🏆 PERFORMANCE ANALYSIS: OSUS
15 Months Operation Overview | Comprehensive Real Estate Performance Report
OSUS Period: September 2024 - November 2025 | Complete Sales Data: 529 Confirmed Deals | AED 981M
✓ Data Verified from Odoo Sales Orders | November 21, 2025
⚠️
IMPORTANT: DEAL CONFIRMATION CRITERIA
These numbers represent FULLY CONFIRMED deals only - Not just announced deals
✅ A deal is counted as "CONFIRMED" ONLY when ALL of the following criteria are met:
1️⃣
Leads Register - Deal Processed
Deal has been properly registered and processed in the CRM system
2️⃣
KYC and Documentation Submitted
All Know Your Customer (KYC) documents and required paperwork have been submitted
3️⃣
Booking Form & Payment Received
Signed booking form submitted with 24% deposit (or developer's minimum requirement as specified)
🚫 NOTE: Deals that are only "announced" or "verbally committed" are NOT included in these numbers.
All 529 deals in this report have completed the full confirmation process and meet all three criteria above.
🎯 CONFIRMED SALES ORDERS: 529 Deals | AED 981M in Sales Value | AED 59.5M in Total Commission
📊
Total Confirmed Deals
529
Verified from Odoo Sales Orders
✓ 100% Confirmed
💰
Total Sales Value
AED 981.0M
Across all departments
+78% vs 2024
💎
Total Commission
AED 59.5M
Revenue generated
6.07% average rate
📈
Average Deal Size
AED 1.85M
Per transaction
🎯
Average Commission
AED 112,506
Per deal closed
📅
2025 YTD Performance
354
Deals closed this year
+88% vs same period 2024
💼 Department Performance Overview
Confirmed Sales Orders🏢 Exclusive Sales
Total Deals
369
Sales Value
AED 578,152,825
Commission
AED 39,772,328
Avg Commission/Deal
AED 107,782
2025 Growth
+73% deals
🏛️ Primary Sales
Total Deals
145
Sales Value
AED 377,972,862
Commission
AED 19,216,859
Avg Commission/Deal
AED 132,530
2025 Growth
+172% deals
🏘️ Secondary Sales
Total Deals
10
Sales Value
AED 24,395,000
Commission
AED 497,867
Avg Commission/Deal
AED 49,787
Growth Potential
High 🚀
🏠 Rental Sales
Total Deals
5
Sales Value
AED 439,000
Commission
AED 28,613
Avg Commission/Deal
AED 5,723
Status
New 2025
🏆 Top 10 Performers - Ranked by Deal Count
Company-Wide RankingsThis ranking showcases agents based on the total number of confirmed sales deals closed during the reporting period. High deal count indicates strong pipeline management, consistent client engagement, and effective closing skills.
| Rank | Agent Name | Department | Deals | Sales Value | Commission | Avg Deal Size |
|---|---|---|---|---|---|---|
| 🥇 1 | Wessam Simon | Exclusive | 96 | AED 121,835,172 | AED 9,029,597 | AED 1,269,116 |
| 🥈 2 | Setareh Tofighi | Exclusive | 52 | AED 74,473,563 | AED 6,113,044 | AED 1,432,184 |
| 🥉 3 | Lerbi Legisi | Exclusive | 47 | AED 124,104,552 | AED 6,897,980 | AED 2,640,522 |
| 4 | Hajar Mohammed | Exclusive | 42 | AED 38,733,889 | AED 2,170,757 | AED 922,236 |
| 5 | Mehdi Mofidi | Exclusive | 24 | AED 69,026,729 | AED 4,137,273 | AED 2,876,114 |
| 6 | Hana Taghdis | Primary | 15 | AED 41,786,436 | AED 2,068,229 | AED 2,785,762 |
| 7 | Sina Saeedd | Exclusive | 15 | AED 20,499,371 | AED 2,108,884 | AED 1,366,625 |
| 8 | Claudio Panato | Primary | 13 | AED 44,311,000 | AED 2,092,083 | AED 3,408,538 |
| 9 | Nagwa Sabour Aka Nouji | Exclusive | 12 | AED 13,169,327 | AED 943,432 | AED 1,097,444 |
| 10 | Saad Khan | Primary | 11 | AED 30,680,530 | AED 1,551,928 | AED 2,789,139 |
💰 Top 10 Performers - Ranked by Sales Value
Company-Wide RankingsThis ranking evaluates agents based on the total property sales value they have generated. High sales value demonstrates the ability to handle premium properties, negotiate larger deals, and maximize market impact.
| Rank | Agent Name | Department | Sales Value | Deals | Commission | Avg Deal Size |
|---|---|---|---|---|---|---|
| 🥇 1 | Lerbi Legisi | Exclusive | AED 124,104,552 | 47 | AED 6,897,980 | AED 2,640,522 |
| 🥈 2 | Wessam Simon | Exclusive | AED 121,835,172 | 96 | AED 9,029,597 | AED 1,269,116 |
| 🥉 3 | Setareh Tofighi | Exclusive | AED 74,473,563 | 52 | AED 6,113,044 | AED 1,432,184 |
| 4 | Mehdi Mofidi | Exclusive | AED 69,026,729 | 24 | AED 4,137,273 | AED 2,876,114 |
| 5 | Davide Bonaldo | Primary | AED 52,452,021 | 6 | AED 2,690,542 | AED 8,742,004 |
| 6 | Claudio Panato | Primary | AED 44,311,000 | 13 | AED 2,092,083 | AED 3,408,538 |
| 7 | Hana Taghdis | Primary | AED 41,786,436 | 15 | AED 2,068,229 | AED 2,785,762 |
| 8 | Hajar Mohammed | Exclusive | AED 38,733,889 | 42 | AED 2,170,757 | AED 922,236 |
| 9 | Saad Khan | Primary | AED 30,680,530 | 11 | AED 1,551,928 | AED 2,789,139 |
| 10 | Ali Asghar | Primary | AED 27,421,367 | 6 | AED 1,184,478 | AED 4,570,228 |
💎 Top 10 Performers - Ranked by Commission Revenue
Company-Wide RankingsThis ranking highlights agents based on total commission revenue earned for the company. High commission revenue reflects exceptional value generation, combining both deal volume and quality to maximize company profitability.
| Rank | Agent Name | Department | Commission | Deals | Sales Value | Commission % |
|---|---|---|---|---|---|---|
| 🥇 1 | Wessam Simon | Exclusive | AED 9,029,597 | 96 | AED 121,835,172 | 7.41% |
| 🥈 2 | Lerbi Legisi | Exclusive | AED 6,897,980 | 47 | AED 124,104,552 | 5.56% |
| 🥉 3 | Setareh Tofighi | Exclusive | AED 6,113,044 | 52 | AED 74,473,563 | 8.21% |
| 4 | Mehdi Mofidi | Exclusive | AED 4,137,273 | 24 | AED 69,026,729 | 5.99% |
| 5 | Davide Bonaldo | Primary | AED 2,690,542 | 6 | AED 52,452,021 | 5.13% |
| 6 | Hajar Mohammed | Exclusive | AED 2,170,757 | 42 | AED 38,733,889 | 5.60% |
| 7 | Sina Saeedd | Exclusive | AED 2,108,884 | 15 | AED 20,499,371 | 10.29% |
| 8 | Claudio Panato | Primary | AED 2,092,083 | 13 | AED 44,311,000 | 4.72% |
| 9 | Hana Taghdis | Primary | AED 2,068,229 | 15 | AED 41,786,436 | 4.95% |
| 10 | Saad Khan | Primary | AED 1,551,928 | 11 | AED 30,680,530 | 5.06% |
📊 LEAD ANALYTICS
Complete Lead Generation, Conversion & Pipeline Analysis
📊 Monthly Breakdown of Lead Sources
15 Months Analysis (Sep 2024 - Nov 2025)This analysis tracks lead generation across all marketing channels over the 15-month operational period. Facebook dominates with 56.5% of all leads (16,826), followed by Instagram at 29.4% (8,760 leads). Monthly trends reveal two major spikes in October 2024 (5,525 leads) and October 2025 (3,592 leads), suggesting successful seasonal campaign timing. The baseline performance ranges from 1,300-2,500 leads per month.
| Month | Landing Page | Bayut | Other Sources | Total Leads | |||
|---|---|---|---|---|---|---|---|
| September 2024 | 0 | 0 | 0 | 0 | 0 | 4 | 4 |
| October 2024 | 5,461 | 0 | 47 | 0 | 0 | 17 | 5,525 |
| November 2024 | 648 | 795 | 75 | 0 | 0 | 22 | 1,540 |
| December 2024 | 532 | 797 | 28 | 0 | 0 | 8 | 1,365 |
| January 2025 | 521 | 965 | 31 | 0 | 0 | 10 | 1,527 |
| February 2025 | 523 | 754 | 48 | 18 | 0 | 16 | 1,359 |
| March 2025 | 731 | 618 | 237 | 92 | 0 | 11 | 1,689 |
| April 2025 | 716 | 588 | 94 | 19 | 0 | 23 | 1,440 |
| May 2025 | 1,148 | 797 | 1 | 6 | 0 | 56 | 2,008 |
| June 2025 | 1,689 | 759 | 3 | 9 | 0 | 48 | 2,508 |
| July 2025 | 1,092 | 926 | 95 | 27 | 0 | 85 | 2,225 |
| August 2025 | 1,147 | 723 | 25 | 28 | 88 | 105 | 2,116 |
| September 2025 | 1,417 | 508 | 1 | 15 | 201 | 183 | 2,325 |
| October 2025 | 962 | 382 | 1,498 | 351 | 162 | 237 | 3,592 |
| November 2025 | 239 | 148 | 10 | 38 | 41 | 60 | 536 |
| TOTAL (15 Months) | 16,826 | 8,760 | 2,193 | 603 | 492 | 885 | 29,759 |
📈 Key Marketing Insights:
- Channel Concentration Risk: 56.5% Facebook dependency suggests need for diversification
- Instagram Growth: 29.4% share demonstrates strong secondary channel performance
- WhatsApp Emerging: 7.4% through direct messaging shows promise for personalized engagement
- Traditional Underperformance: Landing Page (2.0%) and Bayut (1.7%) require optimization
- Seasonal Pattern: October campaigns consistently deliver 2-3x baseline lead volume
📊 Total Leads by Source - All Time Performance
29,759 Total Leads
🎯 Complete lead generation analysis across all sources since September 2024
📈
Total Leads Generated
29,759
All sources, all time
🔵
Facebook Dominance
56.5%
16,826 leads from Facebook
🎯
Currently Active
20.2%
6,020 leads in pipeline
✅
Success Rate
0.73%
217 converted to customers
This comprehensive analysis shows all 29,759 leads generated since September 2024, including their current status and conversion performance. Facebook leads with 56.5% (16,826 leads), followed by Instagram at 29.4% (8,760 leads). Key insight: Personal (67% success rate), External Broker (95% success rate), and Referral (78% success rate) show exceptional conversion despite lower volumes.
