For instance, imagine you spent $500 on direct mail campaign, that result in 2 first appointments, and a listing worth $1,000,000 for a 5% fee. The measured effect is that for every $1 of that campaign, your end result attracted back $100 of potential income. On the opposite end of the spectrum, if you spend $500 on a direct mail campaign that results in no new lead generation, meetings, or activity-that was a poorly utilized $500, that not only put you out of pocket, but likely also had some time expense in your design and preparation. Always measure the results of your marketing efforts, to discover where your time and money is best spent, and it generates the highest returns to your business.