Fictional client
Monthly marketing brief · September 2026
Prepared for Solenmere Life Plan Communities
Prepared by Axivelle Pulse (fictional agency)
Inquiries rose 23% and ad spend per total inquiry fell 17%. Tours kept pace, but the booking rate held at 23% and first-response time lengthened, so follow-up is the next place to look.
Scoreboard
Phone calls
47
vs 40 August
18% higher
Form inquiries (recorded)
71
vs 56 August
27% higher
Total inquiries (recorded)
118
vs 96 August
23% higher
Ad spend per total inquiry
$83
vs $100 August
17% lower
Keywords in top 3
24
vs 21 August
14% higher
Tours booked
27
vs 22 August
23% higher
Revenue attribution needs CRM data and is not shown in this sample.
What changed
- Inquiries grew from 96 to 118 (+23%) on a spend increase of 2% ($9,600 to $9,800).[1][2]
- Ad spend per total inquiry fell from $100 to $83 (17% lower).[3]
- Phone calls rose from 40 to 47, and form inquiries (recorded) rose from 56 to 71.[4][5]
- Booked tours rose from 22 to 27, in line with inquiries (both up 23%), so the tour-booking rate stayed at 23%. Median first-response time lengthened from 5 to 9 hours.[6][7][8]
- Keywords ranking in the top 3 rose from 21 to 24.[9]
What we're checking
Hypotheses, not conclusions
- Whether follow-up capacity kept pace with 22 more inquiries
- Whether new inquiries came from lower-intent sources (compare by channel)
- Whether tour scheduling availability limited bookings
Actions and next steps
- Review the inquiry-to-tour handoff with your sales lead
- Test a direct tour-scheduling link in the confirmation email and in follow-up messages
- Report tour-booking rate and first-response time alongside inquiries in each monthly brief
Definitions
- Phone calls: connected calls to tracked phone numbers, counted once (sample definition).
- Ad spend per total inquiry: paid-media spend divided by all recorded inquiries, including unpaid sources. Excludes agency fees.
- Tour-booking rate: tours booked in the period divided by inquiries received in the same period (not a cohort rate).
Sources and evidence
| Number | Measure | Value | Source |
|---|---|---|---|
| 1 | Spend | $9,600 in August; $9,800 in September | Google Ads, Meta Ads |
| 2 | Inquiries | 96 in August; 118 in September | GA4, Call tracking |
| 3 | Ad spend per total inquiry | $100 in August; $83 in September | Calculated |
| 4 | Phone calls | 40 in August; 47 in September | Call tracking |
| 5 | Form inquiries (recorded) | 56 in August; 71 in September | GA4 |
| 6 | Tours booked | 22 in August; 27 in September | CRM export (sample) |
| 7 | Tour-booking rate | 23% in August; 23% in September | CRM export (sample) |
| 8 | Median time to first response | 5 hours in August; 9 hours in September | CRM export (sample) |
| 9 | Keywords in top 3 | 21 in August; 24 in September | Local rank tracking (sample) |