How to Choose and Track Your Mix
The National Association of REALTORS® and top firms stress one thing: track cost per lead and cost per closed deal by source. Without that data, you’re guessing—and most brokerages guess wrong, spreading budget across too many channels and getting mediocre results everywhere.
Start with 2–3 channels, then scale
Don’t try to master all seven sources at once. Pick two or three that fit your market and budget—for example, website/SEO plus referrals plus one paid channel (search or portals). Measure cost per lead and, more importantly, cost per closed transaction for each. Double down on what closes; trim or kill what doesn’t. As you get predictable results, add or test another channel.
Brokerage vs. agent leads
Brokerage-level leads (brand, recruitment, shared lead programs) and agent-level leads (sphere, paid, open houses) both matter. The best firms support both: brokerage runs brand and recruitment and may run shared lead programs; agents run their own campaigns with tools and training from the brokerage. A single all-in-one platform lets you see the full picture—who’s generating what, and what’s actually closing.
Many brokerages allocate 5–15% of revenue to marketing. The number is less important than where it goes: use it where ROI is highest, and keep tracking so you can shift budget as the market and your mix evolve.