If you cannot measure it, you cannot improve it
~ Lord Kelvin
Adding additional inventory to your rental program can have a significant impact to your business. However, do you know what that return on investment looks like? Which campaigns have the best ROI? How many leads or deals do you expect from each marketing source? These questions are usually very difficult to answer and why we built this Vacation Rental Inventory ROI Calculator. The goal of this calculator was the following:
- Understand the Return on investment of adding additional inventory into your rental program
- Understand the investment required to achieve your inventory growth goals
- Understanding the primary metrics that truly matter
- Helps create the playbook for your inventory growth plan
Determine Your 12 Month Goal
Properties
Inventory Goal
Annual Churn
Gross Booking Revenue (GBR) per Property
Margins
Churn
Select the number of properties you currently have.
PROPERTIES
Select the number of properties you want to have in 12 months.
INVENTORY GOAL
What is the number of properties you plan on losing over the next 12 months?
CHURN
Your 12 Month Goal is Deals
What is your average gross booking revenue per property? This is the amount
before taxes, insurance, fees, etc… This is usually the amount you base your
commission rate on.
AVG. GBR
What percentage of the GBR falls to the bottom line as net profit?
AVG. MARGIN
What percentage of inventory do you historically lose per year?
ANNUAL CHURN %
Targets
Targets
What is your total number of homeowners you are targeting?
# TARGETS
Direct Mail
Response Rate
Conversion Rate
Direct Mail Drops
Direct Mail Cost
What is the percentage of responses you expect to your direct mail?
DM RESPONSE RATE
What percentage of responses do you expect to convert to a closed deal?
DM CONVERSION RATE
Select the number of direct mail drops over the next 12 months.
DM DROPS
What do you expect is the avg. direct mail cost per piece?
AVG. DM COST
PPC / Retargeting
Paid Traffic
Traffic to Lead Conversion
Lead to Deal Conversion
CPC
Select your paid traffic (search, social & display) per month.
Small Markets = 50-100 / Medium = 100-300 (San Diego, Park City) / Large = 500-1000 (Orlando, Destin)
Small Markets = 50-100 / Medium = 100-300 (San Diego, Park City) / Large = 500-1000 (Orlando, Destin)
Paid Traffic
What percentage of traffic converts to a lead?
PPC Lead Conv.
What percentage of leads convert to a deal?
PPC Deal Conv.
What is your average Cost Per Click (CPC)?
CPC
Custom Audiences / List Based Retargeting
Match Rate
Impressions/Month
Impressions to Traffic Conversion
Traffic to Lead Conversion
Lead to Deal Conversion
Campaigns run per year
Cost Per Impression
What percentage of your target list are you able to match?
Match Rate
Select home many impressions per month per target.
Impressions
What percentage of impressions converts to traffic?
Traffic Conv.
What percentage of traffic converts to a lead?
Lead Conv. %
What percentage of leads convert to a deal?
Deal Conv.
Select the number of campaigns you want to run per year.
Months
What is the average cost per impression?
CPI
Email
Match Rate
Monthly Campaigns
Click Through Rate
Traffic to Lead Conversion
Lead to Deal Conversion
Email Investment
What is the percentage of targets you are able to find email addresses for?
Match Rate
How many times per month will you hit each target?
# Campaigns
What is your average click through rate?
CTR
What percentage of traffic converts to a lead?
Email Traffic Conv
What percentage of leads become a deal?
Deal Conv.
What is your monthly investment for running email campaigns?
Monthly Inv.
IP Targeting
Match Rate
Impressions
Impressions to Traffic Conversion
Traffic to Lead Conversion
Lead to Deal Conversion
Campaigns run per year
Cost Per Impression
What is the percentage of targets you are able to find IP addresses for?
Match Rate
How many impressions per IP address per campaign?
IMP to Traffic
What percentage of impressions converts to traffic?
IMP to Traffic
What percentage of traffic converts to a lead?
Traffic Conv.
What percentage of leads convert to a deal?
Deal Conv
Select the number of campaigns you want to run per year.
Camp. Months
What is the average cost per impression?
Cost Imp.
Data
Data Expenses
What is the total data cost including addresses, emails and phones?
Data Cost
Vintory Investment
Monthly Management
Success Fee
What is the monthly management investment?
Management Fee
What is the success fee per contract?
Success Fee
Microsite / Referrals
Referral Leads/Year
Conversions
Select the number of new referrals per year from the microsite and personal
referrals.
Referral Leads
What percentage of leads from the microsite and referrals convert to a deal?
Deal Conv
Next Steps:
Summary
Leads / Deals by Source
Property Goals
Investment
Primary Metrics
Return (Per Deal)
Avg. Customer Lifetime
Return (Total)
| Total # of New Properties | |
| Projected GBR | |
| Proj. Margins (1st Year) | |
| Investment | |
| ROI (1st Year) | |
| Proj. Margins (5th Year) | |
| ROI (5th Year) | |
| LTV:CAC Ratio | |
| Cost Per Lead (CPL) | |
| Cost to Acquire New Customer (CAC) |
| Investment Source | Yearly Leads | Yearly Deals |
|---|---|---|
| Direct Mail | ||
| PPC/Retargeting | ||
| Custom Audiences | ||
| IP Targeting | ||
| Microsites/Referrals | ||
| Total |
| Current # Properties | |
| Goal (Total) | |
| Churn | |
| Goal (Total # Properties all sources) | |
| Plus / Minus Goal |
| Investment | Monthly | Yearly |
|---|---|---|
| Direct Mail | ||
| Data | ||
| PPC/Retargeting | ||
| Custom Audiences | ||
| IP Targeting |
| Cost Per Lead (CPL) | |
| Cost to Acquire New Customer (CAC) | |
| Months to Recover CAC | |
| LTV:CAC Ratio | |
| ROI (1st Year) | |
| ROI (5 Year) | |
| Avg. Customer Lifetime (in Years) |
| Projected GBR | |
| Projected Margins (1st Year) | |
| Projected Margins (5 Year) | |
| Projected Margins (Lifetime) |
| Projected GBR | |
| Proj. Margins (1st Year) | |
| Proj. Margins (5 Year) | |
| Proj. Margins (Lifetime) |
*This calculator is designed to give Vintory's prospective clients an estimate on the marketing services, investments costs and roi expectations. Nothing on this website is a representation or guarantee of any actual financial performance or return on investment. Note that the calculations you see are default settings intended for your adjustment based on your properties and your company’s projections.
