Sample report · Real estate brokerage

Demo business — real audit patterns, anonymized

The biggest leads are waiting a day while the rest get minutes.

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

The phone line is quick and polished. But the inquiry worth the most — a seller asking for a valuation — waited 1d 2h on the email, the live chat took a message nobody read, and one team member offered a lower fee off the books from a personal WhatsApp number.

Business
Example Real Estate Agents (demo)
Market
Denver, CO (demo)
Audit period
Aug – Sep 2026
Channels shopped
5 of 5 · 7 days each
Revenue at risk

Revenue at risk on three of five channels

The live chat never replied, a seller asking for a valuation waited 1d 2h, and one team member offered a fee 0.2 percentage points under the published one, off the company’s channels.

  • Inquiry form · 72/100
  • Email inquiry · 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

On the email. Benchmark for a real estate brokerage: valuation within 48 hours.

Biggest price gap
0.2 pts

Quoted 1% of the sale price on WhatsApp vs. “selling fee from 1.2% of the sale price” on the real estate brokerage’s own website.

Red flags found
1

A move to a personal WhatsApp number with a lower fee offered off the books.

What you're looking at

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

One score, nine criteria

Speed, accuracy, personalization, 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
Inquiry form21 min✓ 1.2% of the sale price · matches your website3 in 7 daysTemplated · 5872/ 100
Email inquiry1d 2h — Tue 11:30✓ 1.5% of the sale price quoted · at or above “from 1.2% of the sale price” according to your website0 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 number; lower fee offered off the books12 min — from a personal number✗ 1% of the sale price quoted · from 1.2% of the sale price according to your website2 in 7 daysWarm · 8444/ 100
Phone callAnswered in 5 rings✓ 1.25% of the sale price quoted · at or above “from 1.2% of the sale price” 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 inquiry

Inquiry form 21 min, email 1d 2h, WhatsApp 12 min and phone line answered live. The live chat never replied. The slowest reply took 1d 2h. Benchmark for a real estate brokerage: valuation within 48 hours.

Answered at all80/100
weakest: live chat

Four of five channels replied. The live chat widget took our message and nobody answered it in seven days.

Price accuracy vs listed price58/100
weakest: WhatsApp

The website says “selling fee from 1.2% of the sale price”. The inquiry form, email and phone line quotes are at or above that, so they count as consistent. The WhatsApp quoted 1% of the sale price — 0.2 percentage points below the lowest published fee.

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

Personalization66/100
weakest: WhatsApp

The phone line reply used our name and picked up what we’d asked about. The WhatsApp reply was a template that could have gone to any seller.

Qualification questions74/100
weakest: WhatsApp

Good questions on the phone line: budget, finance and timeline. The WhatsApp asked nothing before pushing for a booking.

Follow-up cadence55/100
weakest: email inquiry

The inquiry form followed up three times, the WhatsApp followed up twice and the phone line followed up once. The email never followed up. The live chat never replied at all.

Close attempt / next step61/100
weakest: WhatsApp

The phone line offered a valuation at a specific time. The WhatsApp ended “let us know if you’d like to go ahead” — no time offered.

Tone & professionalism81/100

Confident and professional; the templated follow-ups read as automated.

Red-flag screen50/100
weakest: WhatsApp

One flag raised — see below. Also noted: no follow-up after the initial valuation call.

03 — Red flags, in plain English

What the shopper found first

Red flag

Moved to a personal WhatsApp number, with a lower fee off the books

After our inquiry, a member of the team messaged from a personal WhatsApp number, quoted a fee of 1% of the sale price — 0.2 percentage points below the published fee (from 1.2% of the sale price) — and offered to “keep it off the books and sort it out before the office gets involved”. We report what the evidence shows; we make no claim about intent.

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

Fix → The team quotes the published fee only, and every instruction goes through the office.

Missed revenue

The biggest lead waited 1d 2h

A seller asking for a valuation is the highest-value inquiry a real estate brokerage gets. Ours waited 1d 2h on the email, got no questions back, and no follow-up.

Fix → Tag high-value inquiries and route them to the owner’s phone with a 30-minute target.

Also noted

No follow-up after the initial valuation call

On the email: no follow-up after the initial valuation call. Not a red flag on its own — but it is the kind of gap that sends a seller to whoever spelled it out.

Fix → Write down how the team handles this, and check it in next month’s audit.