| Rank | Lead Source | Total Leads | % of Total | Active Pipeline | Success (Customer/Closed) | Success Rate |
|---|---|---|---|---|---|---|
| #1 | 16,826 | 56.5% | 2,401 | 39 | 0.23% | |
| #2 | 8,760 | 29.4% | 1,357 | 14 | 0.16% | |
| #3 | 2,193 | 7.4% | 989 | 2 | 0.09% | |
| #4 | Landing Page | 603 | 2.0% | 466 | 0 | 0.00% |
| #5 | Bayut | 492 | 1.7% | 406 | 3 | 0.61% |
| #6 | Propertyfinder | 370 | 1.2% | 325 | 3 | 0.81% |
| #7 | 158 | 0.5% | 25 | 0 | 0.00% | |
| #8 | Call | 143 | 0.5% | 19 | 57 | 39.86% |
| #9 | Personal | 97 | 0.3% | 13 | 65 | 67.01% |
| #10 | WhatsApp - T2 | 74 | 0.2% | 13 | 0 | 0.00% |
| #11 | External Broker | 21 | 0.1% | 0 | 20 | 95.24% |
| #12 | Referral | 18 | 0.1% | 2 | 14 | 77.78% |
| #13 | Website | 2 | 0.0% | 2 | 0 | 0.00% |
| #14 | CRM form | 1 | 0.0% | 1 | 0 | 0.00% |
| TOTAL ALL SOURCES | 29,759 | 100.0% | 6,020 | 217 | 0.73% | |
🎯 Critical Source Performance Insights:
🚨 Volume Leaders with Low Conversion:
- Facebook: 16,826 leads (56.5%) but only 0.23% success rate
- Instagram: 8,760 leads (29.4%) but only 0.16% success rate
- WhatsApp: 2,193 leads (7.4%) but only 0.09% success rate
- Landing Page: 603 leads (2.0%) but 0.00% success - CRITICAL ISSUE
⚠️ Action Required: These high-volume channels need conversion optimization
✅ High-Quality, Low-Volume Sources:
- External Broker: 21 leads → 95.24% success rate 🏆
- Referral: 18 leads → 77.78% success rate 🥈
- Personal: 97 leads → 67.01% success rate 🥉
- Call: 143 leads → 39.86% success rate
💡 Opportunity: Scale these high-converting channels for better ROI
📊 Strategic Recommendations:
- Optimize Social Media Conversion: Facebook + Instagram = 25,586 leads (86%) but <0.2% success. Implement better qualification and nurturing.
- Scale High-Performers: Invest in External Broker partnerships, Referral programs, and Personal networking - proven 67%+ conversion rates.
- Fix Landing Page: 603 leads with 0% conversion is unacceptable. Review form quality, follow-up process, and lead assignment.
- Channel Diversification: 93.9% dependence on Facebook + Instagram creates risk. Develop alternative channels.
- Pipeline Optimization: 6,020 active leads (20.2%) need systematic conversion improvement to hit targets.
🔥 Active Leads - Comprehensive Analysis
6,020 Active Leads in Pipeline
📊 Active Leads = NEW, ATTEMPT, CONTACTED, HOT, IDLE, OPTIONS SENT (excludes Junk, Unsuccessful, Closed)
🎯
Total Active Leads
6,020
Currently in sales pipeline
📈
Top Stage: ATTEMPT
2,179
36.2% of active pipeline
🔔
NEW Leads
1,844
30.6% awaiting contact
💰
HOT Leads
44
High conversion potential
📅 Monthly Active Leads by Source (Last 12 Months)
Tracking active leads by source reveals which channels generate the most engaged prospects. Facebook leads 39.9% of active pipeline (2,401 leads), followed by Instagram at 22.5% (1,357 leads). October 2025 shows significant spike with 2,322 active leads - highest in the period.
| Month | Landing Page | Bayut | Other Sources | Total Active Leads | |||
|---|---|---|---|---|---|---|---|
| December 2024 | 40 | 75 | 3 | 0 | 0 | 2 | 122 |
| January 2025 | 83 | 99 | 0 | 0 | 0 | 1 | 184 |
| February 2025 | 70 | 81 | 2 | 12 | 0 | 2 | 169 |
| March 2025 | 122 | 52 | 26 | 92 | 0 | 1 | 294 |
| April 2025 | 76 | 50 | 4 | 19 | 0 | 2 | 153 |
| May 2025 | 69 | 82 | 0 | 6 | 0 | 15 | 187 |
| June 2025 | 163 | 85 | 0 | 2 | 0 | 6 | 262 |
| July 2025 | 185 | 151 | 9 | 14 | 0 | 9 | 377 |
| August 2025 | 268 | 146 | 3 | 14 | 60 | 14 | 519 |
| September 2025 | 348 | 142 | 0 | 4 | 163 | 131 | 919 |
| October 2025 | 464 | 182 | 919 | 265 | 146 | 173 | 2,322 |
| November 2025 | 206 | 136 | 10 | 38 | 37 | 40 | 507 |
| TOTAL (Last 12 Months) | 2,094 | 1,281 | 976 | 466 | 406 | 396 | 6,015 |
📊 Monthly Active Leads by Stage (Last 12 Months)
Stage distribution shows pipeline health and conversion readiness. ATTEMPT (36.2%) and NEW (30.6%) dominate, indicating strong top-of-funnel activity. HOT leads remain low at 0.7%, suggesting need for improved qualification and nurturing processes.
| Month | NEW | ATTEMPT | CONTACTED | OPTIONS SENT | HOT | IDLE | Total Active Leads |
|---|---|---|---|---|---|---|---|
| December 2024 | 0 | 30 | 40 | 15 | 5 | 30 | 120 |
| January 2025 | 0 | 101 | 33 | 15 | 4 | 30 | 183 |
| February 2025 | 0 | 91 | 43 | 11 | 5 | 17 | 167 |
| March 2025 | 0 | 124 | 82 | 74 | 0 | 13 | 293 |
| April 2025 | 1 | 72 | 46 | 25 | 2 | 5 | 151 |
| May 2025 | 1 | 72 | 52 | 34 | 3 | 10 | 172 |
| June 2025 | 0 | 90 | 111 | 36 | 5 | 14 | 256 |
| July 2025 | 1 | 198 | 104 | 51 | 0 | 14 | 368 |
| August 2025 | 81 | 229 | 114 | 57 | 4 | 20 | 505 |
| September 2025 | 352 | 210 | 141 | 71 | 4 | 10 | 788 |
| October 2025 | 1,296 | 569 | 207 | 60 | 3 | 14 | 2,149 |
| November 2025 | 112 | 273 | 67 | 13 | 0 | 2 | 467 |
| TOTAL (Last 12 Months) | 1,844 | 2,059 | 1,040 | 462 | 35 | 179 | 5,619 |
🎯 Current Month Active Leads - Source vs Stage Matrix
November 2025 snapshot: 467 active leads across all sources and stages. Facebook (206 leads) and Instagram (136 leads) dominate current activity. Most leads are in ATTEMPT stage (273), requiring immediate follow-up action.
| Lead Source | NEW | ATTEMPT | CONTACTED | OPTIONS SENT | IDLE | Total |
|---|---|---|---|---|---|---|
| 2 | 159 | 36 | 8 | 1 | 206 | |
| 5 | 105 | 24 | 2 | 0 | 136 | |
| Propertyfinder | 35 | 0 | 2 | 1 | 1 | 39 |
| Landing Page | 36 | 2 | 0 | 0 | 0 | 38 |
| Bayut | 33 | 2 | 2 | 0 | 0 | 37 |
| 0 | 5 | 3 | 2 | 0 | 10 | |
| Other Sources | 1 | 0 | 0 | 0 | 0 | 1 |
| TOTAL | 112 | 273 | 67 | 13 | 2 | 467 |
📈 Key Pipeline Insights:
🎯 Stage Distribution Analysis:
- Top of Funnel (67%): NEW (30.6%) + ATTEMPT (36.2%) = 4,023 leads requiring contact
- Mid Funnel (28%): CONTACTED (20.0%) + OPTIONS SENT (8.3%) = 1,704 engaged leads
- Bottom Funnel (5%): HOT (0.7%) + IDLE (4.1%) = 293 leads needing push
📊 Source Performance:
- Facebook (39.9%): Highest volume but requires better conversion
- Instagram (22.5%): Strong secondary channel with good engagement
- WhatsApp (16.4%): Direct channel showing high intent
- Landing Page (7.7%): Needs optimization to increase volume
⚠️ Critical Actions Required:
- ATTEMPT Stage Priority: 2,179 leads in ATTEMPT - implement systematic follow-up campaign
- NEW Lead Assignment: 1,844 new leads awaiting contact - distribute to agents immediately
- HOT Lead Conversion: Only 44 HOT leads (0.7%) - improve qualification criteria
- October Spike Follow-up: 2,322 active leads added in Oct 2025 - ensure timely nurturing
🔄 Active Pipeline Leads - Stage Breakdown
6,020 Active Leads
💡 These are live leads currently being worked in the CRM - NOT confirmed deals
📊
Total Active Pipeline
6,020
Leads currently being worked
🔥
Hot Leads
44
High-interest prospects ready to buy
💎
High-Value Leads
544
HOT + OPTIONS SENT stages (9.0%)
💰
Potential Revenue
AED 201M
Estimated from high-value leads (20% conv.)
