Which attribution should be included in ROI calculations when possible?

• A. Only gross commission
• B. Only advertising spend
• C. Attributed value from closings and long-term referrals
• D. None of the above

Answer: (C)

In ROI calculations for real estate marketing, you want to capture the value created by the marketing effort, not just the costs or the first sale. The best choice is to include the attributed value from closings and long-term referrals. This matters because the return from marketing isn’t limited to the initial transaction; clients who were influenced by your marketing can lead to additional closings and ongoing referrals, extending the revenue generated long after the first deal. By tying revenue back to the specific marketing activity, you reflect the true economic impact, not just the spend or a single commission. If you focus only on gross commission, you miss how the marketing contributed to the business, and if you focus only on advertising spend, you’re counting costs without attributing the revenue that marketing helped produce. Including the value from closings and long-term referrals when possible gives a fuller, more accurate picture of ROI.