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Back to: Five Pros, Four Hours: What You Actually Buy When You Buy a Lead. That page explains the math and quotes what the platforms publish. This is the page you fill in.
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Who this is for. Owners and whoever signs lead agreements, in any shop buying leads from a platform or a lead vendor. Fill in Part 1 from your own books, one column per source. Fill in Part 2 from the actual agreement, as a file, never from a rep's summary. Bring both to whoever signs.
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Get your own copy
Pull ninety days from each source. Keep every source in its own column, because a blended number hides the losing channel inside the winning one. Gross profit comes from your job costing, not from a margin you carry in your head.
| Line | Source 1: | Source 2: | Source 3: |
|---|---|---|---|
| Window (start and end date) | |||
| A. Leads received | |||
| B. Leads you reached | |||
| C. Signed jobs | |||
| D. Total lead spend for the window | |||
| E. Gross profit on those signed jobs | |||
| Cost per acquired job (D ÷ C) | |||
| Gross profit per job (E ÷ C) | |||
| Left per job after lead cost (gross profit per job minus cost per acquired job) | |||
| Keep, cap or cut |
The last number leaves out the customer service representative (CSR) time, estimator drive time and callbacks spent on leads that never converted. If it already looks thin, the real figure is lower still.
One column per agreement. Fill each line from the document itself. If the document does not answer a line, write that down, because the gap tells you how that term will likely go.
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Do not sign or renew from a rep's summary. Get the agreement that governs your lead purchases, by its title, as a file you save, and fill this in from it. What is settled federally on consent and do-not-call is quoted and cited on Five Pros, Four Hours. What your own contract says is not covered there. This is not legal advice. Have a lawyer read the indemnity clause before you sign.
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| Question | Agreement 1: | Agreement 2: |
|---|---|---|
| Vendor, and the agreement's title exactly as printed | ||
| Date you received the file | ||
| 1. Exclusivity. How many providers can get the same contact, and for how long | ||
| 2. Billable. What counts as a billable lead | ||
| 3. Refunds. Who decides, the deadline to dispute, and whether credit comes back as money or as more leads | ||
| 4. Term and exit. Renewal term, and the exact form cancellation has to take | ||
| 5. Leaving early. What you owe if you leave mid-term | ||
| Indemnity. Who pays when a consumer sues over a lead you bought | ||
| Where the consent behind the list came from, in one sentence | ||
| Next renewal date |