Industry guides
TraceClose for real estate agencies and agents
Use the Real estate template: New lead, In progress, Viewing scheduled, Viewing done, Offer, Deal closed and Lost. It swaps “salesperson” for agent, distributes leads among agents in rotation and shows how much each viewing and each deal cost per campaign.
Step by step
Apply the Real estate template
Settings › Segment › Real estate › Use this template.
Invite your agents
In Settings › Team, as Salesperson. The sales manager joins as Manager.
Choose the rotation
In Settings › Operations, “Simple rotation” or “By weight”, with each agent’s weight in Team.
Create one link per development
In Settings › Tracked links, one link for each new development or channel (listing portal, website, yard sign), with a fixed agent when the development has a dedicated agent.
The real estate funnel
| Stage | How it moves | CAPI event |
|---|---|---|
| New lead | Entry | Lead |
| In progress | First reply trigger | — |
| Viewing scheduled | Trigger when you use Schedule viewing | Schedule |
| Viewing done | Trigger when you mark the viewing as Held | — |
| Offer | The agent moves it | SubmitApplication |
| Deal closed | The agent moves it and records the amount | Purchase |
| Lost | Asks for the reason | — |
The screen terms become client, agent, viewing and deal. Conversion sending comes turned on. Want to keep rentals apart from sales? You can add an extra stage or use separate organizations, each with its own funnel (see multiple organizations).
Fair distribution among agents
Agents complain about leads, and with good reason: whoever gets the hot lead closes. In TraceClose, distribution is automatic and logged in each lead’s history:
- Simple rotation: the new lead goes to the agent who received one the longest time ago.
- By weight: an agent with weight 4 gets proportionally more than one with weight 1 (balanced by the day’s leads).
- On call or on vacation: Pause takes the agent out of the rotation, and they keep working the leads they already have. Deactivate removes access immediately.
- Link with a fixed agent: leads from that link go straight to the chosen agent, bypassing the rotation.
- First to reply: if another agent replies to a lead before its owner, the lead goes to whoever replied. After a manual reassignment by the manager, this no longer happens for that lead.
Salespeople see every conversation in the inbox, but in the Kanban and in the numbers they only see their own leads. The full ranking, reassignment and goals are for the manager.
Example: Example Realty
Example Realty (fictional) has six agents and advertises two new developments. In a sample month: $9,000.00 in spend, 450 paid leads, 60 viewings done, 3 deals closed. CPL of $20.00 and cost per viewing done of $150.00. In Analytics › Salespeople, the ranking (by viewings done) showed one agent with lots of leads and few viewings: their median first response was 2 hours. With the maximum time without a reply set to 10 minutes, the manager started getting the alert right away.
In real estate, decide what to record as the sale amount: the agency’s commission or the property price. The commission gives you a ROAS you can compare with spend; the property price inflates the number. Always use the same criteria.
Monthly goals and long sales cycles
Real estate takes time to close. Two tools help: goals for viewings done and deals closed, per agent, paced by business days; and the cohort reading in analytics, which credits a deal closed months later to the month the lead came in. To close out the month’s cash, switch the reading to Event date. See cohort or event date.
Didn’t work? See…
- Agent isn’t getting new leads: salesperson isn’t getting leads.
- Rotation details: lead rotation.
- Hand a lead to another agent: reassign a lead.
Frequently asked questions
How do I rotate leads among agents?
In Settings › Operations, choose “Simple rotation” or “By weight”. Only active, unpaused agents with the Salesperson role receive leads.
Can I send all leads from one development to a single agent?
Yes: create a tracked link for the development with a “Fixed agent”.
See the path from ad to sale in your WhatsApp.
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