Calculate your CPBM.
How the math works
Cost per lead can look cheap while jobs never book. This model estimates bookings from a close rate; use actual booked jobs for final CPBM. A listing record is a prospecting signal, not an inbound lead.
CPBM = total marketing spend ÷ booked moves
Estimated bookings = leads × close rate. With zero bookings CPBM is undefined. Actual reporting uses booked jobs and fully loaded cost.
Different inputs, not equivalent leads
Quote request
InboundA homeowner asked for an estimate. Shared marketplace inquiries may go to several movers; confirm exclusivity and response speed.
Listing record
SignalA property listed or went pending. This is not a request for a quote. Count mail, data, exclusions and follow-up before comparing cost.
Partner introduction
ReferralAn agent or past customer makes an introduction. Count relationship-building time and qualified introductions, not every contact.
Take the comparison offline.
Download the lead-source comparison CSV. One row per source and period: enter all-in acquisition spend, unique inquiries, qualified estimates, actual bookings, completed jobs, collected revenue and fulfillment costs. Blank outcomes stay blank. The named source rows are empty templates, not vendor performance. Open in Sheets or Excel and copy the formulas down for additional rows.
Use the same geography, time window and attribution rules. Allocate staff time, subscriptions, print and postage. A shared quote lead and a listing-data subscription buy different things. Read the method guide and channel guide. We sell listing data and mail, so this comparison has a commercial interest.
Public pricing inspected 3 November 2026: MovingLeads displays $0.35 per listing record, not per inbound inquiry; full-service postcard pricing requires contact. Mover Lead quotes by territory and separates print/postage. Moovsoon displays $55/month Brand Builder plus per-mailer charges and $250/month Professional Mover with a 3,000-listing allowance. USA Home Listings lists two tiers without a public dollar price on that page. MovingLetters.ai lists $399/month for one 50-mile market, plus mail from $0.75/piece. Additional markets are $300/month when available; confirm territory coverage with our team. Our site advertises a seven-day trial; review the signup terms for current payment and cancellation details. Plans differ; we have not independently tested vendor data or conversion rates. Confirm current quotes before buying.
What to include in your spend
Count everything you spend to acquire customers, not just paid ads.
Paid media
Brokered leads
Direct mail
Cold email infrastructure
Marketing salaries and contractors
Website hosting and CRO tools
Sponsorships, trade shows, BBB, and listing fees
Agency retainer if you have one
What to do with the number
Run the calculator by channel, not only blended. Most movers have one or two channels that carry the business and one or two that quietly drain margin.
Find the expensive channel
Give each inquiry one primary source and a confidence level. Compare costs and bookings over the same date window.
Check completed contribution
Subtract variable labor, truck, fuel, refunds and other fulfillment costs from collected revenue. Compare that contribution with acquisition cost.
Test before shifting spend
A small cohort can mislead. Check cancellations, attribution quality and crew capacity before moving budget.
Want help finding your real CPBM?
Drop us a note with your last six months of marketing spend and booked jobs. We’ll help you spot the channel that is helping, the one that is leaking margin, and where ListingPro, direct mail, or realtor outreach may fit.