How To Leverage Call Analytics to Boost Estate Agent Sales Performance

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From market trends to predictive analytics, big data revolutionises the property industry with actionable insights for data-driven decision-making.

The demand for data is ever-growing, as a report by MarketsandMarkets revealed that the global property sales and lettings analytics market size will hit $21 billion by 2025. This isn’t just an eye-opener for property professionals — it’s an opportunity to harness the power of different data sets to drive sales.

A good example is call analytics, which can paint a vivid picture of a potential client, delivering valuable insights into customer preferences and behaviour. Metrics like call duration and number of calls can help you gauge customer interest to boost your conversion rate.

Leveraging this data is easy with inbound call centre solutions like Aircall, which enables access to your call analytics to empower your sales team, boost performance, and grow your revenues. Below, discover how you can use call analytics to boost your property sales.

Understanding Call Analytics and Its Role in Property Sales and Lettings

Call analytics is the data collected from call interactions with customers, including call duration, caller demographics, hold time, call frequency, and customer responses. This information helps businesses boost operational efficiency, improve customer support, and drive revenue growth.

For property professionals, using VoIP technology in streamlining estate agent operations makes it easier to access and analyse this data. By leveraging call analytics, you can identify trends, uncover opportunities, and optimise team performance to drive sales and improve customer satisfaction.

For instance, the data can help identify common issues or pain points clients face when interacting with your business. Addressing the issues can improve their experience, boosting customer loyalty and sales.

Call analytics is particularly vital for estate agent sales teams, as it provides insights you can use to:

• Boost customer engagement

• Make smart, data-driven decisions

• Uncover missed sales opportunities

• Enhance call centre performance

Analysing data like call duration, response times, and lead sources can provide a competitive edge in the property industry. It helps to identify quality leads to personalise the home-buying experience and reduce the sales cycle.

Aircall simplifies this process by offering user-friendly dashboards and customisable metrics for estate agent teams. It allows you to turn conversions into powerful business intelligence, enabling team leaders to pinpoint issues and solve customers’ problems faster. This way, you’re a step closer to locking in a sale.

Identifying High-Value Leads Through Call Tracking

One way to leverage call analytics is through call tracking, which gives you visibility into every call to your business. This is particularly important if you have multiple marketing channels, advertisements, or campaigns — you can assign unique phone numbers to each for seamless tracking.

With this approach, you can track and record call data, such as call duration, caller’s number, and call time. This data is invaluable in segmenting your customers, allowing you to prioritise your time and resources on high-priority lead sources. With segmentation, it’s easier to focus your efforts on leads likely to make a purchase, boosting your sales.

For instance, Aircall’s call tracking allows you to identify campaigns or ads that yield more calls and conversions. This is easy as each ad or campaign has a unique phone number, simplifying the process for your estate agent call centre. You can also identify campaigns or channels with low-quality leads or high acquisition costs.

The call-tracking data is even more powerful — use it to optimise other ads or campaigns and streamline the customer experience to attract more leads. Even better, you can access the data easily on your dashboard, which provides a comprehensive view of your top lead sources.

Improving Response Times to Secure More Deals

The average response time for estate agents is four hours, but you can improve it. Customers prefer when you respond to their calls, emails, or texts quickly. With call analytics, you can get a clear view of your response times, allowing you to identify improvement opportunities.

While a good response time for phone calls is 24 hours, aim to respond to customers within 1 hour. This can offer multiple benefits, including:

• Improved customer satisfaction – Long wait times can lead to frustration and loss of interest. On the flip side, when you respond to customers right away, they feel valued and more open to building a business relationship. 

• Increased customer loyalty – Satisfied and valued customers are more likely to remain loyal to your business — meaning they’ll come back to you again and again with their estate agent needs. Plus, they can recommend you to friends and family.

• High conversion rates – Faster response times allow you to engage customers quickly, meaning you can move them through your sales funnel faster, too. This can eventually lead to a quicker close and improve your conversion rate. 

• Better brand reputation – Clients share their experiences with others. If you promptly respond to them and address their issues, they’ll help spread the word and solidify your good reputation in the industry.

Call analytics can empower your team to ensure fast responses to customers. For instance, the data can highlight delays and allow you to pinpoint their potential causes. This can be due to poor productivity, inadequate resources, or complicated workflows.

