Self-audit

Trace one real lead all the way through.

A channel report can look healthy while the customer journey is broken. Use one recent buyer, seller, renter, owner, investor, or referral inquiry to test the full system.

Local discovery

• Can a prospect find the right agent, team, service, listing type, or market page for their specific need?
• Do business profiles, reviews, listings, and website details agree?
• Does the page demonstrate current local knowledge rather than generic real-estate copy?

Demand capture

• Do organic and paid landing paths match the promise, geography, and audience that earned the visit?
• Are calls, forms, calendars, portal leads, and chat tested on mobile?
• Does each route preserve enough source and intent context for a useful response?

Lead response

• Is the inquiry assigned quickly to a named person or defined queue?
• Does the first response address the actual property, market, or service requested?
• Are follow-up timing, consent, and handoff rules visible and owned?

Revenue evidence

• Can marketing activity be connected to qualification, conversation, appointment, agreement, and transaction stages?
• Do reports distinguish raw inquiries from useful opportunities?
• Can the team explain which channels create business value and which create noise?

Choose the next repair

Fix the earliest broken handoff with the greatest business impact. Better traffic cannot compensate for an invisible local presence, a mismatched page, a missed call, or a lead source that disappears before the pipeline.