Free tool
Real estate marketing budget calculator
Turn a gross commission income figure or an income target into a marketing budget, then split it across social media, paid ads, email, signs and print, photography and video, and tools. See each channel per month and per year, with an optional cost per lead if you track one. Every share is yours to edit and none is a benchmark. Print it, save it as an image or copy the summary. A planning estimate. Everything stays in your browser — nothing you type is sent or stored.
Like quick, simple tools? Kadapt turns listing photos into short video reels.
How the numbers are worked out
The annual budget is the amount you start from (gross commission income or an income target, per year or per month) multiplied by the share you choose to reinvest. Each channel gets its share of that budget, shown per month and per year. If you enter a cost per lead for a channel, the estimated leads are the channel’s budget divided by that cost.
Assumptions to say out loud
- Reinvest share: your own choice. The tool does not claim any percentage is right for your market or stage.
- Channel split: the starting figures are examples to edit, not a recommended mix.
- Cost per lead: optional and entirely yours. Use real figures from your own ads or tools; leave it blank where you do not track it.
- Not included: your time, brokerage fees, seasonality, or any promise that spend turns into leads or deals.
Using it
- Pick the base you plan from, then set the share you are comfortable reinvesting.
- Move the channel shares around and watch the monthly amounts change. Keep the total at 100% or below.
- After a quarter, replace the cost per lead guesses with what you actually paid and re-run it. A planning estimate, not a forecast.
Related: the income goal calculator, the commission split calculator, the seller net sheet calculator, the content calendar generator, the listing presentation checklist and the rest of the free tools for real estate agents.
Guide: How many transactions does a real estate agent need to hit an income goal?.
Common questions
How is the marketing budget worked out?
The amount you start from (gross commission income or an income target, converted to a year if you entered it per month) is multiplied by the share you choose to reinvest. That gives an annual budget, which is divided by 12 for the monthly figure.
What share should I reinvest?
That is your call. The calculator does not claim any percentage is right for your market, brokerage or stage. Try a few and see what each means in dollars per month, then decide what you are comfortable committing.
Are the channel percentages a recommended mix?
No. The starting split across social, ads, email, signs and print, photography and video, and tools is an example so the sheet is not empty. Change every share to match your own plan. They should add up to 100% or less; any remainder shows as unassigned.
What does the cost per lead do?
It is optional. If you enter a cost per lead for a channel, the estimated leads are that channel's budget divided by it. The cost is your assumption, ideally from your own records, and the result is not a forecast. Leave it blank for channels you do not track.
Should I start from GCI or an income target?
Either works the same way: the budget is a share of whichever figure you pick, and the sheet labels it. GCI is your gross commission before brokerage share; an income target is the amount you want to earn. If you need the gross commission for a take-home goal, use the income goal calculator first.
Does the calculator save what I enter?
No. Values stay in your browser and are not sent to Kadapt, stored, or used in analytics. The only thing counted is that someone pressed the print, PNG or copy button, never what was on the sheet.