Cold call cost-per-deal benchmarks are leaving out most of the math

Cold-call cost-per-deal benchmarks are leaving out most of the math. Have you ever thought really deeply about the true cost of having people book appointments for you from the leads you are generating? A lot of team leads and brokers ask me about ways they can best ensure they get the most profit out of their businesses and about the cost of to get appointments booked. Most people believe it is only the ISA’s salary. The actual cost is considerably higher, and the gap between the two figures is large enough to change how you evaluate the channel entirely. I had a client who thought she was saving because she had a virtual assistant that she was paying $1,200 per month to call leads from several cheap lead vendors. She was also paying $1,000 per month for the leads. Six months in, she realized she was not getting the traction she needed to get consistent closings. The VA was not trained well enough, and this was burning leads. Leads were poor quality. After doing the math, she realized she was falling further and further behind breakeven. The loss was growing. It was like she was bobbing in the ocean, getting sucked in by the riptide and noticed a big wave coming. That’s why she ca...