Reading the Conversion Funnel and Branch Reports

Reports are a summary of the records entered during the month; if the records are incomplete, the report is wrong. This lesson teaches you to read two screens and to find the missing record behind a number. Both screens are open to the branch manager and company admin roles.

1. The Conversion Funnel

From the left menu open Conversion Funnel. At the top there is a period selector (this month, last month, last three months and so on) and, for company admins, “All branches” or a single branch.

Look at the yellow notice first. If it says “N records have no source recorded (X%)”, complete the source on those records on the Clients screen before trusting the channel table; the link in the notice takes you there. Do not make channel decisions until that share falls. If there are few records in the period, the screen does not publish ratios and shows counts only; that too is a deliberate honesty limit.

The Stages section shows contact → viewing → offer → won, each with its conversion from the previous step. The “Narrowest bottleneck” line below says which transition is lowest; improvement effort goes there first. Many contacts but few viewings means enquiries are unqualified or appointments are not being linked to a person and a property. Many viewings but few offers points to a pricing or portfolio-fit problem.

The By channel table gives contacts, viewings, offers, won, win percentage and commission for each source. A channel with few contacts and a high win rate (usually referrals) is the agency's most valuable one; a channel with many contacts and a low win rate is either expensive or handled by a weak agent.

The By agent table gives the same stages per agent; the “won without a viewing” column points to files closed with no viewing recorded. That is most often a viewing that happened without an appointment being logged: a recording gap, not a performance difference.

2. Branch Reports

From the left menu go to Branch Reports. Choose a period; “Download CSV” exports the table. The sections:

• Monthly trend, last 6 months: bars for new leads, new listings and closed files; monthly commission on the lower line. A three-month trend says more than a single month's figure.
• Conversion funnel: the period's summary funnel; switch to the Conversion Funnel screen for detail.
• Lead sources: the source mix for the period.
• Agent performance: leads, files, revenue and commission per agent.
• Portfolio health: active listings, listings added in the period, Without photos, Without a mandate and Inactive for 90+ days.

Portfolio health is the most concrete agenda item for the month-end meeting. A listing without photos does not sell; a listing without a mandate is not protected; a listing inactive for 90 days needs either a price conversation or to be set inactive. The target for all three is zero.

3. The missing record behind the number

While reading, keep asking: does this number show reality, or a gap in recording?

• Viewings low? Check the “No outcome recorded” filter in Appointments first.
• “Not specified” large in the source table? Complete the sources in Clients.
• Few closed files? Look for files in Sales Files with no closing date.
• Many listings without a mandate? Open the “Missing information” filter in Mandates.

When recording discipline improves, the report fixes itself; there is nothing else to do to fix a report.

4. Company level

With more than one branch, Company > Company Reports puts all branches side by side; cross-branch comparison and total revenue are there. With the Report Builder you can build your own table by agent, area or status.

Checklist

• Share of unsourced records is low.
• The narrowest bottleneck identified and one action written down.
• Counts of listings without photos, without a mandate and inactive 90+ days known.
• CSV downloaded for the monthly meeting.

Next lesson: rental contracts and the collection calendar.