All articles
OperationsMarch 13, 2026 8 min read
Marketing attribution for real estate: closing-grade or bust
Why lead attribution is the wrong metric — and how to build a closings-attribution model that CFOs sign.
MR
Maya Reyes
Co-founder, AdClosr
A lead is a promise. A closing is money. Attribution must terminate in commission — or the CFO stops signing checks.
The 4-touch model
- First-touch (source)
- Book-the-appointment touch
- Contract touch
- Commission touch