CRM lead source
Every lead keeps its channel and project from the first contact.
/INDUSTRIES / REAL ESTATE / INSIGHTS
Real Estate Marketing Insights
Practical notes on measuring real estate marketing, from portal leads and ad campaigns to viewings, reservations and signed contracts.
Real estate is local-first and intent-driven. The agencies that own neighborhood-level visibility win the listings and the buyers.
/01
THE SITUATION
Real estate leads come from portals, ads, the website, phone calls and referrals, and pass through agents who each work differently. The steps that matter, viewings, offers and contracts, are recorded in a CRM or not at all, often without the original source.
/02
WHY IT MATTERS
When viewings and sales are not linked to sources, agencies and developers keep paying for portals and campaigns based on lead counts. A channel that brings fewer leads but more buyers looks worse than it is.
/03
HOW WE APPROACH IT
We keep the source of each lead into the CRM, agree with agents on simple statuses such as viewing, offer and signed, and report cost per viewing and per sale by channel and project. Portal leads are compared on the same terms as your own channels.
/NOTES FROM THE WORK
Frequent gaps in real estate measurement.
- Leads from portals and from ads kept in different places
- Viewings and offers not recorded consistently by agents
- Phone inquiries with no source
- Developer campaigns judged on leads, not on reservations
/WHAT THE WORK COVERS
Agent statuses
Viewing, offer and signed recorded in a simple, shared way.
Project reporting
Cost per viewing and per sale for each development.
Tracking setup
GA4, Google Tag Manager, consent mode, and server-side tagging where the ad spend justifies it.
Dashboards
Looker Studio reports built around the decisions you make each month, not around every available metric.
/WHAT WE MEASURE
- /01
Cost per viewing
The first sign of a serious buyer.
- /02
Lead to sale rate
By channel and by project.
- /03
Portal performance
Portals compared with your own channels on outcomes.
- /04
Time to sale
How long buyers from each channel take to decide.
/HOW LONG IT TAKES
/01
Tracking audit
We list every tag, event and conversion, and check each one against what really happened on the site.
/02
Rebuild and validate
Broken or missing tracking is rebuilt and tested against orders, calls or CRM records.
/03
Reporting and review
A monthly review of the numbers that matter, with the decisions they support written down.
/FAQ
Keep the statuses few and simple, make them part of the weekly sales meeting, and show agents the reports. Data improves when people see it used.
Yes, if they enter the CRM with the portal as source. Most portals send leads by email or integration that can be tagged.
With monthly leading indicators, such as viewings and reservations, and a cumulative view of sales by channel.
Access to analytics and the platform, one person who can approve changes, and an honest picture of what has been tried. Two hours in week one, then a weekly checkpoint.
Not always. It pays off when ad spend is significant or when browser tracking loses a large share of conversions. The tracking audit tells you which case you are in.
FIND OUT WHAT YOUR REAL ESTATE DATA IS MISSING
We start by tracing last quarter's sales back to their first contact and showing you which channels your reports can credit.
REQUEST A TRACKING AUDIT
Or explore other Real Estate services · Find my industry