Advanced Salesforce Reporting Features for Real Estate KPIs Tracking

March 20, 2024
12 min

An average real estate broker might spend from a few hours to a couple of days each week on market research, financial analysis, performance tracking, and client reporting depending on the size of their operation, the tools and technology they use, the complexity of the real estate market they operate in.

The use of cutting-edge CRM systems like Salesforce with customizable data analytics and reporting tools can significantly reduce the manual effort involved in these processes, allowing brokers to spend more time on client-facing activities and less on back-office tasks.

In addition, with advanced Salesforce reporting features real estate agents can significantly enhance their sales strategies with predictive sales analysis and gain deep insights into sales trends, client behavior, and market dynamics.

Dive into my blog post to learn more about Key Performance Indicators (KPIs) every real estate broker and investor should track and how these metrics can be visualized with Salesforce’s advanced reporting capabilities.

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Critical Key Performance Indicators Every Real Estate Professional Needs to Monitor

The lack of precise data analysis can result in missed sales opportunities, ineffective marketing strategies, and allocation of resources, hindering the potential for growth and reducing competitive edge in the rapidly evolving real estate market.

Additionally, without proper insights, real estate brokers struggle to understand their strengths and weaknesses in generating sales and fulfilling client expectations, leading to less personalized service and potentially lower client satisfaction.

Given the real estate market’s sensitivity to economic conditions, interest rates, government regulations, and market trends, Key Performance Indicators (KPIs) are crucial numerical metrics that evaluate a broker’s business performance, efficiency, and success.

Benchmarking with KPIs allows real estate firms to assess their standing, pinpoint improvement areas, keep abreast of market trends, boost team performance, and set attainable goals.

Also, they are instrumental for companies in maintaining competitiveness and enhancing market positioning amidst fluctuating market dynamics.

Now, let’s look at the general and more specific KPIs for real estate agents and investors.


Must-Track Metrics for Real Estate Sales & Marketing

Tracking the right metrics is crucial for real estate sales success. Here are some core metrics for real estate professionals:

  • Sales Activity: This KPI evaluates actions and efforts undertaken by a sales team to generate sales and revenue.
  • Sales Volume: This real estate sales metric measures the total sales in dollars over a specific period, giving a high-level performance overview.
  • Sales Revenue: This sales KPI monitors the total income generated from real estate sales activities over a specific period.
  • Sales Cycle Length: This metric shows the average time it takes for a prospect to move through the sales process, from initial contact to the final purchase decision.
  • Sales Growth Rate: This real estate sales KPI tracks the percentage increase in sales revenue over a specific period, comparing current performance to past results.
  • Sales Goal Attainment: This metric measures the percentage of sales targets a broker achieves within a set timeframe.
  • Average Sales Price: It calculates the mean selling price of property sold over a specific period
  • Active Pipeline: This metric KPI measures the total value of all opportunities currently in the sales process.
  • Active Prospecting: This KPI measures the number of new prospects a salesperson has added to their pipeline within a given time frame.
  • Deal Size: This sales KPI calculates the average value of sales contracts or agreements closed within a specific period.
  • Time to First Response: This real estate sales metric measures the average time taken to respond to a new lead or inquiry.
  • Customer Acquisition Cost: This sales KPI calculates the total cost of acquiring a new client, which is essential for evaluating marketing and sales efficiency.
  • Average Contract-to-Close Time: It tracks the average duration from contract signing to finalizing the sale or deal.
  • Average Contract Value: This sales metric calculates the average monetary value of contracts signed over a specified time.
  • Cost Per Sale: This KPI evaluates the average expense incurred to achieve a single sale, including all related costs.
  • Customer Acquisition Cost (CAC): It calculates the total cost of acquiring a new client, essential for evaluating marketing and sales efficiency.
  • Closing Ratio: This real estate metric calculates the percentage of deals won compared to the total number of proposals given.
  • Time to Close: This sales KPI measures the average duration from initial lead engagement to the completion of a sale.
  • Win Rate: This metric evaluates the percentage of sales opportunities that result in a closed deal or sale.
  • Lead Response Time: This sales metric measures the speed at which brokers respond to inquiries, reflecting on customer service and potential sales success.
  • Gross Margin: This real estate sales metric measures the difference between the sales price and the direct costs of selling the property, assessing profitability.
  • Quality of Customer Interaction: It assesses the effectiveness and satisfaction level of interactions with potential and existing customers.


