1. Objective
This SOP defines how a Virtual Assistant (VA) produces a one-page monthly business metrics report for the agent — a clear, consistent snapshot of lead flow, pipeline health, closed business, and marketing performance without requiring the agent to dig through CRM, transaction management, ad dashboards, or email-platform analytics.
The goal is not comprehensive analytics. It is a monthly heartbeat the agent can read in three minutes and immediately know whether the business is on track. The agent shouldn't need to open any system to understand what happened last month. If the VA's report forces the agent to cross-check a data point, it has failed.
Where this SOP starts: The 1st of each month — VA begins pulling prior-month data from all source systems.
Where this SOP ends: The completed report is delivered to the agent by the 5th of the month and filed in the metrics folder.Success looks like: By the 5th of every month, the agent has a one-page report on the prior month covering lead volume, pipeline, closings, commission, marketing, and database growth. The numbers are accurate, the month-over-month comparison is visible, and the agent can skim it between appointments.
2. Your Role & Boundaries
2a. What you handle independently
- Pulling raw data from all source systems on the 1st–3rd of each month (CRM, transaction management, email platform, ad managers)
- Calculating derived metrics (conversion rates, month-over-month deltas, year-to-date totals)
- Formatting the one-page report per the approved template
- Delivering the report to the agent via their preferred channel by the 5th
- Logging source data and calculations in the monthly metrics file for audit and trend reference
- Flagging data inconsistencies or anomalies to the agent with a recommended explanation
- Preparing the annual summary at the end of the business year (December data delivered by January 5)
2b. What requires agent approval before acting
- Adding or removing a metric from the standard report template
- Changing the delivery cadence (from monthly to bi-weekly, quarterly, etc.)
- Including the report or any underlying numbers in any external-facing material (pitch deck, agent bio, social content) — agent decides what's public
- Resolving a discrepancy between two data sources on your own (e.g., CRM shows 4 closings, transaction system shows 5) — always ask before picking which is right
2c. What you never do
- You never negotiate on the agent's behalf under any circumstances.
- You never provide pricing, legal, or strategic opinions to any party.
- You never sign or initial any document on behalf of the agent, client, or any party.
- You never communicate directly with the other party's client.
- You never share the agent's business metrics with anyone outside the agent's explicitly approved recipients — these are confidential business data.
- You never make strategic recommendations based on the numbers (e.g., "you should cut your Facebook ad spend") — you surface the data and let the agent draw conclusions.
- You never guess or estimate a number you cannot pull from a source system — if data is missing, the report says
[Data unavailable — source: X]and you flag to the agent. - You never modify source data in the CRM, transaction system, or any platform to reconcile a discrepancy — log the discrepancy and escalate.
When in doubt: Report what the data says, not what you think it should say. If a number looks wrong, flag it and let the agent decide how to interpret it.
3. Schedule & Trigger
This SOP runs on a fixed monthly cadence.
Trigger: The 1st of each month, covering the prior month in full. Example: the May report is delivered by May 5 and covers April 1–30.
Work schedule:
| Day of month | Task |
|---|---|
| 1–2 | Pull raw data from all source systems for the prior month |
| 2–3 | Reconcile any discrepancies and calculate derived metrics |
| 3–4 | Draft the report, review against prior-month format, flag anomalies |
| 5 | Deliver to the agent by end of business |
Expected delivery: Report in the agent's inbox (or preferred channel) by end of business on the 5th of each month.
Sequence context: This SOP depends on CRM setup and lead source tracking and lead intake and tagging being in steady-state operation — without consistent CRM hygiene, the source data for this report is unreliable. If data quality issues surface repeatedly, escalate to the agent rather than producing a report the agent cannot trust.
If you are unable to complete this task: Notify the agent at the start of your absence or as soon as possible. Flag any open or time-sensitive items. The agent will determine whether to delegate or defer. Never let a recurring deadline pass without flagging it to the agent in advance.
4. Metrics to Track Monthly
The standard report covers six sections. Each section has specific metrics — do not improvise.