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 inquiry 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 inquiry · Mon 09:20
“Hi, we’re buying locally and need to sell our three-bedroom first. Could someone value it this week, and what are your fees?”
Reply A — what the business sent50/100

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

The team, shared inbox 1d 2h after the inquiry

Hi Priya, thanks for your inquiry. Our fee is typically 1.5% of the sale price. Let us know if you’d like to proceed.
Speed
5
Answered
100
Price
100
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

A named person at the real estate brokerage, same email 15 min after the inquiry

Hi Priya, Thanks for getting in touch — yes, we can help, and here is everything you asked. Price: our website says “selling fee from 1.2% of the sale price”. That’s the figure we work from; the exact fee depends on the details. Timing: valuation within 48 hours, as standard. What happens next: a valuation, then the exact figure in writing within 24 hours. One question so I can be exact: is there a date you need this sorted by? I’ve attached “Example Real Estate Agents — prices and what’s included” (PDF), so you have it all in writing. Can I call you Thursday between 5 and 7 pm to arrange a 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.

Example Real Estate Agents — prices and what’s included (PDF)

Chloe Nguyen
New inquiries, Example Real Estate Agents
Direct line: (303) 555-0147

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

The difference · 46 points

Same inquiry, same business, same facts.

  • Answered in 15 minutes, not 1d 2h.
  • Puts the fee in context — what it covers and when it’s confirmed — instead of a bare figure.
  • Greets Priya by name and answers the question that was asked.
  • Says what happens next and when: valuation within 48 hours.
  • Asks one question that moves the booking forward.
  • Attaches a fact sheet the seller can keep.
  • Offers a specific call — Thursday, 5–7 pm — instead of an open “let us know”.
  • Signed by a named person with a direct line, 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 inquire

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 about slow replies — 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, Yelp, BBB, Angi, Houzz, Facebook, Trustpilot 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.
“Took days to get a reply every time we asked a question.”

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

Drafted replyReview before use

Hi L., thank you for taking the time to tell us, and I’m sorry this wasn’t the experience you expected. That isn’t how we want anyone to be treated. I’d like to understand what happened and put it right — please call me directly on (303) 555-0147.

— Chloe, Example Real Estate Agents

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 inquiry 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 inquiry, two replies

One inquiry. Two replies.

Our inquiry · email inquiry

📨 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 inquiry was answered from an address not on the authorized 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 inquiry receiving two separate replies — one official, one from a personal phone

07 — Evidence excerpt

The email thread

[Mon 09:20] Auditor → Hi, we’re buying locally and need to sell our three-bedroom first. Could someone value it this week, and what are your fees?

[Tue 11:30] Team → Hi Priya, thanks for your inquiry. Our fee is typically 1.5% of the sale price. Let us know if you’d like to proceed.

[— no further contact on this inquiry 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

    High-value inquiries jump the queue

    Tag inquiries like a seller asking for a valuation and route them to the owner’s phone with a 30-minute target.

    40 minOwner
  2. 02

    Every channel answers or hands off

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

    20 minOffice manager
  3. 03

    Fees only from the published scale

    The team quotes the published fee on company channels; no discounts or side deals from personal phones.

    15 minSales manager

Before → after

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

  • High-value lead first reply

    1d 2hunder 30 min

    via High-value inquiries jump the queue

  • Live chat

    no replycall by 9 am

    via Every channel answers or hands off

  • Quotes on the published fee

    3 of 44 of 4

    via Fees only from the published scale

Confidential. Prepared under the written authorization 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.

09 — What this costs

What slow and missed inquiries cost a business like this

Inquiries a month
40

Typical for a real estate brokerage

Close rate
2 in 10

20% · lost to slow or missed replies: 2 in 10 of those

Commission on one sale
$20,000

2% of $1,000,000

Lost a month
$32,000

$384,000 a year

40 inquiries × 20% close rate × 20% lost to slow or missed replies = 1.6 sales lost × $20,000 = $32,000 a month

One recovered sale ($20,000) pays for a whole year of SalesWitness Watch ($990, 2 months free) — 20 times over.

Typical figures for this kind of business, not a benchmark and not a promise. A lost inquiry isn’t a lost sale, so only the share you’d normally close counts. Put your own numbers into the calculator for your figure.

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

See yours.

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

Audit my sales channels — $299See what one lost sale costs you
Compare plans — Watch adds daily review monitoring →