Pipeline Stage Distribution
| Stage | Lead Count | % of Pipeline | Definition |
|---|---|---|---|
| ATTEMPT | 2,179 | 36.2% | Agent attempting to make first contact |
| NEW | 1,844 | 30.6% | Fresh lead, not yet contacted by agent |
| CONTACTED | 1,204 | 20.0% | Initial contact made, conversation started |
| OPTIONS SENT | 500 | 8.3% | Property options/proposals sent to prospect |
| IDLE | 249 | 4.1% | Lead temporarily inactive or on hold |
| HOT | 44 | 0.7% | Highly interested prospect, actively looking to buy |
| TOTAL ACTIVE | 6,020 | 100% | All stages combined |
📋 Lead Age Distribution
| 8-30 days (Recent) | 779 (12.9%) |
| 31-90 days (Warm) | 2,807 (46.6%) |
| 91-180 days (Aging) | 990 (16.4%) |
| 180+ days (Stale) | 1,444 (24.0%) |
⚠️ 24% of leads are stale (6+ months old) and need reactivation or archiving
📍 Top Pipeline Sources
| 2,401 (39.9%) | |
| 1,357 (22.5%) | |
| 989 (16.4%) | |
| Landing Page | 466 (7.7%) |
| Bayut | 406 (6.7%) |
💡 Social media (Facebook + Instagram) accounts for 62.4% of active pipeline
🔥 Hot Leads Analysis
TOTAL HOT LEADS
44
Ready to convert immediately
AVERAGE AGE
236 days
⚠️ Follow up within 24-48 hours
TOP SOURCE
Facebook
19 hot leads (43.2%)
Top Agents with Hot Leads:
Samia Khan: 8 hot leads
Davide Bonaldo: 7 hot leads
Adnan Arif: 7 hot leads
Saad Khan: 6 hot leads
Faraaz Arif: 4 hot leads
👥 Agent Assignment Status
ASSIGNED TO AGENTS
5,890
97.8% of pipeline actively managed
UNASSIGNED (CRM SYSTEM)
130
2.2% need agent assignment
🏆 Top 10 Agents by Active Pipeline
| Rank | Agent Name | Active Leads | % of Pipeline |
|---|---|---|---|
| 1 | Faraaz Arif | 1,254 | 21.3% |
| 2 | Adnan Arif | 369 | 6.3% |
| 3 | Ahmed Amer | 267 | 4.5% |
| 4 | Saad Khan | 232 | 3.9% |
| 5 | Maickel Faragalla | 229 | 3.9% |
| 6 | Mehdi Mofidi | 216 | 3.7% |
| 7 | Alisar Al Najdi | 214 | 3.6% |
| 8 | Mohamed Ali Zayani | 201 | 3.4% |
| 9 | Mohammad Yaghmour | 177 | 3.0% |
| 10 | Davide Bonaldo | 162 | 2.8% |
| TOTAL (Top 10) | 3,321 | 56.3% | |
🚨 URGENT: Contact New Leads
- 1. 1,844 NEW leads waiting for first contact
- 2. Target: Contact within 1 hour of receipt
- 3. Implement auto-assignment to available agents
- 4. These are fresh leads with highest conversion potential
⚠️ Reactivate IDLE Leads
- 1. 249 leads in IDLE stage need follow-up
- 2. 1,444 leads are 180+ days old (stale)
- 3. Implement automated reactivation sequences
- 4. Reassign or archive dead leads to clean pipeline
✅ Nurture OPTIONS SENT
- 1. 500 leads have received property proposals
- 2. Schedule follow-up calls within 3-5 days
- 3. Convert to viewings or price negotiations
- 4. High-value stage with 15-25% conversion rate
🎯 Maximize Hot Leads
- 1. 44 hot leads ready to convert now
- 2. Average age 236 days - urgent follow-up needed
- 3. Focus top performers on hot lead conversion
- 4. Potential: 8-11 immediate deals (20-25% conv.)
💰 DEAL ANALYTICS
Complete Deal Performance, Revenue & Conversion Analysis
💰 Closed Deals & Revenue by Source
536 Deals | AED 59.9M Revenue
🏆 Performance analysis of actual closed deals and revenue generated by each lead source
💎
Total Closed Deals
536
Confirmed sales transactions
💰
Total Revenue Generated
AED 59.9M
Commission earned
📊
Average Deal Value
AED 111,801
Per closed transaction
🥇
Top Source
External Broker
50% of all deals (268)
This analysis shows actual closed deals and revenue generated from each lead source since September 2024. External Broker dominates with 268 deals (50%) generating AED 27.8M (46.3%). Key finding: Referral leads generate highest average revenue at AED 164,565 per deal, while Propertyfinder has lowest at AED 5,644.
| Rank | Lead Source | Closed Deals | % of Deals | Total Revenue (AED) | % of Revenue | Avg Revenue/Deal (AED) |
|---|---|---|---|---|---|---|
| #1 | External Broker | 268 | 50.0% | AED 27,768,867 | 46.3% | AED 103,615 |
| #2 | Personal | 93 | 17.4% | AED 10,519,349 | 17.6% | AED 113,111 |
| #3 | 49 | 9.1% | AED 7,402,549 | 12.3% | AED 151,072 | |
| #4 | Referral | 31 | 5.8% | AED 5,101,500 | 8.5% | AED 164,565 |
| #5 | Call | 49 | 9.1% | AED 5,082,155 | 8.5% | AED 103,717 |
| #6 | 16 | 3.0% | AED 1,826,875 | 3.0% | AED 114,180 | |
| #7 | Not Specified | 15 | 2.8% | AED 1,341,812 | 2.2% | AED 89,454 |
| #8 | Business Lead | 5 | 0.9% | AED 420,273 | 0.7% | AED 84,055 |
| #9 | 2 | 0.4% | AED 137,442 | 0.2% | AED 68,721 | |
| #10 | Website | 1 | 0.2% | AED 127,983 | 0.2% | AED 127,983 |
| #11 | CRM Form | 1 | 0.2% | AED 94,784 | 0.2% | AED 94,784 |
| #12 | Bayut | 3 | 0.6% | AED 54,400 | 0.1% | AED 18,133 |
| #13 | Search Engine | 1 | 0.2% | AED 36,203 | 0.1% | AED 36,203 |
| #14 | Propertyfinder | 2 | 0.4% | AED 11,288 | 0.0% | AED 5,644 |
| TOTAL ALL SOURCES | 536 | 100.0% | AED 59,925,478 | 100.0% | AED 111,801 | |
💎 Revenue Performance Insights:
🏆 Volume Champions:
- External Broker: 268 deals (50%) → AED 27.8M (46.3%) - Backbone of business
- Personal: 93 deals (17.4%) → AED 10.5M (17.6%) - Strong second place
- Facebook + Instagram: 65 deals (12.1%) → AED 9.2M (15.4%) - Social media impact
- Call: 49 deals (9.1%) → AED 5.1M (8.5%) - Direct channel effectiveness
💰 Highest Value Per Deal:
- #1 Referral: AED 164,565/deal (31 deals) 🥇
- #2 Facebook: AED 151,072/deal (49 deals) 🥈
- #3 Website: AED 127,983/deal (1 deal) 🥉
- #4 Instagram: AED 114,180/deal (16 deals)
- #5 Personal: AED 113,111/deal (93 deals)
💡 Referrals generate 47% more value per deal than average!
📊 Source Efficiency Analysis (Lead to Deal Conversion):
External Broker:
21 leads → 20 closed (95.24% conversion) 🔥
21 leads → 20 closed (95.24% conversion) 🔥
Referral:
18 leads → 14 closed (77.78% conversion) ⭐
18 leads → 14 closed (77.78% conversion) ⭐
Personal:
97 leads → 65 closed (67.01% conversion) ✨
97 leads → 65 closed (67.01% conversion) ✨
Call:
143 leads → 57 closed (39.86% conversion)
143 leads → 57 closed (39.86% conversion)
Facebook:
16,826 leads → 39 closed (0.23% conversion) ⚠️
16,826 leads → 39 closed (0.23% conversion) ⚠️
Instagram:
8,760 leads → 14 closed (0.16% conversion) ⚠️
8,760 leads → 14 closed (0.16% conversion) ⚠️
🎯 Strategic Revenue Optimization:
- Strengthen External Broker Relationships: 50% of deals, 46% of revenue - absolutely critical partnership
- Scale Referral Program: Highest avg deal value (AED 164K) with 78% conversion - massive opportunity
- Optimize Personal Networking: 93 deals with 67% conversion - invest in agent networking capabilities
- Fix Social Media ROI: 25,586 leads but only 0.2% conversion - need qualification improvements
- Improve Facebook Deal Quality: Despite low conversion, AED 151K avg deal value shows potential with better targeting
📊 Year-over-Year Performance
2024 vs 2025| Department | 2024 Deals | 2024 Sales (AED) | 2025 Deals | 2025 Sales (AED) | Growth % |
|---|---|---|---|---|---|
| Exclusive Sales | 135 | 192,940,260 | 234 | 385,212,564 | +73% |
| Primary Sales | 39 | 90,231,413 | 106 | 287,741,449 | +172% |
| Secondary Sales | 1 | 11,100,000 | 9 | 13,295,000 | +800% |
| Rental Sales | 0 | 0 | 5 | 439,000 | NEW |
| TOTAL | 175 | 294,271,673 | 354 | 686,688,013 | +133% |
📈 Monthly Performance Trends (2024-2025)
Complete Period CoverageMonthly Breakdown - All Departments (2024-2025)
| Month | Exclusive | Primary | Secondary | Rental | Total Deals | Total Sales (AED) |
|---|---|---|---|---|---|---|
| 2024 FULL YEAR | 135 | 39 | 1 | 0 | 175 | AED 294,271,673 |
| Jan-2025 | 20 | 15 | 1 | - | 36 | AED 63,644,015 |
| Feb-2025 | 14 | 9 | 2 | - | 25 | AED 74,320,045 |
| Mar-2025 | 17 | 7 | - | - | 24 | AED 104,343,530 |
| Apr-2025 | 44 | 7 | - | - | 51 | AED 78,343,647 |
| May-2025 | 38 | 21 | - | - | 59 | AED 93,705,711 |
| Jun-2025 | 26 | 13 | - | - | 39 | AED 44,842,518 |
| Jul-2025 | 27 | 5 | - | - | 32 | AED 57,590,716 |
| Aug-2025 | 28 | 11 | 3 | 1 | 43 | AED 88,683,712 |
| Sep-2025 | 12 | 12 | - | 3 | 27 | AED 46,572,561 |
| Oct-2025 | 7 | 6 | 3 | 1 | 17 | AED 32,842,118 |
| Nov-2025 | 1 | - | - | - | 1 | AED 1,799,442 |
| TOTAL 2025 | 234 | 106 | 9 | 5 | 354 | AED 686,688,015 |
| 🏆 GRAND TOTAL (2024 + 2025) | 369 | 145 | 10 | 5 | 529 | AED 980,959,688 |
💎 Commission Revenue Analysis
Total: AED 59.5M✅ Highest Commission Rate
Secondary Sales: AED 49,787 average per deal
Despite lower volume, maintains highest commission rate at approximately 2.04%
✅ Highest Volume Revenue
Exclusive Sales: AED 39,772,328 total commission
Contributes 66.8% of total commission revenue through volume
📊 Balanced Performance
Primary Sales: AED 132,530 average per deal
Maintains strong average commission with consistent deal flow
⚠️ Growth Opportunity
Rental Sales: New revenue stream in 2025
5 deals closed - significant expansion potential
Commission Distribution
Exclusive Sales
AED 39.8M
66.8%
Primary Sales
AED 19.2M
32.3%
Secondary Sales
AED 498K
0.8%
💡 Critical Insights & Strategic Analysis
Executive Summary🎯 Outstanding Growth Performance
- 1. 133% YoY growth in total deals (175 → 354)
- 2. Primary Sales exploded with +172% growth
- 3. AED 981M in total sales value achieved
- 4. Q3 2025 momentum carrying into Q4
💰 Revenue Diversification
- 1. 4 revenue streams operating successfully
- 2. Rental sales launched successfully in 2025
- 3. Balanced portfolio reduces dependency risk
- 4. AED 59.5M in total commission revenue
⚡ Q4 Performance Alert
- 1. November slowdown detected (1 Exclusive deal only)
- 2. October showed 16 deals vs 40 in September
- 3. Seasonal trend or operational issue?
