What should your sales report show?

A total enquiry count tells a developer that marketing created attention. It does not show whether the team answered those buyers, understood what they wanted or progressed the right people toward an appointment and contract.

The most useful report connects source, response, qualification, licensed follow-up and verified contract status. It should make the next decision easier rather than simply making the activity look busy.

Start with the enquiry path

Show where each enquiry came from and keep automatic acknowledgement separate from a substantive response and contact by a licensed agent.

• Enquiries by source and campaign destination.
• Time to substantive response and time to first human contact.
• Qualification captured: budget, purchaser type, finance position, timeframe and stock interest.
• Contact attempts, next action and due date for every active buyer.
• Appointments booked and attended, reported separately.

Make contract progress defensible

Reservations, exchanged contracts, cooling-off, finance or other conditions, deposits and unconditional contracts are different stages. They should not be combined into one optimistic sales number.

Where a lender or adviser has set a reporting definition, use that definition and have the relevant professional confirm what qualifies. PresalePartner reports the sales process; it does not provide finance or legal advice.

Show the blockers and ownership

A useful weekly report names stalled buyers, the reason each is stalled, who owns the next action and when it is due. It also shows stock questions, pricing objections, missing collateral and recurring buyer concerns that need a project-level decision.

Reporting should help the developer decide what to change next. It cannot guarantee a sales, price, timing or funding outcome.