Analyzing where your leads came from is a good end-of-the-year project for you.
Start by looking at your Web site. Divide your annual revenue by the number of completed Web site lead forms. This will give you a rough estimate of the value of someone filling out a form on your site. Now look at the sources of your online traffic.
Say you generated 50 leads this year from REALTOR.com and each one, based on your previous calculation, was worth $500. You can say that REALTOR.com brought in business this year worth $25,000.
Now you can use this number to evaluate how you're spending your advertising dollars. Increase advertising spending in places that drive leads and decrease it where it doesn't.
Source: Inman News, Gahlord Dewald (12/15/2009)