Numbers a board should see each month

Follow the funnel, plot by plot

Investment has a simple path: someone finds a plot, compares it, asks about it, reserves it, signs. Each step can be counted, and each step tells you something different.

1. Plot views per available plot

Divide plot views by the number of available plots. A few plots will get most of the attention. The ones that get none are worth a look: maybe the price, maybe the data, maybe the photo.

2. Shortlist rate

The share of plot views that end with the plot saved to a shortlist. It says whether what investors see matches what they need. A plot with many views and no shortlists usually has a deal breaker on its card.

3. Complete enquiries

Count enquiries that name at least one plot or include project details. Report them apart from general contact messages. The complete ones are your pipeline.

4. Time to first useful reply

The hours between an enquiry and a reply that answers it. Investors compare locations in parallel, so speed matters, and this is one number your team fully controls.

5. Reservations and reasons for loss

Reservations made online or after contact, and for every project that walked away, one line on why: power, price, timing, went elsewhere. Twelve months of these lines are the best input your next land and infrastructure plan will get.

What to leave out

Total visits, time on site and social media followers can go in an annex. They are fine to watch. They don't tell a board whether projects are moving.

Keep the report on one page. If a number goes in, it should lead to a decision when it moves.

Starting from zero

If you track nothing today, start with complete enquiries and reasons for loss. They need no software, only a shared sheet and the discipline to fill it in. Add plot views and shortlists when your portal can count them.

After 3 months, look at the plots with the most attention and the fewest enquiries. That list is usually the most useful page in the whole report.

Counting without tracking people

You can count all of this without cookies or personal profiles. Plot views, shortlists and enquiries are events on your own site. On this website we use cookieless analytics, and we think public bodies should hold themselves to the same standard.