4a. Leads
- Total new leads (this month)
- By source (Zillow, Realtor.com, Google, Facebook organic, Facebook paid, Open House, Referral, SOI, Sign Call, Website organic, Email campaign — per the standard lead-source tag set from Lead Source Tracking & Tagging)
- Month-over-month delta — raw number and percent change vs. prior month
- Year-to-date total
- Conversion rate — new leads that moved into "active pipeline" status within the month, expressed as a percent of new leads this month
4b. Active Pipeline (end-of-month snapshot)
- Active buyers — leads currently in buyer-search status
- Active sellers — leads with a signed listing agreement or pending appointment
- Under contract — transactions executed but not closed
- Change vs. prior month — buyers added, sellers added, contracts ratified
4c. Closed Transactions
- Count — number of transactions that closed in the month
- Total volume — sum of sale prices for closed transactions
- Average sale price — volume ÷ count
- Year-to-date count and volume
4d. Gross Commission
- Total gross commission (before splits) for transactions that closed in the month
- By transaction — one line per closed deal with address, side (listing/buyer), sale price, commission amount
- Year-to-date gross commission
4e. Marketing
- Email: newsletter send count, open rate, click rate (from email platform)
- Social media: reach or impressions for the month (per platform the agent actively uses)
- Paid ads: ad spend, leads attributed to paid ads, cost per lead (from Meta Ad Manager or equivalent)
4f. Database
- Total database size (end of month)
- Added this month — new contacts tagged with source
- Removed this month — contacts marked inactive, merged, or deleted
- Net change
5. Data Sources
Each metric has one authoritative source. Pull from these and no others:
| Metric | Source | Notes |
|---|---|---|
| Leads — total, by source, conversion | CRM | Must match the source-tag standard from Lead Source Tracking & Tagging |
| Active pipeline (buyers, sellers, UC) | CRM pipeline stages | Confirm pipeline stage names and definitions with agent during onboarding |
| Closed transactions — count, volume | Transaction management system (Dotloop, SkySlope, Brokermint, or equivalent) | Cross-check against CRM closed-deal records; flag any discrepancy |
| Gross commission | Transaction management system | Per-transaction line items; agent confirms commission amounts |
| Email stats | Email platform (Mailchimp, ActiveCampaign, Constant Contact, etc.) | Monthly campaign report |
| Social reach | Platform-native analytics (Meta Business Suite, LinkedIn analytics, YouTube Studio) | Monthly view if available |
| Paid ads | Meta Ad Manager (or other paid ad platform the agent uses) | Spend and lead attribution |
| Database size and change | CRM | Total contact count, new this month, removed this month |
If two sources conflict on the same data point (e.g., CRM says 4 closings, transaction system says 5):
1. Log both numbers in the monthly metrics file with source.
2. Flag to the agent in the delivery message: "Note: CRM shows 4 closings, transaction system shows 5 — I've used transaction system as the authority per prior guidance. Let me know if you'd prefer otherwise."
3. Do not adjust either source system to reconcile. The agent decides whether to clean up CRM or transaction-system records.
6. Report Format
One-page dashboard. PDF or shared Google Doc — confirm agent preference during onboarding.
Layout
[Agent Name] — Business Metrics — [Month YYYY]
Delivered [Date] | Prior month: [Month YYYY]
LEADS
New leads this month: [X] (vs. prior: [±Y], [±Z%]) YTD: [X]
By source:
Zillow: [X] Referral: [X] Facebook paid: [X] ...
Conversion to active pipeline: [X%]
ACTIVE PIPELINE (as of [end of month date])
Buyers: [X] Sellers: [X] Under contract: [X]
Net change this month: +[X] buyers, +[X] sellers, +[X] UC
CLOSED TRANSACTIONS
Count: [X] Volume: $[X] Average: $[X]
YTD: [X] transactions, $[X] volume
GROSS COMMISSION
This month: $[X] YTD: $[X]
Top transactions:
[Address] — [Side] — Sale $[X] — Commission $[X]
[Address] — [Side] — Sale $[X] — Commission $[X]
...
MARKETING
Email: [X] sends, [X%] open, [X%] click
Social reach: FB [X], IG [X], LinkedIn [X]
Paid ads: spend $[X], leads [X], cost-per-lead $[X]
DATABASE
Total: [X] | Added: +[X] | Removed: -[X] | Net: +[X]
NOTES & ANOMALIES
[Any data discrepancies, missing data, notable changes to flag for the agent]
Month-over-month comparison
Every headline number in Leads, Closed Transactions, and Gross Commission includes the prior month for context. Format as raw delta AND percent change. Example: +$42,000 (+18%) or -3 leads (-15%).
Year-to-date totals
Leads, Closed count, Closed volume, and Gross commission carry YTD totals so the agent always sees both the snapshot and the trajectory.
Visual elements
Keep it text-first and readable. A single small chart (line or bar) showing the last 6 months of leads or closings is acceptable if the agent requests it, but not required. Avoid color-coded scorecards or dashboards that require visual literacy — a clean table always wins for skimmability.
7. Delivery
Delivery channel
Per agent preference, confirmed during onboarding:
- Email (most common)
- Shared Google Drive folder (agent pulls on their own schedule)
- Slack / Teams / WhatsApp message with PDF attached
- Combination (e.g., email + Drive archive)
Delivery message template
Subject: [Agent Name] — Business Metrics — [Month YYYY]
Hi [Agent Name] — your [Month] metrics report is attached. Three-line summary:
1. Leads: [X] new leads (vs. [prior]: [±Y%]), top source: [Source]
2. Closings: [X] transactions, $[X] gross commission (YTD: $[X])
3. Anomalies: [One sentence — e.g., "Zillow leads down 30% vs. March — may be worth a check-in on the search presence"; or "Nothing unusual"]
Full one-pager attached. Happy to walk through it any time — the 10-minute monthly review is always available if helpful.
