Know Your Numbers
The ROAS calculator built for real estate investors. See what every stage of your funnel costs, from raw lead to closed deal, and find the leak that is costing you the most profit.
Most investors know their cost per lead and nothing else. Your real number is cost per closed deal, and it is set by four conversion rates: leads to qualified sellers, qualified sellers to appointments, appointments to contracts, and contracts to closings. This calculator shows your cost at every stage, your ROAS on net profit rather than revenue, your break-even cost per lead, and the one stage where improvement adds the most money.
Run Your Funnel
Start with your monthly spend, your cost per lead, and your average profit per closed deal, then set the four conversion rates to match your operation. Every number updates live, with benchmarks on every stage. New to pay-per-lead? Start with the defaults.
Exclusive, AI-validated motivated seller leads. You pay only when a lead is delivered, and bad leads are credited.
At these conversion rates you could pay up to $3,240 per lead before losing money. Your current $350 gives you a 9.3x margin of safety. One closed deal covers about 9.0 months of your total marketing budget. The question is never price per lead. It is cost per closed deal.
You are returning $9.26 in profit for every $1 of ad spend. At this level your constraint is not return, it is lead volume. If your market can deliver more leads, scaling your budget is the highest-leverage move available to you.
Every stage of your funnel is at or above benchmark for this channel. If your ROAS supports it, your next move is more lead volume, not more optimization.
Improving your contract rate from 20% to 25% adds about $11,571 in profit per month. Of your four funnel stages, that is where 5 points buys you the most.
Estimates for planning only. Results depend on your market, your acquisitions process, and your follow-up. REI Leads bids vary by county; see pricing for how county bidding works.
How the Math Works
No black box. Five multiplications, applied in order, the same way your business actually works.
Monthly ad spend divided by cost per lead.
Leads multiplied by your qualification rate.
Each stage multiplied by its conversion rate, all the way down the funnel. Your spend divided by the count at any stage is your cost at that stage.
Closed deals multiplied by your profit per deal, divided by your ad spend.
Profit per deal multiplied by your lead-to-close rate. Above this price per lead, you lose money at your current conversion rates.
The rules this calculator follows
- +Profit, not revenue. ROAS is computed on your net profit per deal, not resale price or assignment revenue. Honest numbers or nothing.
- +Fractional deals stay fractional. 0.8 deals per month displays as 0.8, not rounded up to 1. Rounding up flatters your cost per deal by 25%.
- +All-in cost, not dashboard cost. For channels you run yourself, the calculator adds your monthly management fee on top of the dashboard's cost per conversion, so every per-stage cost is a true all-in number.
- +Benchmarks from published data. Benchmark bands come from published industry data, and they are directional. Your market and your follow-up discipline move every one of them.
Where the benchmarks come from
The benchmark bands draw on published industry data: ATTOM national home flipping reports for profit per deal, title industry transaction studies showing roughly 20% of signed contracts fail to close, the MIT lead response study on speed to lead, and published cost per lead figures across pay-per-lead, PPC, and direct mail.
For a deeper look at why raw PPC conversions and validated leads are not the same thing, read REI Leads vs. PPC or see how our AI validates every lead before it reaches you.
ROAS Questions Investors Ask
What is ROAS in real estate investing?
ROAS stands for return on ad spend: how many dollars come back for every dollar you spend on marketing. This calculator computes ROAS on net profit per closed deal rather than gross revenue, so a 3x ROAS means every $1 of marketing generated $3 of actual profit. Revenue-based ROAS numbers look far more impressive and tell you far less.
What is a good ROAS for motivated seller marketing?
Most established investors land between 2x and 5x on profit-based ROAS. Below 1x you are losing money on marketing. Above 5x usually means your funnel is strong and your budget is the constraint, so the next marketing dollar is likely your highest-return investment.
How is ROAS different from ROI?
ROAS is a multiple: profit divided by ad spend. ROI is a percentage: profit minus spend, divided by spend. A 3x ROAS is the same as a 200% ROI. Investors tend to use ROAS for channel decisions because it directly answers what the next marketing dollar returns.
What is the most I should pay for a motivated seller lead?
Your break-even cost per lead is your profit per deal multiplied by your lead-to-close rate. If you net $45,000 per deal and close 7.2% of your leads, you can pay up to $3,240 per lead before losing money. That is why cheap lead lists are often the most expensive marketing you can buy. The question is never price per lead, it is cost per closed deal.
Why does this calculator use profit instead of revenue?
Revenue flatters you. If you flip a house for $300,000, the $300,000 is not your return; your net profit after purchase, rehab, holding, and selling costs is. Calculating ROAS on profit per deal keeps the number honest and comparable across channels and exit strategies.
What conversion rates should I expect from pay per lead versus PPC?
With exclusive validated pay-per-lead, around 90% of delivered leads should be qualified sellers, because invalid leads are filtered before delivery and credited when one slips through. With raw PPC conversions, investors who audit their campaigns typically find only 40% to 60% are real, reachable sellers once bots, MLS-listed homes, wholesalers, and agents are removed.
Know Your Numbers. Then Beat Them.
Book a strategy call and we'll price your counties, walk through your funnel, and see whether exclusive validated leads beat your current cost per closed deal.
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