What an Enquiry Is Worth
Turn your fee and conversion rate into the most you can sensibly pay for an enquiry, and check whether a marketing channel is actually profitable.
Are you a real estate agent or broker? Your own property pages carry your photo, your phone and your listings — and send every enquiry to your WhatsApp instead of a shared inbox. Create free agent page →
Most agents decide advertising budgets by feel. Two numbers replace the guesswork: what a deal pays you, and how many enquiries it takes to get one. Multiply them and you have the value of an enquiry; from there, whether a channel is worth buying is arithmetic rather than opinion.
The arithmetic
Value of an enquiry = take-home per deal × conversion rate. The most you should pay = that value × the share of the fee you are willing to spend. Compare it against spend ÷ enquiries.
Worked example
2,100 per deal at a 2% conversion makes an enquiry worth 42. Willing to spend a quarter of the fee, you can pay up to about 10.50. A channel delivering 25 enquiries for 400 is costing 16 each — above the ceiling, so it is losing money at that conversion rate.
The lever people miss
Doubling conversion does exactly what halving the cost does, and is usually easier: reply faster, answer the question they asked, and send them to a page that does not make them think.
Every enquiry on WhatsApp, not in a form queue
Leads from your own property page arrive as a WhatsApp message with the property attached — no dashboard to check, no lead sitting unread for a day.
Create your free property pageFrequently asked questions
I do not know my conversion rate.
Count backwards over the last year: completed deals divided by enquiries received. Roughly right beats precisely unknown.
Should I judge every channel by this?
Every channel meant to produce enquiries, yes. Genuine brand spending is a separate budget — just do not let it hide inside this one.
What if a channel is above the ceiling but brings better clients?
Then its conversion rate is higher, so measure it separately rather than averaging it with the rest.
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