Our company uses many types of lead sources, including SFI, show/event leads, direct mail, marriage mail, and canvassing. Yet the productivity of those lead sources depends as much on company culture as anything. We know this because we track our leads in two ways: we benchmark productivity by the lead source as a whole (i.e., SFI leads close at, say, 21%) and by individual salesperson.
When it comes to determining lead costs, especially by type of lead, most home improvement company owners don't have accurate data. Why not? They don't have a process for giving them that information. And without a process to tell you how much each lead costs, it's difficult to develop a productive and affordable marketing mix and the budget that goes with it.