Calculate your CPBM.
How the math works
Cost per booked move is the number that actually matters. Cost per lead can look cheap while the jobs never book. This calculator helps you see what your marketing really costs once leads turn into booked moves.
CPBM = total marketing spend ÷ booked moves
Booked moves are estimated from leads multiplied by close rate.
2026 benchmark ranges
Under $400
HealthyThe business has real channel margin and room to scale. Pour fuel on what is already working.
$400-$700
Watch zoneYour acquisition cost is workable, but margin can get tight. Find the channel with the worst CPBM and improve it first.
Above $700
FragileThe business may be buying revenue at zero margin. Listing data, direct mail, and realtor partner plays are often the fastest fixes.
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
Compare CPBM by source instead of only looking at blended cost. The broken channel is usually hiding in plain sight.
Cap brokered leads
If CPBM is above $700, cap paid search and brokered lead spend before it eats the margin.
Shift budget into owned channels
Reinvest the difference into listing data, direct mail, realtor outreach, and partner pages that create more controlled demand.
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.