The data also lets you identify patterns and trends, such as recurring customer issues that slow your response times. You can use it to evaluate your team's performance and benchmark it against industry standards or your historical data to identify improvement areas.

For instance, Aircall’s instant notifications and real-time monitoring allow you to avoid missing a potential opportunity. You can see notifications when calls come in, even if you haven’t opened your Aircall app — and simply click on the alert to talk to your customer.

Optimising Team Performance with Call Insights

Growing your property sales goes beyond the technology component — you can have the best tools, but the wrong team can hinder your sales performance. 

The good news is, call analytics can tell you more about your sales team.

For example, the data allows you to drill down to an individual agent’s performance. At this level, you can review the agent’s feedback scores, missed calls, completion rates, error rates, and call volume to gauge their performance and productivity.

Such assessments are crucial to identifying issues that impact your team’s performance and implementing solutions, such as automation, training, or new tools. Remember to evaluate individual or team performance against your key performance indicators (KPIs) and provide feedback to your team.

Aircall’s customer communication and intelligence platform simplifies this — they help managers identify trends and support agents with data-driven feedback. Live and historical dashboards let you monitor organisation-wide calling activity to improve team management and optimise staffing. You also access easy-to-use leaderboards to track top performers and benchmark them against their peers.

Using Call Analytics to Build Better Client Relationships

The success of your estate agency hinges on building better client relationships. (Well, that’s essential for all businesses.)

And you can do it better with call analytics. For example, analysing call patterns like follow-up frequency and communication preferences can help agents tailor their approach to each client, fostering trust and improving client satisfaction.

Call analytics provide invaluable insights into call centre activities and customer interactions, enabling you to improve customer relationships. This is possible through:

• Improving customer experiences – Call data lets you identify agents' tactics to improve customer satisfaction. You can personalise each interaction based on the customer’s preferences and historical data to enhance their experience.

• Enhancing agent performance – The data can also tell you more about your agents and how they interact with customers. This allows you to provide data-driven feedback to ensure quality when handling customer interactions.

• Call centre monitoring – Call analytics allow you to determine whether your call centre ensures high standards in customer support. Quality customer support is vital in building long-term client relationships and loyalty.

Aircall provides all the tools you need to develop better client relationships. For example, agents can use insight cards to learn more about each customer and personalise their interactions. They can also use automated call summaries to tailor responses and anticipate customer needs to ensure client satisfaction.

Boost Your Estate Agency Sales Performance with Aircall

The estate agent industry heavily relies on calls to connect with potential customers. For instance, up to 91% of agents prefer to communicate through telephone. Calls are not just useful in connecting with customers — they provide powerful insights into customer experiences and team performance to help you make impactful changes.

That’s possible with call analytics, the data you collect with every call interaction. This data is powerful — it allows you to improve customer satisfaction, monitor call quality, drive sales, and optimise campaigns.

You need the right call centre software to access this data. That’s why we built Aircall: a powerful intelligence platform that gives you insights into every customer call, allowing you to empower sales teams and boost their performance. You can truly optimise your outbound strategy to target customers when they’re most receptive to drive sales.

With these data-driven insights, you can enhance your customers’ calling experience and personalise every interaction through frictionless conversions. Aircall enables your agents to be a step ahead with customer insight cards, allowing them to tailor each interaction to improve your conversion rate and business outcomes.

Ready to boost your estate agent sales performance? Book a demo with Aircall today to discover how we can empower your business and agents to improve sales.

Sources:

MarketsandMarkets. Big Data Market by Offering (Software (Big Data Analytics, Data Mining), Services), Business Function (Marketing & Sales, Finance & Accounting), Data Type (Structured, Semi-structured, Unstructured), Vertical and Region - Global Forecast to 2028 https://www.marketsandmarkets.com/Market-Reports/big-data-market-1068.html

Rex Software. Speed to Lead: The Unsung Metric in Real Estate Success. https://www.rexsoftware.com/articles/speed-to-lead-in-estate-agency-success

NAR. Quick Real Estate Statistics. https://www.nar.realtor/research-and-statistics/quick-real-estate-statistics

Published on January 9, 2025.