- A real estate agency has six essential KPIs: production, commissions to collect, new mandates, source performance, handling times and unworked clients.
- A Monday meeting based on impressions always ends up in the same discussions; one based on numbers leads to decisions.
- Reliable numbers come out of everyday work, not from a spreadsheet filled in at month end.
The KPIs a real estate agency owner should check every week are six: production, commissions to collect, new mandates, source performance, enquiry handling times and unworked clients.
Many owners know how the agency is doing "by feel": the month seems good, an agent seems to be struggling, that portal doesn't seem to pay off. Gut feeling is sometimes right, but it's not enough to decide where to invest, who to coach and what to change. Here's what to have in front of you every Monday morning.
The 6 essential KPIs for a real estate agency
| Metric | What it tells you | Question to ask |
|---|---|---|
| Production | How much the agency produced, from sellers and buyers | Are we on track for this month's target? |
| Commissions to collect | GCI to collect, binding offers, partial payments | What still has to come in, and when? |
| New mandates | The health of the portfolio for the coming months | Are we listing enough? |
| Source performance | Which channels bring contacts that turn into viewings | Where should I move budget? |
| Handling times | How quickly we respond to enquiries | Is anyone leaving clients behind? |
| Unworked clients | Enquiries and contacts with no follow-up | Where do they pile up, by agent and office? |
Measuring source performance needs reliable data on where contacts come from: see how tracked phone lines work. On handling times, see the guide to response time.
Agent rankings: how to use them well
A production ranking per agent is useful when it becomes the basis for a conversation, not public humiliation. Each agent's mandates, deals and production provide shared facts to start from: who needs coaching, who has too many clients, who can take on another area.
Look at trends, not just the month
A single month says little. Month-on-month, year-on-year and rolling 12-month comparisons show trends before they become problems: a drop in mandates today is a drop in production a few months from now.
Statistics nobody fills in by hand
The problem with statistics is often the source: spreadsheets updated at month end, by different people, with different criteria. With MyBrokerage AI Statistics & Revenue every call, outcome and offer recorded by the system feeds the dashboard: production, commissions, sources and rankings come from the same data agents work on. Business Intelligence adds average handling times and unworked clients by agent and office.
Tell us in the demo and we'll show you the management dashboard set up on them.
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