Lead-To-Contract Benchmarks for Wholesalers and Agents
Top-performing real estate pros don’t just track volume. They track efficiency, and lead-to-contract is the clearest metric of whether your business is working.
If you’re not tracking your lead-to-contract ratio, you’re flying blind.
You might be spending money on leads that don’t convert. Or worse, blaming your leads when the problem is actually your follow-up, offer, or positioning.
Top-performing real estate pros don’t just track volume. They track efficiency, and lead-to-contract is the clearest metric of whether your business is working.
In this article, we’ll cover:
What lead-to-contract ratio is and why it matters
How to calculate it (step by step)
What a “good” ratio looks like for wholesalers, flippers, and agents
Why your number might be lower than it should be
How to improve it using data, systems, and better seller conversations
What Is Lead-to-Contract Ratio?
Your lead-to-contract ratio measures how many leads it takes to close one deal.
It answers the question: Out of 100 leads, how many turn into signed contracts?
Formula:
Leads ÷ Contracts = Lead-to-Contract Ratio
So if you get 150 leads and sign 5 contracts, your ratio is:
150 ÷ 5 = 30:1
That means you close 1 contract for every 30 leads.
This number tells you if your business is healthy, or leaking profit.
What’s a “Good” Lead-to-Contract Ratio?
It depends on your model, market, and how you're sourcing leads.
Wholesalers (off-market, cold outreach):
20:1 to 50:1 is common
Top performers: 10:1 to 15:1
Fix & Flippers (inbound + targeted outbound):
10:1 to 25:1
Real Estate Agents (listing appointments):
5:1 to 15:1 for warm referrals
20:1 to 40:1 for cold or online leads
If you're outside those ranges, something needs to be tightened up.
Why Your Ratio Might Be Too High
If it takes 50+ leads to get a single contract, you're either:
Talking to the wrong people
Saying the wrong things
Following up in the wrong way
Let’s break it down.
Reason #1: Poor Lead Quality
You’re buying data or running ads, but most leads aren’t actually motivated.
Fix it:
Use tools like Goliath to filter for multiple distress signals (liens + vacancy, etc.)
Score leads based on behavior: opens, replies, call tone
Focus more on seller motivation than property condition
Reason #2: Bad First Conversations
You’re getting them on the phone, but you’re losing trust fast.
Fix it:
Use a consultative tone, not a sales pitch
Listen more than you talk
Avoid leading with the offer, first, uncover the pain point
Reason #3: Weak Follow-Up Process
You make one call or send one offer… then move on. But the real conversion happens in follow-up.
Fix it:
Set up a 30-day multi-touch sequence (text, email, voicemail)
Tag and segment leads by situation
Use AIan -powered follow-up that feels human and well-timed
How to Start Tracking Your Ratio (Step by Step)
Even if you’re not running a CRM yet, you can still start tracking manually.
Step 1: Define a “lead”
Someone who responds to your outreach
Or fills out a form
Or answers a cold call and shows some level of motivation
Don’t count: Wrong numbers, spam, or tire-kickers
Step 2: Define a “contract”
Only count signed agreements. Verbal maybes don’t count.
Step 3: Track monthly
Use a simple spreadsheet or Goliath’s dashboard to track:
Leads contacted
Conversations had
Offers made
Contracts signed
Over time, your lead-to-contract trendline will show where you’re improving, or not.
How to Improve Your Ratio (Without Just “Getting Better Leads”)
Here’s a framework to increase your closing efficiency without just buying more data:
1. Qualify faster
Ask better questions earlier in the conversation to avoid wasting time.
2. Tailor the pitch to motivation
Offer creative finance, agent referral, or rent-back based on the seller’s actual pain point.
3. Follow up like your deal depends on it
Because it does.
90% of contracts come after the first contact.
Set smart, automated sequences with Goliath based on:
Seller behavior
Lead score
Timing tags (e.g. “follow up after probate”)
4. Record and review your calls
Use call tracking to:
Spot tone shifts in sellers
Catch holes in your own pitch
Coach your team to improve conversion
If You Can’t Measure It, You Can’t Improve It
You don’t need to be a spreadsheet nerd.
You just need to know:
How many leads am I getting?
How many are turning into contracts?
Where’s the leak in between?
Once you see it, you can fix it. And when you fix it? You can scale it, with less waste, more profit, and more predictable growth.
Written By:

Austin Beveridge
Chief Operating Officer
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