Real-estate KPIs: what to measure every week to grow

Few indicators, well defined

The most common mistake is not measuring too little but measuring too much, badly. A dashboard with forty metrics nobody understands does not get used. Five or six indicators are better, each with a written definition — what counts and what does not — so that two people looking at it arrive at the same number.

Prospecting KPIs

• New listings per week, and how many of them are exclusive.
• Doors worked and conversations held per agent, if you do door-to-door.
• Listing ratio: out of every hundred owners contacted, how many end in a mandate.
• Valuations delivered: they come before most exclusives.

Conversion KPIs

• New leads per channel — portals, website, street, referral — and their temperature.
• Time to first response. It is the most underrated metric: a lead that waits goes cold or talks to another agency.
• Movement between pipeline stages: how many leads become viewings, how many viewings become offers, how many offers become deals.
• Unattended leads: the ones nobody has touched for days. This should be zero.

Portfolio KPIs

• Properties in the portfolio and how many are exclusive.
• Days on market for each property, and how many have gone too long without viewings.
• Exclusives expiring in the coming weeks that still have no price review.

Team and cash KPIs

• Activity per agent: viewings, calls and hours recorded.
• Deals closed and average commission.
• Income and expenses for the period, with invoices up to date.

A warning about the team ones: they are for spotting early that someone is overloaded or that an area has dried up, not for building a league table. If the team feels the dashboard is a surveillance tool, the data will start being massaged and will stop being useful.

Why weekly and not monthly

A month is too late to correct course. A weekly review of a few minutes spots an overloaded agent, a channel that no longer brings leads or an ageing portfolio while there is still room to act. Weekly data is actionable; monthly data is a post-mortem. Cash indicators, on the other hand, are better read monthly, because invoices have their own rhythm.

Do not measure to judge the past; measure to decide next week.

How to turn a KPI into a decision

A number is only useful if it changes something. For each indicator, decide in advance what you will do if it moves:

• If response time goes up, check who receives the leads and at what time they arrive.
• If many viewings do not become offers, the problem is usually the price or the choice of properties, not the agent.
• If listings drop in an area, check on the map how long it has been since it was worked, and go back.
• If exclusives are about to expire without a review, bring the conversation with the owner forward.

Seeing them without losing your life in spreadsheets

The reason almost nobody measures is effort: reconciling spreadsheets eats hours. When the data already lives in the system where the work happens, the indicators come out on their own. In Domuspace, like this:

• The management dashboard shows the picture of the day each time you open Home: today’s viewings, clients contacted, schedule compliance and who has clocked in.
• The calendar produces a monthly report per employee for the administrator, with viewings, contracts, calls, hours, properties visited and client ratings, exportable to Excel.
• The contacts and leads pipeline has eight stages, from incoming lead to won, so movement between stages is visible without counting by hand. And for leads with no owner, it sends alerts at 10 and 15 minutes.
• The cadastral map shows in colour which plots have been worked and with what outcome, and with routes and clock-in you have each agent’s hours and the progress of each route.
• With exclusives management, the “Exclusives only” filter in Properties leaves just yours, each recorded with its start and end dates.
• Finance, on the Extra plan, gives you the dashboard by week, month, year or any period you choose, on a cash or accrual basis, and downloads the transactions as a CSV for your accountant.

What Domuspace does not measure is days on market per listing: the portfolio lives in your CRM or in the software that publishes to the portals, and that figure comes from there. If you are torn between tools, this comparison explains what each one covers.