How do experienced investor calculate cash on cash and IRR

[Ak Gandhi]

I am a newbie at RE investing. Finding various SF homes on zillow/redfin and try to run numbers. 

I am trying to use Rental Property Calculator to run numbers. I am aware of 1% rule. 

Question is what type of numbers you put in. 

1. Management companies, I think, charge first months rent and than 5-10% management fees every month depending on the area. Lease renewal every year. So do you add first months rent to closing cost? Say loan closing cost is 3000 and rent is 2000, you normally put 5000 as closing cost? (assuming property is ready to rent, otherwise there would be money required to repair it.)

2. I back calculate property tax and Home insurance from the zillow and redfin and estimate % from there. any better way to do this? How accurate are zillow and redfin numbers? 

3. How much to put under maintenance savings, is 10% a good number? 

4. Do you actually increase the rents by at-least 3% every year? 

5. After all above expense, 5k closing, 5% vacancy rate, 10% managment fees, 10% maintenance, taxes and insurance, 3% yearly rent increase and 3% appreciation, at-least 8-10% CoC and at-least 15% IRR is a realistic goal? Obviously this is for areas where SF cash flows.

6. Are rent estimates accurate on Zillow and Redfin? I estimate rent by finding a property in zillow near to one I am trying to buy. (same # of rooms and bath, similar sqft and similar age). 

Any tools or advice on how to evaluate a deal would be appreciated. 

Also, are there companies which can guide/help investors in finding the area with cashflow and appreciation potential anywhere in the USA and actually gives the projected numbers? 

I am currently looking at areas in Indianapolis, IN. Memphis, TN. Tampa/Lakeland. Phoenix, AZ to get a feel of what is available in those area. 

I am from SF Bay working in tech and own a primary single family.