Reports and KPIs for a real estate agency: which numbers to check every week

Monday's meeting starts the same way at a lot of agencies: each branch manager opens their own spreadsheet, recalls from memory how many viewings their team did last week, and nobody questions the number because nobody has another one to compare it against. It isn't that the data is missing — the calendar and every property record log it one entry at a time, every single day — it's that nobody pulled it together before walking into the room. The KPIs actually worth checking every week at a real estate agency are few and specific: new leads, viewings booked versus viewings that actually happened, properties changing status — listed, reserved, sold — and the ones that haven't moved in weeks.

That summary doesn't need building from scratch every Monday morning. If the portfolio, the contacts and the calendar already live in one place, the numbers for the meeting come straight out of that, instead of depending on every branch filling in its own template on time. RealEstateCRM's Reports module starts from exactly that idea: show the agency's activity without anyone having to gather it by hand, branch by branch.

The four numbers that shape the week

The first is how many new leads the agency received and how many of them someone on the team has already followed up on, because a contact left unanswered for three days cools off just as fast whether or not there's a great flat to offer them. The second is viewings: how many were booked against how many actually took place, a gap that in most agencies is bigger than anyone would guess from memory, and one that usually points to a follow-up-call problem more than a lack of genuine buyer interest.

The third is portfolio movement: how many properties went from listed to reserved and from reserved to sold that week, branch by branch. The fourth, less eye-catching but just as important, is the list of properties that haven't moved in a month: not to put pressure on anyone, but because a stalled listing usually needs a price change, new photos or a rewritten description, and that call is far easier to make with the list in front of you than by trusting someone to remember to check it.

What the Reports module shows today

In the CRM that summary lives in the Reports module, which pulls together the agency's activity, portfolio trends and the areas with the most supply and demand without anyone typing a single number in by hand. Since all of that comes from the same data already entered when a property is listed, a viewing is booked or a contact is registered, there's no separate notebook to keep just for the weekly meeting: the source data and the report that summarises it live in the same place.

When the number you need isn't sitting on screen as-is — cross-referencing viewings per agent against the average price in an area, say — the module lets you export to CSV or Excel and carry on the analysis outside the CRM, without copying data by hand from every record. That doesn't make the spreadsheet disappear entirely: it changes its job, from being the only place the data lives to being the destination for a one-off analysis that was never meant to be a permanent screen.

Comparing branches without seven tabs open

At a single-branch agency, keeping the weekly summary in a spreadsheet is tedious but doable. Once there are two or three branches, each with its own manager and its own idea of how to fill in the template, the problem stops being about time and becomes about comparability: one branch counts a "viewing" as something another branch only counts once it's "confirmed", so the number that reaches head office no longer measures the same thing across sites. Centralising that figure in a single reports module, fed by the same fields every agent fills in when logging a viewing, removes that mismatch at the root: every branch adds up under the same criteria, because there is no other criteria available inside the CRM.

A case: Monday's meeting with two branches

An agency with offices in Vigo and A Coruña used to run its weekly meeting off two separate spreadsheets, one per branch, that someone in management had to merge by hand on Sunday night to have something ready for nine o'clock Monday morning. The merging wasn't just tedious: each sheet had spent weeks drifting apart on how it counted a cancelled viewing, so comparing the two branches' performance month over month had, in practice, turned into comparing two different criteria dressed up as the same number.

After centralising properties, contacts and the calendar in the CRM, Monday's meeting became a matter of opening the Reports module directly: same viewings, same criteria, both branches side by side. The Sunday-night manual merge disappeared, and with it the argument before every meeting over which spreadsheet had the "right" number.

This weekly summary sits alongside the rest of the CRM's modules — Properties, Contacts, Calendar — which are what feeds every one of these numbers without anyone copying it by hand. If your agency still splits that data across several spreadsheets, you might want to read the signs it's time to move from Excel to a CRM first.