What should you actually spend?

The classic rule of thumb, done for you: enter your production, get a monthly number and — more importantly — the owned-vs-rented split that makes it compound. Runs entirely in your browser.

Based on the widely used ~10% of gross commission income rule of thumb (12% while building, 8% when established) — a starting point, not gospel. The split logic and the math behind it: How Much Should Realtors Spend on Marketing? Judge every channel on cost per closing, never cost per lead.