Seller Campaign Economics Calculator
Model budget, funnel conversion, and listing economics without inventing performance.
Open the workbook
The Forecast sheet shows results on the left and editable inputs on the right. Yellow cells are inputs. Default values are hypothetical planning assumptions, not actual Lead Coasters results or industry averages. Replace them before deciding to spend.
Inputs and assumptions
Enter monthly advertising budget normalized to 30 days, assumed CPL, raw-lead qualification rate, qualified-to-first-booked rate, first-appointment attendance assumption, appointment-to-signed-listing rate, eventual listing-to-close rate, average home value, negotiated listing-side compensation percentage, agent retention, transaction cost per closing, monthly software costs, setup cost, target held count, and your maximum acceptable ad cost per held appointment and signed listing. Compensation is negotiable. Use your actual retained listing-side economics, not total two-side transaction compensation. The closing and commission forecast is eventual potential; no assumption says all closings happen within 90 days.
How the build works
90-day ad spend = 30-day ad budget × 3. Raw leads = ad spend / CPL. Qualified = raw × qualification rate. First booked = qualified × qualified-to-book rate. First held = first booked × attendance assumption. Listing won = first held × appointment-to-listing rate. Eventual closings = listing won × listing-to-close rate. Gross listing-side commission per closing = home value × negotiated listing-side percentage. Agent retained commission per closing = gross × retention. Contribution after modeled marketing and transaction costs = eventual retained commission less transaction costs, advertising, software, and setup. It excludes taxes, unentered overhead, and unentered labor costs. It is not cash flow or a guarantee.
Outputs to use
Read raw leads, qualified opportunities, booked appointments, held appointments, expected listings and closings, potential gross and retained commission, CPL, cost per qualified opportunity, cost per first booking, cost per first held appointment, cost per signed listing, all-in marketing cost per signed listing, modeled contribution, and marketing break-even closings. Fractional counts are expectations; break-even closings round up to a whole transaction. The target backsolve calculates required raw leads and ad budget using the same assumptions. No attainable forecast is shown when a required denominator is zero or missing.
Interpretation
Compare ad-only costs to ad-only limits and all-in costs to your total economics. Missing inputs show n.a.; a zero advertising budget produces no paid volume, and zero denominators leave unit costs unavailable. A zero assumed show rate makes a held-target budget unattainable under that assumption. Example defaults: $4,500, 300 raw, 120 qualified, 24 booked, 18 held, 4.5 expected signed listings. This is a planning illustration only. Save your chosen assumptions and the downside risk limit in the weekly review notes.
You’re done when
Every input is an explicit assumption or your verified number, and risk/cost limits are written down.
Support reference R02