Introduction
Data is at the heart of quality decision making when it comes to both commercial and residential real estate. It is also key to successful promotion of properties.
Without collecting information you are missing a key part of your overall strategy while simultaneously losing the ability to enter into new markets with confidence.
There are 100s of different metrics you could track but the truth of the matter is you only need to look at a few key indicators to assess overall performance everything else is simply just un-needed noise.
In this article by the Cindtoro team we are going to show you the various different metrics you should be reviewing consistently to gain an understanding of your current position in the digital landscape.
These carefully curated indicators will help you cut through noise while also helping to provide a clear picture to make the best decisions possible for growth.
Who Is This Article Is Made For
We created this article to help commercial or residential real estate companies understand what they should track and why it matters to them.
We also wrote it for anyone who is interested in the metrics that a professional advertising firm (like Cindtoro) looks at to measure real world growth.
Key takeaways
- You do not need to track everything under the sun only key metrics
- Totals visits is a foundational metric
- Once you have total visits your can drill down into other metrics
- A lead and conversion are not the same things
Total Visits
Total visits is the first place to start with data tracking; it is the foundation for every other metric that we will review throughout this article. Total visits has a direct impact on the rest of the funnel.
It is also the most direct way to measure interest in your company while at the same time allowing you to assess whether your promotion efforts are generating enough visibility to sustain long term growth.
One of the best ways to use the total visits metric is to monitor overall trend growth on a month by month basis.
As you collect more data you will be able to uncover new opportunities and assess new areas to dive deeper into.
Traffic Sources / Session Mediums
Following the number of total visits is a breakdown of where those visitors actually come from. This is known as “Traffic sources / session mediums” which allows you to see the specific places also known as mediums that generate the most traffic for your firm. It can tell you if your traffic growth is attributed to Google, paid ads, email bast, social media, and even AI models.
Once you have this information you can use it to make adjustments to your overall strategy and help influence where you are getting highest return on your investment.
AI Mentions
AI mentions are the new way to get seen online. As people use the internet differently than they did a few years ago. Tracking them is a key component of well rounded reporting. For the best reporting this will have to be captured via third party providers. Tracking mentions will help you see other places you are generating visitors from.
Location Demographics
Location demographics are also a key metric to understand. Having a handle on where you receive the most engagement from gives you the ability to target by location when required. As an example if you have more properties in a central location that need to be leased. Knowing where your top performing locations are will help you target areas more effectively. Always comply with legal laws for location targeting.
Time on Site
Time on site helps to indicate how engaged potential prospects are with your content and overall website. You can use this info to increase your conversion rates, improve retention, and gain an overall better understanding of your site’s effectiveness.
For example, if your time on site is low it can suggest that your efforts and target audience are misaligned and you should make adjustments to your site and overall efforts to see improvements. If your time on site is high you will likely not need to make any changes to your overall strategy.
Bounce Rate
Bounce rate is a measure of the percent of users who leave your website after visiting a single page. If your bounce rate is high you have some major changes to make to your strategy and website.
The average website bounce rate in 2025 varies by industry but generally falls between 43% and 51% across all sites. The lower your bounce rate the better. The higher your bounce rate the worse off you are.
Page Views Per Session
Page Views per session provides valuable insights into your content strategy while helping you understand what topics and formats resonate with your audience. This metric is also tied closely with your bounce rate and time on site. It is impossible to have a high number of pages viewed if your bounce rate is high and time on site is low.
The higher the number of page views per a session the greater revenue potential, This is because your most engaged visitors are likely to be your best prospects. These are the people who are the most likely to interact with your website, subscribe, or outreach to your firm.
Total Conversions
Conversions are any action that is important to your real estate firm. These are typically things such as form submissions, phone calls, views of a key page or newsletter subscriptions. Conversions are mainly tied to revenue generation. It is important to understand that a conversion is not a lead per say as every conversion will not become a lead.
Conversion Rate
No matter where your audience comes from you should know what your conversion rates are. Did you know the average conversion rate for both commercial and residential real estate is about 2.2%. Conversion rates can be affected by the session medium / traffic source. But they can also be affected by location, time of day, addtibution channel, and other factors.
This is why knowing your numbers can help allocate additional capital to areas that need improvement or those you want to leverage for increased lead flow.
For example if you see the majority of your conversions are coming from organic search you can take additional steps to make improvements you can also scale budget away from one channel inorder to place it into another as needed.
Total Leads
Total leads can be considered an off or online source. Leads go past the level of conversions because not every conversion you receive will turn into a lead for your real estate firm. The total number of leads should be counted if they materialize into a real world phone conversation or real world lead.
Total leads help you backtest how many conversions (form submissions, phone calls, etc etc) are legitimate. This information can be important to assess the true effectiveness of your efforts. If you have 100 conversions but no new business adjustments need to be made.
Lead Conversion Rate
Lead conversion rate helps to tell you how many of said leads turn into new clients. It is likely one of the most important real world metrics outside of total leads because not every in-bound lead you get will convert into a paying client.
Let’s take for example you have 100 leads if 98% of those leads do NOT close your conversion rate is only 2% this can indicate you are targeting the wrong people at the wrong time and need to make adjustments.
If that is not the case then it can also help you identify issues with your presentation process or other areas of improvement. Of course, once you start to collect data here you’ll be able to make changes necessary to see improvements.
Total Costs
How much money goes into each initiative? By creating an outline of your total marketing cost you can get a handle on this fairly quickly. It may seem like a basic metric to understand, however it is highly important because of a few reasons: it will help you see how much money you are spending on each effort.
This can help you uncover areas of improvement or optimization for your branding, lead generation, and client retention strategies. Cost also plays a role in understanding your overall ROI.
Return On Investment (ROI)
Are your efforts providing a positive ROI? Do you know which ones have the highest conversion rates? Which methods bring you the most money? Which bring in the most qualified leads? This is where ROI tracking comes into play. After you outline where you are spending money on you can uncover trends to make performance gains.
Conclusion
As you have seen you do not need to follow every indicator to measure performance, only a few key metrics. Going off in too many directions is a waste of time, energy and money. Focus your efforts on creating meaningful gains from the KPIs that matter most to your firm. If you need assistance with your real estate marketing contact Cindtoro we would love to serve your needs.
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