Sample report · Real estate brokerage

Demo business — real audit patterns, anonymised

Seller leads are waiting a day while buyers get twelve minutes.

A full demonstration report. The business is fictional; every pattern in it is one we have measured in real audits.

The buyer side is quick and polished. But the enquiry worth the most — a seller asking for a valuation — waited 26 hours by email, the live chat took a message nobody read, and one agent quoted below the advertised guide from a personal WhatsApp.

Business
Example Property Group (demo)
Market
Dubai Marina, Dubai, UAE
Audit period
Aug – Sep 2026
Channels shopped
5 of 5 · 7 days each
Revenue at risk

Revenue at risk on two of five channels

The live chat never replied, the seller enquiry waited a day, and one agent quoted $45,000 under the advertised guide off the agency’s channels.

  • Enquiry form · 72/100
  • Email enquiry · 57/100
  • Live chat · 0/100 · Not scored — no reply in 7 days
  • WhatsApp · 44/100
  • Phone call · 81/100
Slowest first reply
1d 2h

The valuation enquiry — the seller lead — sent by email on Monday.

Biggest price gap
$45,000

$940,000 quoted on WhatsApp vs. “offers over $985,000” on the agency website.

Red flags found
1

A move to an agent’s personal WhatsApp with an under-guide figure.

What you're looking at

A demonstration report for a fictional real estate brokerage, built from anonymised patterns we see in real audits.

One score, nine criteria

Speed, accuracy, personalisation, qualification, follow-up, close, tone, red flags.

Evidence on every finding

Timestamps, transcripts, screenshots and recordings attached in the full report.

Fixes ranked by revenue

What to change this week, in order of money at stake.

01 — Per-channel scorecard

How each channel treated a real prospect

ChannelFirst replyQuoted vs listed priceFollow-upsCourtesyScore
Enquiry form21 min✓ offers over $985,000 · matches your website3 in 7 daysTemplated · 5872/ 100
Email enquiry1d 2h — Tue 11:302.2% + VAT commission quoted · No listed price to compare0 in 7 daysProfessional · 8057/ 100
Live chatNo reply in 7 days— nothing to compare0 in 7 days—0/ 100

Not scored — no reply in 7 days

WhatsAppRed flagMoved to a personal WhatsApp; figure below the advertised guide12 min — agent’s own number✗ $940,000 quoted · offers over $985,000 according to your website2 in 7 daysWarm · 8444/ 100
Phone callAnswered in 5 rings✓ “north of $1,000,000” quoted · at or above “offers over $985,000” according to your website1 in 7 daysConfident · 8681/ 100

First reply, price accuracy, follow-up and courtesy are four of the nine criteria. A channel with no reply in 7 days scores 0 — there is nothing to judge, so it gets no partial credit. Listed price = what you publish on your website or social profiles. A quote at or above a “from” price counts as consistent; where nothing is listed we show “No listed price to compare” instead of a score. The overall score is the weighted total across the nine criteria.

02 — Criterion scores

Nine criteria, scored across every channel

Response time52/100
weakest: email enquiry

Buyer channels were fast: form 21 min, WhatsApp 12 min, phone answered live. The valuation request by email waited 1 day 2 hours — the enquiry carrying roughly $22,000 of commission on a $1,000,000 sale.

Answered at all80/100
weakest: live chat

Four of five channels replied. The chat widget showed “Leave us a message” after 5 pm; the message was never answered.

Price accuracy vs listed price58/100
weakest: WhatsApp

The listing says “offers over $985,000”. The form and phone quotes sit at or above that and count as consistent. WhatsApp said the seller “would take $940,000” — below the advertised guide. Commission isn’t published, so the email’s 2.2% has no listed price to compare.

Listed price = what you publish on your website or social profiles.

Personalisation66/100
weakest: enquiry form

The phone agent remembered the school area we mentioned. The form sequence was three templated emails with our first name and nothing else.

Qualification questions74/100
weakest: email enquiry

Finance, timeline and must-haves were all asked on the phone. The valuation email didn’t ask the address, the unit’s condition, or when we want to sell.

Follow-up cadence55/100
weakest: email enquiry

Buyer side: three automated follow-ups and two WhatsApp nudges. Seller side: nothing after the first email.

Close attempt / next step61/100
weakest: email enquiry

The phone call booked a viewing. The valuation email ended “let us know if you’d like to proceed” — no time offered.

Tone & professionalism81/100

Confident, local and professional; the templated emails read as automated.

