A licensed real estate referral brokerage powered by the only True Cost of Homeownership calculator on the market. Three revenue streams. Nationwide reach. Under $200 to launch.
See the Opportunity ↓They show principal and interest. Maybe taxes. But nobody shows the full picture — utilities, groceries, insurance, commute costs, childcare, and maintenance — localized to the exact zip code.
88% of homeowners say the true cost exceeded expectations. 28% have considered returning to renting. The information gap causes real financial harm.
Sources: Bankrate Hidden Costs Study 2025; Real Estate Witch Survey 2024
"Mortgage calculator," "how much house can I afford," and "cost of living by zip code" drive millions of monthly searches. These are the highest-intent queries in real estate.
Bankrate, NerdWallet, and Zillow show basic mortgage math. None show the true, localized total cost — utilities, groceries, insurance, commute, maintenance — in one interactive tool.
ClarityMove operates on an active California broker license (DRE), enabling direct real estate referral commissions nationwide. Most lead gen sites cannot legally access this revenue stream.
Not a mortgage calculator — a complete financial picture of what it actually costs to own a home in any zip code. The tool no one else has built.
That's how much more a buyer actually pays beyond what a standard mortgage calculator shows.
Over 30 years: $1.16M in hidden costs a typical calculator never reveals.
Costs modeled from BLS Consumer Expenditure Survey, Numbeo, C2ER Cost of Living Index, and Bankrate 2025 Hidden Costs Study
Every visitor who uses a ClarityMove tool can generate revenue through multiple channels simultaneously.
Conservative uses below-average benchmarks. Expected uses mid-range. Optimistic uses above-average but documented rates. All costs reflect real infrastructure pricing.
| Input | Conservative | Expected | Optimistic |
|---|---|---|---|
| Monthly visitors (Month 12) | 2,000 | 5,000 | 12,000 |
| Lead capture rate | 3% | 5% | 8% |
| Lead-to-close rate | 1.5% | 2.5% | 4% |
| Avg sale price | $350,000 | $400,000 | $500,000 |
| Referral fee per close | $2,187 | $2,500 | $3,437 |
| Agents sponsored (Month 12) | 4 | 8 | 15 |
| Mortgage/ad revenue Year 1 | $0 | $2,000 | $8,000 |
Benchmarks: NAR 2025 Profile (internet leads close at 2–3% nationally), Conversion Realtor 2026 (referral leads 15–25%, internet leads 1–4%), Redfin median home price $423,029 (Jan 2026), BLS Consumer Expenditure Surveys.
| Item | Cost |
|---|---|
| Domain registration | $12–$15 |
| LLC formation (lead gen entity) | $210–$600 |
| DigitalOcean web server droplet (3 months) | $72 |
| Google Workspace (3 months) | $63 |
| Claude API — AI lead scoring & content (3 months) | $150–$450 |
| n8n droplet allocation (3 months) | $36 |
| Twilio SMS credits | $20 |
| Total Startup (90 days) | $563–$1,256 |
| Item | Monthly Cost |
|---|---|
| Web server (DigitalOcean droplet) | $24 |
| n8n automation droplet (allocated share) | $12 |
| Google Workspace | $21 |
| Claude API (lead scoring, content drafting, qualification) | $50–$150 |
| Twilio SMS (~200 msgs) | $15 |
| Analytics (Plausible or GA4) | $0 |
| Pre-Advertising Monthly Burn | $122–$222 |
| Paid ads (Phase 2, starting Month 3+) | $200–$1,500 |
| With Ads Monthly Burn | $322–$1,722 |
| Metric | Conservative | Expected | Optimistic |
|---|---|---|---|
| Referral closings | 4 | 10 | 24 |
| Referral revenue | $8,748 | $25,000 | $82,488 |
| Agent sponsor revenue | $6,000 | $14,400 | $37,800 |
| Mortgage/ad revenue | $0 | $2,000 | $8,000 |
| TOTAL YEAR 1 REVENUE | $14,748 | $41,400 | $128,288 |
| Operating costs (infra + ads) | $5,064 | $11,064 | $22,664 |
| Founder draws (see comp table) | $0 | $3,000–$6,000 | $6,000–$18,000 |
| NET YEAR 1 (before draws) | $9,684 | $30,336 | $105,624 |
| Metric | Conservative | Expected | Optimistic |
|---|---|---|---|
| Monthly visitors (Month 24) | 5,000 | 15,000 | 40,000 |
| Referral closings | 19 | 56 | 144 |
| Referral revenue | $41,553 | $140,000 | $495,000 |
| Agent sponsor revenue | $16,500 | $36,000 | $75,600 |
| Mortgage/ad revenue | $5,500 | $24,000 | $80,000 |
| TOTAL YEAR 2 REVENUE | $63,553 | $200,000 | $650,600 |
| Operating costs (infra + ads) | $12,264 | $26,664 | $50,664 |
| Founder draws | $6,000–$12,000 | $24,000 | $36,000–$72,000 |
| NET YEAR 2 (before draws) | $51,289 | $173,336 | $599,936 |
Founders take $0 salary at launch. Draws are triggered by revenue milestones and scale with the business. All draws are split 50/50 between partners.
