Events & Home Shows
175leads61%
$5.2Kspend$30 / lead
Monthly home shows + service-area open houses — top of funnel.
ViewingArena Homes · Builds· Steel-frame new homes & ADUs — fixed $175/sq ftA separate business — its own marketing, funnel, audience and costs from Services. Switch business with the toggle above.
Marketing
Top-of-funnel · homeowner & buyer demand across both businesses.
Q2 2026 · … leadsYTD 2026 · … leads
Builds Lead Pipeline
New-home leads by quality grade · source · trend
Total Leads
0
all-time, Arena OS web leads
Purchasers
0
closed buyers
A/B Pipeline
0
hottest active leads
Active pipeline by grade
A
0
B
0
C
0
D
0
By source
New leads · last 12 mo
Illustrative until the Arena OS sync runs.
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Acquisition funnel
Impressions → Visits → Engagement → Leads → SQL. Each rung is split by channel — hover a channel to trace its share down the funnel. KPIs run down the left, spend down the right.
#1 objective · Leads · Q2
675+12%
SF livemodeledpending
Cost / 1K impr
$2611-4.0%
spend$18Kincl. budget
Cost / click
$13.12-6.0%
spend$500incl. budget
Cost / engagement
$20.67-9.0%
spend$5K
Cost / MQL
$158-8.0%
spend$16K
Cost / SQL
$1162-8.0%
ownersales
Cost / Customer
$3951-6.0%
LTV : CAC
—
ownersales
channel widths weighted by share of count at each rung
channels — hover to trace ↓· attribution modeled
Spend basis · 2026 Marketing BibleCross-sell program $17KbudgetLeads (FB ads) $21Kactualtotal $40K / 30dper-campaign attribution → see By Campaign Type ↓May 2026 (Bible). Parade of Homes ad spend = posted actual; radio = budget (actual not yet posted). · refreshed weekly with the Update.
Channels by funnel stage · on / off
onoffBroadcast
reach the unaware
Consideration
drive first visits
Evaluating
intent / comparison
Engaging
nurture to action
Targeting
audience expansion
Retargeting
win back warm visitors
Channel ranking · Claude analysis
modeled#ChannelScore1st advisor callsCost / advisor callBenchmarkCallTakeaway
- 1Realtor Ambassador32×———ScaleRealtor referral converts at the top of the table — invest in realtor referral programs, this is the cheapest customer.
- 2SEO / Organic2.4×———ScaleBest organic ROI by far (≈22% of buyers, near-zero $). Pour content + Google Business behind it.
- 3YouTube2.0×———IdleYouTube→Shorts pipeline in flight — no conversion signal yet. Measure CPM before scaling.
- 4Google Search1.1×———HoldIntent-rich at fair CPC — hold spend, test bid raises on the highest-CPS keywords.
- 5Yard Signs & Site Boards1.0×———WatchYard signs & site boards: big visual reach, low paid conversion — keep for brand, don't budget like a perf channel.
- 6Facebook0.5×———WatchSolid paid lead engine; plateauing on creative — refresh creative + audience to lift CPL.
- 7Homie Pros Cross-Sell0.3×———ChopWarm Homie Pros hand-raisers but slow to convert in-period — 43% of $ → 14% of buyers. Right-size to where conversion sits.
- 8Reddit0.0×———IdleNot live yet — OTT / Connected TV idea on deck. Build before you budget.
Rank + score = modeled (same shares as the funnel · customers ÷ spend). 1st advisor calls and Cost / advisor call are LIVE from marketing.cac_by_channel (kept first advisor calls ÷ 2026 Campaign.ActualCost by Campaign_Source_Type__c). Benchmark flag: green ≤ firm avg —/ advisor call, red if >25% over. Channels with no live source-type bucket (yard signs, SEO, Reddit, YouTube) read “—” — never faked.
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By Campaign Type · last 30 days
modeled · connector pendingHomebuyer Workshop
28leads10%
$4.8Kspend$171 / lead
In-person homebuyer seminars across the service areas + design center.
Homie Pros Cross-Sell
24leads8%
$17Kspend$727 / lead
Build offers into the Homie Pros service + VIP-member base.
