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Measurement
How we measure property enquiries
One set of definitions, agreed before spend starts, so the argument about which number is right never replaces the decision.
The inputs
CTR: Click-through rateOf the people shown an ad, the share who click. It reads the message against the audience, nothing else.
CVR: Landing page conversion rateOf the people who reach the page, the share who enquire. It reads the page against the promise that brought them.
CPL: Cost per leadSpend divided by leads. On its own it rewards the cheapest enquiry, so we never read it alone.
PR: Profile rateThe share of leads that complete the optional buyer profile. Our releases hold 60% to 80%.
STL: Speed to leadTime from enquiry to a person answering it. It belongs to the business, and it moves every measure after it.
LQR: Lead qualification rateThe share of leads a salesperson judges worth a conversation. The first measure about quality, not volume.
Read in pairs, never alone
Cost per qualified leadCost per lead divided by qualification rate. It decides where the next dollar goes.
CTR against CVRDecides whether the fix goes in the ad or on the page. A strong CTR with a weak CVR is a message-to-page problem.
Qualification against speed to leadDecides whether the problem is the campaign or the handover. Leads that went cold before anyone called are not bad leads.
PaceQualified buyers against the stock the release has to sell. Tells you early whether you are on track.
Measure, diagnose, optimise
Everything is tracked before spend starts. The measures are read in pairs until one pair names the constraint. Then one change is made, against that measure, and held long enough to read. The account is not rebuilt because a week was quiet.
It is how Ralph Alexandria judged about 50 creative refreshes on VIP booking rate rather than cost per lead, and how Auyin's Penthouse Collection optimised to confirmed sales worth $7.3M.