- 4. Action required to maintain momentum
📊 Department Health
- 1. Exclusive: Stable - 369 deals, strong volume
- 2. Primary: Growing - 145 deals, highest growth
- 3. Secondary: Emerging - 10 deals, high potential
- 4. Rental: New - 5 deals, testing phase
🎯 Strategic Recommendations
Priority Actions🚨 IMMEDIATE ACTION REQUIRED
Investigate November Performance Drop:
- 1. Only 1 deal closed in November (Exclusive dept) vs 16 in October
- 2. Identify if issue is seasonal, operational, or market-related
- 3. Implement recovery plan for December to meet year-end targets
- 4. Review pipeline and accelerate conversions
✅ Capitalize on Growth Momentum
- 1. Primary Sales growing at 172% - allocate more resources
- 2. Replicate Primary's success model across other departments
- 3. Identify and scale what's working in Q3 performance
📈 Expand Secondary & Rental
- 1. Secondary has highest commission rate - focus marketing
- 2. Rental is new - test, learn, and scale systematically
- 3. Both have 10x+ growth potential with proper investment
💎 Maintain Exclusive Excellence
- 1. 369 deals prove model works - don't fix what's not broken
- 2. Focus on average deal value improvement
- 3. Ensure November drop doesn't become a trend
🎯 Set 2026 Targets
- 1. Target: 500+ deals (from 354 in 2025)
- 2. Target: AED 1.2B+ in sales value
- 3. Target: AED 75M+ in commission revenue
- 4. Requires 41% growth - achievable based on 2025 trends
🌍 Language Demographics Analysis
66 Languages Tracked
📊 Understanding language preferences helps optimize agent assignments and marketing content
🗣️
Total Languages
66
Diverse multilingual customer base
🇬🇧
English Speakers
10,086
33.9% of all leads
❓
Missing Language Data
18,144
61.0% - Data collection issue
🏆
Best Quality: Russian
51.5%
Active lead rate (291 total leads)
Top 15 Languages by Volume
| Rank | Language | Lead Count | % of Total | Active Rate |
|---|---|---|---|---|
| 1 | Not Specify | 18,144 | 61.0% | 15.5% |
| 2 | English | 10,086 | 33.9% | 27.4% |
| 3 | Arabic | 437 | 1.5% | 17.6% |
| 4 | Russian | 291 | 1.0% | 51.5% ⭐ |
| 5 | English, Arabic | 187 | 0.6% | 26.2% |
| 6 | English, Hindi | 131 | 0.4% | 9.9% |
| 7 | Arabic, English | 69 | 0.2% | 20.3% |
| 8 | English, Urdu | 55 | 0.2% | 12.7% |
| 9 | French | 43 | 0.1% | 27.9% |
| 10 | Urdu | 31 | 0.1% | 16.1% |
| 11 | Spanish | 28 | 0.1% | N/A |
| 12 | Italian | 26 | 0.1% | N/A |
| 13 | English, German | 23 | 0.1% | N/A |
| 14 | Portuguese | 23 | 0.1% | N/A |
| 15 | Hindi | 19 | 0.1% | N/A |
| TOTAL (Top 15) | 29,592 | 99.4% | - | |
✅ Russian Leads - Highest Quality
- 1. 51.5% active rate (vs 27.4% English)
- 2. 291 total leads with 150 active
- 3. Hire Russian-speaking agents
- 4. Create Russian marketing materials
🚨 Fix Language Data Collection
- 1. 61% of leads missing language data
- 2. Only 15.5% of "Not Specify" are active
- 3. Implement mandatory language field
- 4. Train intake team on data collection
🎯 English Market Dominance
- 1. 10,086 English speakers (33.9%)
- 2. 27.4% active rate - room for improvement
- 3. Focus on English content quality
- 4. Largest addressable market segment
💡 Multilingual Opportunity
- 1. 66 languages = diverse market
- 2. Arabic: 437 leads (1.5%) - underdeveloped
- 3. French, Spanish, Italian potential
- 4. Match agents to language demographics
🌎 Country/Nationality Analysis
Critical Data Gap🚨
CRITICAL DATA QUALITY ISSUE
99.9% of leads are missing country/nationality data
Only 29 leads out of 29,768 have country information recorded
MISSING DATA
29,739
99.9% marked as "Not Specify"
VALID DATA
29
0.1% with country recorded
Top Countries (From Available Data)
| # | Country | Lead Count | Active Rate |
|---|---|---|---|
| 1 | United Arab Emirates | 9 | 66.7% |
| 2 | India | 3 | 66.7% |
| 3 | Italy | 3 | 33.3% |
| 4 | Canada | 2 | 100.0% |
| 5 | Turkey | 2 | 50.0% |
| 6 | Other Countries (11) | 10 | Varied |
| TOTAL | 29 | - | |
🚨 IMMEDIATE ACTION REQUIRED
- 1. Make country field mandatory in CRM
- 2. Implement dropdown selection (no free text)
- 3. Train all agents on data collection
- 4. Backfill missing data for active leads
📊 Business Impact
- 1. Cannot segment marketing by nationality
- 2. Unable to identify high-value markets
- 3. Missing compliance/regulatory insights
- 4. Cannot optimize agent assignments
🏷️ CRM Tags & Campaign Analysis
23 Active Tags
🎯 Tags identify lead sources, campaigns, and property interests - Use to optimize marketing ROI
🏷️
Total CRM Tags
23
Campaign & source identifiers
⭐
Best Tag: Roadshow, Portuguese
97.7%
Active rate (86 leads)
❌
Worst Tags
0.0%
LaMer Elie Saab, Sobha Siniyah
❓
Untagged Leads
6,382
21.4% missing tags
Top 15 CRM Tags by Performance
| Rank | Tag/Campaign | Total Leads | Active Leads | Hot Leads | Quality Rate |
|---|---|---|---|---|---|
| 1 | Biltmote, Exclusive | 126 | 126 | 0 | 100.0% ⭐ |
| 2 | Roadshow, Portuguese | 86 | 84 | 0 | 97.7% ⭐ |
| 3 | , Taiyo | 205 | 173 | 0 | 84.4% |
| 4 | Taiyo | 199 | 97 | 0 | 48.7% |
| 5 | , Biltmote | 498 | 161 | 0 | 32.3% |
| 6 | SPECIAL | 6,062 | 1,735 | 5 | 28.6% |
| 7 | , LaBoutique | 213 | 46 | 0 | 21.6% |
| 8 | Expo GCC | 500 | 91 | 0 | 18.2% |
| 9 | Biltmote | 1,819 | 325 | 0 | 17.9% |
| 10 | English | 12,395 | 1,710 | 19 | 13.8% |
| 11 | LaMer Elie Saab | 98 | 10 | 0 | 10.2% |
| 12 | Russian | 81 | 4 | 0 | 4.9% |
| 13 | LaBoutique | 612 | 9 | 1 | 1.5% |
| 14 | , LaMer Elie Saab | 154 | 0 | 0 | 0.0% ❌ |
| 15 | , Sobha Siniyah | 92 | 0 | 0 | 0.0% ❌ |
| TOTAL (Top 15) | 23,140 | 4,571 | 25 | - | |
✅ Scale High-Performers
- 1. Biltmote Exclusive: 100% quality (126 leads)
- 2. Portuguese Roadshow: 97.7% quality (86 leads)
- 3. Taiyo campaigns: 48-84% quality
- 4. Invest more in these proven campaigns
🚨 Stop Underperformers
- 1. LaMer Elie Saab: 0% active (154 leads wasted)
- 2. Sobha Siniyah: 0% active (92 leads wasted)
- 3. Total waste: 246 leads with 0 results
- 4. Cancel or completely redesign these campaigns
📊 Large Volume Tags
- 1. English tag: 12,395 leads (13.8% quality)
- 2. SPECIAL: 6,062 leads (28.6% quality)
- 3. Biltmote: 1,819 leads (17.9% quality)
- 4. Optimize these for maximum impact
💡 Tagging Best Practices
- 21.4% of leads untagged - fix intake process
- Standardize tag naming conventions
- Track ROI per campaign tag
- Eliminate redundant tags
🏢 External Broker Rankings
119 Partner Brokers
🤝 External brokers contribute 369 deals (69.8% of total) - Strategic partnerships critical to success
🏢
Total Partner Brokers
119
Active external agencies
📊
Broker Deals
369
69.8% of all confirmed deals
💰
Broker Sales Value
AED 578M
58.9% of total sales value
💎
Commission Paid
AED 39.8M
66.8% of total commission
Broker Performance Tiers
🏆
Tier 1: 10+ Deals
4
Strategic Partners
191 deals | AED 337M
🥈
Tier 2: 5-9 Deals
4
Growing Partners
24 deals | AED 29.5M
🥉
Tier 3: 2-4 Deals
27
Regular Partners
70 deals | AED 95.4M
📌
Tier 4: 1 Deal
84
One-Time Partners
84 deals | AED 116.3M
Top 20 Brokers by Sales Value
| Rank | Broker Name | Deals | Sales Value | Commission |
|---|---|---|---|---|
| 1 | Internal/Direct Sales | 131 | AED 263,009,739 | AED 15,577,766 |
| 2 | ATILLA ZORLU | 14 | AED 35,341,015 | AED 2,597,565 |
| 3 | ON PLAN REAL ESTATE LLC | 33 | AED 24,223,100 | AED 1,704,445 |
| 4 | CLASSIC HOME REAL ESTATE | 13 | AED 14,452,805 | AED 1,207,604 |
| 5 | NOVVI PROPERTIES | 4 | AED 12,381,123 | AED 569,517 |
| 6 | THRIVESTATE REAL ESTATE | 7 | AED 9,757,595 | AED 920,536 |
| 7 | GENESIS REAL ESTATE BORKERAGE LLC | 4 | AED 8,842,371 | AED 740,000 |
| 8 | AX CAPITAL REAL ESTATE BROKER LLC | 3 | AED 8,361,207 | AED 526,756 |
| 9 | F A M REAL ESTATE BROKER LLC | 1 | AED 7,649,167 | AED 803,163 |
| 10 | FIGURE PROPERTIES | 7 | AED 6,945,494 | AED 537,154 |
| 11 | MIDGARD PROPERTIES | 5 | AED 6,933,504 | AED 582,414 |
| 12 | PROPERTY JUNCTION INTERNATIONAL | 5 | AED 5,830,250 | AED 492,849 |
| 13 | PSI REAL ESTATE LLC | 3 | AED 5,727,492 | AED 408,173 |
| 14 | TURYAP PROPERTIES | 2 | AED 4,242,371 | AED 311,814 |
| 15 | AX CAPITAL REAL ESTATE | 3 | AED 3,885,823 | AED 294,730 |
| 16 | DDA REAL ESTATE | 2 | AED 3,686,730 | AED 280,566 |
| 17 | ASTRO PROPERTIES | 3 | AED 3,534,750 | AED 296,919 |
| 18 | LEADERS FORT REAL ESTATE | 4 | AED 3,511,000 | AED 243,212 |
| 19 | NOVA CAPITAL REAL ESTATE | 1 | AED 3,493,746 | AED 220,106 |
| 20 | DDA PROPERTIES | 1 | AED 3,306,700 | AED 2,778 |
| TOTAL (Top 20) | 251 | AED 457,115,681 | AED 32,050,545 | |
🏆 Focus on Tier 1 Partners
- 1. 4 brokers = 191 deals (51.8% of broker volume)
- 2. ON PLAN (33 deals), ATILLA ZORLU (14), CLASSIC HOME (13)
- 3. Provide VIP support & exclusive listings
- 4. Lock in exclusive partnerships
📈 Develop Tier 2-3 Brokers
- 1. 31 brokers in growth stage (94 deals)
- 2. Potential to move up to Tier 1
- 3. Provide training and better inventory access
- 4. Regular check-ins and relationship management
🔄 Tier 4 Opportunity
- 1. 84 one-time brokers = AED 116.3M
- 2. Convert to repeat partners
- 3. Implement broker loyalty program
- 4. Average deal size: AED 1.38M
⚡ Strategic Priorities
- 1. 70% of deals come through brokers
- 2. Protect top broker relationships
- 3. Create broker onboarding program
- 4. Implement broker CRM system
Report Generated: November 21, 2025 at 08:27 AM
Real Estate Agency | C-Level Executive Report | Confirmed Sales Orders
✅ Data Verified from Odoo
📊 529 Confirmed Deals
💰 AED 981M Sales Value
📈 133% YoY Growth
All figures confirmed from Odoo Sales Order system. Report based on actual closed deals, not projections.
