Demand funnel
Broker & channel
How channel-sourced demand behaves differently from direct demand, and what that means for the incentive design.
Channel enquiries
470
Twelve-week shape, pilot window
Visit rate
23.8%
3× direct
Bookings
19
Twelve-week shape, pilot window
Cost per booking
₹4.8 L
Second cheapest source
Channel against direct
Conversion rate, per cent
Channel demand arrives pre-qualified because a broker has already had the budget conversation. That is what the brokerage buys.
Ranked by channel
Top rows from the table below, largest first
Read off the same table, sorted so the concentration is visible. Ties are ordered as they appear in the register.
Channel economics against direct
| Metric | Channel | Direct paid | Difference |
|---|---|---|---|
| Enquiries | 470 | 12,470 | — |
| Contact rate | 88% | 78% | +10 pts |
| Qualification rate | 62% | 33% | +29 pts |
| Visit rate | 23.8% | 7.4% | +16.4 pts |
| Booking rate | 4.0% | 1.2% | +2.8 pts |
| Cost per booking | ₹4.8 L | ₹7.4 L | −₹2.6 L |
| Median ticket | ₹1.9 Cr | ₹1.4 Cr | +₹0.5 Cr |
The incentive question
It converts three times better and costs a third less per booking. The constraint is partner activation, not economics.
Channel lead · this quarter
Channel volume is small and self-selected; the best brokers bring their best buyers. Scaling the network will dilute these rates and the plan should assume that.
Growth · note for planning
How to read this page
Demand funnel · Broker & channel
Window
Rolling 90 days of the India Realty pilot, refreshed nightly at 02:00 IST.
Sources
Aiera call logs, WhatsApp Business API, CRM stages, Meta and portal spend exports.
Joins
Every number is joined to a booking where one exists, not to leads, so cost lines stay comparable.
Limits
Ninety days is short for a ₹1.5 Cr purchase. Late-window cohorts are still open, so treat conversion as a floor.