Learn More About Other Essential KPIs for Sales Agents in Our Blog Post: Best Salesforce Reports and Dashboards for Sales Managers 


Specific KPIs for Real Estate Brokerages

Other vital KPIs for real estate firms focus on metrics that measure performance, efficiency, and growth in the property market. These include:

  • Number of Transactions: This real-estate-specific KPI counts sales or leases completed, providing insight into activity levels and market penetration.
  • Appointments Booked: This metric helps assess the awareness and interest level of leads in properties and the efforts of sales agents in attracting potential buyers.
  • Number of Properties Sold: This real estate agent KPI measures the total number of properties sold by a salesperson over a given period.
  • Listing Conversion Rate: It measures the percentage of property listings that a salesperson converts into successful sales.
  • Sales-to-Listing Ratio: This metric evaluates the ratio of properties sold to properties listed by a salesperson over a given period.
  • Cost of Acquisition: This KPI encompasses all expenses related to purchasing a property, such as the purchase price, fees, commissions, and administrative costs.
  • Appointment-to-Listing Conversion Rate: It measures the percentage of appointments with potential sellers that convert to official listings, reflecting an agent’s or team’s efficiency in securing properties.
  • Average Number of Showings per Sale: This real-estate-specific KPI measures the average number of property showings a salesperson conducts before making a successful sale
  • Operating Expense Ratio: This metric helps evaluate the relationship between a property’s operating expenses and its actual income.
  • Time on Market: This real estate KPI measures the average number of days it takes for a salesperson to sell a property from the date it was listed on the market.
  • Repeat Business Rate: It calculates the percentage of a salesperson’s customers who return to them to make additional purchases.
  • Referral Rate: This real estate metric assesses the percentage of a salesperson’s customers who refer new business to the company.
  • Average Commission Rate: This KPI calculates the average commission rate earned by a salesperson on their sales.
  • Average Commission per Sale: This KPI evaluates team performance and allows for comparison among agents, highlighting the direct impact of commissions on earnings.
  • Average Time Spent with Clients: This metric measures the average amount of time a salesperson spends with each client, from initial contact to closing.
  • Listing Inventory: It measures the total number of properties a salesperson has listed for sale at any given time.
  • Upsell Rate: This real estate KPI calculates the percentage of a salesperson’s customers who upgrade to a more expensive property than they initially intended to buy.
  • Sales Forecast Accuracy: It compares operational costs to rental income.

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Key Real Estate Investor Metrics to Track

Key real estate investor metrics to track focus on assessing the profitability, efficiency, and value of investments in the real estate sector. These metrics include:

  • Capitalization Rate (Cap Rate): This measurement is used to calculate the return on an investment, indicating the property’s natural rate of return in one year.
  • Gross Rental Yield: It calculates the gross income generated by the property as a percentage of its purchase price or market value.
  • Internal Rate of Return (IRR): This metric calculates the rate of growth a property is expected to generate, representing the profitability of potential investments.
  • Net Rental Yield: This KPI is like gross rental yield but considers operational costs associated with the property.
  • Vacancy Rate: It should calculate the percentage of all available units in a rental property that are vacant or unoccupied over a certain period.
  • Operating Expense Ratio (OER): This metric compares operating expenses to the income generated by the property.
  • Debt Service Coverage Ratio (DSCR): This KPI measures the ability to use its operating income to cover all debt obligations, including repayment of principal and interest.
  • Loan to Value Ratio (LTV): It evaluates a lending risk ratio that financial institutions and other lenders examine before approving a mortgage, calculated by dividing the mortgage amount by the appraised property value.
  • Cash-on-Cash Return: It calculates the cash income earned on the cash invested in a property, used to evaluate the cash flow from income-producing assets.
  • Break-Even Ratio (BER): This KPI assesses the percentage of income that is consumed by expenses and debt service, indicating financial health.
  • Payback Period: It helps calculate the time to recover the initial investment.
  • Tenant Turnover Rate: This KPI indicates tenant retention.
  • Average Rent Price Per Property: This real estate metric assesses rental income trends.
  • Mortgage Rate: It tracks interest rates across properties.
  • Equity to Value Ratio: This real estate investor metric evaluates business leverage based on property equity.