🏆 PERFORMANCE ANALYSIS: OSUS
15 Months Operation Overview | Comprehensive Real Estate Performance Report
OSUS Period: September 2024 - November 2025 | Complete Sales Data: 529 Confirmed Deals | AED 981M
✓ Data Verified from Odoo Sales Orders | November 21, 2025
⚠️
IMPORTANT: DEAL CONFIRMATION CRITERIA
These numbers represent FULLY CONFIRMED deals only - Not just announced deals
✅ A deal is counted as "CONFIRMED" ONLY when ALL of the following criteria are met:
1️⃣
Leads Register - Deal Processed
Deal has been properly registered and processed in the CRM system
2️⃣
KYC and Documentation Submitted
All Know Your Customer (KYC) documents and required paperwork have been submitted
3️⃣
Booking Form & Payment Received
Signed booking form submitted with 24% deposit (or developer's minimum requirement as specified)
🚫 NOTE: Deals that are only "announced" or "verbally committed" are NOT included in these numbers.
All 529 deals in this report have completed the full confirmation process and meet all three criteria above.
🎯 CONFIRMED SALES ORDERS: 529 Deals | AED 981M in Sales Value | AED 59.5M in Total Commission
📊
Total Confirmed Deals
529
Verified from Odoo Sales Orders
✓ 100% Confirmed
💰
Total Sales Value
AED 981.0M
Across all departments
+78% vs 2024
💎
Total Commission
AED 59.5M
Revenue generated
6.07% average rate
📈
Average Deal Size
AED 1.85M
Per transaction
🎯
Average Commission
AED 112,506
Per deal closed
📅
2025 YTD Performance
354
Deals closed this year
+88% vs same period 2024
💼 Department Performance Overview
Confirmed Sales Orders🏢 Exclusive Sales
Total Deals
369
Sales Value
AED 578,152,825
Commission
AED 39,772,328
Avg Commission/Deal
AED 107,782
2025 Growth
+73% deals
🏛️ Primary Sales
Total Deals
145
Sales Value
AED 377,972,862
Commission
AED 19,216,859
Avg Commission/Deal
AED 132,530
2025 Growth
+172% deals
🏘️ Secondary Sales
Total Deals
10
Sales Value
AED 24,395,000
Commission
AED 497,867
Avg Commission/Deal
AED 49,787
Growth Potential
High 🚀
🏠 Rental Sales
Total Deals
5
Sales Value
AED 439,000
Commission
AED 28,613
Avg Commission/Deal
AED 5,723
Status
New 2025
🏆 Top 10 Performers - Ranked by Deal Count
Company-Wide RankingsThis ranking showcases agents based on the total number of confirmed sales deals closed during the reporting period. High deal count indicates strong pipeline management, consistent client engagement, and effective closing skills.
| Rank | Agent Name | Department | Deals | Sales Value | Commission | Avg Deal Size |
|---|---|---|---|---|---|---|
| 🥇 1 | Wessam Simon | Exclusive | 96 | AED 121,835,172 | AED 9,029,597 | AED 1,269,116 |
| 🥈 2 | Setareh Tofighi | Exclusive | 52 | AED 74,473,563 | AED 6,113,044 | AED 1,432,184 |
| 🥉 3 | Lerbi Legisi | Exclusive | 47 | AED 124,104,552 | AED 6,897,980 | AED 2,640,522 |
| 4 | Hajar Mohammed | Exclusive | 42 | AED 38,733,889 | AED 2,170,757 | AED 922,236 |
| 5 | Mehdi Mofidi | Exclusive | 24 | AED 69,026,729 | AED 4,137,273 | AED 2,876,114 |
| 6 | Hana Taghdis | Primary | 15 | AED 41,786,436 | AED 2,068,229 | AED 2,785,762 |
| 7 | Sina Saeedd | Exclusive | 15 | AED 20,499,371 | AED 2,108,884 | AED 1,366,625 |
| 8 | Claudio Panato | Primary | 13 | AED 44,311,000 | AED 2,092,083 | AED 3,408,538 |
| 9 | Nagwa Sabour Aka Nouji | Exclusive | 12 | AED 13,169,327 | AED 943,432 | AED 1,097,444 |
| 10 | Saad Khan | Primary | 11 | AED 30,680,530 | AED 1,551,928 | AED 2,789,139 |
💰 Top 10 Performers - Ranked by Sales Value
Company-Wide RankingsThis ranking evaluates agents based on the total property sales value they have generated. High sales value demonstrates the ability to handle premium properties, negotiate larger deals, and maximize market impact.
| Rank | Agent Name | Department | Sales Value | Deals | Commission | Avg Deal Size |
|---|---|---|---|---|---|---|
| 🥇 1 | Lerbi Legisi | Exclusive | AED 124,104,552 | 47 | AED 6,897,980 | AED 2,640,522 |
| 🥈 2 | Wessam Simon | Exclusive | AED 121,835,172 | 96 | AED 9,029,597 | AED 1,269,116 |
| 🥉 3 | Setareh Tofighi | Exclusive | AED 74,473,563 | 52 | AED 6,113,044 | AED 1,432,184 |
| 4 | Mehdi Mofidi | Exclusive | AED 69,026,729 | 24 | AED 4,137,273 | AED 2,876,114 |
| 5 | Davide Bonaldo | Primary | AED 52,452,021 | 6 | AED 2,690,542 | AED 8,742,004 |
| 6 | Claudio Panato | Primary | AED 44,311,000 | 13 | AED 2,092,083 | AED 3,408,538 |
| 7 | Hana Taghdis | Primary | AED 41,786,436 | 15 | AED 2,068,229 | AED 2,785,762 |
| 8 | Hajar Mohammed | Exclusive | AED 38,733,889 | 42 | AED 2,170,757 | AED 922,236 |
| 9 | Saad Khan | Primary | AED 30,680,530 | 11 | AED 1,551,928 | AED 2,789,139 |
| 10 | Ali Asghar | Primary | AED 27,421,367 | 6 | AED 1,184,478 | AED 4,570,228 |
💎 Top 10 Performers - Ranked by Commission Revenue
Company-Wide RankingsThis ranking highlights agents based on total commission revenue earned for the company. High commission revenue reflects exceptional value generation, combining both deal volume and quality to maximize company profitability.
| Rank | Agent Name | Department | Commission | Deals | Sales Value | Commission % |
|---|---|---|---|---|---|---|
| 🥇 1 | Wessam Simon | Exclusive | AED 9,029,597 | 96 | AED 121,835,172 | 7.41% |
| 🥈 2 | Lerbi Legisi | Exclusive | AED 6,897,980 | 47 | AED 124,104,552 | 5.56% |
| 🥉 3 | Setareh Tofighi | Exclusive | AED 6,113,044 | 52 | AED 74,473,563 | 8.21% |
| 4 | Mehdi Mofidi | Exclusive | AED 4,137,273 | 24 | AED 69,026,729 | 5.99% |
| 5 | Davide Bonaldo | Primary | AED 2,690,542 | 6 | AED 52,452,021 | 5.13% |
| 6 | Hajar Mohammed | Exclusive | AED 2,170,757 | 42 | AED 38,733,889 | 5.60% |
| 7 | Sina Saeedd | Exclusive | AED 2,108,884 | 15 | AED 20,499,371 | 10.29% |
| 8 | Claudio Panato | Primary | AED 2,092,083 | 13 | AED 44,311,000 | 4.72% |
| 9 | Hana Taghdis | Primary | AED 2,068,229 | 15 | AED 41,786,436 | 4.95% |
| 10 | Saad Khan | Primary | AED 1,551,928 | 11 | AED 30,680,530 | 5.06% |
📊 LEAD ANALYTICS
Complete Lead Generation, Conversion & Pipeline Analysis
📊 Monthly Breakdown of Lead Sources
15 Months Analysis (Sep 2024 - Nov 2025)This analysis tracks lead generation across all marketing channels over the 15-month operational period. Facebook dominates with 56.5% of all leads (16,826), followed by Instagram at 29.4% (8,760 leads). Monthly trends reveal two major spikes in October 2024 (5,525 leads) and October 2025 (3,592 leads), suggesting successful seasonal campaign timing. The baseline performance ranges from 1,300-2,500 leads per month.
