Enquiry-to-Viewing Conversion Rate
Percentage of property enquiries that convert into a physical or virtual viewing
What is Enquiry-to-Viewing Conversion Rate?
Enquiry-to-viewing conversion rate is the percentage of property enquiries that result in a viewing being booked. It is a key efficiency measure for estate agents and property marketers.
A viewing is the step where a prospect becomes serious, so the rate shows how well enquiries are handled and how well listings match interest.
How this KPI is measured
- Function
- Marketing
- Sub-function
- Lead Generation
- Industry
- Real Estate
- Type
- Lagging
- Impact
- Efficiency
- Unit
- %
- Measurement frequency
- Weekly / Monthly
- Formula
- (Viewings booked / Enquiries received) × 100
How to calculate it
Divide the number of viewings booked by the number of enquiries received, and multiply by 100.
For example, if 500 enquiries were received and 140 viewings were booked, the rate is (140 / 500) x 100 = 28%.
Track by property, source and agent. Response time is often the biggest factor.
Where it is used
Improving enquiry handling
Find agents or sources that convert best.
Assessing listings
Spot properties that attract enquiries but not viewings.
Planning capacity
Estimate the viewings to arrange.
How to improve it
Tips and common mistakes
- Speed of reply has a large effect on the rate.
- Compare by source, since portal enquiries often differ from direct ones.
- Track viewings that lead to offers as well.
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