The quarterly report for an estate agency with multiple branches

A good quarterly report for a multi-branch estate agency answers one question: which source produced which instruction last quarter, at which branch, and what did you get back for what you referred on? For that you need four blocks: figures by source, by branch and by agent, plus referrals with their commission.

Why the quarterly meeting is usually about revenue

The quarterly meeting is often only about revenue, because that is the figure the agency software tracks neatly. Realworks knows which instructions were signed and what they earned. It usually doesn't know where the seller came from.

That is no criticism of the software. It was built as a case file, not as an acquisition system. Realworks also has no API for the instruction or the commission, so an integration cannot pull that data out to set it alongside the lead source.

The result: the meeting ends with "South was behind" without anyone being able to say why. For an owner with three branches, that is too little to decide where the marketing budget or the next new hire should go.

The question the report must answer

The report must show the whole chain, from source to commission. Counting leads is not enough: a source with many enquiries and few instructions looks better in a lead count than it really is.

So record three things for every lead: the source, the branch and the agent who followed it up. Link the signed instruction to that lead. Only then can you add up the figures in any direction. How to set up that source tracking is covered in which lead source wins instructions.

Block 1: leads and instructions by source

The first block sets each source against what it produced. The table below is an example with made-up figures, not a measurement. Commission is calculated at €5,800 per instruction, the average for a selling agent in 2025 according to an analysis of 23,000 quotes by Krib.

Look at the "Unknown" row first. In this example, 87.7% of leads have a known source. If that drops below 70%, every conclusion about sources is a guess, and cleaning up the tracking is the first project.

Watch out for slow sources, too. A valuation sometimes only signs months later, so a quarterly total underestimates that source. How to solve that with cohorts is explained in from valuation to sales instruction.

Block 2: the same figures by branch

The second block shows, per branch, how many leads came in, how many became instructions and how clean the tracking is. These figures are an example too.

A lower number of instructions says nothing on its own. In this example, South has fewer leads, poorer source tracking and the most leads that have been open for a month. That points to follow-up rather than to the market in that region.

Also compare the source mix per branch. If the valuation in North leads to an instruction twice as often as in South, that is a conversation about ways of working, not about budget.

Block 3: by agent, without a league table

The third block shows leads, instructions and open leads per agent. Use it for coaching, not as a league table on the wall.

The numbers per person are small. Two instructions more or fewer in a quarter is often chance. So look at four consecutive quarters and at the kind of leads someone received. An agent who mainly follows up exploratory valuations will usually have a lower conversion rate than a colleague who gets the referrals.

Block 4: referrals and commission

The fourth block covers what you send out: leads to a mortgage adviser or a fellow estate agent. This block is missing from many reports, even though there is money in it. In our own survey of 4,025 estate agency websites (23 August 2026), at least 25.2% offer mortgages, partly through a sister company or external partner. That is a lower bound: we only see what is on the website.

These are example amounts. The difference between the last two columns is the conversation you have with your partner. What to record per referral and how to arrange settlement is covered in referring leads to your mortgage adviser.

Split this block by branch as well. A total of 22 referrals does not tell you whether every branch asks the question. Broken down by branch, it shows which one is lagging behind, and that is the conversation to have.

A layout that fits on one A4 page

A quarterly report works if it can be read in ten minutes. This order keeps the meeting focused on decisions:

1. Three headline figures at the top: instructions, commission and the share of leads with a known source.
2. Block 1, by source.
3. Block 2, by branch.
4. Block 3, by agent, only for the owner and the branch managers.
5. Block 4, referrals and outstanding commission.
6. Three decisions for the next quarter, each with one owner.

Put last quarter's figure next to every figure, and the target where you have one. A single snapshot says little; the trend says more.

What to arrange in advance

The report is only as good as the tracking behind it. Before the first meeting, arrange:

• One list of source names, identical across all branches. "Website" is too coarse; "website valuation" and "website contact form" are usable.
• For every signed instruction, the lead it came from.
• For each mortgage adviser and fellow agent, a written agreement on what a referral earns and how you receive feedback.
• One person who reviews the "Unknown" row every quarter.

After an acquisition, this report is the first thing you need; see the first hundred days of an integration.

KeyVue is built around this report: it pulls contacts and properties from Realworks, collects leads from other sources with their source attached, and reports conversion by source, branch and agent, including the commission on referrals. The product page shows how that works.

Frequently asked questions