| Milestone | Trigger | Draw per Founder | Total Monthly | Likely Scenario |
|---|---|---|---|---|
| Tier 1: Initial Draws | Month 6 or first closed referral | $500/mo each | $1,000/mo | All scenarios |
| Tier 2: Growth Draws | Month 9 or $3K+ monthly revenue | $1,000/mo each | $2,000/mo | Expected + Optimistic |
| Tier 3: Scale Draws | Month 12 or $5K+ monthly revenue | $1,500/mo each | $3,000/mo | Expected + Optimistic |
| Profit Distribution | Quarterly, after operating costs + draws | 50/50 split of remaining net profit | All scenarios (when profitable) | |
| Per-Close Bonus | Each closed referral | $200 per close split 50/50 ($100 each) | Immediate incentive alignment | |
Founder compensation is subordinate to operating costs. Draws only activate when revenue sustainably covers infrastructure + advertising. This protects the business during ramp and signals fiscal discipline to investors.
Total annual founder income (draws + profit distribution + per-close bonuses) across scenarios:
| Founder Income | Conservative | Expected | Optimistic |
|---|---|---|---|
| Year 1 draws (total both founders) | $3,000–$6,000 | $6,000–$12,000 | $12,000–$18,000 |
| Year 1 per-close bonuses | $800 | $2,000 | $4,800 |
| Year 1 profit distribution | $0–$3,000 | $10,000–$18,000 | $50,000–$80,000 |
| Year 1 total (per founder) | $1,900–$4,900 | $9,000–$16,000 | $33,400–$51,400 |
| Year 2 draws (total both founders) | $12,000 | $24,000 | $36,000 |
| Year 2 per-close bonuses | $3,800 | $11,200 | $28,800 |
| Year 2 profit distribution | $20,000–$35,000 | $80,000–$138,000 | $300,000–$535,000 |
| Year 2 total (per founder) | $17,900–$25,400 | $57,600–$86,600 | $182,400–$299,900 |
| Metric | Conservative | Expected | Optimistic |
|---|---|---|---|
| Referral fee per close | $2,187 | $2,500 | $3,437 |
| Cost per close (organic) | ~$0 | ~$0 | ~$0 |
| Cost per close (paid leads) | $2,010 | $1,200 | $625 |
| Net profit per close (organic) | $2,187 | $2,500 | $3,437 |
| Net profit per close (paid) | $177 | $1,300 | $2,812 |
| Closings to break even | 2 | 1 | 1 |
Organic leads are the priority. Paid ads supplement during ramp. Break-even accounts for updated infrastructure costs.
| Metric | Conservative | Expected | Optimistic |
|---|---|---|---|
| Year 2 net (before draws) | $51,289 | $173,336 | $599,936 |
| Valuation at 2.5x | $128K | $433K | $1.50M |
| Valuation at 4x | $205K | $693K | $2.40M |
Lead generation business valuation multiples sourced from industry M&A benchmarks. Actual valuation depends on recurring revenue mix, traffic quality, and systems transferability. Founder draws are excluded from valuation base as they can be adjusted or eliminated at sale.
The calculator is the core. These channels amplify reach and capture intent at every stage.
6 calculators: mortgage, affordability, rent-vs-buy, cost-of-living, refinance, investment ROI. Each captures email + zip at the personalized results step.
"Am I Ready to Buy?" and "Which City Should I Move To?" — quizzes drive 50%+ opt-in rates vs. 3–5% for static forms.
"Austin vs. Denver 2026" relocation guides targeting the most common move corridors. Each embeds calculator tools and captures location intent.
Captures seller leads — the highest-value referral type. One SoCal listing referral can net $5,000–$15,000+.
Weekly "Market Minute" on Reels, Shorts, TikTok. Broker on camera builds E-E-A-T credibility that Google rewards in rankings.
Facebook/Instagram targeting first-time buyers 25–40. "Find out your true home cost" funnel. $300–$1,000/month budget at scale.
Weekly market data drafted by AI (Claude API via n8n), reviewed by broker. Nurtures leads through 6–18 month decision cycles.
Moving companies and finance blogs embed our tools on their sites. Each embed = free backlinks + new lead source.
A California broker license takes 2+ years of experience and an exam to obtain. It's not something a tech startup can spin up overnight. This license enables direct commission revenue that unlicensed lead gen sites cannot access.
The True Cost dataset — combining BLS, C2ER, Numbeo, and proprietary utility/grocery data by zip code — creates a content and tool advantage that compounds with every city added.
Every calculator page, city guide, and comparison article builds domain authority. After 12–18 months, organic traffic becomes a self-sustaining lead engine with near-zero marginal cost.
n8n workflows + Claude AI handle lead intake, qualification, routing, nurture, and content creation. The system runs with minimal daily intervention — critical for lifestyle income and acquisition value.
ClarityMove can launch for under $300. We're seeking strategic partners who bring capital, connections, or complementary skills to accelerate growth.
ClarityMove is seeking strategic partners. Full business plan with detailed projections available upon request.
Start a ConversationNDA available upon request • Full business plan (Word doc) available for serious inquiries