The Marketing Numbers and KPIs Every Sales Agent and Agency Should Track.

Record every seller enquiry and where it came from.

Possible sources include:

• Google search

• Google Business Profile

• Agency website

• Property portal profile

• Social media

• Email newsletter

• Paid advertising

• Past vendor

• Past buyer

• Referral partner

• Local sponsorship

• Signboard

• Letterbox marketing

• Open home

• Personal prospecting

• Database contact

Avoid recording the source as simply “online” or “referral”. Identify the specific platform, person or activity where possible.

Ask each new prospect:

How did you first become aware of me or our agency?

This can reveal earlier marketing activity that may not appear in the final enquiry method.

Not every contact is a genuine appraisal opportunity.

A qualified opportunity will usually involve:

• A property in the agent’s service area

• An owner or authorised decision-maker

• A genuine interest in selling

• A possible timeframe

• A property the agency would be willing to represent

• A need the agent can assist with

Track total enquiries and qualified opportunities separately.

Ten qualified enquiries may be more valuable than 50 broad enquiries generated by a poorly targeted advertising campaign.

The first response gives the owner an early view of the service.

Measure:

• Average response time

• Enquiries answered on the same business day

• Enquiries that received no personal response

• Contact attempts required

• Time taken to assign an enquiry to an agent

An automated email confirms that a form was submitted. It does not replace a personal response from the agent or team.

Review the quality of the response as well as the speed. A rushed call with no preparation may be less effective than a thoughtful response made shortly afterwards.

This figure shows how effectively qualified seller opportunities become appraisal appointments.

Calculate it using:

Appraisals booked ÷ qualified seller enquiries × 100

If an agent receives 20 qualified enquiries and books 12 appraisals, the booking rate is 60 per cent.

A low rate may point to:

• Slow follow-up

• Poor-quality enquiries

• Weak first conversations

• Unclear value in the appraisal

• Limited appointment options

• Failure to understand the owner’s timing

• Inconsistent database records

Record why an appraisal was not booked. Otherwise, the agency can only guess what needs to improve.

Track completed appraisals separately from appointments booked.

Record:

• Appraisals booked

• Appraisals completed

• Appraisals cancelled

• Appraisals rescheduled

• Appraisals where all decision-makers attended

• Reason the appointment did not proceed

If many appointments are cancelled, review the confirmation process. A clear email, reminder and explanation of what the appraisal will cover can reduce uncertainty.

This is one of the most important sales marketing measures.

Use:

Listings signed ÷ appraisals completed × 100

Review conversion by:

• Agent

• Enquiry source

• Suburb

• Property type

• Price range

• Existing relationship

• Listing presentation format

• Time between appraisal and decision

Do not judge performance from one month alone. Some owners request an appraisal long before they are ready to sell.

A low conversion rate may relate to the appraisal experience, pricing advice, follow-up, fees, competition or poor-fit opportunities. Record the reason each listing was won or lost.

Measure how long owners take to move from their first enquiry to a signed agency appointment.

Group opportunities by likely timing:

• Selling now

• Selling within three months

• Selling within six months

• Selling within twelve months

• Long-term future seller

• No current plan

This prevents future sellers from being treated as lost leads.

Record the next useful contact date in the CRM. An owner planning to sell next year should receive relevant market information, not weekly messages asking whether they are ready.

Marketing spend should be connected to genuine business outcomes.

Useful calculations include:

Cost per seller enquiry

Marketing spend ÷ seller enquiries generated

Cost per qualified opportunity

Marketing spend ÷ qualified seller opportunities

Cost per appraisal

Marketing spend ÷ appraisal appointments generated

Cost per listing

Marketing spend ÷ listings signed

Include the costs directly connected with the activity, such as advertising, design, printing, software, landing pages and outsourced support.

A campaign producing inexpensive enquiries may still perform poorly if none become appraisals or listings.

Compare each source using more than the number of enquiries.

For every major source, review:

• Total enquiries

• Qualified seller opportunities

• Appraisals booked

• Listings signed

• Conversion rate

• Cost per listing

• Average time to convert

• Average commission opportunity

• Referrals or future business created

A past-client campaign producing three listings may be more valuable than a paid campaign producing dozens of weak enquiries.

This information helps the agency decide where to increase, reduce or improve marketing activity.

Digital numbers can show whether people are paying attention, but they are not final business results.

Useful website indicators include:

• Visits to agent profile pages

• Visits to suburb pages

• Property appraisal form submissions

• Telephone and email link clicks

• Downloads of seller guides

• Enquiry conversion rate

• Pages that influence appraisal enquiries

Useful email indicators include:

• Database growth

• Delivery rate

• Opens and clicks

• Direct replies

• Appraisal enquiries

• Unsubscribes

• Past contacts reactivated

Useful social media indicators include:

• Profile visits

• Saves and shares

• Meaningful local comments

• Direct messages

• Website visits

• Appraisal conversations influenced by content

Likes and followers may show reach, but they should not be mistaken for listings.

Many future listings already exist within the agent’s database.

Track:

• New seller contacts added

• Records with complete details

• Future sellers with follow-up dates

• Past vendors contacted

• Past buyers contacted

• Property anniversaries acknowledged

• Referral partners contacted

• Appraisals generated from the database

• Listings generated from existing relationships

Avoid measuring activity only by the number of calls made. A useful conversation that improves a relationship is more valuable than several rushed calls made to reach a target.

A sales campaign is also part of the agent’s future marketing. Strongly managed campaigns can produce reviews, referrals and new appraisal opportunities.

Track:

• Buyer enquiries

• Inspection attendance

• Offers received

• Vendor feedback delivered

• Days on market

• Sale result

• Reviews requested and received

• Referrals created

• Neighbouring owner enquiries

• Future sellers identified during the campaign

Use these numbers carefully. Property type, pricing, market conditions and vendor decisions all influence the outcome.

Do not turn one strong result into a promise that every future property will perform in the same way.

Agents seeking to become recognised in a suburb should monitor their local presence.

Depending on the information available, track:

• Local appraisals completed

• Listings signed

• Properties sold

• Local market share

• Suburb database growth

• Local email subscribers

• Google reviews from local clients

• Local website traffic

• Community and referral relationships

• Enquiries from surrounding owners

Do not rely on incomplete data to make claims such as “number one agent”. Only publish market share or ranking claims that can be supported and accurately explained.

A useful monthly report may include:

• Seller enquiries

• Qualified opportunities

• Average response time

• Appraisals booked

• Appraisals completed

• Listings signed

• Appraisal-to-listing conversion rate

• Average time to convert

• Marketing spend

• Cost per listing

• Best-performing lead sources

• Future sellers added to the pipeline

• Listings and sales in target suburbs

Add brief notes explaining unusual changes. Numbers without context can lead to poor decisions.

Before reviewing marketing performance, confirm that:

• Every enquiry has a specific source.

• Qualified opportunities are identified.

• Appraisals are tracked from booking to outcome.

• Future sellers remain in the pipeline.

• Conversion rates are calculated consistently.

• Marketing costs are recorded accurately.

• Digital attention is separated from real enquiries.

• Listing outcomes are used carefully.

• Lost opportunities have recorded reasons.

• Results are reviewed monthly and quarterly.

The aim is not to produce the largest possible report. It is to understand which marketing activities create suitable seller conversations, which conversations become listings and where the agent should place their time and budget next.