12 Metrics CRE Teams Must Track to Grow Consistently — 2025 Leasing & Revenue Playbook

12 Metrics CRE Teams Must Track to Grow Consistently

Measure what moves leasing velocity, stabilize cash flow, and scale occupancy with a focused KPI stack.

Introduction

12 Metrics CRE Teams Must Track to Grow Consistently is more than a dashboard wish list. These KPIs create a feedback loop from demand → tours → proposals → LOIs → signed leases → stabilized occupancy and NOI. Track them weekly, review as a team, and make one small improvement per cycle.

Targets to Aim For (typical goals; calibrate by asset/submarket): Lead→Tour: 35–55% Tour→LOI: 15–30% LOI→Lease: 50–70% Days-to-Lease: < 45–90 (by asset)

Always keep data privacy compliant and consistent: define fields once, train brokers to log the same way, and audit quarterly.

Expanded Table of Contents

1) The KPI Flywheel: How 12 Metrics CRE Teams Must Track to Grow Consistently Connect
2) The 12 Metrics (Definitions, Formulas, Benchmarks)
3) Dashboards: Exec, Asset Manager, Broker
4) Data Hygiene & Source of Truth
5) Weekly & Monthly Review Cadence
6) Turning Insights into Actions
7) 30–60–90 Day KPI Rollout Plan
8) Copy/Paste Scorecards & Field Names
9) Troubleshooting: When KPIs Disagree
10) 25 Frequently Asked Questions
11) 25 Extra Keywords

1) The KPI Flywheel: How 12 Metrics CRE Teams Must Track to Grow Consistently Connect

Each metric feeds the next. Marketing signals interest; brokers create tours; asset teams remove friction; legal moves LOIs to leases. The flywheel spins only when measurement is consistent and actions are timely.

2) The 12 Metrics (Definitions, Formulas, Benchmarks)

1) Marketing Qualified Leads (MQLs)

Inquiries meeting basic criteria (size, timing, budget). Formula: count of leads tagged MQL per week.

Benchmark: Track by channel (search, social, referrals).

2) Lead→Tour Conversion %

How well teams convert interest into walkthroughs. Formula: tours ÷ MQLs × 100.

3) Speed-to-First-Touch

Minutes from inquiry to first human reply. Target: < 2–10 minutes depending on channel.

4) Tour→Proposal Rate

Percent of tours resulting in proposals/term sheets. Formula: proposals ÷ tours × 100.

5) Proposal→LOI Rate

Share of proposals that advance to LOI. Formula: LOIs ÷ proposals × 100.

6) LOI→Lease Win Rate

Execution effectiveness from LOI to signed lease. Formula: signed leases ÷ LOIs × 100.

7) Days-to-Lease (Cycle Time)

Days from first inquiry to executed lease. Target: track median and p75; segment by suite size.

8) Leasing Velocity (SF/Month)

Signed square footage per month per asset/submarket. Formula: Σ SF signed ÷ months.

9) Occupancy & Net Absorption

Occupancy: leased SF ÷ total rentable SF. Net absorption: move-ins − move-outs over period.

10) Concession Ratio

Discounts/free rent as % of face value. Formula: concessions $ ÷ total contracted $ × 100.

11) Effective Rent & NOI Impact

Effective rent: (face − concessions)/term. Tie to operating expenses to model NOI.

12) Broker Productivity

Tours, proposals, signed SF per broker. Target: set minimums and stack rank by submarket.

Quick Reference Table

Metric	Formula	Update	Owner
MQLs	Count/week	Weekly	Marketing
Lead→Tour %	Tours ÷ MQLs ×100	Weekly	Broker Lead
Speed-to-First-Touch	Minutes	Daily	Sales Ops
Tour→Proposal %	Proposals ÷ Tours ×100	Weekly	Brokers
Proposal→LOI %	LOIs ÷ Proposals ×100	Weekly	Leasing Dir.
LOI→Lease %	Leases ÷ LOIs ×100	Weekly	Legal/Leasing
Days-to-Lease	Median days	Monthly	Sales Ops
Leasing Velocity	Σ SF signed ÷ month	Monthly	Asset Mgr
Occupancy	Leased ÷ Total SF	Monthly	Asset Mgr
Net Absorption	Move-ins − Move-outs	Quarterly	Asset Mgr
Concession Ratio	Concessions ÷ Contracted $	Monthly	Finance
Effective Rent	(Face − Concessions)/Term	Monthly	Finance

