Guide · KPIs
Real estate sales KPIs: what to review weekly, by channel and by sales rep (+ report template)
A developer's sales team usually reports what's easy to count: calls and inquiries. That shows activity, not sales. A sales director needs something else: to see every week at which step between the ad and the reservation money is being lost, in which channel, and with which rep. Below are the KPIs, the warning signs, and a free report template.
Funnel KPIs: what the director reviews every week
| KPI | Formula | Warning sign |
|---|---|---|
| CPL | Ad spend ÷ leads | Only an early signal: sharp rises or drops |
| First contact rate | Leads with a conversation ÷ all leads | Falling week over week |
| Median time to first response | Median minutes from inquiry to first contact | Over 5 minutes during business hours |
| Qualified rate | Qualified ÷ leads with a conversation | Falling even as inquiries grow |
| CPQL | Spend ÷ qualified leads | Rising while CPL stays flat |
| Show rate | Meetings held ÷ meetings booked | Many booked, few held |
| Cost per meeting | Spend ÷ meetings held | Cheap leads don't make it to meetings |
| Meeting-to-reservation rate | Reservations ÷ meetings held | Meetings happen, reservations don't |
| CAC | Spend ÷ sales | Review monthly: a week has too few sales |
A qualified lead is counted by conversation, not by form: the person confirmed budget, timeline, area and payment method. How to get marketing and sales to agree on this is covered in the guide on the qualified lead.
KPIs by sales rep
Call counts tell you nothing: a rep can make a hundred calls to the same people. Track what leads to a reservation:
| KPI | What it shows |
|---|---|
| Database coverage | What share of their leads the rep actually spoke with. For example, spoke with 40 of 100 leads: that's 40% |
| Median time to first response | Whether the rep replies while the buyer is still choosing |
| Average attempts per lead | Whether they get a conversation with people who didn't answer the first time |
| Qualified rate | Whether they ask the right questions, especially about payment method |
| Meetings held and reservations | The result of their conversations |
| Conversations on script | Quality of work: checked by listening to calls and reading chats. See sales team control |
KPIs by channel
Compare channels by CPQL, cost per meeting, CAC and ROMI, not cost per inquiry. The channel with cheap inquiries often turns out to be the most expensive per sale. Track brokers separately: active brokers, client registrations, registration-to-sale conversion. More in the guides on end-to-end analytics and the broker channel.
What to review weekly and what monthly
| Cadence | KPIs | Why |
|---|---|---|
| Daily | New leads with no contact, time to first response | Keep leads from going cold |
| Weekly | Funnel, KPIs by rep, CPQL and cost per meeting by channel | Find where sales are lost while it can still be fixed |
| Monthly | Sales, CAC, ROMI by channel, sales pace vs. plan | Budget and channel decisions |
Run the weekly marketing and sales meeting on the same numbers, in the same order. The 30-minute meeting script is in the guide on the qualified lead.
Free report template
We built an Excel template: fill in the white columns and the blue ones calculate on their own. It has four sheets: instructions and warning signs, the weekly funnel, monthly channels with ROMI, and sales reps for the week with database coverage.
Download the template (Excel) · Spanish version
To calculate how many leads and how much budget you need for your sales target, use the budget calculator.
Common mistakes
- Measuring activity (calls, messages) instead of results (meetings, reservations).
- Counting meetings booked instead of meetings held.
- Counting everyone who answered the form questions as qualified.
- Comparing channels by CPL.
- Building the report by hand from several spreadsheets: numbers arrive late and with errors. KPIs should come out of the CRM.
Frequently asked questions
Which sales KPIs matter for a real estate developer?
First contact rate and time to first response, qualified rate and CPQL, meetings held and their cost, meeting-to-reservation rate, and monthly CAC and ROMI by channel. Plus KPIs for each rep: database coverage, attempts per lead and meetings.
Which KPIs should a real estate sales rep have?
Not call counts, but database coverage, time to first response, attempts per lead, qualified rate, meetings held, reservations and conversations on script.
How often should you review sales KPIs?
Daily for leads with no contact; weekly for the funnel, reps and channels; monthly for sales, CAC and ROMI. The weekly marketing and sales meeting runs on the same numbers each time.
Is there a real estate sales report template?
Yes, this page has a free Excel template: a weekly funnel, channels with ROMI, and reps with database coverage. The formulas are already set up.