Analytics

ROI, attribution, cohorts and productivity. Live from the brokerage warehouse.

GCI YTD

$1.63M

+18% YoY

Deals closed

+12 vs same period 2025

Avg deal size

$22k

+4% QoQ

Lead to close

5.9%

+0.4 pp QoQ

GCI by month

Monthly gross commission income.

YTD: $1.63M

$142k

Jan

$168k

Feb

$235k

Mar

$218k

Apr

$287k

May

$142k

Jun

Attribution mix

Linear, multi-touch. Year to date.

Zillow24%
Realtor.com17%
Google Ads15%
Facebook Ads8%
Referral21%
Organic10%
Open House5%

ROI per lead source

Year to date. Free sources excluded from CPC.

Total spend: $48k

Source	Spend	Leads	Cost / lead	Closes	Close rate	Cost / close	GCI	ROAS
Open House	$1k	34	$35	3	8.8%	$400	$31k	25.8x
Organic	Free	109	-	7	6.4%	-	$142k	Free
Referral	Free	84	-	18	21.4%	-	$462k	Free
Google Ads	$10k	198	$48	12	6.1%	$800	$264k	27.5x
Realtor.com	$11k	224	$49	11	4.9%	$1k	$246k	22.4x
Facebook Ads	$8k	287	$29	9	3.1%	$933	$178k	21.2x
Zillow	$18k	312	$58	14	4.5%	$1k	$308k	17.1x

Multi-touch attribution

First touch vs last touch share, year to date.

Zillowfirst 28% · last 21%

Realtor.comfirst 19% · last 15%

Google Adsfirst 12% · last 18%

Facebook Adsfirst 9% · last 7%

Referralfirst 17% · last 24%

Organicfirst 11% · last 9%

Open Housefirst 4% · last 6%

First touch Last touch

Agent productivity

GCI vs conversion. Sized by pipeline value.

Alex

41% · $482k

Maria

34% · $312k

David

28% · $198k

Olivia

31% · $142k

Marcus

22% · $121k

Priya

26% · $98k

Tom

19% · $78k

Cohort retention

Cumulative closes by month-of-acquisition. Read across to see how each month's leads matured.

Cohort	Leads	M+1	M+2	M+3	M+4	M+5
Jan 2026	187	6.4%	11.8%	15.0%	18.2%	20.3%
Feb 2026	168	5.4%	11.3%	15.5%	17.9%	·
Mar 2026	224	6.3%	12.5%	15.6%	·	·
Apr 2026	198	5.6%	12.1%	·	·	·
May 2026	245	6.9%	·	·	·	·
Jun 2026	89	·	·	·	·	·