3) Dashboards: Exec, Asset Manager, Broker

Executive: Occupancy, absorption, NOI, leased SF, concessions trend.
Asset Manager: Pipeline by suite, days-to-lease, concession heat map, tour density.
Broker: Speed-to-touch, tours scheduled, tour→proposal, LOI→lease, activity log.

4) Data Hygiene & Source of Truth

One CRM as source of truth; marketing tools push in via UTM and campaign IDs.
Mandatory fields: suite/SF, use-case, timing, broker, submarket, stage, dates.
Quarterly audits: spot-check 20 random records for accuracy.

5) Weekly & Monthly Review Cadence

Weekly 30-min: tour bottlenecks, slow replies, stalled LOIs.
Monthly 60-min: pricing, concessions, creative, market comps.
Quarterly: KPI targets reset by submarket trends.

6) Turning Insights into Actions

Low Lead→Tour? Improve response time, add calendar links, clarify parking/directions.
Low LOI→Lease? Tighten legal turnaround, remove ambiguous clauses, pre-clear TI.
High Concessions? Reposition suite, add proof assets (case studies, testimonials), showcase amenities.

7) 30–60–90 Day KPI Rollout Plan

Days 1–30 (Foundation)

Define fields & formulas; migrate to a single CRM; add UTM tracking.
Stand up three dashboards (exec/asset/broker).
Publish SLA: first-touch < 10 minutes; calendar links on all CTAs.

Days 31–60 (Momentum)

Automate reminders; implement missed-call text-back; add tour packs.
Weekly pipeline review; fix one bottleneck per week.

Days 61–90 (Scale)

Benchmark by submarket; set broker scorecards; adjust pricing/positioning.
Quarterly audit and KPI refresh.

8) Copy/Paste Scorecards & Field Names

Lead Object (CRM):
• Source (Search/Social/Email/Referral)
• Submarket • Suite/SF • Use-Case • Stage
• First Touch Timestamp • Broker • Next Step

Broker Scorecard (weekly):
• MQLs owned • Speed-to-touch (median)
• Tours set • Tour→Proposal % • LOI→Lease %
• Signed SF • Concession ratio

9) Troubleshooting: When KPIs Disagree

High tours, low proposals: tour quality; update collateral; align use-case.
High proposals, low LOIs: pricing/terms friction; competitor incentives; TI clarity.
Strong LOIs, slow leases: legal turnaround; approvals; landlord work letters.

The engine of 12 Metrics CRE Teams Must Track to Grow Consistently is consistency: same definitions, faster touch, and one fix per week.

10) 25 Frequently Asked Questions

1) What are “12 Metrics CRE Teams Must Track to Grow Consistently”?

A focused KPI set spanning demand, conversion, cycle time, occupancy, and economics.

2) Which metric should we fix first?

Speed-to-first-touch—it lifts Lead→Tour and cascades downstream.

3) How often should we update dashboards?

Weekly for conversions and activity; monthly for economics and occupancy.

4) What if brokers don’t log data?

Automate from forms/chat; make minimal required fields; tie to scorecards.

5) Best way to measure tours?

Calendar integrations + CRM activities; include virtual tours.

6) Should we count walk-ins?

Yes—log as MQLs with source “walk-in.”

7) How to track multi-suite deals?

Parent opportunity with child suites and separate terms.

8) How do we forecast NOI?

Use effective rent minus OpEx and concessions; roll up by asset.

9) Is Net Absorption necessary for single assets?

Yes—shows true demand versus churn.

10) Good Lead→Tour rate?

35–55% depending on channel and submarket.

11) Good Tour→LOI rate?

15–30% with qualified tours and clear offers.

12) Typical LOI→Lease?

