What should a real estate team’s weekly lead report show?
A weekly lead report for a real estate team is a one-page view of speed to lead, contact rate, showings booked, cost per showing and pipeline by source, and it differs from other industries because the sale closes months after the lead arrives, so the report has to judge this week’s work by showings and contact rate rather than by closed revenue.
Why can a real estate team not judge a week by revenue?
A lead that arrives on Monday might close in four months, so a report built on closed commission tells the team leader about decisions made last spring. The weekly report instead tracks the leading indicators the team controls this week: how fast each enquiry was answered, how many were reached at all, and how many turned into a showing on the calendar.
The second reason is attribution. A team buys leads from portals, runs Meta listing ads and Google search, and gets referrals from past clients, and each source has a different cost and a different showing rate. Without pipeline by source, the leader cannot see that portal leads cost more per showing than referrals, or that a new Meta campaign is producing enquiries nobody reaches.
The third reason is agents. On a team, the same lead sources are split across people by round robin, so the report shows contact rate and speed to lead per agent. That is where the coaching happens, because the numbers differ far more between agents than between sources.
- Leading indicators this week: speed, contact rate, showings
- Source columns: portals, Meta, Google, referrals, sphere
- Per-agent rows because round robin hides who replies fast
- Closed deals reported monthly, not weekly
Which rows belong on the report and where does each come from?
| Row | Definition for a real estate team | GoHighLevel source | Why it is on a weekly report |
|---|---|---|---|
| New leads by source | Contacts created this week tagged portal, Meta, Google, referral or sphere | Contact source field, pipeline New enquiry stage count | Shows which channel filled the top of the funnel |
| Speed to lead | Minutes from lead creation to first outbound text or call | Conversation timestamps versus contact created date | The number that decides shared portal leads |
| Contact rate | Share of new leads with a two-way conversation within 48 hours | Contacts with an inbound reply, per source and per agent | Reveals leads that were never actually reached |
| Showings booked | Appointments on the Viewings calendar from this week’s and older leads | Calendar appointments by source tag | The weekly output the team can influence |
| Cost per showing | Ad spend or portal fees divided by showings from that source | Custom values for spend, calendar counts | Replaces cost per lead, which rewards junk enquiries |
| Pipeline by stage and source | Contacts in New enquiry, Contacted, Showing booked, Offer, Under contract | Pipeline report filtered by source | Shows where each channel’s leads stall |
| Nurture re-engagements | Lost leads that replied to a reactivation message | Stage move Nurture to New enquiry | Measures the database, not just fresh spend |
| Reviews per closing | Google or Zillow reviews received after Closed-won | Reviewed tag count against Closed-won moves | Keeps the reputation engine visible |
How is the weekly report produced in GoHighLevel for a brokerage?
Each step is a GoHighLevel object configured so the report builds itself on Monday morning.
Source tagging at intake
Portal parsers, Meta instant forms, Google call tracking and the referral capture workflow each write a source value to the contact, so every later count can be split by channel without manual tagging.
Pipeline stages that match the report
The Buyers and Sellers pipelines use New enquiry, Contacted, Showing booked, Offer, Under contract and Closed-won, and the report reads stage counts and the date each contact entered the stage.
Calendar as the showings ledger
Every viewing is booked on the round-robin Viewings calendar, never on a personal calendar, so showings booked, no-shows and reschedules come from one place and carry the source tag of the contact.
Spend in custom values
Weekly ad spend per platform and monthly portal fees are entered in custom values on the sub-account, and the report divides them by showings from the same source to produce cost per showing.
Monday delivery
A scheduled workflow assembles the dashboard view, sends the team leader a summary with per-agent speed to lead and contact rate, and creates a coaching task for any agent whose contact rate fell below the team’s own prior week.
What does a compliant real estate report have to leave out?
The report describes leads by source, stage and agent, never by protected characteristics. Fair Housing Act of 1968 obligations mean no row breaks down enquiries by neighborhood demographics, family status or national origin, even when portal data would allow it, and market commentary in the report sticks to price and days on market.
Call and text data in the report come from consented channels. The TCPA of 1991 requires text consent for follow-up, so the speed-to-lead row counts only outbound messages the system was allowed to send, and a lead without recorded consent shows as email-only rather than as a missed text.
Agent performance rows are internal. Most state real estate commissions treat advertising claims about response time or results as regulated statements, so the report’s numbers stay inside the brokerage and are not repurposed as public claims without the disclosures those rules require.
- No demographic breakdowns of leads or areas
- Speed to lead counted only on consented channels
- Internal performance numbers kept off public advertising
- Spend and portal fees recorded as the source, not estimated
How do you check your current reporting?
- Find last week’s report, if one exists, and note which rows required manual counting
- Check whether every new lead carries a source value
- Confirm showings are booked on a shared calendar rather than personal calendars
- Calculate speed to lead for the last ten portal leads by hand and compare agents
- Find where ad spend and portal fees are recorded, if anywhere
- Check whether lost leads who re-engaged are counted anywhere
Common questions about weekly reporting for real estate teams
Why cost per showing instead of cost per lead?
Cost per lead rewards sources that produce enquiries nobody can reach, which is common with cheap portal and social leads. Cost per showing counts a lead only when a buyer actually stood in a property, so a source that costs more per lead but books more showings is correctly ranked higher.
How is speed to lead measured when leads arrive overnight?
From lead creation to the first outbound message, including the automated text and the AI call, whatever the hour. Because the system replies at night, the per-agent row measures the first human reply during working hours separately, so agents are coached on what they control.
Should closed deals appear on the weekly report?
Only as a count of Closed-won moves that week, without commission figures, so the team sees the funnel end. Revenue and commission belong on the monthly report where they can be matched to the leads that produced them.
Can the report show which agent replies fastest?
Yes. Round-robin assignment records the agent on each contact, so speed to lead and contact rate appear per agent. The Monday workflow creates a coaching task when an agent’s contact rate drops below their own prior week, not below a fixed target.
Do referrals from past clients appear?
As their own source column. The referral capture workflow tags the referrer and the new contact, so the report shows referrals as a lead source with a cost of zero spend, which usually makes the database the best-performing channel per showing.
See speed to lead, contact rate and cost per showing every Monday
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