Management
Seven numbers every real-estate sales head should watch
Bookings tell you what happened last month. These numbers tell you what will happen next month.
By the PropMother teamUpdated 6 min read
Why bookings alone are not enough
Bookings are the result you care about, but they arrive weeks after the work that caused them. By the time bookings fall, the cause is a month old. The numbers below move earlier, so you can act while it still matters.
1. Time to first contact
How long a new lead waits for the first call attempt. Look at the slowest quarter of leads and at evenings and weekends. If it is rising, fix assignment and notification before anything else.
2. Contact rate
The share of new leads you actually speak to. A low rate usually means too few attempts or calls at the wrong time of day, and sometimes a lead source sending poor numbers.
3. Lead to site visit
The share of contacted leads that visit. This measures how well the first conversation qualifies and persuades. Compare salespeople with each other on the same source, not across sources.
4. Site visit to booking
The share of visits that become bookings. It reflects product fit, pricing and follow-up after the visit. When it drops for the whole team, look at the product and price; when it drops for one person, look at their follow-up.
5. Overdue follow-ups
The number of follow-ups past their date, per person. It is the simplest early warning there is: a growing pile means leads are being neglected right now.
6. Cost per booking by source
Marketing spend on a source divided by the bookings it produced – not by leads. A source with cheap leads that never visit is more expensive than one with costly leads that book.
7. Collections against demand
Money received as a share of what was due in the period. A booking that is not collected is not yet a sale.
How to use them
Review these weekly, with the same definitions each time, and compare each person with their own history before comparing them with others. Numbers are for finding where to coach, not for ranking people on a wall.
