Martin
Founder, strategy and audits
Writes every audit and takes every first call. On your account from day one, running growth for SMEs since 2010.
Analytics for Lettings and Leasing
Analytics for Lettings Agencies
A lettings branch has two audiences on one phone line: landlords who might hand you a property, and tenants who want to view one. Analytics keeps them apart, then ties each instruction and each let back to the search or ad that started it.
For lettings and leasing agencies who want to know which marketing brings landlord valuations, signed instructions and let properties, and which only brings tenant calls.
Why lettings branches misread their own numbers
Context from how your customers search, compare and book.
Most of the contact volume in a lettings office comes from tenants. They want a viewing, a time and a price. Landlords call far less often but are worth far more, because one signed instruction means a steady line of income and perhaps years of management for the branch.
Phones mix up everything. Calls arrive from applicants, existing tenants reporting a leak, contractors, landlords asking about rent and new owners wondering about a valuation, all on the same line. If reports count all of them as leads, a quiet landlord month looks busy and the real problem stays hidden.
The events that count for landlords are rental valuation requested, valuation visit held, instruction signed, property let and, for managed homes, the first rent collected. For tenants, they are viewing booked, viewing attended and application made. Each side is judged by its own results, with its own cost.
Landlords switch agents, inherit homes or buy their first buy-to-let, and often decide after weeks of reading, comparing fees and asking friends. Some are referred by other landlords, and a few are friends of your current clients. We label referral and unknown honestly, so portals and ads are not credited for instructions they did not win.
Who this analytics work is for
groups Customer segments
- person High-street branches with a mix of let-only and managed properties
- person Agencies adding a managed service and wanting more landlord instructions
- person Teams with a viewing diary full of no-shows and little stock to fill it
- person Offices where one phone line handles landlords, tenants and contractors
psychology What drives their decision
- check_circle Landlord and tenant contacts counted separately
- check_circle Cost per valuation, instruction and let
- check_circle Let-only and managed instructions reported apart
- check_circle Viewing attendance by source
How we deliver Analytics
A clear, repeatable process built around how lettings and leasing customers search and decide.
1
Separate landlords from tenants
Landlord pages, tenant pages and portal listings each get their own tracking numbers and form events. Calls on the landlord numbers count as landlord contacts. Repair and tenant numbers stay out of the new business figures, so the report shows what it claims to show.
2
Name the landlord journey
We map valuation requested, valuation held, instruction signed, property let and first rent. Forms record whether the owner has one property or several, whether they are switching agent and what service they want, so the report can compare let-only and managed work.
3
Track tenant demand by listing
Viewing bookings record the property and the source. Attendance is marked afterwards, so you can see which listings and portals send people who turn up. Strong tenant demand for a type of home also shows which landlord pages deserve more attention.
4
Match instructions to sources
Each month your team marks which valuations led to instructions and which homes let. We join them to the first source and later touches, so cost per instruction and cost per let reflect the complete path, including long decisions from landlords switching agents.
5
Report and adjust
A short report shows landlord valuations, instructions and lets, and tenant viewings, by source and service. We suggest changes, such as more budget for searches by landlords wanting to switch, or less for a portal that brings viewings but no stock.
monitoring
What Lettings and Leasing Analytics includes
See which channels bring real enquiries and new customers in the UK
- check_circle Landlord and tenant separation
- check_circle Call, form and viewing tracking
- check_circle Instruction and let matching
- check_circle Monthly plain-language report
- check_circle Let-only and managed reporting
What you can expect
- verified You can see which marketing brings landlord valuations and instructions
- verified Tenant calls and repair calls no longer inflate new business numbers
- verified Let-only and managed instructions are reported separately
- verified Viewing attendance is clear for each listing source
- verified Slow, high-value landlord decisions are credited to the source that started them
- verified Landlord and tenant details stay in your lettings system
Deliverables you receive
inventory_2 Separate tracking numbers and forms for landlord pages, tenant pages and portals
inventory_2 Landlord events recording property count, switching intent and wanted service
inventory_2 Viewing booking and attendance events with property and source
inventory_2 Instruction and let matching to first source and later touches
inventory_2 A monthly report with cost per valuation, instruction and let
inventory_2 A routine for marking valuations held, instructions signed and homes let
Technical approach
The mechanics behind Analytics for lettings and leasing, explained plainly.
