Most agencies know how many views a listing gets on the portals. Fewer know how many real enquiries each listing generates on their own website, or what buyers ask about it. Those questions are far more useful than views, because they show what buyers care about and what the listing fails to tell them.
This checklist covers what to measure for each listing and what to do with the results.
1. Enquiries per listing
What: the number of enquiries each property generates, across your website and portals.
Why: the simplest measure of interest. Compare listings of similar price and type.
2. Viewing requests per listing
What: how many enquiries turn into viewing requests.
Why: a listing with many questions but few viewing requests may have a problem the questions reveal.
3. The questions buyers ask
What: the actual questions asked about each property.
Why: repeated questions point to missing details. If five buyers ask about parking, the listing should say.
4. Views with no enquiries
What: listings with plenty of views but few enquiries.
Why: usually a sign of a price, photo or information problem. The questions from the few who did enquire often explain it.
5. Time to first enquiry
What: how long after going live a listing gets its first enquiry.
Why: a slow start often means the listing is not reaching the right buyers, or the headline details put people off.
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6. Questions about availability
What: how often buyers ask whether a property is still available.
Why: frequent availability questions about a listing under offer mean the status is not clear. The standard answers are in is it still available and other questions to automate.
7. Out-of-hours enquiries
What: the share of enquiries arriving evenings and weekends.
Why: shows how much interest waits for a reply, and where faster answers would help.
8. Lost enquiries
What: enquiries that never got a reply, or got one too late.
Why: each is a potential sale. The common causes are in estate agent mistakes with website enquiries.
Where the data comes from
Portal dashboards give views and portal enquiries. Your website's enquiries and the questions buyers ask need capturing on your side. SpideyChat for real estate records every conversation and the questions it could not answer, which gives you a per-listing record of what buyers asked. Setup is covered in the installation guide and training guide.
Testing with real enquiries
A useful exercise is to take last month's real enquiries and check how well your listings would have answered them. The method is described in testing an assistant with real past enquiries. It usually reveals the same few missing facts across many listings.
Using the data with sellers
Listing data is useful in conversations with sellers. "Buyers keep asking about the boiler age; could we add that?" or "We've had lots of views but few viewing requests, which suggests the price" are easier conversations with evidence. Retailers use demand data the same way when deciding what to restock, as in how to answer stock and restock questions without an inbox.
A monthly review
Keep the review short enough that it actually happens. Thirty minutes with the negotiators, a list of listings and their questions, and a note of who will update what. Over a quarter, the same handful of missing facts tends to disappear from every new listing, because the team starts including them from the start.
Once a month, list your listings with the most questions and the fewest viewing requests. Fix the information gaps on the first, and discuss price or presentation with the sellers of the second.