Chapter 17: Reports, Analytics & Custom Report Builder

Data without clarity is just noise. High-performing real estate sales organizations make decisions based on numbers, not gut feeling.

SG Lead Pro provides a two-tier reporting system: Pre-Built Executive Analytics (/analytics & /reports) for instant daily monitoring, and the Custom Report Builder (/reports/custom) for tailored business intelligence.

#1. Pre-Built Executive Reports

Clicking Reports in the sidebar presents a suite of out-of-the-box analytical dashboards:

#1. Lead Source ROI Report

• What It Answers: Which marketing channel makes us the most money?
• Key Metrics:
  • Total Spend vs. Inquiries Received (Cost Per Lead - CPL).
  • Site Visits Realized by Source (Cost Per Site Visit - CPSV).
  • Bookings Closed by Source (Cost Per Acquisition - CPA).
• Executive Value: Stop wasting advertising budget on channels that generate thousands of junk leads and double down on the channels that produce actual buyers.

#2. Sales Representative Performance Leaderboard

• What It Answers: Who are our top performers, and who needs coaching?
• Key Metrics:
  • Average First Response Time (minutes from lead creation to first call).
  • Total Talk Time & Call Volume logged per day.
  • Number of Site Visits Conducted.
  • Total Booking Value & Revenue Generated.
  • Conversion Rate from Assigned Lead to Closed Deal.

#3. Pipeline Velocity & Aging Report

• What It Answers: How long do inquiries sit in each stage before moving?
• Key Metrics:
  • Average days in Contacted, Site Visit Scheduled, and Negotiation.
  • Identification of Stagnant Leads (leads that have sat in the same stage for more than 14 days without an update).

#4. Lost Deal Analysis Report

• What It Answers: Why are our prospects choosing not to buy?
• Breakdown: Pie chart of primary lost reasons (Price Too High, Location Preference, Bought Competitor X, Loan Rejection).
• Executive Value: Provides invaluable feedback to developers on pricing, floor plans, and amenities.

#2. Exporting Data to Excel & CSV

Every standard report in SG Lead Pro can be exported with 1 click:

1. Open any report screen.
2. Select your desired Date Range (e.g., Q3 2026 or Last 30 Days).
3. Apply any desired filters (e.g., Project: Palm Meadows).
4. Click the Export to Excel / CSV button in the top-right corner.
5. A clean, professionally formatted spreadsheet downloads immediately to your computer.

#3. The Custom Report Builder (/reports/custom)

Every real estate business has unique metrics they care about. Perhaps you want to see how many 3BHK inquiries from Facebook in Mumbai converted to site visits by agent Rajesh Kumar during Diwali.

The Custom Report Builder gives you unlimited reporting power without needing SQL queries or technical skills.

#Building a Custom Report (Step-by-Step Walkthrough):

1. Navigate to Reports $\rightarrow$ Custom Reports.
2. Click + Create Custom Report.
3. Report Details:
   • Report Name: e.g., "Weekend Expo Lead Conversion by Agent".
   • Description: e.g., "Tracks offline expo leads and their site visit conversion rate".
4. Choose What to Measure (Metrics):
   • Total Lead Count
   • Sum of Booking Agreement Value
   • Average Call Duration
   • Site Visit Completion Rate
5. Choose How to Group the Data (Dimensions):
   • Group by Assigned Sales Agent
   • Group by Real Estate Project
   • Group by Marketing Source / Campaign
   • Group by Calendar Month or Week
6. Apply Filtering Criteria:
   • Source = Property Expo 2026
   • Temperature = Hot or Warm
   • Created Date between 01 Aug 2026 and 31 Aug 2026
7. Click Preview Report:
   • An interactive table and chart render on-screen so you can verify your results.
8. Click Save Report.

Your custom report is permanently saved in your Custom Reports Library, updating automatically with fresh real-time data every time you open it!