Oct 27 - 6.0 Masterclass - Know Your Numbers: The KPIs That Actually Drive Deals

Knowing how many leads you're generating is useful, but knowing which campaigns produce profitable deals, where leads get stuck, and how your team performs is what helps you grow.

In this REsimpli 6.0 Masterclass, Sharad Mehta and Tyler Scott walk through the dashboards and KPIs investors should monitor, from speed to lead and acquisition performance to marketing ROI and net profit.

Sharad also demonstrates how he uses REsimpli's reporting tools to identify underperforming campaigns, improve team accountability, and make better decisions about where to spend his marketing budget.

The main objective: Track what makes your business profitable, not just what makes it busy.

Sharad's recommendations:

Set measurable revenue, marketing spend, and net profit goals. Aim for a marketing revenue-to-spend multiple of at least 2.5–3x as a starting benchmark, then improve it as your business grows. Review your KPIs every week and adjust your spending based on what actually produces profitable deals.

00:01:48 – Why Tracking KPIs Matters

00:03:27 – Clearing Open Leads and Overdue Tasks

00:06:04 – Setting Revenue, Profit, and Performance Goals

00:10:24 – Tracking Lead Manager and Acquisition KPIs

00:12:20 – Measuring Marketing ROI

00:18:07 – Tracking Pay-Per-Lead Performance

00:19:49 – Setting Up Marketing Campaigns for Accurate Attribution

00:28:40 – Local vs. Toll-Free Numbers for Marketing

00:32:56 – Custom Reports and AI-Powered Analytics

00:37:40 – CEO Dashboard and Financial KPIs

00:41:04 – Dialer Productivity and Team Performance

00:43:49 – How Speed to Lead Is Calculated

00:47:05 – Tracking SMS and List Stacking Performance

00:49:47 – Building a Weekly KPI Review Routine

00:52:07 – Upcoming List Stacking Improvements

Sharad opened with an example from his own investing business.

After reviewing the numbers with his lead manager, he discovered that several important activities weren't being handled consistently. The team was generating leads and booking appointments, but some records weren't receiving the attention they needed.

The problem wasn't necessarily lead quality. It was knowing where the process needed improvement.

That's what KPIs help uncover.

Rather than assuming you need more leads or a larger team, start by reviewing how efficiently your existing leads move through the business.

Sharad recommends clearing open leads and overdue tasks every day.

An open lead is a new or existing record with an outstanding interaction that hasn't been acknowledged or resolved.

For example, an AI agent might answer a seller's call or book an appointment automatically. But if nobody reviews the conversation, the lead can remain open.

To close the loop, a team member can call or text the seller, add a note, change the lead status, or manually mark the interaction as handled.

The rule is simple: Even when AI handles the conversation, someone on your team should verify that the seller received the appropriate response and has a clear next step.

It's difficult to judge performance without knowing what you're working toward.

Sharad demonstrated REsimpli's Goal Setting feature, where investors can establish targets for revenue, marketing expenses, net income, leads, appointments, offers, contracts, and deals.

He emphasized one particularly important distinction: net profit should be calculated after accounting for your own salary.

If you had to hire someone to perform your responsibilities, what would that person cost? Include that expense when evaluating your business's profitability.

Once the targets are entered, REsimpli can compare actual performance against your goals and calculate metrics such as cost per lead, expected marketing returns, and conversion rates.

Your lead manager and acquisition manager have different jobs, so they need different performance metrics.

The Lead Manager Dashboard tracks how quickly leads receive attention, how many unique leads are worked, and how many qualify for appointments.

The Acquisition Manager Dashboard focuses on appointments, offers, contracts, deals, and resulting revenue.

Sharad stressed that these reports depend on correctly assigning team members to their respective roles.

For example, you can assign a lead manager when a lead enters the CRM and assign an acquisition manager later, when an appointment is scheduled.

Both dashboards support date filters, making it possible to compare performance across team members or marketing campaigns.

If there's one number Sharad wants business owners to monitor closely, it's how much revenue their marketing investment generates.

He suggested using a 2.5–3x revenue-to-marketing-spend multiple as an initial benchmark, with 4–5x or higher as a stronger target.

Consider two campaigns:

Campaign A produces considerably more revenue for the same investment.

If those results remain consistent and the market has room for expansion, shifting more budget toward Campaign A could improve profitability.

Of course, revenue isn't the same as net profit. Consider acquisition, transaction, labor, and operating expenses before deciding which campaign is genuinely more profitable.

Pay-per-lead (PPL) services can generate opportunities quickly, but not every purchased lead will meet your buying criteria.

Sharad recommended assigning someone to verify new PPL leads within 24–48 hours.

Some providers offer credits for invalid leads, incorrect property information, or other qualifying issues. However, the eligibility rules and claim windows vary.

