How to Measure Conversations Metrics and its Impact on Conversion Rates
For real estate professionals, a conversation is a critical turning point. Actual conversations help build trust, uncover motivation, and create real connections between agents and leads. A phone call can shift a lead from passive interest to active intent, but how do you know if your team is having enough of them? More importantly, how can you measure those efforts and connect them to actual results?
That’s exactly what we’re working to address by introducing Conversations metrics in REW CRM. With this feature integrated with other REW CRM functions, measuring real conversations and their impact on conversion rates is made possible.
How Do You Measure Conversations?
In REW CRM, conversations metrics can be automatically and manually tracked. Using the REW Dialer add-on, users can call leads directly from the CRM, with those calls automatically logged and categorized as a conversation (more than two minutes of interaction), call attempt (no answer), voicemail, or wrong number. These logged details appear on REW CRM’s call history and View dashboard, giving both agents and team leaders a clear view of engagement activity
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An agent's call history on REW CRM.
Those who are not using REW Dialer can still manually log conversations metrics such as call outcome and call duration by going to the Lead Details page. Users can create a custom View on the Lead’s dashboard to easily summarize and analyze the Conversations information for each lead. This includes key metrics such as Number of Conversations, Conversation Time, Call Time, and more. Visit our REW Dialer Update and Conversations Metrics blogs post for the full details on how to set up and leverage this feature.
This type of tracking ensures that you are not just counting call attempts, but meaningful connections as well. Through conversations, agents can move the deal process forward and eventually convert leads to clients.
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Logging a conversation on REW CRM.
Track Conversations with Agent Goals
With our April product update, we took things further by adding Conversations metrics tracking to Agent Goals and the Report Scorecard. This REW CRM feature lets agents and leaders set daily or annual goals that include the number of conversations and conversation time an agent should aim for.
Agent Goals is a performance tool that helps teams stay focused and accountable. It gives agents a visual guide to how they are performing against their targets, and helps leaders monitor progress in real time. The Report Scorecard displays those results in a letter grade manner, clearly showing how conversations link to conversion activities like booked appointments. With these features, agents are no longer guessing what effort leads to success. They can now track it with precision.
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A sample Report Score Card that includes Conversation metrics.
Read our Agent Goals and Report Score Card blog post to learn more about how to set and monitor goals in REW CRM.
Impact of Conversations Metrics
Tracking Conversations metrics brings clarity. It helps bridge the connection between calls, conversations, appointments, and eventually closing a deal. It also answers important questions such as, when is it best to connect with leads, what is your team’s average conversation time, is your contact database updated, how persistent are your agents in making a connection, and so much more.
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A custom Conversations metrics View on the Agent dashboard.
Plus, Conversations metrics enable leaders and managers to identify coaching opportunities, reward top performers, and better understand what kind of effort it takes to produce results. This is about accountability, transparency, and providing all the support agents need to reach their goals.
Over time, you can set benchmarks with your Conversations data. You will start to see patterns, such as the average number of conversations needed to book an appointment or how conversation frequency affects closing a deal. These insights are invaluable for your team’s growth, training, and operational efficiency.
Join Our Conversations Study
Real Estate Webmaster is exploring this topic more deeply by conducting a research study. We want to answer some big questions that will revolutionize how you engage with leads: How many conversations does it take to book an appointment? How many to close a deal? To boost conversion rates?
We’re inviting our clients to share their insights and results as we work to answer these questions together. Join the REW Forum or reach out to your Account Manager to be a part of the study. Your feedback will not just solidify the link between conversations and conversion rates, but also revolutionize the way real estate professionals work!
Educational Resources
If you want to sharpen your skills and get more from your REW CRM, head over to the updated REW Academy page. There you’ll find video tutorials and walkthroughs to help you master key CRM features, set up goals, and use Conversations metrics to improve performance.
You can also visit our Resources page for even more guides and educational resources. We created this page make it easier for you to access the materials you need to make the most of our products and services.
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The updated REW Academy homepage.
Conversations Metrics FAQ
Where can I view my conversation data in REW CRM?
You can track conversations data on REW CRM's Leads and Agents View dashboard, or through the Agent Goals and Report Scorecard feature. These tools give you all the information you need such as Number of Conversations, Average Conversation Time, and more .
How can I participate in the Conversations study?
Just visit the REW Forum on the Conversations Study thread, and share your insights and experience. You can also connect with your Account Manager to discuss your Conversations metrics results.
Why do Conversation metrics matter?
Conversations, more than just call volume, offer a better reflection of your agents' real engagement with leads. When we know how many conversations it takes to book an appointment or close a deal, we can set more realistic goals that drive results.