The Monday 5: five numbers to see before the week starts.
For teams that buy houses and pay for their own seller marketing. You know what these numbers mean for your business, so this page sticks to the Salesforce side: what each one needs so it's on one dashboard Monday morning, without a spreadsheet.
Cost per appointment, by campaign
- What it is
- Campaign spend ÷ appointments set from that campaign's leads.
- In Salesforce
- Actual Cost on each campaign, an Appointment Set Date on the lead, and one report grouped by campaign.
Contracts per campaign
- What it is
- Signed contracts, counted by the campaign the seller first came from.
- In Salesforce
- The campaign copied from lead to deal and locked once the contract is signed, so a repeat seller keeps the first source.
Contract to first seller call
- What it is
- Hours from “under contract” to the first logged call with the seller.
- In Salesforce
- A Contract Signed Date, a small flow that stamps the first completed call after it, and a list of signed deals with no call yet.
Booked vs. kept profit
- What it is
- The profit expected when a deal went under contract, next to the profit kept at closing.
- In Salesforce
- Expected profit locked at signing, kept profit entered at closing, and a fall-out reason on every deal that didn't close.
Campaign ROI, including the houses you keep
- What it is
- (Kept profit + equity in houses you kept − campaign spend) ÷ campaign spend.
- In Salesforce
- A “kept” flag and an equity value on the deal (after-repair value minus all-in cost), counted in each campaign's ROI.
Questions
What are the most important KPIs for a real estate wholesaling business?
The Monday 5: cost per appointment by campaign, contracts per campaign, time from contract to first seller call, booked vs. kept profit, and campaign ROI that includes the houses you keep.
Why cost per appointment instead of cost per lead?
Lead counts include wrong numbers, tire-kickers and duplicates. An appointment means a real seller conversation, so cost per appointment is much closer to what a channel actually costs you.
Can I track these without Salesforce?
Yes, in any CRM that keeps lead source on the record from first contact to closing and logs calls with timestamps. The hard part is usually attribution: making sure the source survives from lead to contract to closed deal.
Work out your numbers
Cost per deal by lead source · Missed seller call cost · Glossary
Build it in Salesforce
KPIs for every role on the team · Pipeline dashboard guide · Which campaign gets credit? · 20 report recipes for wholesalers · 15 automation recipes
Want all five on one Salesforce dashboard?
A “Monday 5” dashboard spec is part of every CRM Revenue Audit (USD 1,500, fixed price), along with a findings report, a 30/60/90-day roadmap and three quick fixes done. Or start with a free 30-minute call.
Book a free 30-minute callSee the Revenue AuditAlready on Salesforce? See a sample audit report. On Podio, REsimpli or GoHighLevel? See how a move to Salesforce works.
Or just ask one question about your setup: email · WhatsApp · LinkedIn
