Key point — Five numbers define your funnel health: 10-15% response rate, 1 decision maker per 10 contacts, 1 lead per 100 properties, 1 contract per 50 leads, 85% contract-to-close conversion. If any metric is materially off, start diagnosing there.
Funnel Benchmarks
| Metric | Target | What It Measures |
|---|---|---|
| Response Rate | 10-15% | % of owners who respond to outreach (SMS, mail, calls) |
| DM Contact Rate | 1 per 10 | Decision maker conversations per properties contacted |
| Lead Generation | 1 per 100 | Leads per properties engaged |
| Contract Conversion | 1 per 50 | Contracts per leads |
| Contract-to-Close | 85% | Deals closed per contracts signed |
Market Variability
Not all markets perform equally. Some have higher distress density and convert faster. Others require more touchpoints and longer nurture cycles. Adjust expectations based on your specific counties and competition level.
Diagnostic Framework
When a metric falls below target, work backward through the funnel:
- Low response rate? Check skip trace quality, message templates, and sender number health
- Low DM contact rate? Verify contact data accuracy and calling cadence
- Low lead generation? Evaluate BuyBox targeting and list quality
- Low contract conversion? Review follow-up consistency and negotiation approach
- Low close rate? Examine buyer list strength, pricing accuracy, and title issues
Need help hitting these benchmarks?
Contact your Customer Success Manager or email support@8020rei.com. We can evaluate your current performance and implement targeted improvements.