50–70%, depending on legal speed and terms.

13) How to reduce days-to-lease?

Faster replies, pre-cleared terms, and scheduled review windows with legal.

14) What’s concession ratio telling us?

Competitiveness/positioning; aim to lower via proof and amenities.

15) Should we track broker calls?

Yes—call/SMS integrations to measure responsiveness.

16) How do we compare submarkets?

Normalize by SF band and class; use medians, not just averages.

17) Include renewals?

Track as separate pipeline with its own win rate and concessions.

18) Handle seasonality?

Use trailing 3/6/12-month views; compare YoY by month.

19) Single-tenant assets?

Focus on cycle time, effective rent, and renewal probability.

20) CRE vs. residential metrics?

Similar funnel; CRE emphasizes SF, concessions, TI, and NOI.

21) What if data sources disagree?

Pick one source of truth (CRM) and align definitions.

22) Are vanity metrics harmful?

Yes—impressions without conversion distract from leases.

23) Include broker commissions?

Track in finance dashboards; relate to signed SF and NOI.

24) First dashboard to build?

Lead→Tour→LOI→Lease with speed-to-touch and days-to-lease.

25) First step today?

Define your 12 KPIs, create three dashboards, and set a weekly 30-min review.

11) 25 Extra Keywords

12 Metrics CRE Teams Must Track to Grow Consistently
commercial real estate kpis 2025
cre leasing velocity
tour to loi conversion
loi to lease win rate
cre occupancy growth
net absorption calculation
effective rent vs concessions
days to lease metric
broker productivity dashboard
pipeline metrics for cre
sf signed per month
submarket performance report
cre marketing qualified leads
speed to first touch
leasing kpi benchmarks
noi forecasting cre
asset manager dashboard
executive cre metrics
tenant retention kpis
concession ratio trend
cre crm field names
leads to tours percent
proposal to loi rate
2025 cre metrics playbook

🚀 Speed to Lead = Speed to Cashflow. That’s the MarketWiz.ai advantage.

Introduction

Expanded Table of Contents

1) The KPI Flywheel: How 12 Metrics CRE Teams Must Track to Grow Consistently Connect

2) The 12 Metrics (Definitions, Formulas, Benchmarks)

1) Marketing Qualified Leads (MQLs)

2) Lead→Tour Conversion %

3) Speed-to-First-Touch

4) Tour→Proposal Rate

5) Proposal→LOI Rate

6) LOI→Lease Win Rate

7) Days-to-Lease (Cycle Time)

8) Leasing Velocity (SF/Month)

9) Occupancy & Net Absorption

10) Concession Ratio

11) Effective Rent & NOI Impact

12) Broker Productivity

Quick Reference Table

3) Dashboards: Exec, Asset Manager, Broker

4) Data Hygiene & Source of Truth

5) Weekly & Monthly Review Cadence

6) Turning Insights into Actions

7) 30–60–90 Day KPI Rollout Plan

Days 1–30 (Foundation)

Days 31–60 (Momentum)

Days 61–90 (Scale)

8) Copy/Paste Scorecards & Field Names

9) Troubleshooting: When KPIs Disagree

10) 25 Frequently Asked Questions

1) What are “12 Metrics CRE Teams Must Track to Grow Consistently”?

2) Which metric should we fix first?

3) How often should we update dashboards?

4) What if brokers don’t log data?

5) Best way to measure tours?

6) Should we count walk-ins?

7) How to track multi-suite deals?

8) How do we forecast NOI?

9) Is Net Absorption necessary for single assets?

10) Good Lead→Tour rate?

11) Good Tour→LOI rate?

12) Typical LOI→Lease?

13) How to reduce days-to-lease?

14) What’s concession ratio telling us?

15) Should we track broker calls?

16) How do we compare submarkets?

17) Include renewals?

18) Handle seasonality?

19) Single-tenant assets?

20) CRE vs. residential metrics?

21) What if data sources disagree?

22) Are vanity metrics harmful?

23) Include broker commissions?

24) First dashboard to build?

25) First step today?

11) 25 Extra Keywords

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