Selling Strategy with Tesoro

Selling is not a matter of luck. It is a process you can measure, evaluate, and adjust. Tesoro makes that process visible, not after the fact in a spreadsheet, but in real time while you work. Four strategic questions every manager should be able to answer daily.

When is this relevant?

• Your office has data but no steering based on it
• You want to substantiate price conversations with owners using figures
• You want to compare agents on performance, not on feeling

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Question 1: Which listings need attention today?

Not every property requires the same attention. A fresh listing is different from one that has been online for 3 months without a viewing. Quickly distinguish where action is needed.

View “Own listings: active”

Setting	Value
Filter	status = active
Columns	Name, price, publication date, leads, web views, deals, agent
Sorting	Publication date oldest first

At the top = what has been listed the longest.

Recognizing signals

Signal	What it means	Action
Many web views, few leads	Attracts viewers, no serious interest, price too high or photos better than reality	Price evaluation + expectation management
Few web views and leads	Not being found, too few portals or poor presentation	Check MLS publication + photo quality
Leads but no viewings	Interest, no conversion, agent responding too slowly?	Check agent response time
> 90 days + 0 viewings	Market is not responding to this price	Price revision with owner

Leads = thermometer

Number of linked leads per property is the quickest indicator. Filter on number_of_leads. 0 leads after 30 days = attention.

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Question 2: Is our pricing strategy correct?

Price is the most powerful tool. Too high = market ignores. Too low = money left on the table. Pricing strategy is continuous, not one-time.

Weekly price review (Friday)

View on Properties:

• Filter: status = active, sort by published_at oldest first
• Columns: name, price, publication date, leads, web views, deals, location

Weekly: properties > 60 days + declining lead activity = price not in line with market.

Preparing the pricing conversation

1. Publication duration: column published_at
2. Lead activity: column contacts, filter number_of_leads = 0 for properties without a single lead
3. Web views: column web_views
4. Comparable properties: filter on same city, type, comparable price. How are they performing?
5. The conversation: “Your property has been online for 91 days. 1 lead, 0 viewings. Comparable properties 15% lower have an average of 4 leads.” Data convinces, opinions don’t.

Price filter

Numeric filter on price: greater than / less than / equal to. Combine with city and type for targeted comparison.

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Question 3: How effectively are we following up on leads?

A lead coming in via Kyero, Idealista, or your website expects a quick response. Every day of delay halves the conversion chance. Time-critical.

Lead pipeline

Status	What it means
New	Just arrived, not contacted
Contacted	First contact made
Qualified	Serious + matches your offering
Unqualified	Does not fit (budget, location, timing)
Lost	Dropped off
Converted	Converted to contact + deal

Views for follow-up

View	Filter	Purpose
New leads, not contacted	lead_status = new	Check response time
Leads, follow-up required	lead_status = contacted, last_activity > 7d	No recent contact
Hot leads	lead_stage = hot	High priority
Response time monitor (Director)	lead_status = new, no owner	Unassigned leads

Strategic measurements

• Response time: difference between created_at (lead arrived) and first activity. Goal: < 1 hour for portal leads
• Conversion per source: leads from Kyero vs Idealista vs website
• Conversion per agent: who turns leads into deals?
• Drop-off: at which status do leads drop off? “Contacted → Qualified” drop = recruitment problem; “Qualified → Converted” drop = closing problem

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Question 4: Who performs, who needs guidance?

Agent performance is not an opinion, measurable in Tesoro.

Metrics per agent

Metric	Where
Number of assigned leads	Leads overview, filter owner_id
Conversion rate	Leads with lead_status = converted / total leads
Active deals	Deals overview, filter owner_id
Deal value	Sum of deal_value in Won deals
Average time in stage	How long deals stay in each pipeline phase
Response time on leads	First activity after lead creation

Monthly review

1. Calculate conversion rate per agent.
2. Identify top performer: what do they do differently? Response time? Number of contact attempts?
3. Look at lowest performer: not to punish, to guide. Which pipeline stage are they losing leads?
4. Compare with market average: benchmark your office.

Not judging, learning

Data shows where the work is, not who is “bad.” An agent with low conversion but many leads may have a follow-up problem. An agent with few leads may have a lead assignment problem. Different causes, different solutions.

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Five strategic tips

• Start every Friday with the view “Properties > 90 days”: immediate price conversation shortlist
• Create a view per agent for direct comparison: honest conversation with numbers
• Filter on last_activity > 14 days for leads without follow-up
• Combine lead_status = lost + source to assess source quality
• Track conversion per Lead Source: which portals really work?

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Next step

Portfolio Management and MLS Hygiene Keep your portfolio clean: sold properties on portals, incomplete files, mass actions.