Tool · Gross margin calculator
What better visibility is worth, in your own numbers.
Enter what you build, how many you close, and your margin. The calculator shows the additional gross margin a conservative visibility lift would produce, then divides the program cost by the additional closings so you can see the cost per closing. Every step of the arithmetic is on screen.
Step 3 · What better visibility is worth
$233,280
in additional annual gross margin
Step 4 · Against the program cost
The Platinum program is $325 a month, or $3,900 a year. That is
$1,354
per additional closing.
These are illustrative projections based on figures you entered. They are not a forecast or a guarantee.
Recommended from your numbers: Platinum at $325/mo
What this model assumes
Four assumptions, stated openly.
Buyers who start online
The model assumes a share of your buyers begin with a search, defaulting to eighty percent. Lower it if a large part of your volume comes from realtor referral or repeat clients who never search.
A conservative visibility lift
Fifteen percent is the default and it is deliberately low. It represents additional search-sourced buyers from better visibility, not a total traffic increase. Raise it only if you know your own figures.
Gross margin, not net
The figure produced is additional gross margin, before overhead, sales cost and everything else the business carries. It is not profit and it should not be read as profit.
A blended average sale price
Selecting more than one build type averages the sale prices evenly rather than weighting by volume. If your mix is uneven, enter a single type with a blended figure of your own instead.
The model is deliberately simple, and it is not a forecast. It answers one question: if better visibility produced a small number of additional search sourced buyers, what would that be worth against a published program price. Nothing here accounts for lending conditions, absorption, or the season the work lands in.
Questions
About this calculator.
Is this a forecast?
No. It is an illustrative projection based entirely on figures you enter. It models one question, which is what a small number of additional search-sourced closings would be worth against a published program price. It does not account for lending conditions, absorption, competition or the season the work lands in, and it is not a guarantee of anything.
Why is the default lift only fifteen percent?
Because a conservative number that survives scrutiny is more useful than an optimistic one that does not. Fifteen percent of the buyers who already start online is a modest improvement, and if the arithmetic works at that level it will work at higher ones. Raise it if you have your own data.
What does cost per additional closing actually mean?
It is the annual program cost divided by the additional closings the model produces. If Platinum at $325 a month is $3,900 a year and the model shows three additional closings, the cost per additional closing is roughly $1,300. Compare that against the gross margin on one closing and the decision usually answers itself.
The number it gives me seems too small to bother with.
Then the calculator will say so. Below $100,000 in additional annual gross margin it recommends Golden at $235 rather than a larger tier, because recommending more than the arithmetic supports would be dishonest. If the figure is small at every setting, this may not be the right channel for your firm and we would rather you knew that now.
Does the calculator send my figures anywhere?
No. Everything runs in your browser and nothing is transmitted unless you deliberately ask for the breakdown by email. Your numbers are stored only in the address bar, which means you can bookmark a scenario or send the link to a partner, and they are not stored on any server.
What if I want a different program than the one recommended?
The recommendation is a starting point from your own numbers, not a restriction. The program builder lets you pick any of the five tiers, add or remove a content plan, and see the total change live before anything is ordered.
Now build the program those numbers support.
The program builder totals any combination of tier, content plan and website live, and carries every parameter through to the order page. Nothing is charged until you confirm.
Month to month · No contracts · Setup fee waived · Dedicated account manager · No ranking guarantees