| Month | Landing Page | Bayut | Other Sources | Total Leads | |||
|---|---|---|---|---|---|---|---|
| September 2024 | 0 | 0 | 0 | 0 | 0 | 4 | 4 |
| October 2024 | 5,461 | 0 | 47 | 0 | 0 | 17 | 5,525 |
| November 2024 | 648 | 795 | 75 | 0 | 0 | 22 | 1,540 |
| December 2024 | 532 | 797 | 28 | 0 | 0 | 8 | 1,365 |
| January 2025 | 521 | 965 | 31 | 0 | 0 | 10 | 1,527 |
| February 2025 | 523 | 754 | 48 | 18 | 0 | 16 | 1,359 |
| March 2025 | 731 | 618 | 237 | 92 | 0 | 11 | 1,689 |
| April 2025 | 716 | 588 | 94 | 19 | 0 | 23 | 1,440 |
| May 2025 | 1,148 | 797 | 1 | 6 | 0 | 56 | 2,008 |
| June 2025 | 1,689 | 759 | 3 | 9 | 0 | 48 | 2,508 |
| July 2025 | 1,092 | 926 | 95 | 27 | 0 | 85 | 2,225 |
| August 2025 | 1,147 | 723 | 25 | 28 | 88 | 105 | 2,116 |
| September 2025 | 1,417 | 508 | 1 | 15 | 201 | 183 | 2,325 |
| October 2025 | 962 | 382 | 1,498 | 351 | 162 | 237 | 3,592 |
| November 2025 | 239 | 148 | 10 | 38 | 41 | 60 | 536 |
| TOTAL (15 Months) | 16,826 | 8,760 | 2,193 | 603 | 492 | 885 | 29,759 |
📈 Key Marketing Insights:
- Channel Concentration Risk: 56.5% Facebook dependency suggests need for diversification
- Instagram Growth: 29.4% share demonstrates strong secondary channel performance
- WhatsApp Emerging: 7.4% through direct messaging shows promise for personalized engagement
- Traditional Underperformance: Landing Page (2.0%) and Bayut (1.7%) require optimization
- Seasonal Pattern: October campaigns consistently deliver 2-3x baseline lead volume
📊 Total Leads by Source - All Time Performance
29,759 Total Leads
🎯 Complete lead generation analysis across all sources since September 2024
📈
Total Leads Generated
29,759
All sources, all time
🔵
Facebook Dominance
56.5%
16,826 leads from Facebook
🎯
Currently Active
20.2%
6,020 leads in pipeline
✅
Success Rate
0.73%
217 converted to customers
This comprehensive analysis shows all 29,759 leads generated since September 2024, including their current status and conversion performance. Facebook leads with 56.5% (16,826 leads), followed by Instagram at 29.4% (8,760 leads). Key insight: Personal (67% success rate), External Broker (95% success rate), and Referral (78% success rate) show exceptional conversion despite lower volumes.
| Rank | Lead Source | Total Leads | % of Total | Active Pipeline | Success (Customer/Closed) | Success Rate |
|---|---|---|---|---|---|---|
| #1 | 16,826 | 56.5% | 2,401 | 39 | 0.23% | |
| #2 | 8,760 | 29.4% | 1,357 | 14 | 0.16% | |
| #3 | 2,193 | 7.4% | 989 | 2 | 0.09% | |
| #4 | Landing Page | 603 | 2.0% | 466 | 0 | 0.00% |
| #5 | Bayut | 492 | 1.7% | 406 | 3 | 0.61% |
| #6 | Propertyfinder | 370 | 1.2% | 325 | 3 | 0.81% |
| #7 | 158 | 0.5% | 25 | 0 | 0.00% | |
| #8 | Call | 143 | 0.5% | 19 | 57 | 39.86% |
| #9 | Personal | 97 | 0.3% | 13 | 65 | 67.01% |
| #10 | WhatsApp - T2 | 74 | 0.2% | 13 | 0 | 0.00% |
| #11 | External Broker | 21 | 0.1% | 0 | 20 | 95.24% |
| #12 | Referral | 18 | 0.1% | 2 | 14 | 77.78% |
| #13 | Website | 2 | 0.0% | 2 | 0 | 0.00% |
| #14 | CRM form | 1 | 0.0% | 1 | 0 | 0.00% |
| TOTAL ALL SOURCES | 29,759 | 100.0% | 6,020 | 217 | 0.73% | |
🎯 Critical Source Performance Insights:
🚨 Volume Leaders with Low Conversion:
- Facebook: 16,826 leads (56.5%) but only 0.23% success rate
- Instagram: 8,760 leads (29.4%) but only 0.16% success rate
- WhatsApp: 2,193 leads (7.4%) but only 0.09% success rate
- Landing Page: 603 leads (2.0%) but 0.00% success - CRITICAL ISSUE
⚠️ Action Required: These high-volume channels need conversion optimization
✅ High-Quality, Low-Volume Sources:
- External Broker: 21 leads → 95.24% success rate 🏆
- Referral: 18 leads → 77.78% success rate 🥈
- Personal: 97 leads → 67.01% success rate 🥉
- Call: 143 leads → 39.86% success rate
💡 Opportunity: Scale these high-converting channels for better ROI
📊 Strategic Recommendations:
- Optimize Social Media Conversion: Facebook + Instagram = 25,586 leads (86%) but <0.2% success. Implement better qualification and nurturing.
- Scale High-Performers: Invest in External Broker partnerships, Referral programs, and Personal networking - proven 67%+ conversion rates.
- Fix Landing Page: 603 leads with 0% conversion is unacceptable. Review form quality, follow-up process, and lead assignment.
- Channel Diversification: 93.9% dependence on Facebook + Instagram creates risk. Develop alternative channels.
- Pipeline Optimization: 6,020 active leads (20.2%) need systematic conversion improvement to hit targets.
🔥 Active Leads - Comprehensive Analysis
6,020 Active Leads in Pipeline
📊 Active Leads = NEW, ATTEMPT, CONTACTED, HOT, IDLE, OPTIONS SENT (excludes Junk, Unsuccessful, Closed)
🎯
Total Active Leads
6,020
Currently in sales pipeline
📈
Top Stage: ATTEMPT
2,179
36.2% of active pipeline
🔔
NEW Leads
1,844
30.6% awaiting contact
💰
HOT Leads
44
High conversion potential
📅 Monthly Active Leads by Source (Last 12 Months)
Tracking active leads by source reveals which channels generate the most engaged prospects. Facebook leads 39.9% of active pipeline (2,401 leads), followed by Instagram at 22.5% (1,357 leads). October 2025 shows significant spike with 2,322 active leads - highest in the period.
| Month | Landing Page | Bayut | Other Sources | Total Active Leads | |||
|---|---|---|---|---|---|---|---|
| December 2024 | 40 | 75 | 3 | 0 | 0 | 2 | 122 |
| January 2025 | 83 | 99 | 0 | 0 | 0 | 1 | 184 |
| February 2025 | 70 | 81 | 2 | 12 | 0 | 2 | 169 |
| March 2025 | 122 | 52 | 26 | 92 | 0 | 1 | 294 |
| April 2025 | 76 | 50 | 4 | 19 | 0 | 2 | 153 |
| May 2025 | 69 | 82 | 0 | 6 | 0 | 15 | 187 |
| June 2025 | 163 | 85 | 0 | 2 | 0 | 6 | 262 |
| July 2025 | 185 | 151 | 9 | 14 | 0 | 9 | 377 |
| August 2025 | 268 | 146 | 3 | 14 | 60 | 14 | 519 |
| September 2025 | 348 | 142 | 0 | 4 | 163 | 131 | 919 |
| October 2025 | 464 | 182 | 919 | 265 | 146 | 173 | 2,322 |
| November 2025 | 206 | 136 | 10 | 38 | 37 | 40 | 507 |
| TOTAL (Last 12 Months) | 2,094 | 1,281 | 976 | 466 | 406 | 396 | 6,015 |
📊 Monthly Active Leads by Stage (Last 12 Months)
Stage distribution shows pipeline health and conversion readiness. ATTEMPT (36.2%) and NEW (30.6%) dominate, indicating strong top-of-funnel activity. HOT leads remain low at 0.7%, suggesting need for improved qualification and nurturing processes.
| Month | NEW | ATTEMPT | CONTACTED | OPTIONS SENT | HOT | IDLE | Total Active Leads |
|---|---|---|---|---|---|---|---|
| December 2024 | 0 | 30 | 40 | 15 | 5 | 30 | 120 |
| January 2025 | 0 | 101 | 33 | 15 | 4 | 30 | 183 |
| February 2025 | 0 | 91 | 43 | 11 | 5 | 17 | 167 |
| March 2025 | 0 | 124 | 82 | 74 | 0 | 13 | 293 |
| April 2025 | 1 | 72 | 46 | 25 | 2 | 5 | 151 |
| May 2025 | 1 | 72 | 52 | 34 | 3 | 10 | 172 |
| June 2025 | 0 | 90 | 111 | 36 | 5 | 14 | 256 |
| July 2025 | 1 | 198 | 104 | 51 | 0 | 14 | 368 |
| August 2025 | 81 | 229 | 114 | 57 | 4 | 20 | 505 |
| September 2025 | 352 | 210 | 141 | 71 | 4 | 10 | 788 |
| October 2025 | 1,296 | 569 | 207 | 60 | 3 | 14 | 2,149 |
| November 2025 | 112 | 273 | 67 | 13 | 0 | 2 | 467 |
| TOTAL (Last 12 Months) | 1,844 | 2,059 | 1,040 | 462 | 35 | 179 | 5,619 |
🎯 Current Month Active Leads - Source vs Stage Matrix
November 2025 snapshot: 467 active leads across all sources and stages. Facebook (206 leads) and Instagram (136 leads) dominate current activity. Most leads are in ATTEMPT stage (273), requiring immediate follow-up action.
| Lead Source | NEW | ATTEMPT | CONTACTED | OPTIONS SENT | IDLE | Total |
|---|---|---|---|---|---|---|
| 2 | 159 | 36 | 8 | 1 | 206 | |
| 5 | 105 | 24 | 2 | 0 | 136 | |
| Propertyfinder | 35 | 0 | 2 | 1 | 1 | 39 |
| Landing Page | 36 | 2 | 0 | 0 | 0 | 38 |
| Bayut | 33 | 2 | 2 | 0 | 0 | 37 |
| 0 | 5 | 3 | 2 | 0 | 10 | |
| Other Sources | 1 | 0 | 0 | 0 | 0 | 1 |
| TOTAL | 112 | 273 | 67 | 13 | 2 | 467 |
📈 Key Pipeline Insights:
🎯 Stage Distribution Analysis:
- Top of Funnel (67%): NEW (30.6%) + ATTEMPT (36.2%) = 4,023 leads requiring contact
- Mid Funnel (28%): CONTACTED (20.0%) + OPTIONS SENT (8.3%) = 1,704 engaged leads
- Bottom Funnel (5%): HOT (0.7%) + IDLE (4.1%) = 293 leads needing push
📊 Source Performance:
- Facebook (39.9%): Highest volume but requires better conversion
- Instagram (22.5%): Strong secondary channel with good engagement
- WhatsApp (16.4%): Direct channel showing high intent
- Landing Page (7.7%): Needs optimization to increase volume
⚠️ Critical Actions Required:
- ATTEMPT Stage Priority: 2,179 leads in ATTEMPT - implement systematic follow-up campaign
- NEW Lead Assignment: 1,844 new leads awaiting contact - distribute to agents immediately
- HOT Lead Conversion: Only 44 HOT leads (0.7%) - improve qualification criteria
- October Spike Follow-up: 2,322 active leads added in Oct 2025 - ensure timely nurturing
🔄 Active Pipeline Leads - Stage Breakdown
6,020 Active Leads
💡 These are live leads currently being worked in the CRM - NOT confirmed deals
📊
Total Active Pipeline
6,020
Leads currently being worked
🔥
Hot Leads
44
High-interest prospects ready to buy
💎
High-Value Leads
544
HOT + OPTIONS SENT stages (9.0%)
💰
Potential Revenue
AED 201M
Estimated from high-value leads (20% conv.)
