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2025-11-30
Implementing a CRM system is a necessity for any player in the real estate market. However, the type of business—whether it's a real estate agency (secondary market, rentals, brokerage) or a developer/homebuilder (new construction sales)—dictates different priorities in CRM data analysis.
This article will help you determine which key performance indicators (KPIs) you should track in your real estate CRM to achieve maximum conversion and Return on Investment (ROI).
I. Universal Key Metrics (Common to Both)
Regardless of the business model, these indicators form the basis for evaluating sales and marketing effectiveness:
1. ???? Sales Funnel Analysis
This is a critical report reflecting the movement of a lead through to a successful deal.
| Metric | Purpose |
| Lead Conversion Rate | Percentage of leads that convert into clients (signing a contract). |
| Stage Transition Rate | Percentage of leads successfully moving from one funnel stage to the next (e.g., from "Call" to "Viewing"). |
| Deal Velocity | The average time required to close a deal (from first contact to payment). |
| Customer Acquisition Cost (CAC) | Total marketing and sales expenses divided by the number of new customers. |
2. ???? Marketing Effectiveness (Marketing ROI)
- Lead Sources (Source Tracking): Which channels (advertising, websites, referrals) bring in leads with the lowest CAC and the highest conversion rate.
- Profitability (ROAS/ROI): Determining the profitability of each marketing channel.
II. Specific CRM Analytics for Real Estate Agencies
Agencies focus on transaction speed, the quality of their property database, and agent efficiency.
???? 1. Property Database and Brokerage Analysis
| Metric | How to Analyze | Why It's Important |
| Time on Market (ToM) | The average time from listing the property to closing the deal. Analyzing reasons for prolonged exposure (price, condition). | Evaluating property liquidity and pricing strategy effectiveness. |
| Matching Rate | Percentage of client requests for which the database finds 3+ relevant properties. | Assessing the completeness and quality of the database. |
| Exclusive Listings Rate | The share of properties for which the agency has an exclusive contract. | Determining competitive advantage and potential commission level. |
| Commission Profitability | The average commission amount per deal. | Controlling the financial plan and motivating agents. |
???????? 2. Evaluating Agent Performance
- Agent Activity: Number of calls, meetings, viewings, and new properties added to the database per period.
- Personal Conversion: Ratio of viewings conducted by an agent to the number of deals they close.
- Lead Response Time: Time between a lead entering the system and the agent's first contact.
III. Specific CRM Analytics for Developers (Homebuilders)
Developers focus on sales planning, financial forecasting, and inventory management (apartments).
????️ 1. Inventory Analysis and Forecasting
| Metric | How to Analyze | Why It's Important |
| Sales Pace | The average number of apartments sold per unit of time (month/quarter) in a specific residential complex (RC). | Key indicator for financing planning and construction pacing. |
| Inventory Health | The number of unsold apartments categorized by sections, floors, and layouts. Analysis of scarcity or surplus. | Identifying illiquid layouts and forecasting the time until sales completion. |
| Average Selling Price per Square Meter (ASP) | The average price at which units were sold in the RC. Analysis of the impact of discounts and promotions. | Evaluating the effectiveness of the pricing policy. |
| Sales Forecasting | Projecting future revenue based on deals in the "Reservation" and "Contract" stages. | Financial planning and cash flow management. |
???? 2. Analysis of Buyer Demographics and Deal Terms
- Buyer Profile: Detailed segmentation of buyers (for which layouts, under which terms – mortgage, installment plan, full payment).
- Installment/Mortgage Effectiveness: What percentage of deals were concluded using various financing instruments.
- Cancellation Rate (Canceled Deals): Analysis of the reasons for contract termination at various stages.
???? Summary: Use Analytics for Decisions
| Business Type | Primary Analysis Focus | Main Business Goal |
| Agency | Agent effectiveness, property database quality, deal closing speed. | Increasing the speed of property turnover and staff productivity. |
| Developer | Inventory sales pace, financial forecasting, demand for specific layout types. | Maximizing revenue per square meter and controlling the pace of project realization. |
Analyzing this data in your CRM will allow you to transform raw data into informed business decisions, optimize advertising campaigns, and systematically increase profit.
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