Realtor Referral
14leads5%
$0spend
Realtor + past-buyer referrals. Cheapest customer.
SEO / Google Business
30leads11%
$0spend
Organic search + Google Business. Strongest unpaid pipeline.
Google Search
14leads5%
$500spend$36 / lead
Intent capture on new-home, ADU + service-area queries.
Direct Mail / Mailersoff
0leads0%
$0spend
Service-area open-house mailers. Currently dark.
Yard Signs & Site Boardsoff
0leads0%
$0spend
Job-site boards + yard signs with QR estimator — attribution idea, not yet tracked.
Total · 285 leads · $28K spend. Modeled — exact attribution lands when Campaign_Source_Type__c on Account + Lead is fully populated (the Marketing Director + Caden).
Retargeting · warm audiences
modeled · connector pendingWebinar no-showsready
~240/ 30d
Registered for a homebuyer workshop but didn't attend. Highest-intent warm pool — they raised their hand.
Non-converting website visitorspending
~790/ 30d
Sessions on thearenahome.com that didn't become a lead. Top-of-funnel re-engagement.
⚠ GA4 audience export to ad platforms
Engaged but not MQLpending
~110/ 30d
Clicked through ≥2 pages or hit an action page but never submitted a form. Closest-to-conversion warm pool.
⚠ GA4 engaged-session → CRM Audience sync
Channels available to reach these audiences
- FB / IG Retargetingon
- Google Retargetingoff
Set-1st → Kept-1st
The highest-leverage number in the building. Closing the gap to 60% cuts required lead volume by ~a third — the cheapest path to the $50M goal.
50.0%
of 96 sets
kept (48)
target 60% · 10.0pp below benchmark
Full funnel chain · 2026 YTD
96
Set-1st (appt set)
48
Kept-1st (appt held)
11
3rd-Kept (committed)
7
Onboarded
CRM Campaign funnel fields (X1st_Sets__c → X1st_Kepts__c → X3rd_Kepts__c → Onboarded_Accounts__c), 2026 YTD
Top of Funnel
Each tile is badged SF / modeled / pending so you know what to trust
Total Impressions
pending—
No GA4 / ad-platform connector live yet — see Data Health
Total Clicks
pending—
No GA4 / ad-platform connector live yet — see Data Health
Total Leads
SF634
+12%
CRM Lead, created Q2 2026 (Apr 1–today)
Total Cost
modeled$3K
+9.0%
Σ Campaign.ActualCost — lifetime, not Q2-bucketed; BudgetedCost missing on 58/58 → variance unavailable
Cost-Per-Lead
modeled$293
-8.0%
Total Cost ÷ 634 inquiries. Open House CPL verified $19.92.
Cost-Per-Appointment
modeled$2K
-12%
Total Cost ÷ 96 Set-1st appointments (SF Campaign rollup)
Cost per Client
pending—
Needs closed revenue join (7 onboarded YTD). Raw cost÷clients conflates radio brand spend — not shown.
Payback Period
pending—
Needs per-buyer revenue + for-sale margin schedule join
Lifetime Value (per cohort)
pending—
Needs homeowner-lifetime-value model (multi-year membership) — not wired
LTV : CAC ratio
pending—
Derived from LTV & CAC above — blocked until both are real
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Loading peaches…
Why "peaches on the ground" lives here.
the CEO 5/9: the biggest "I can't tell if we're winning" frustration is waste — leads we paid to acquire that then sit untouched past the 48h SLA. Surfacing them at the top of Marketing keeps the Marketing Director's spend honest: a lead you didn't call is a lead the Marketing Director paid for and the org threw away.
Wired to a live Lead.First_Connected_Call_DateTime__c NULL check (hand-raisers only). Count is already over the 50-lead Telegram threshold.
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IF Set-1st→Kept-1st hits 60% (from 50% today)
→ same closes need ~17% fewer leads — frees ≈$31K of Q2 acquisition spend (+$31K)
IF the 82 uncalled hand-raisers all get a 48h call
→ at 50% kept × ~28% close → ≈3 recovered clients (modeled) (+$14K)
IF Construction referrals reach even half their 40% plan share (from 0%)
→ activates the highest-LTV pillar the plan already budgeted $70K for (+$2K)
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