Lofty Reporting & Analytics: How to Track Performance & Make Better Decisions in 2025

In 2025, Lofty strengthened its reporting and analytics engine to give agents and teams deeper visibility into performance, productivity, and ROI. Data has become the backbone of good real estate decisions — and Lofty’s analytics tools allow you to understand exactly what’s working, what’s slowing you down, and where you can improve.

This part of the Lofty Series explains how to use the platform’s reporting features to make informed decisions that increase conversions, team performance, and overall efficiency.

1. Why Lofty Analytics Matter in 2025

Agents who track their numbers close more deals.Teams who rely on analytics make smarter decisions, reduce waste, and scale with confidence.

Lofty’s reporting tools help you:

• Understand lead source ROI

• Measure agent productivity

• Track Smart Plan engagement

• Evaluate website performance

• Monitor speed-to-lead

• Identify bottlenecks in follow-up

• Optimize workload distribution

• Improve conversion rates over time

Data is no longer optional — it’s essential.

2. Lead Source Reporting: See What’s Worth Your Money

Lofty’s 2025 update gives you clearer visibility into where your leads come from and which sources convert best.

You can track:

• Total leads per source

• Cost per lead

• Cost per closing

• Lead quality

• Time-to-response

• Conversion by stage

• Automation engagement from each source

Why it matters:

You can stop overspending on low-quality sources and double down on high-performing ones.

3. Agent Performance Reports: Hold Your Team Accountable

Lofty now includes improved reporting that shows exactly how agents perform each day.

Track agent activity such as:

• Calls made

• Texts sent

• Emails sent

• Tasks completed

• Speed-to-lead

• Conversations

• Appointments set

• Smart Plan follow-up execution

For team leaders:

You can see who is working efficiently — and who needs support or training.

4. Smart Plan Engagement Reports

Smart Plans are only effective if leads respond.

Lofty’s updated reporting now shows:

• Open rates

• Click-through rates

• SMS reply rates

• Plan completion rates

• Stop rule triggers

• Engagement timelines

Why it's useful:

You can see which messages perform best and quickly update underperforming plans.

5. Website Traffic & Lead Capture Analytics

Lofty’s website reporting tools give you insight into:

Website Performance Metrics

• Visitors per day/week/month

• Top-performing pages

• Bounce rates

• Page speed

• Device performance

• Time on page

Lead Capture Metrics

• Registration rates

• Forced registration effectiveness

• Lead capture points

• Landing page conversions

Why this matters:

If your website has high traffic but low registration, your lead capture strategy needs adjustment.

6. Pipeline & Stage Metrics

The best teams track their pipeline health every day.

Lofty’s pipeline analytics help you:

• See how many leads are in each stage

• Track stage progression

• Compare conversion rates over time

• Identify where leads get stuck

• Improve follow-up strategies

Pipeline clarity helps agents stay consistent and avoid losing leads.

7. Team Workflows & ISA Tracking

Lofty’s analytics support ISA (Inside Sales Agent) operations with:

• Speed-to-lead tracking

• First-contact attempts

• Response outcomes

• Call results

• Appointment-setting ratios

• Qualification metrics

This helps ISAs refine their scripts and performance.

8. ROI Dashboard: Which Marketing Dollars Matter Most

The ROI dashboard helps you determine:

• Which sources produce appointments

• Which produce contracts

• Which produce closings

• Which produce higher average price points

• The cost of each closing

This is critical for teams investing in PPC, Facebook ads, Zillow, referrals, and organic traffic.

9. Weekly & Monthly Reporting Strategy

To get the most out of Lofty analytics:

✔ Weekly

• Check speed-to-lead

• Review agent activity reports

• Evaluate Smart Plan performance

• Look at website conversions

• Review leads stuck in stages

✔ Monthly

• Review lead source ROI

• Adjust Smart Plans

• Audit website performance

• Update automations

• Reassign cold leads

Consistent review = continuous improvement.

10. How Lofty Analytics Improve Decision-Making

With the right reporting habits, you can:

• Remove underperforming lead sources

• Improve follow-up timing

• Fix bottlenecks

• Increase agent accountability

• Strengthen team communication

• Scale operations more confidently

Lofty turns data into clarity — and clarity into smarter decisions.