost per lead?
- It's what you spent on a lead source in a period, divided by the leads it brought. In real estate a lead is usually an enquiry: a call, a message or a form about a property.
- How do I calculate cost per lead in real estate?
- Add up one month's spend on a source. Divide it by that month's enquiries from the same source. Do the same with site visits and bookings to see the cost further down.
- What is a good cost per lead for real estate?
- There isn't one number. It moves with the city, the price band and the source. Compare your sources with each other, and this month with last month.
- How should I count referrals that cost nothing?
- Add any thank-you or referral fee you pay as spend. If there's truly none, type zero. The costs show zero, and the bookings still count in your total.
- Is anything I type sent or saved?
- No. The sums run in your browser. Nothing is sent or stored, so the numbers are gone when you close the page.
Know your cost per booking. Then work on it.
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