Keeping landlord and tenant numbers apart
Tracking numbers on landlord pages are never shown on tenant listings, and your main branch number stays on signs and tenant paperwork. This keeps a day of repair calls from being counted as new landlord interest.
Long decisions by switching landlords
A landlord unhappy with an agent may need to wait out a notice period before moving. We store the original source and keep the record open, so an instruction that arrives months later is still credited to the search or page that started it.
Privacy and honest limits
Landlord and tenant details stay in your lettings system. Analytics holds only labels and outcomes. Landlord referrals and word of mouth cannot be traced, so they show as referral or unknown, and we never claim every instruction came from marketing.
What Lettings and Leasing analytics setup costs
Lettings and Leasing analytics setup starts at $500 USD one-time. Ongoing monthly reporting and reviews are scoped separately.
What's included
Tracking plan
IncludedA short plan naming the calls, forms and bookings that count as a real lead or sale for your business.
Tags, events and call numbers
IncludedTracking set up and tested so each lead is tied to the search or ad behind it.
Report and handover
IncludedA simple report layout and a walkthrough so your team can read it without help.
Monthly reviews, extra dashboards and data clean-up are scoped separately. Talk to us for a fit.
What to expect from analytics
The tracking itself is quick to switch on. Cost per instruction takes a few months to settle, because landlords decide slowly.
Days 1 to 14
We set up separate numbers and forms for landlords and tenants, define the events and test each route from advert to branch. Anything that stops a landlord reaching you is fixed.
Weeks 3 to 8
The first reports split landlord and tenant contacts by source. Your team starts marking valuations held, instructions and lets, and we agree how to treat referrals and switching landlords.
Months 3 to 6 and beyond
Instructions begin to match their sources, and cost per instruction becomes reliable. We use it to move budget between channels. We do not promise a number of instructions, and we say where data is thin.
Other Lettings and Leasing marketing services
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Our team
The same people on the audit and on the work
Martin writes every audit and takes the first call. The same team stays on the account. 160+ businesses since 2010.
Yoana
Social and app development
Shapes social strategy and builds practical app experiences that turn attention into action.
Mike
SEO
Owns technical, local and content SEO so the right buyers find you when demand is highest.
Robert
Paid media
Plans and manages paid search and social campaigns around qualified leads.
Elmer
Analytics
Connects tracking, attribution and reporting so decisions are based on revenue-quality data.
Dino
Design
Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences.
Certified and experienced
Certified where it matters. Accountable for the outcome.
Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010.
Google AdsCertified
✓Google AnalyticsCertified
✓Google Tag ManagerCertified
✓Operating since 2010Proven experience
✓Frequently Asked Questions
How does lettings analytics tell landlord calls from tenant calls? expand_more
Landlord pages and tenant pages each carry their own tracking numbers and forms. Calls to the landlord numbers count as landlord contacts, and repair or tenant calls stay out of the new business figures.
Can you show which source brings managed lettings and which brings let-only? expand_more
Yes, if the landlord form records the service wanted and your team marks the final choice. The report then compares cost per instruction for let-only and managed work by source.
What about landlords who switch agents after a notice period? expand_more
The original source stays stored against the landlord, and the record remains open. When the instruction arrives months later, it is credited to the search or page that started the move.
Do lettings agencies need a new system for analytics? expand_more
No. Your team can mark valuations, instructions and lets in a sheet or in the lettings system you already use. Each month we take those marks and join them to the sources.
Will the report show which portals send tenants who attend viewings? expand_more
Yes. Viewing bookings record the property and source, and attendance is marked afterwards. You see which listing sources send people who turn up and which send empty slots.
How long before the lettings numbers are useful? expand_more
Landlord and tenant contacts are useful within weeks. Cost per instruction takes a few months, as landlords decide slowly, and the report flags anything still open.
What do I get each month for my lettings branch? expand_more
Landlord valuations, instructions and lets, and tenant viewings, by source and service, with cost per instruction and a short list of changes. It is written for a branch manager and we talk it through if you like.
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