Pipeline Stage Distribution
| Stage | Lead Count | % of Pipeline | Definition |
|---|---|---|---|
| ATTEMPT | 2,179 | 36.2% | Agent attempting to make first contact |
| NEW | 1,844 | 30.6% | Fresh lead, not yet contacted by agent |
| CONTACTED | 1,204 | 20.0% | Initial contact made, conversation started |
| OPTIONS SENT | 500 | 8.3% | Property options/proposals sent to prospect |
| IDLE | 249 | 4.1% | Lead temporarily inactive or on hold |
| HOT | 44 | 0.7% | Highly interested prospect, actively looking to buy |
| TOTAL ACTIVE | 6,020 | 100% | All stages combined |
📋 Lead Age Distribution
| 8-30 days (Recent) | 779 (12.9%) |
| 31-90 days (Warm) | 2,807 (46.6%) |
| 91-180 days (Aging) | 990 (16.4%) |
| 180+ days (Stale) | 1,444 (24.0%) |
⚠️ 24% of leads are stale (6+ months old) and need reactivation or archiving
📍 Top Pipeline Sources
| 2,401 (39.9%) | |
| 1,357 (22.5%) | |
| 989 (16.4%) | |
| Landing Page | 466 (7.7%) |
| Bayut | 406 (6.7%) |
💡 Social media (Facebook + Instagram) accounts for 62.4% of active pipeline
🔥 Hot Leads Analysis
TOTAL HOT LEADS
44
Ready to convert immediately
AVERAGE AGE
236 days
⚠️ Follow up within 24-48 hours
TOP SOURCE
Facebook
19 hot leads (43.2%)
Top Agents with Hot Leads:
Samia Khan: 8 hot leads
Davide Bonaldo: 7 hot leads
Adnan Arif: 7 hot leads
Saad Khan: 6 hot leads
Faraaz Arif: 4 hot leads
👥 Agent Assignment Status
ASSIGNED TO AGENTS
5,890
97.8% of pipeline actively managed
UNASSIGNED (CRM SYSTEM)
130
2.2% need agent assignment
🏆 Top 10 Agents by Active Pipeline
| Rank | Agent Name | Active Leads | % of Pipeline |
|---|---|---|---|
| 1 | Faraaz Arif | 1,254 | 21.3% |
| 2 | Adnan Arif | 369 | 6.3% |
| 3 | Ahmed Amer | 267 | 4.5% |
| 4 | Saad Khan | 232 | 3.9% |
| 5 | Maickel Faragalla | 229 | 3.9% |
| 6 | Mehdi Mofidi | 216 | 3.7% |
| 7 | Alisar Al Najdi | 214 | 3.6% |
| 8 | Mohamed Ali Zayani | 201 | 3.4% |
| 9 | Mohammad Yaghmour | 177 | 3.0% |
| 10 | Davide Bonaldo | 162 | 2.8% |
| TOTAL (Top 10) | 3,321 | 56.3% | |
🚨 URGENT: Contact New Leads
- 1. 1,844 NEW leads waiting for first contact
- 2. Target: Contact within 1 hour of receipt
- 3. Implement auto-assignment to available agents
- 4. These are fresh leads with highest conversion potential
⚠️ Reactivate IDLE Leads
- 1. 249 leads in IDLE stage need follow-up
- 2. 1,444 leads are 180+ days old (stale)
- 3. Implement automated reactivation sequences
- 4. Reassign or archive dead leads to clean pipeline
✅ Nurture OPTIONS SENT
- 1. 500 leads have received property proposals
- 2. Schedule follow-up calls within 3-5 days
- 3. Convert to viewings or price negotiations
- 4. High-value stage with 15-25% conversion rate
🎯 Maximize Hot Leads
- 1. 44 hot leads ready to convert now
- 2. Average age 236 days - urgent follow-up needed
- 3. Focus top performers on hot lead conversion
- 4. Potential: 8-11 immediate deals (20-25% conv.)
💰 DEAL ANALYTICS
Complete Deal Performance, Revenue & Conversion Analysis
💰 Closed Deals & Revenue by Source
536 Deals | AED 59.9M Revenue
🏆 Performance analysis of actual closed deals and revenue generated by each lead source
💎
Total Closed Deals
536
Confirmed sales transactions
💰
Total Revenue Generated
AED 59.9M
Commission earned
📊
Average Deal Value
AED 111,801
Per closed transaction
🥇
Top Source
External Broker
50% of all deals (268)
This analysis shows actual closed deals and revenue generated from each lead source since September 2024. External Broker dominates with 268 deals (50%) generating AED 27.8M (46.3%). Key finding: Referral leads generate highest average revenue at AED 164,565 per deal, while Propertyfinder has lowest at AED 5,644.
| Rank | Lead Source | Closed Deals | % of Deals | Total Revenue (AED) | % of Revenue | Avg Revenue/Deal (AED) |
|---|---|---|---|---|---|---|
| #1 | External Broker | 268 | 50.0% | AED 27,768,867 | 46.3% | AED 103,615 |
| #2 | Personal | 93 | 17.4% | AED 10,519,349 | 17.6% | AED 113,111 |
| #3 | 49 | 9.1% | AED 7,402,549 | 12.3% | AED 151,072 | |
| #4 | Referral | 31 | 5.8% | AED 5,101,500 | 8.5% | AED 164,565 |
| #5 | Call | 49 | 9.1% | AED 5,082,155 | 8.5% | AED 103,717 |
| #6 | 16 | 3.0% | AED 1,826,875 | 3.0% | AED 114,180 | |
| #7 | Not Specified | 15 | 2.8% | AED 1,341,812 | 2.2% | AED 89,454 |
| #8 | Business Lead | 5 | 0.9% | AED 420,273 | 0.7% | AED 84,055 |
| #9 | 2 | 0.4% | AED 137,442 | 0.2% | AED 68,721 | |
| #10 | Website | 1 | 0.2% | AED 127,983 | 0.2% | AED 127,983 |
| #11 | CRM Form | 1 | 0.2% | AED 94,784 | 0.2% | AED 94,784 |
| #12 | Bayut | 3 | 0.6% | AED 54,400 | 0.1% | AED 18,133 |
| #13 | Search Engine | 1 | 0.2% | AED 36,203 | 0.1% | AED 36,203 |
| #14 | Propertyfinder | 2 | 0.4% | AED 11,288 | 0.0% | AED 5,644 |
| TOTAL ALL SOURCES | 536 | 100.0% | AED 59,925,478 | 100.0% | AED 111,801 | |
💎 Revenue Performance Insights:
🏆 Volume Champions:
- External Broker: 268 deals (50%) → AED 27.8M (46.3%) - Backbone of business
- Personal: 93 deals (17.4%) → AED 10.5M (17.6%) - Strong second place
- Facebook + Instagram: 65 deals (12.1%) → AED 9.2M (15.4%) - Social media impact
- Call: 49 deals (9.1%) → AED 5.1M (8.5%) - Direct channel effectiveness
💰 Highest Value Per Deal:
- #1 Referral: AED 164,565/deal (31 deals) 🥇
- #2 Facebook: AED 151,072/deal (49 deals) 🥈
- #3 Website: AED 127,983/deal (1 deal) 🥉
- #4 Instagram: AED 114,180/deal (16 deals)
- #5 Personal: AED 113,111/deal (93 deals)
💡 Referrals generate 47% more value per deal than average!
📊 Source Efficiency Analysis (Lead to Deal Conversion):
External Broker:
21 leads → 20 closed (95.24% conversion) 🔥
21 leads → 20 closed (95.24% conversion) 🔥
Referral:
18 leads → 14 closed (77.78% conversion) ⭐
18 leads → 14 closed (77.78% conversion) ⭐
Personal:
97 leads → 65 closed (67.01% conversion) ✨
97 leads → 65 closed (67.01% conversion) ✨
Call:
143 leads → 57 closed (39.86% conversion)
143 leads → 57 closed (39.86% conversion)
Facebook:
16,826 leads → 39 closed (0.23% conversion) ⚠️
16,826 leads → 39 closed (0.23% conversion) ⚠️
Instagram:
8,760 leads → 14 closed (0.16% conversion) ⚠️
8,760 leads → 14 closed (0.16% conversion) ⚠️
🎯 Strategic Revenue Optimization:
- Strengthen External Broker Relationships: 50% of deals, 46% of revenue - absolutely critical partnership
- Scale Referral Program: Highest avg deal value (AED 164K) with 78% conversion - massive opportunity
- Optimize Personal Networking: 93 deals with 67% conversion - invest in agent networking capabilities
- Fix Social Media ROI: 25,586 leads but only 0.2% conversion - need qualification improvements
- Improve Facebook Deal Quality: Despite low conversion, AED 151K avg deal value shows potential with better targeting
📊 Year-over-Year Performance
2024 vs 2025| Department | 2024 Deals | 2024 Sales (AED) | 2025 Deals | 2025 Sales (AED) | Growth % |
|---|---|---|---|---|---|
| Exclusive Sales | 135 | 192,940,260 | 234 | 385,212,564 | +73% |
| Primary Sales | 39 | 90,231,413 | 106 | 287,741,449 | +172% |
| Secondary Sales | 1 | 11,100,000 | 9 | 13,295,000 | +800% |
| Rental Sales | 0 | 0 | 5 | 439,000 | NEW |
| TOTAL | 175 | 294,271,673 | 354 | 686,688,013 | +133% |
📈 Monthly Performance Trends (2024-2025)
Complete Period CoverageMonthly Breakdown - All Departments (2024-2025)
| Month | Exclusive | Primary | Secondary | Rental | Total Deals | Total Sales (AED) |
|---|---|---|---|---|---|---|
| 2024 FULL YEAR | 135 | 39 | 1 | 0 | 175 | AED 294,271,673 |
| Jan-2025 | 20 | 15 | 1 | - | 36 | AED 63,644,015 |
| Feb-2025 | 14 | 9 | 2 | - | 25 | AED 74,320,045 |
| Mar-2025 | 17 | 7 | - | - | 24 | AED 104,343,530 |
| Apr-2025 | 44 | 7 | - | - | 51 | AED 78,343,647 |
| May-2025 | 38 | 21 | - | - | 59 | AED 93,705,711 |
| Jun-2025 | 26 | 13 | - | - | 39 | AED 44,842,518 |
| Jul-2025 | 27 | 5 | - | - | 32 | AED 57,590,716 |
| Aug-2025 | 28 | 11 | 3 | 1 | 43 | AED 88,683,712 |
| Sep-2025 | 12 | 12 | - | 3 | 27 | AED 46,572,561 |
| Oct-2025 | 7 | 6 | 3 | 1 | 17 | AED 32,842,118 |
| Nov-2025 | 1 | - | - | - | 1 | AED 1,799,442 |
| TOTAL 2025 | 234 | 106 | 9 | 5 | 354 | AED 686,688,015 |
| 🏆 GRAND TOTAL (2024 + 2025) | 369 | 145 | 10 | 5 | 529 | AED 980,959,688 |
💎 Commission Revenue Analysis
Total: AED 59.5M✅ Highest Commission Rate
Secondary Sales: AED 49,787 average per deal
Despite lower volume, maintains highest commission rate at approximately 2.04%
✅ Highest Volume Revenue
Exclusive Sales: AED 39,772,328 total commission
Contributes 66.8% of total commission revenue through volume
📊 Balanced Performance
Primary Sales: AED 132,530 average per deal
Maintains strong average commission with consistent deal flow
⚠️ Growth Opportunity
Rental Sales: New revenue stream in 2025
5 deals closed - significant expansion potential
Commission Distribution
Exclusive Sales
AED 39.8M
66.8%
Primary Sales
AED 19.2M
32.3%
Secondary Sales
AED 498K
0.8%
💡 Critical Insights & Strategic Analysis
Executive Summary🎯 Outstanding Growth Performance
- 1. 133% YoY growth in total deals (175 → 354)
- 2. Primary Sales exploded with +172% growth
- 3. AED 981M in total sales value achieved
- 4. Q3 2025 momentum carrying into Q4
💰 Revenue Diversification
- 1. 4 revenue streams operating successfully
- 2. Rental sales launched successfully in 2025
- 3. Balanced portfolio reduces dependency risk
- 4. AED 59.5M in total commission revenue
⚡ Q4 Performance Alert
- 1. November slowdown detected (1 Exclusive deal only)
- 2. October showed 16 deals vs 40 in September
- 3. Seasonal trend or operational issue?
