If you’re in property or estate agency, you know the pain: leads come in from everywhere—Rightmove, your website, walk-ins, social, random referrals. Figuring out what’s actually working (and what’s just noise) can feel impossible. If you’re using Reapit, the tools are there to track and analyze lead sources, but only if you set things up right and know where to look. This guide is for anyone who’s tired of guessing where their best leads come from and wants to actually do something about it.
1. Get Your Lead Sources in Order
You can’t analyze what you don’t track properly. Before you dive into reports, make sure your lead source data is actually clean and useful.
Check your lead source options: - Go into your Reapit setup and look at the current list of lead sources. It’s usually under admin or configuration. - If it’s a mess of duplicates, outdated portals, or vague options like “website,” take 10 minutes to clean it up. - Be specific but not obsessive. “Rightmove” and “Zoopla” are good. “Random” is not. Avoid “Other” whenever possible—it’s a black hole.
Pro tip: If you have too many sources, you’ll end up with a ton of single-lead categories that tell you nothing. Aim for 8–12 clear, actionable sources.
2. Make Lead Source Mandatory (Seriously)
If you let agents skip this field, your data will be garbage. In Reapit, you can set the lead source as a required field when adding a new applicant or enquiry. Do it.
- Go to your form settings or ask your admin to make “lead source” mandatory.
- Train your team to actually ask, “How did you hear about us?” every time.
- If you integrate with web forms or portals, make sure the source is mapped correctly—don’t let everything come in as “Website.”
Don’t trust automation to get it all right: Web and portal leads are easy, but phone-ins and walk-ins need a human to ask and log the source.
3. Run the Right Reports in Reapit
Once your data is reliable, you can actually get some value from it. Here’s how to pull reports that matter:
a) Use the Standard Lead Source Report
- In Reapit, head to the reporting section (sometimes called “MI” or “Dashboards”).
- Look for reports titled “Lead Source Analysis,” “Applicant Source,” or similar.
- Run a report for the last 30, 90, and 180 days to spot trends. Don’t just look at last week—it’s too noisy.
What to look for: - Which sources generated the most leads? - Which sources converted to viewings, offers, or sales? - Are some sources getting lots of leads but no conversions? That’s a red flag.
b) Custom Reports for Deeper Insight
The standard reports are fine, but sometimes you need to slice things differently.
- Use Reapit’s custom report builder (if you have it) to filter by office, negotiator, or property type.
- Export to Excel or Google Sheets if you want to mess around with the data yourself.
- Don’t get lost in the weeds—focus on the big questions: What’s working? What’s a waste of time?
Watch for bad data: If you see lots of “Unknown” or “Other,” your processes aren’t being followed. Fix that before drawing conclusions.
4. Actually Analyze—Don’t Just Count Leads
Most people stop at “how many leads did each source give us?” That’s lazy. What matters is quality, not just quantity.
Ask these questions: - Which lead sources convert to instructions, viewings, or deals at the highest rate? - Are portal leads better than website leads, or just more numerous? - Are you spending money on sources that aren’t converting?
What works: - Tracking lead progression: In Reapit, you can see which leads moved through the funnel (e.g., registered → viewing → offer → completion). - Comparing conversion rates by source: 100 leads from Facebook that result in 1 deal aren’t as good as 10 leads from referrals that result in 5.
What doesn’t: - Focusing only on “top of funnel” numbers (raw lead counts) and ignoring what happens next. - Ignoring manual leads (walk-ins, phone calls)—these are often high quality but easy to overlook if not logged.
5. Ignore Vanity Metrics, Focus on Actions
It’s easy to get excited by a spike in leads from a new portal or campaign. Don’t. Most spikes are noise.
- If a source suddenly jumps, check if it’s genuine or if someone changed how they’re logging leads.
- Don’t waste time on sources that generate lots of unqualified leads. Track how many reach the next stage.
- Set a reminder to review lead source data monthly or quarterly—weekly is too short to spot real trends.
Pro tip: Share conversion data with your team, not just lead counts. People pay more attention when they see what actually results in business.
6. Make Lead Source Reporting Part of Your Routine
None of this matters if you run a report once and forget about it.
Build habits: - Add “review lead sources” to your monthly team meeting agenda. - If you’re running marketing campaigns, set up a recurring calendar reminder to check impact after 30 and 90 days. - Regularly update your lead source list as new channels emerge or old ones fade away.
Don’t spend hours tinkering: A quick 15-minute check is better than waiting for the “perfect” analysis.
7. Common Pitfalls (And How to Avoid Them)
1. Garbage in, garbage out:
If your team isn’t logging sources properly, your reports will lie to you. Check data quality regularly.
2. Too many sources:
If you have 50 lead sources, you’ll get overwhelmed and stop caring. Prune aggressively.
3. Not following up:
Reports are useful only if you act on them. If you spot a dead source, shift your budget or effort elsewhere.
4. Overcomplicating things:
You don’t need a PhD in data science. Keep it simple: What’s working? What’s not? Adjust and move on.
Wrapping Up: Keep It Simple, Iterate Often
Tracking and analyzing lead sources in Reapit isn’t rocket science, but you need to set things up properly and build good habits. Clean up your lead source list. Make sure your team logs every lead—no exceptions. Run reports monthly, but focus on what actually turns into business, not just what looks good on a spreadsheet.
Don’t let perfect be the enemy of done. Start simple, use what you learn, and tweak things as you go. That’s how you actually get value from your lead data—no hype, just results.