CRM Reporting for Real Estate: The Five Reports a Sales Desk Should Open Every Week

Most property sales desks have a reporting section nobody has opened since it was configured, while the Monday review runs on three spreadsheets that disagree. The fix is deciding which five numbers change what the team does next week.

First response time

Time between an enquiry arriving and someone genuinely trying to reach the buyer, split by hour and source. It decides the rota and routing rules. A bad number is evening portal enquiries answered next afternoon. The fix is a duty roster and automatic assignment.

Source through to site visit

Portals, campaigns, referrals and walk-ins measured on visits and bookings, not leads delivered. It decides where next quarter marketing money goes. A bad number is a channel producing plenty of enquiries and almost no visits: either cut the spend or fix how fast those enquiries are called.

Site visit conversion

Scheduled, confirmed and conducted, then conducted to booking, by project and executive. It separates operations from selling. A bad scheduled to conducted gap means confirmation and logistics. A poor rate after the visit means pricing, inventory or one person needing help.

Stage ageing

How long each live enquiry has gone untouched, by owner. It decides which deals get one honest call and which get closed. A bad number is a third of the pipeline silent for three weeks. The action is a working session: call, book a next step, or record a loss reason.

Loss reasons

Why enquiries died, from a closed list with sub reasons. It decides pricing, inventory mix and positioning. A bad number is price dominating every loss, which almost always means the list is too coarse. Split it into budget, payment plan and comparison before drawing conclusions.

First response, without hesitation. It runs on timestamps the system generates itself, so it is accurate on day one without discipline from anybody. It also lifts every downstream number, because faster contact raises site visit rates whatever state the source data is in.

Each report exists to force one decision. If it changes no decision, stop producing it.

One owner per enquiry. A fixed source list with no general other option. Site visits recorded as events, not buried in notes. Agreed stage definitions. Loss reasons from a closed list. Duplicates merged. Enforce it for a month before trusting a chart.

They will not value inventory, track construction progress or produce a collection schedule. They report what your team did and what buyers decided.

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