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Brokers are urged to benchmark cold-call ROI using cost per close
HousingWire says some benchmarks miss management time, tool stacks, and turnover by focusing only on ISA salary, which can mask lead channel costs.
HousingWire argues that cold-call cost benchmarks in residential real estate often understate the true expense by looking primarily at ISA pay, while ignoring broader operational costs like management time, the tool stack used to run outreach, and the impact of turnover.
The outlet recommends evaluating the lead channel using cost per close, rather than salary and dialer fees alone, and tying that metric alongside GCI to measure whether outbound calling actually converts to consistent closings.
HousingWire describes a client example where a broker believed she was saving by paying a virtual assistant $1,200 per month to call leads sourced from inexpensive vendors, while also paying $1,000 per month for the leads.
After six months, HousingWire says the client found she was not getting sufficient traction, attributing the problem to inadequate VA training that led to burned leads and inconsistent closings.