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What's a Click Worth?
What would you pay to get a new qualified visitor to your website?  How much should you be willing to pay?
How much can you afford to pay? Do you really even know?
If you've never asked - and answered - these questions, there's a high probability that you're wasting precious marketing dollars or otherwise not maximizing your online marketing performance. That's the bad news. The good news is that it's not that difficult to determine the value of a new website visitor - all you need are some basic metrics.
To start with, you need to determine what you're willing to pay for a new sale. Think about the commission you make on a transaction less any direct expenses associated with the deal. Now, how much of that can you afford to give up in order to get the business? Referrals are huge in the real estate world, so you have to balance your immediate need to make money with the big picture.
For the purposes of this post, let's assume that you're willing to pay, on average, a $1,000 per sale.
The next number you need is your lead-to-sale conversion rate. What's your close rate on the leads you receive? ... more

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