Ops Report-Training Guide

JOB COST VARIANCE REPORT

Taking the Job Cost Variance Report, we plug data into a Marketing Cost Analysis spreadsheet to calculate by Community and compare to previous year’s costs:

• COST PER INQUIRY: how much does each Internet INQ cost

• COST PER VISIT: on average, based on overall Marketing spend, what does each Visitor walking in the door represent on an investment basis

• COST PER SALE: on average, based on purely overall Marketing spend (i.e. not including Commissions), what does each Sale cost on an investment basis

Internet Spend ÷ INQs = $ per Total Spend ÷ Visits = $ per

Total Spend ÷ Sales = $ per

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