[VA Name]
Monthly review call (optional but recommended)
Offer the agent a 10-minute monthly call to walk through the report. Purpose: surface questions the agent has, discuss any trends the agent wants to investigate, and capture any changes to how the agent wants future reports structured. Not a strategy session — a hand-off check-in.
8. Annual Business Review
At the end of each business year (December), compile the 12 monthly reports into an annual summary.
What goes in the annual review
- 12-month totals for leads, pipeline, closings, gross commission, marketing spend, database growth
- Best and worst months for each category, with brief context
- Year-over-year comparison (vs. the prior year's totals)
- Lead source performance over the full year — which sources produced the most leads, the most closings, and the highest conversion
- Marketing ROI summary — email, social, paid ads: what did the agent spend and what did it generate in attributable leads and transactions
Delivery timing
Annual review for year ending December 31 is delivered by January 10 of the following year. This allows late-December closings to fully record in the transaction system.
Format
Still one-page preferred. If the agent requests a deeper analysis, produce a supplemental 2–4 page document with charts, but always lead with the one-page summary. The agent reads the one-pager; the supplement is for when they want to dig in.
9. Escalation — When to Escalate Immediately
Monthly report production rarely requires escalation, but the following warrant immediate agent contact, not a quiet note in the report:
- Source data is materially broken — CRM has no leads tagged with sources for the month, or the transaction system has no closings recorded and the agent has confirmed closings happened
- Discrepancy across systems exceeds ~10% on a headline metric — e.g., CRM and transaction system disagree on commission by thousands of dollars
- Suspected data loss — contacts missing from the CRM that you recall from prior reports, transactions missing from the transaction system
- Platform access lost — you cannot log in to a required source system
Use this escalation template:
Hi [Agent Name] — data issue on the [Month] report before I send it:
Issue: [One sentence — e.g., "Transaction system shows no closings for April; CRM shows 3. I can't reconcile this without your help."]
What I need: [Specific — e.g., "Can you confirm whether the 3 CRM-tagged closings are real? If so, they may be missing from transaction system."]
Impact on delivery: [e.g., "I can still send a report on time with a clear note; or if you'd prefer, I can delay 1–2 days while we reconcile."]
Let me know how you'd like to proceed.
[VA Name]
If agent is unreachable within 1 business day:
1. Deliver the report on time with the data gap clearly flagged in the Notes & Anomalies section.
2. Log the escalation and the workaround in the monthly metrics file.
3. Follow up with the agent on the discrepancy once they are reachable.
10. Completion Checklist
Data Pull (by day 3)
- ☐ CRM: leads by source, pipeline counts, database size
- ☐ Transaction system: closings, volume, commissions
- ☐ Email platform: campaign stats for the month
- ☐ Social platforms: reach/impressions
- ☐ Paid ads: spend and attribution
- ☐ Any discrepancies flagged in the monthly metrics file
Calculation (by day 4)
- ☐ Conversion rate (leads → active pipeline)
- ☐ Average sale price
- ☐ Month-over-month deltas for every headline number
- ☐ Year-to-date totals
- ☐ Cost per lead for paid ads
Report Draft (by day 4)
- ☐ One-page report drafted per Section 6 format
- ☐ Three-line summary drafted for the delivery message
- ☐ Anomalies and notes drafted
- ☐ Cross-check against prior month's report for format consistency
Delivery (by day 5)
- ☐ Report sent via agent's preferred channel
- ☐ Copy filed in the monthly metrics folder
- ☐ Monthly review call offered in the delivery message
- ☐ Delivery logged in the master report log
11. Tools & Access
| Item | Details |
|---|---|
| CRM | [Confirm during onboarding — Follow Up Boss, kvCORE, Lofty, etc.] |
| Transaction management system | [Confirm during onboarding — Dotloop, SkySlope, Brokermint, etc.] |
| Email platform | [Confirm during onboarding — Mailchimp, ActiveCampaign, Constant Contact, Follow Up Boss native, etc.] |
| Social platform access | [Confirm during onboarding — Meta Business Suite, LinkedIn, YouTube Studio] |
| Paid ad platform | [Confirm during onboarding — Meta Ad Manager, Google Ads, etc.] |
| Monthly metrics folder | [Confirm during onboarding — Google Drive / Dropbox / shared folder with YYYY-MM subfolders] |
| Agent's preferred delivery channel | [Confirm during onboarding — email, shared drive, messaging app] |
| Agent's preferred report format | [Confirm during onboarding — PDF, Google Doc, spreadsheet] |