CRM reports and analytics tools are pivotal in the automated consolidation, and translation of these KPIs into meaningful and visualized data for simplified analysis to discern patterns saving hours on data aggregation and analysis.

By analyzing data from CRM reports, real estate brokers can better tailor their strategies to meet market demands and enhance overall operational efficiency, aligning their offerings with client needs, and leading to increased satisfaction and loyalty.

Salesforce, as a leading CRM solution on the market, offers outstanding built-in Salesforce reporting tools for data tracking and analysis.

Salesforce reports outperform traditional Excel or Google spreadsheets and other CRM solutions by offering more efficient data management for large sets, instant data updates (unlike manual refreshes), customizable reports with unique metrics, and interactive dashboards for superior data visualization.

And I’ll show advanced Salesforce reporting capabilities for real estate agents below.

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How Advanced Salesforce Reporting Capabilities Transform Real Estate KPIs into Actionable Data

Salesforce reports and dashboards facilitate real-time data visualization, allowing for efficient tracking of sales performance, customer engagement, and property management.

By leveraging Salesforce’s analytics, real estate professionals can refine forecasting, uncover growth opportunities, and streamline their workflows, thereby boosting productivity and driving profitability in a highly competitive market.

However, being good on its own, standard Salesforce reporting features may not fully satisfy realtors’ needs due to the unique and varied nature of the real estate industry.

Realtors deal with specific market dynamics, client preferences, and property types that require more nuanced and customizable data analysis.

However, the good news is that Salesforce’s customizable nature allows personalized reports with little configuration or customization.

Here are my examples of how real estate professionals can leverage advanced Salesforce reporting features to build custom reports and dashboards.


6 Advanced Salesforce Reports for Real Estate

1. Current and Next Year Lease Expirations Report

The “Current and Next Year Lease Expirations” report provides a comprehensive overview of lease agreements set to expire within the current year and the subsequent year.

Current and Next Year Lease Expiration Report in Salesforce

“Current and Next Year Lease Expiration” Report in Salesforce | Ascendix

This report serves as a vital tool for strategic planning and decision-making within the realm of real estate management.

By presenting a detailed analysis of lease expirations, including tenant information, lease terms, and potential renewal probabilities, stakeholders gain valuable insights into upcoming vacancies and revenue streams.

Lease Expirations, Tenant Information, Lease Terms, and Potential Renewal Probabilities in Salesforce

Property Name, Tenant Contact Information, Lease Unit Name Data in Salesforce | Ascendix

The Salesforce report for real estate facilitates proactive lease management strategies, enabling effective lease renewals, renegotiations, or proactive tenant acquisition efforts to optimize occupancy rates and maximize financial performance.

Unfortunately, most custom fields and objects like Leases, Tenant, Property, etc. are not available out-of-the-box in Salesforce.

To get these features, you can either purchase industry-specific Salesforce solutions, like AscendixRE CRM for commercial real estate or seek professional help from Salesforce consultants to create custom functionality within your Salesforce Org.

2. My Open and Completed Weekly Tasks

The “My Weekly Tasks and Appointments” report is a crucial tool tailored for brokers utilizing Salesforce in their sales operations.

My Weekly Tasks and Appointments Report in Salesforce

“My Weekly Tasks and Appointments” Report in Salesforce | Ascendix

This report offers a consolidated view of the tasks and appointments scheduled for the upcoming week, providing brokers with clarity and organization to manage their time effectively.

Source Data for My Weekly Tasks and Appointments Report

Source Data for “My Weekly Tasks and Appointments” Report | Ascendix

By leveraging Salesforce’s robust capabilities, this report streamlines workflow management enhances productivity, and ensures that brokers stay on top of their commitments and client interactions.

3. My Commissions

The “My Commissions” report is a critical resource designed specifically for brokers utilizing Salesforce in their sales activities.

My Commissions Report in Salesforce | Ascendix

“My Commissions” Report in Salesforce | Ascendix

This Salesforce report offers brokers a comprehensive overview of their earned commissions, providing transparency and insight into their financial performance within the Salesforce platform.

