David 2 Goliath

What does each instruction actually cost you?

Most agents know their fee. Very few know their cost per instruction, and it’s the number that decides whether your marketing is an asset or an expense. Move the sliders. The maths updates instantly.

Everything: portals, paid ads, print, leaflets, sponsorships, canvassing.

Sales instructions signed, not valuations booked.

Excluding VAT.

The share of instructions that actually complete, allowing for withdrawals and fall-throughs.

Your cost per instruction

£333

of marketing spend for every instruction signed

Fee income per completed sale£5,525
Expected fee income per instruction, adjusted for fall-throughs£4,144
Marketing cost as a share of fee income8.0%
Return for every £1 of marketing spend£12.43

Efficient. Marketing is costing you 8.0% of the fee income it produces. The opportunity here isn’t cutting spend, it’s scaling it. At this efficiency, every extra pound of budget is buying instructions at a discount.

Now the harder question

Do you know which channels inside that spend are producing the instructions, and which are dead weight? Most independents don't, because the tracking has never been set up. That's the first thing we fix.

Book a 20-minute channel audit

Guide bands, not gospel: marketing at under 10% of fee income is running efficiently; 10 to 20% is typical for growing agencies; above 20% usually means untracked spend or weak follow-up, not a weak market. Figures exclude VAT and lettings revenue.

David was never the underdog. He was simply underestimated.

David 2 Goliath. Demand acquisition for independent UK estate agents.