Red-flag screen50/100
weakest: WhatsApp

One flag raised — see below.

03 — Red flags, in plain English

What the shopper found first

Red flag

Personal WhatsApp, under-guide figure

After the form enquiry, an agent messaged from a personal mobile, said the seller “would take $940,000” — $45,000 below the advertised guide — and offered “a couple of off-market ones before the office lists them”. We report what the evidence shows; we make no claim about intent.

Evidence: Thread screenshots and the sending number are attached in the full report.

Fix → Agents quote the advertised guide only, and off-market stock goes through the office list.

Missed revenue

The seller lead waited 26 hours

A seller asking for a valuation is the highest-value enquiry an agency gets. Ours waited over a day by email, got no questions about the property, and no follow-up.

Fix → Tag valuation enquiries and route them to the managing broker’s phone with a 30-minute target.

04 — Reply A vs Reply B

The reply you sent, next to the reply that wins the job

Left: the reply the business actually sent. Right: what a best-in-class reply to the same enquiry looks like — the name, the exact question answered, the price from the business’s own list, the timeline, what happens next, something to keep, a concrete time to talk, and a real person to call.

What Priya asked · Email enquiry · Mon 09:20
“Hi, we’re buying in the area and need to sell our 2-bed unit first. Could someone appraise it this week, and what are your fees?”
Reply A — what the business sent41/100

From the audit record: the reply the business actually sent.

Sales team, shared inbox 1d 2h after the enquiry

Hi Priya, thanks for your enquiry. Our fee is typically 2.2% + VAT. Let us know if you’d like to proceed with a valuation.
Speed
5
Answered
100
Price
—
Personal
45
Questions
10
Follow-up
10
Next step
30
Tone
80
Red flags
100
Reply B — the reply that wins the job96/100

What a best-in-class reply looks like — the standard your competitors are measured against

Sales agent, her own agency address 15 min after the enquiry

Hi Priya, Congratulations on finding somewhere to buy — selling first is the right order, and we can move this week. Valuation: I can see the unit on Thursday afternoon or Saturday morning. It takes about 40 minutes, and you’ll have a written price range within 24 hours, based on recent sales in your building and street. Fees: our selling fee is 2.2% + VAT of the sale price. Marketing is quoted separately, in writing, before you sign anything. One question: are you already under contract on the purchase, or still looking? It changes how we’d time the launch. I’ve attached our seller’s guide (PDF) — the steps from valuation to transfer and what the fee covers. Can I call you Thursday between 5 and 7 pm to lock in the valuation? If another time suits, reply with it and I’ll hold it. If I don’t hear back, I’ll check in on Friday morning.

Seller’s guide — valuation to transfer (PDF)

Chloe Nguyen
Sales agent, Example Property Group
Direct line: +971 50 000 0147

Speed
95
Answered
100
Price
—
Personal
95
Questions
90
Follow-up
90
Next step
100
Tone
95
Red flags
100

The difference · 55 points

Same enquiry, same business, same facts.

  • Answered in 15 minutes, not 1d 2h — on the most valuable enquiry of the week.
  • Offers two valuation times this week, as asked, instead of “let us know”.
  • States the fee, what it covers, and that marketing is quoted in writing first.
  • Says what she gets and when: a written price range within 24 hours.
  • Asks the one question that decides the launch timing.
  • Attaches a seller’s guide she can keep.
  • Offers a specific call — Thursday, 5–7 pm.
  • Signed by a named agent with a direct number, and a dated check-in if nobody replies.

Reply B is written by us from the facts the business already had — its own published price, its own next step — so the gap is the reply, not the offer. It is the standard, not a named rival: this sample is fictional. In a live audit this panel is built from your own replies, and on SalesWitness Watch Pro the quarterly competitor benchmark shops two real competitors and scores their replies the same way. Follow-up on Reply B is scored on the dated check-in it commits to.

05 — Review snapshot and monitoring

What prospects read before they enquire

Rating
4.8

214 reviews on Google

Negative reviews
2

1–3★ in the last 90 days

Negatives unanswered
2 of 2

No owner reply on the profile

Oldest unanswered
19 days

Still waiting for an owner reply

What it means The rating is strong. Both unanswered reviews are from landlords about the rentals team — and prospective sellers read those too.

On SalesWitness Watch, the next one never waits 19 days

The audit reads every profile once. Watch keeps reading them every day — and when a negative review lands, you hear about it within hours, with the reply already drafted.

