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Rivergum Homes

Residential builder · South East QLD · growth board

From ad spend to a signed contract — the whole line, on one board.

A builder can always see activity. What they can rarely see is truth: which campaigns make contracts, which quietly burn budget, and which rep is closing versus just busy. This board answers that first — and its stack is swappable, so the same board works whatever you run.

Period

Attribution

Ad platforms

Google · Meta

Lead portals

realestate.com.au · domain

Pipe

Supermetrics

Source of truth

HubSpot

Analysis layer

This board + Claude

The one-glance answer

This month · 1–31 Aug 2026 · live

Contracts signed

▲ 21%Target 18 · $6.63M signed value

13/18 to target

Weighted pipeline

$6.87M

▲ 8%Open deals × stage probability

Cost per contract

$6,808

▲ 14%Blended · target under $6,000

Marketing spend

$88.5k

▲ 4%$222 per lead · 398 leads

Speed to 1st contact

52 min

▲ 32%Median · leads convert 8× under 5 min

What happens after a lead lands

Lead → contacted → appointment → contract

Leads

398

median 52 min to first contact

Contacted

318

80% of leads

Appointment set

118

37% of contactedbiggest drop

Contract signed

11% of appointment set

Which channel actually makes contracts

Cost per contract, not per click. Toggle attribution to watch the credit move.

ChannelSpendCost / leadContracts credited

Google Ads$40.7k
$10.2k / contract$342
119 leads4

Meta Ads$35.4k
$8,851 / contract$262
135 leads4

realestate.com.au$7,081
$3,541 / contract$98
72 leads2

domain.com.au$5,310
$2,655 / contract$111
48 leads2

Organic / Referral—
no media cost—
24 leads1

What needs attention

Problems surfaced, ranked by cost of ignoring them

Meta · “Video 15s — Finance Offer” is burning budget

Spend up 34% week-on-week, contracts flat at 1. Next-dollar cost per contract modelled at $9.1k against a $6k target.

$11.1k spent · 1 contract

Pause or cut budget 60%

29 leads unactioned past 48h

Mostly domain.com.au portal leads landing after 6pm. Speed-to-contact is the single biggest driver of contract rate.

29 leads · median 61h idle

Route after-hours to on-call rep

Jordan Fyfe’s contract conversion is sliding

9% this period vs 17% team average, down from 15% last month — despite working the most leads. Busy, not converting.

9% conv · 84 leads worked

Call review + pipeline audit

Google Brand campaign is over-credited

58% of its “conversions” are people searching “Rivergum Homes” — demand paid channels created earlier. Last-click flatters it.

Last-click 6 → data-driven 4

Compare models before scaling

5 deals stalled 21+ days in “Proposal sent”

Combined weighted value $1.3M sitting still. No activity logged against them in HubSpot.

5 deals · $1.3M

Owner follow-up this week

Creative tracker

Ranked by cost per contract — click any column to re-rank. Fatigue is frequency × CTR decay.

#	Creative	Spend	Leads	CPL	Appts	Contracts	Cost / contract	Fatigue	Status
01	House & Land from $615/wk Meta · Static	$11.7k	67	$175	21	6	$1,952	31%	scaling
02	First-Home-Buyer Carousel Meta · Carousel	$8,993	38	$239	14	3	$2,998	40%	steady
03	Display Home Walkthrough 30s Meta · Video	$15.7k	72	$219	17	5	$3,133	18%	scaling
04	Search — House & Land QLD Google · Search	$15.1k	47	$318	16	4	$3,768	22%	steady
05	Knockdown Rebuild — UGC Meta · Video	$7,621	33	$229	8	2	$3,811	55%	watch
06	Search — Brand (Rivergum) Google · Search	$4,512	19	$237	7	1	$4,512	20%	watch
07	Handover Day Testimonial Meta · Video	$5,860	19	$308	6	1	$5,860	34%	steady
08	Video 15s — Finance Offer Meta · Video	$12.1k	69	$175	22	2	$6,031	86%	pause

Who converts, who's just busy

Ranked by revenue — speed and conversion tell the real story

Priya Nairtop closer79 leads worked10 minspeed65%appt set21%contract conv

Marcus Webb90 leads worked33 minspeed60%appt set17%contract conv

Chloe Tan81 leads worked31 minspeed58%appt set18%contract conv

Sam Okafor82 leads worked44 minspeed55%appt set16%contract conv

Jordan Fyfebusy · not closing86 leads worked58 minspeed43%appt set11%contract conv

The tool is how you get here. The answer is the point.

Rivergum is invented. The method is not: every ad dollar reconciled back to the contract it produced, and the problems that quietly cost you a month surfaced while there's still time to act. Whatever you already run underneath — HubSpot or Salesforce, Supermetrics or Fivetran, a spreadsheet or Claude — the board is the same. Tell us the question you can't answer today, and we'll show you the first place we'd look.

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