20 KPIs Real Estate Investors Should Track (and How)

Introduction

You cannot grow what you do not measure.

Whether you’re wholesaling, flipping, or building a rental portfolio, your success comes down to just a few numbers. The right key performance indicators (KPIs) will tell you if your marketing is working, if your acquisitions team is effective, and if your operation is profitable.

This article breaks down 20 of the most important KPIs for real estate investors, what they mean, and how to track them using REsimpli or any data-driven CRM.

Marketing KPIs

These KPIs tell you if your lead generation is efficient and scalable.

1. Leads Generated

What it measures: Total number of new leads added in a given period
Why it matters: Tracks overall volume and marketing reach
How to track: CRM dashboard or campaign reports

2. Cost per Lead (CPL)

Formula: Total marketing spend divided by the number of leads
Why it matters: Helps evaluate the cost-efficiency of each channel
Benchmark: $20 to $150, depending on list type and channel

3. Lead Source Breakdown

What it measures: Distribution of leads across sources like cold calling, PPC, direct mail, or Driving for Dollars
Why it matters: It lets you double down on what is working
How to track: Use tags or source fields during lead import or intake

4. Website Conversion Rate

Formula: Website form submissions divided by total visitors
Why it matters: Shows if your landing pages are doing their job
How to track: Use Google Analytics or REsimpli’s website analytics

5. Call Answer Rate

What it measures: Percentage of inbound calls answered
Why it matters: Low response time = lost deals
How to improve: Use REsimpli’s call forwarding and push notifications

Sales and Acquisitions KPIs

These metrics help you gauge team performance and deal flow efficiency.

6. Leads to Deal Conversion Rate

Formula: Number of deals closed divided by total leads
Why it matters: Shows how effective your process is from contact to close
Benchmark: 1 to 5 percent is common in wholesaling

7. Average Number of Touches Before a Deal

What it measures: How many calls, texts, or emails it takes to close a deal
Why it matters: Helps you design your follow-up cadence
How to track: CRM logs and activity reports

8. Speed to Lead

What it measures: Time between lead arrival and first response
Why it matters: Faster response = higher close rate
How to improve: Use REsimpli’s automation for immediate text or call tasks

9. Follow-Up Task Completion Rate

What it measures: Percentage of follow-up tasks completed on time
Why it matters: Missed follow-ups = missed deals
How to track: Task dashboard in REsimpli

10. Offers Made

What it measures: Total number of offers sent
Why it matters: A good sales team is always making offers
Pro tip: Track verbal vs written offers separately for accuracy

Disposition and Revenue KPIs

These show if your business is profitable and your buyers list is engaged.

11. Average Assignment Fee

Formula: Total assignment revenue divided by number of wholesale deals
Why it matters: Higher fees mean better negotiation or better leads
Benchmark: Varies by market, but $10,000 to $25,000 is common

12. Contract-to-Close Ratio

Formula: Deals closed divided by deals under contract
Why it matters: Reveals how many contracts fall through
Goal: Aim for 80 percent or better

13. Days to Close

What it measures: Time from contract signed to funds received
Why it matters: Faster closings improve cash flow and predictability
How to track: Start and end dates per lead inside REsimpli

14. Active Buyers Contacted

What it measures: Number of buyers reached per deal
Why it matters: Healthy buyer engagement speeds up disposition
Tip: Use REsimpli’s buyer database and campaign feature

15. Email Open and Click Rates (Buyers List)

What it measures: Engagement with your deal alerts
Why it matters: Shows how responsive your list is
How to track: Email campaign analytics inside your CRM or email platform

Operations and Financial KPIs

These tell you if your business is built to last.

16. Monthly Revenue

What it measures: Gross income from assignment fees, flips, or rental income
Why it matters: Top-line growth indicates business momentum
How to track: CRM dashboards or accounting reports

17. Profit Margin

Formula: (Revenue minus expenses) divided by revenue
Why it matters: Revenue is vanity. Profit is sanity.
Goal: Varies by model. Wholesaling often ranges 40 to 70 percent.

18. Marketing Spend per Deal

Formula: Total marketing spend divided by deals closed
Why it matters: Shows true customer acquisition cost
How to reduce: Focus the budget on top-performing campaigns

19. Team Member Close Rate

What it measures: Number of deals closed per acquisitions rep 

Why it matters: Helps you identify training opportunities or top performers
How to track: Use role-based performance dashboards

20. Deals per Marketing Channel

What it measures: How many deals come from each campaign type
Why it matters: Let’s you attribute results, not just leads
How to use: Guide future ad spend and campaign design

Tracking KPIs with REsimpli

REsimpli was designed to surface these KPIs in real time. You can:

• Build dashboards by campaign, rep, or time period
  
• Track leads by tag, source, and stage
  
• Export reports for monthly reviews
  
• Assign user roles for accountability
  

With automated tracking, you don’t need to chase spreadsheets or create custom formulas. Your data is always ready to review.

Conclusion

Successful real estate investing is not about how many calls you make or how many leads you generate. It is about knowing which metrics matter and using them to make smarter, faster decisions.

Start by tracking these 20 KPIs. If your CRM doesn’t give you visibility into them, REsimpli can.