  1. 01Watched daily

    Google, Facebook, Trustpilot, Instagram comments and any other review site we find. Every negative review in each profile’s full history is captured on the first sweep.

  2. 02Alert within hours

    A new 1–3★ review triggers an alert, with the review quoted in full and the profile it is on.

  3. 03A drafted reply

    Empathetic, de-escalating, no admission of fault — marked “review before use”, ready to paste.

  4. 04A removal path, when the rules allow

    If the review breaks the platform’s own policy, you get the rule it breaks and the exact appeal route.

One of the 2 unanswered reviews above, as the alert would arrive

Review alert · Google

Sent within hours
L. S.
“Our property manager took three weeks to arrange a simple repair. Had to chase four times.”

Policy check: a genuine customer experience — not removable. Reply publicly, and fix the cause.

Drafted replyReview before use

Hi L., thank you for the feedback, and I’m sorry the repair took so long to arrange. Chasing four times shouldn’t be part of it. I’d like to go through what happened with you — please call me directly on +971 50 000 0147.

— Chloe, Example Property Group

When a review breaks the rules · Google

  1. 1Check the review against Google’s “Prohibited and restricted content” policy — e.g. not based on a real experience, a conflict of interest, personal information.
  2. 2Gather the evidence: most often, no matching booking, order or enquiry on your records.
  3. 3Report it: Business Profile → Read reviews → Report, or Google’s Reviews Management Tool. Google says decisions typically take several days.
  4. 4If it’s refused: one appeal through the same tool, with the case ID and the evidence. That decision is final.

SalesWitness Watch: the appeal drafted for you, citing the rule — you file it.SalesWitness Watch Pro: we file the appeal for you.

Platforms remove policy breaches, not bad opinions. We never file a false report, and we never post or solicit reviews — the public reply goes up either way, because it is the part prospects actually read. Every platform we read has its own route; the same checks apply.

06 — The tape: one enquiry, two replies

One enquiry. Two replies.

Our enquiry · email enquiry

📨 Prospect emails hello@abc-company.com asking for a quote.

✅ Reply 1 — from the company

sales@abc-company.com · quotes list price · books a call

🚩 Reply 2 — from a rep, personally

j.smith.freelance@gmail.com · “I can do it cheaper directly” · asks to move to WhatsApp

What the report says“The enquiry was answered from an address not on the authorised staff list, with an offer to transact off-channel (evidence attached).” Evidence-led, defamation-safe — and the kind of leak that costs more than a year of SalesWitness.
One customer enquiry receiving two separate replies — one official, one from a personal phone

07 — Evidence excerpt

The valuation email

[Mon 09:20] Auditor → Hi, we’re buying in the area and need to sell our 2-bed unit first. Could someone appraise it this week, and what are your fees?

[Tue 11:30] Agency → Hi Priya, thanks for your enquiry. Our fee is typically 2.2% + VAT. Let us know if you’d like to proceed with a valuation.

[— no further contact on the seller enquiry during the 7-day window —]

08 — Case closed: what changes next month

Three fixes, under two hours

None of this needs new software or a new hire. In order of revenue impact.

  1. 01

    Seller enquiries jump the queue

    Tag valuation and “what’s my home worth” enquiries; route them to the managing broker’s phone with a 30-minute target.

    40 minManaging broker
  2. 02

    Chat that answers or hands off

    After hours, the chat collects a phone number and promises a call by 9 am — then someone makes it.

    20 minOffice manager
  3. 03

    Guide prices only from the listing

    Agents quote the advertised guide on agency channels; no figures or off-market talk from personal phones.

    15 minSales manager

Before → after

Illustrative — what the three fixes typically change within 30 days.

  • Seller-lead first reply

    1d 2hunder 30 min

    via Seller enquiries jump the queue

  • Live chat

    no replycall by 9 am

    via Chat that answers or hands off

  • Quotes on the advertised guide

    2 of 33 of 3

    via Guide prices only from the listing

Confidential. Prepared under the written authorisation of the business owner. Findings reflect the audit record only and are phrased to describe evidence, not intent. Not legal advice. The business and every figure above are illustrative, not a guarantee.

Your report looks like this — with your channels, your prices, your evidence

See yours.

One SalesWitness Audit shops every channel you offer — WhatsApp, enquiry form, email enquiry, live chat, phone call — twice, 15 days apart, scores them against your own fact sheet and lands in your portal. Owner-authorised, evidence-led.

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