Rather than letting those opportunities expire, create a task or automation that reminds your team to review each purchased lead promptly.

Also, track each PPL provider as a separate campaign. A provider performing well in one market may not deliver the same results in another.

One of Sharad's strongest recommendations was to track every meaningful marketing variation separately.

For example, if you send direct mail to probate and absentee-owner lists, create two campaigns instead of combining them.

Use separate tracking numbers when responses arrive through calls or texts, so you know which mailing generated each lead.

The same principle applies to PPC.

You might have one campaign for leads submitting website forms and another for leads calling directly from advertisements.

Even if both produce the same number of leads, their conversion rates and profitability could be completely different.

With enough data, you can break campaigns down further by keyword group, market, or lead source.

The objective isn't to create more reports. It's to find out exactly where your best deals come from.

Sharad recommends local phone numbers for seller outreach.

In his experience, homeowners tend to respond better to calls from recognizable
local area codes, particularly when the investor operates in a specific city or county.

Toll-free numbers can still work for nationwide marketing and buyer communications.

Both types of numbers can support REsimpli communication workflows, although business SMS registration requirements differ between local A2P 10DLC numbers and toll-free numbers.

Sharad's recommendation was to choose the number type based on your audience rather than trying to avoid the registration process.

Sharad previewed an upcoming integration that would connect REsimpli account data to ChatGPT, Claude, and Grok.

The goal is to let investors request custom reports using ordinary language.

For example, you could ask which day of the week generates the most leads, compare marketing campaigns, or analyze business expenses across different vendors.

REsimpli's Open API already supported certain reporting workflows, but additional financial and call-transcript endpoints were still being developed.

Tyler also recommended the Call Review Coach, which evaluates recorded conversations and provides feedback to lead managers and acquisition teams.

Sharad recommends starting with the CEO Dashboard.

It provides a high-level view of revenue, closed deals, average deal value, pipeline revenue, cost per deal, and marketing performance.

When financial accounts are connected, it can also provide net profit information and reports such as profit and loss statements.

For deeper analysis, move to the Marketing KPI Dashboard to see how individual campaigns perform.

Sharad recommends reviewing these numbers at least weekly rather than relying on monthly financial statements alone.

Tyler demonstrated REsimpli's Dialer Productivity Report, which tracks calling activity across leads, buyers, agents, vendors, and List Stacking.

You can review call attempts, connections, answer rates, talk time, and conversations by team member or date range.

For texting, go to Communication KPIs → SMS KPI.

The dashboard displays outgoing messages, incoming responses, deliverability, and campaign-level activity.

Tyler also showed how List Stacking reports the number of records, outreach attempts, and leads generated from individual lists.

Together, these reports help identify whether your team is consistently working the leads you're paying to generate.

REsimpli's Speed to Lead metric measures the time until the first qualifying manual call, SMS, or email.

Automated texts, emails, and AI calls don't count toward that human response metric.

Why?

Because an automated reply going out within seconds doesn't necessarily mean anyone on your team has reviewed the seller's situation.

Sharad recommends assigning someone to review AI-handled leads and close the

loop, even when automation has already initiated contact.

Sharad's advice for investors just getting started with performance tracking was straightforward: review your numbers every week, on the same day, at the same
time.

Don't try to build the perfect reporting system immediately.

Start by examining your marketing spend, revenue, leads, appointments, and contracts.

Over time, you'll begin asking more specific questions. Which direct mail list performs better? Which PPC campaign produces profitable deals? Which lead source
deserves more budget?

Those questions will tell you what to track next.

Sharad also recommended giving marketing campaigns sufficient time to produce meaningful results, suggesting roughly three to six months for evaluating many ongoing campaigns rather than abandoning them after a short trial.

Sharad closed with a preview of additional bulk texting options for properties with
multiple contacts and phone numbers.

The planned options were:

These controls were still in development, with an estimated release the following month. Any outreach to additional numbers must still respect consent, opt-outs, and messaging regulations.

1. Track net profit, not just revenue. Set financial goals that account for marketing expenses, operational costs, and your own salary.

2. Keep team performance measurable. Review open leads, overdue tasks, speed to lead, appointments, offers, and contracts. Even AI-handled conversations need human oversight.

3. Separate your marketing campaigns. Track different lists, providers, and lead sources individually to identify which ones produce profitable deals.

4. Use the right dashboards. Start with the CEO Dashboard, then review Marketing KPIs, Lead Manager performance, acquisition activity, and communication reports.

5. Review your numbers every week. Consistent reporting helps you identify wasted spending, improve conversion rates, and invest more confidently in what works.

This article reflects the features, examples, and recommendations discussed during the October 27, 2026 Masterclass. Upcoming integrations and feature updates were not necessarily available at the time of the session.