KPIs for Real Estate Agencies
These are the KPIs an estate or letting agency tracks across listings, viewings, offers and commission. They show how well leads turn into completed deals.
The KPIs to track
Days on market
The average number of days between listing a property and it going under offer or being let.
List-to-sale price ratio
The final sale price divided by the original asking price.
Lead-to-viewing rate
Enquiries that result in a viewing divided by total enquiries.
Viewing-to-offer rate
Viewings that lead to an offer divided by total viewings.
Commission revenue per agent
Total commission earned divided by the number of agents in the period.
Fall-through rate
Sales agreed that did not complete divided by sales agreed.
Lead conversion rate is the share of leads that become customers or qualified opportunities within a defined window.
Formula and SQL query on the Lead Conversion Rate page.
Cost per lead is the average marketing spend needed to generate one lead.
Formula and SQL query on the Cost per Lead (CPL) page.
Where the data usually lives
A property CRM, portal enquiry reports, a viewing diary and the accounts system.
Measurement mistakes to avoid
- Relisted properties reset days on market; track from the first listing date.
- Agreed sales are not completed sales; revenue only exists on completion.
- Enquiries from several portals can be the same person; deduplicate before counting leads.
Questions to ask your data
You can type these as plain questions. SchemaChat turns each one into SQL against your connected database or uploaded file, runs it, and shows the SQL and the figures it used so you can check the answer before you share it. Check that the result matches how your business defines each KPI.
- What is the average days on market by area?
- How many enquiries turned into viewings last month?
- What is commission by agent this quarter?
- What share of agreed sales fell through?