The Monday 5: five numbers to see before the week starts.
Every Monday an investor team decides where money goes. These five numbers turn those decisions from memory into data. Answer the self-check on each card: every "No" is a decision being made without data.
Cost per appointment, by campaign
Which channel is actually worth the money?
- Formula
- Campaign spend ÷ appointments set from that campaign's leads.
- Look for
- Compare channels side by side (mail, PPC, cold calling, texting). Lead volume alone hides the real price.
- In Salesforce
- Campaign cost on the campaign, appointments counted from lead and opportunity records by source.
Contracts per campaign
Where do signed deals really come from?
- Formula
- Signed contracts traced back to the original lead source and campaign.
- Look for
- Channels with fewer leads but more contracts. Make sure repeat sellers keep their first source.
- In Salesforce
- Source carried from lead to opportunity to transaction, and locked so it can't be changed by accident.
Contract to first seller call
Are we keeping deals warm until closing?
- Formula
- Hours between “under contract” and the first logged call to the seller.
- Look for
- Deals where nobody called the seller for days. That's where cancellations start.
- In Salesforce
- A date stamp at contract, the first logged call after it, and a scorecard by rep.
Booked revenue, forecast vs. actual
What did we book, and how close was the forecast?
- Formula
- Expected profit when a deal goes under contract, compared with what it actually closed for.
- Look for
- A gap that grows over time means underwriting or renegotiation needs attention.
- In Salesforce
- Booked revenue by week and month, plus the original contract price locked at signing.
ROI that counts the deals you keep
Is our best channel being undercounted?
- Formula
- (Profit from closed deals + value of kept properties − campaign spend) ÷ campaign spend.
- Look for
- Rentals and deals closed outside the usual flow. Leave them out and your best channel looks average.
- In Salesforce
- A flag for kept or off-book deals with a profit value, included in campaign 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 revenue forecast vs. actual, and ROI that includes kept deals. Together they show where marketing money works and where deals leak.
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
Want all five on one Salesforce dashboard?
A “Monday 5” dashboard spec is part of every CRM Revenue Audit (USD 1,500, 10 working days), along with a findings report, a 30/60/90-day roadmap and three quick fixes done. Or start with a free 30-minute call.
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