lead source roi attribution

Real estate marketing spend often feels like a black hole where attribution gets lost between the CRM and the closing table. This skill reconciles lead source economics by mapping actual funnel data, spend, and retained commission to identify which channels are actually driving profit versus just volume.

What it does

• Funnel reconciliation maps lead stages from initial inquiry to final transaction revenue across disparate sources.
• Economic calculation derives CPL, CAC, and ROI/ROAS using explicit denominators and zero-case handling for accurate reporting.
• Attribution modeling applies defined windows to multi-source credits to prevent double-counting of commissions.
• Sensitivity analysis runs budget scenarios to test how shifts in spend affect projected outcomes based on historical lag.
• Evidence-based reporting generates structured tables that separate confirmed records from modeled assumptions.

How it works

1. Data Ingestion where you provide spend, lead counts, revenue, and attribution windows for a specific period.
2. Reconciliation to remove duplicates and assign credit across multi-touch lead journeys.
3. Metric Generation where the skill calculates unit economics and identifies performance outliers.
4. Scenario Modeling to output evidence-supported budget reallocations based on your specific business targets.

Frameworks & tools

This skill works with data exports from real estate CRMs, transaction management software, and advertising platforms. It is designed to process spreadsheets, CSVs, and raw ledger records.

Why this beats prompting it yourself

Generic prompts often fail to handle the significant time lag between a real estate lead and a closing, leading to skewed ROI. This skill enforces strict period matching and cohort definitions to ensure you aren't comparing this month's spend to last year's closings.

Use cases

• Audit monthly marketing spend across Zillow, Google Ads, and social media.
• Compare the profitability of purchased lead lists versus organic SEO leads.
• Build budget scenarios for the next quarter based on current cost-per-acquisition.
• Reconcile team commission splits against lead source costs to find true net ROI.

Known limitations

Does not provide future financial guarantees or legal advice. Requires manual export of CRM and spend data if live connectors are not authorized in the session environment.