Deal Name, Company Gross Fee, Fee Percent, House, Net Commision Data for Generating My Commissions Report | Ascendix

Deal Name, Company Gross Fee, Fee Percent, House, Net Commission Data for Generating “My Commissions” Report | Ascendix

By consolidating commission data from various transactions and deals, this report empowers brokers to track their earnings, analyze commission trends, and optimize their sales strategies for maximum profitability.


4. Deal Pipeline

This Salesforce report provides brokers with a comprehensive overview of their deal pipeline, offering visibility into the status of prospective deals from initial contact to closure.

Deal Pipeline Report in Salesforce | Ascendix

“Deal Pipeline” Report in Salesforce | Ascendix

By centralizing deal information within the Salesforce platform, this report enables brokers to track the progress of their opportunities, prioritize their efforts, and forecast future revenue streams with confidence.

Deal Data in Salesforce for Building Deal Pipeline Report | Ascendix

Deal Data in Salesforce for Building “Deal Pipeline” Report | Ascendix

5. Deals by Stage & Type

This report offers a detailed breakdown of deals categorized by their respective stages and types, providing valuable insights into sales performance, pipeline health, and areas for strategic focus.

Deal by Stage and Type Report in Salesforce | Ascendix

“Deal by Stage and Type” Report in Salesforce | Ascendix

By leveraging Salesforce’s robust capabilities, brokers can gain a deeper understanding of their deal landscape, identify trends, and make data-driven decisions to drive success in their brokerage operations.

Deal Data for Building the Deal By Stage and Type Report in Salesforce | Ascendix

Deal Data for Building the “Deal By Stage & Type” Report in Salesforce | Ascendix


6. Open Deals by Broker

The “Open Deals by Broker” report is a pivotal tool designed to provide brokers leveraging Salesforce with a comprehensive overview of their active deals.

Open Deals by Broker Report in Salesforce Ascendix

“Open Deals by Broker” Report in Salesforce | Ascendix

This report offers insights into the status, value, and ownership of open deals, enabling brokers to effectively manage their deal pipeline, prioritize their efforts, and drive toward successful closures.

By consolidating deal information within the Salesforce platform, this report facilitates transparency, accountability, and strategic decision-making to optimize sales performance and revenue generation.

Source Data for Creating Open Deals by Broker Report | Ascendix

Source Data for Creating the “Open Deals by Broker” Report | Ascendix

And here’s a consolidated dashboard with above-provided Salesforce reports:

Consolidated Salesforce Reports for Real Estate Agents in a Single Dashboard Ascendix

Consolidated Salesforce Reports for Real Estate Agents in a Single Dashboard | Ascendix

But if you want to leverage all the benefits of the Salesforce platform for your real estate business without overcomplicating it, delegate all Salesforce-related challenges to our experts.

Our consultants can assist with the customization of Salesforce reports and dashboards and empower your real estate agents with immediate access to their unique critical metrics through a centralized platform.

In addition, we can design custom Salesforce reports tailored to the unique business metrics and KPIs, and build interactive dashboards that provide a visual representation of real estate data, making it easy to interpret essential metrics and make informed decisions.

To ensure that reports and dashboards are accurate, our Salesforce consultants can implement data validation measures and carry out periodic data cleaning.

Still, have questions about Salesforce reports and dashboards or need help with your Salesforce org? Book a free CRM consulting call.

Or you can go another way and explore features of our pre-built CRM on top of Salesforce for landlord reps, tenant reps, and investment salesAscendixRE.

We built the AscendixRE CRM to meet commercial real estate business needs with powerful commercial real estate CRM functionality, world-class user experience, and robust security. Interested? Request your free full demo! 

Salesforce Advanced Reporting FAQ

What is KPI in Real Estate?

In real estate, a Key Performance Indicator (KPI) is a measurable value that demonstrates how effectively a company or individual is achieving key business objectives. KPIs in real estate can include metrics such as sales volume, number of transactions, average days on market, and rental yield, among others.

What is Advanced Reporting in Salesforce?

Advanced reporting in Salesforce refers to the comprehensive analysis features that allow users to create in-depth, customizable reports and dashboards to track complex business metrics and gain insights for strategic decision-making in real-time.


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