- 4. Action required to maintain momentum
📊 Department Health
- 1. Exclusive: Stable - 369 deals, strong volume
- 2. Primary: Growing - 145 deals, highest growth
- 3. Secondary: Emerging - 10 deals, high potential
- 4. Rental: New - 5 deals, testing phase
🎯 Strategic Recommendations
Priority Actions🚨 IMMEDIATE ACTION REQUIRED
Investigate November Performance Drop:
- 1. Only 1 deal closed in November (Exclusive dept) vs 16 in October
- 2. Identify if issue is seasonal, operational, or market-related
- 3. Implement recovery plan for December to meet year-end targets
- 4. Review pipeline and accelerate conversions
✅ Capitalize on Growth Momentum
- 1. Primary Sales growing at 172% - allocate more resources
- 2. Replicate Primary's success model across other departments
- 3. Identify and scale what's working in Q3 performance
📈 Expand Secondary & Rental
- 1. Secondary has highest commission rate - focus marketing
- 2. Rental is new - test, learn, and scale systematically
- 3. Both have 10x+ growth potential with proper investment
💎 Maintain Exclusive Excellence
- 1. 369 deals prove model works - don't fix what's not broken
- 2. Focus on average deal value improvement
- 3. Ensure November drop doesn't become a trend
🎯 Set 2026 Targets
- 1. Target: 500+ deals (from 354 in 2025)
- 2. Target: AED 1.2B+ in sales value
- 3. Target: AED 75M+ in commission revenue
- 4. Requires 41% growth - achievable based on 2025 trends
🌍 Language Demographics Analysis
66 Languages Tracked
📊 Understanding language preferences helps optimize agent assignments and marketing content
🗣️
Total Languages
66
Diverse multilingual customer base
🇬🇧
English Speakers
10,086
33.9% of all leads
❓
Missing Language Data
18,144
61.0% - Data collection issue
🏆
Best Quality: Russian
51.5%
Active lead rate (291 total leads)
Top 15 Languages by Volume
| Rank | Language | Lead Count | % of Total | Active Rate |
|---|---|---|---|---|
| 1 | Not Specify | 18,144 | 61.0% | 15.5% |
| 2 | English | 10,086 | 33.9% | 27.4% |
| 3 | Arabic | 437 | 1.5% | 17.6% |
| 4 | Russian | 291 | 1.0% | 51.5% ⭐ |
| 5 | English, Arabic | 187 | 0.6% | 26.2% |
| 6 | English, Hindi | 131 | 0.4% | 9.9% |
| 7 | Arabic, English | 69 | 0.2% | 20.3% |
| 8 | English, Urdu | 55 | 0.2% | 12.7% |
| 9 | French | 43 | 0.1% | 27.9% |
| 10 | Urdu | 31 | 0.1% | 16.1% |
| 11 | Spanish | 28 | 0.1% | N/A |
| 12 | Italian | 26 | 0.1% | N/A |
| 13 | English, German | 23 | 0.1% | N/A |
| 14 | Portuguese | 23 | 0.1% | N/A |
| 15 | Hindi | 19 | 0.1% | N/A |
| TOTAL (Top 15) | 29,592 | 99.4% | - | |
✅ Russian Leads - Highest Quality
- 1. 51.5% active rate (vs 27.4% English)
- 2. 291 total leads with 150 active
- 3. Hire Russian-speaking agents
- 4. Create Russian marketing materials
🚨 Fix Language Data Collection
- 1. 61% of leads missing language data
- 2. Only 15.5% of "Not Specify" are active
- 3. Implement mandatory language field
- 4. Train intake team on data collection
🎯 English Market Dominance
- 1. 10,086 English speakers (33.9%)
- 2. 27.4% active rate - room for improvement
- 3. Focus on English content quality
- 4. Largest addressable market segment
💡 Multilingual Opportunity
- 1. 66 languages = diverse market
- 2. Arabic: 437 leads (1.5%) - underdeveloped
- 3. French, Spanish, Italian potential
- 4. Match agents to language demographics
🌎 Country/Nationality Analysis
Critical Data Gap🚨
CRITICAL DATA QUALITY ISSUE
99.9% of leads are missing country/nationality data
Only 29 leads out of 29,768 have country information recorded
MISSING DATA
29,739
99.9% marked as "Not Specify"
VALID DATA
29
0.1% with country recorded
Top Countries (From Available Data)
| # | Country | Lead Count | Active Rate |
|---|---|---|---|
| 1 | United Arab Emirates | 9 | 66.7% |
| 2 | India | 3 | 66.7% |
| 3 | Italy | 3 | 33.3% |
| 4 | Canada | 2 | 100.0% |
| 5 | Turkey | 2 | 50.0% |
| 6 | Other Countries (11) | 10 | Varied |
| TOTAL | 29 | - | |
🚨 IMMEDIATE ACTION REQUIRED
- 1. Make country field mandatory in CRM
- 2. Implement dropdown selection (no free text)
- 3. Train all agents on data collection
- 4. Backfill missing data for active leads
📊 Business Impact
- 1. Cannot segment marketing by nationality
- 2. Unable to identify high-value markets
- 3. Missing compliance/regulatory insights
- 4. Cannot optimize agent assignments
🏷️ CRM Tags & Campaign Analysis
23 Active Tags
🎯 Tags identify lead sources, campaigns, and property interests - Use to optimize marketing ROI
🏷️
Total CRM Tags
23
Campaign & source identifiers
⭐
Best Tag: Roadshow, Portuguese
97.7%
Active rate (86 leads)
❌
Worst Tags
0.0%
LaMer Elie Saab, Sobha Siniyah
❓
Untagged Leads
6,382
21.4% missing tags
Top 15 CRM Tags by Performance
| Rank | Tag/Campaign | Total Leads | Active Leads | Hot Leads | Quality Rate |
|---|---|---|---|---|---|
| 1 | Biltmote, Exclusive | 126 | 126 | 0 | 100.0% ⭐ |
| 2 | Roadshow, Portuguese | 86 | 84 | 0 | 97.7% ⭐ |
| 3 | , Taiyo | 205 | 173 | 0 | 84.4% |
| 4 | Taiyo | 199 | 97 | 0 | 48.7% |
| 5 | , Biltmote | 498 | 161 | 0 | 32.3% |
| 6 | SPECIAL | 6,062 | 1,735 | 5 | 28.6% |
| 7 | , LaBoutique | 213 | 46 | 0 | 21.6% |
| 8 | Expo GCC | 500 | 91 | 0 | 18.2% |
| 9 | Biltmote | 1,819 | 325 | 0 | 17.9% |
| 10 | English | 12,395 | 1,710 | 19 | 13.8% |
| 11 | LaMer Elie Saab | 98 | 10 | 0 | 10.2% |
| 12 | Russian | 81 | 4 | 0 | 4.9% |
| 13 | LaBoutique | 612 | 9 | 1 | 1.5% |
| 14 | , LaMer Elie Saab | 154 | 0 | 0 | 0.0% ❌ |
| 15 | , Sobha Siniyah | 92 | 0 | 0 | 0.0% ❌ |
| TOTAL (Top 15) | 23,140 | 4,571 | 25 | - | |
✅ Scale High-Performers
- 1. Biltmote Exclusive: 100% quality (126 leads)
- 2. Portuguese Roadshow: 97.7% quality (86 leads)
- 3. Taiyo campaigns: 48-84% quality
- 4. Invest more in these proven campaigns
🚨 Stop Underperformers
- 1. LaMer Elie Saab: 0% active (154 leads wasted)
- 2. Sobha Siniyah: 0% active (92 leads wasted)
- 3. Total waste: 246 leads with 0 results
- 4. Cancel or completely redesign these campaigns
📊 Large Volume Tags
- 1. English tag: 12,395 leads (13.8% quality)
- 2. SPECIAL: 6,062 leads (28.6% quality)
- 3. Biltmote: 1,819 leads (17.9% quality)
- 4. Optimize these for maximum impact
💡 Tagging Best Practices
- 21.4% of leads untagged - fix intake process
- Standardize tag naming conventions
- Track ROI per campaign tag
- Eliminate redundant tags
🏢 External Broker Rankings
119 Partner Brokers
🤝 External brokers contribute 369 deals (69.8% of total) - Strategic partnerships critical to success
🏢
Total Partner Brokers
119
Active external agencies
📊
Broker Deals
369
69.8% of all confirmed deals
💰
Broker Sales Value
AED 578M
58.9% of total sales value
💎
Commission Paid
AED 39.8M
66.8% of total commission
Broker Performance Tiers
🏆
Tier 1: 10+ Deals
4
Strategic Partners
191 deals | AED 337M
🥈
Tier 2: 5-9 Deals
4
Growing Partners
24 deals | AED 29.5M
🥉
Tier 3: 2-4 Deals
27
Regular Partners
70 deals | AED 95.4M
📌
Tier 4: 1 Deal
84
One-Time Partners
84 deals | AED 116.3M
Top 20 Brokers by Sales Value
| Rank | Broker Name | Deals | Sales Value | Commission |
|---|---|---|---|---|
| 1 | Internal/Direct Sales | 131 | AED 263,009,739 | AED 15,577,766 |
| 2 | ATILLA ZORLU | 14 | AED 35,341,015 | AED 2,597,565 |
| 3 | ON PLAN REAL ESTATE LLC | 33 | AED 24,223,100 | AED 1,704,445 |
| 4 | CLASSIC HOME REAL ESTATE | 13 | AED 14,452,805 | AED 1,207,604 |
| 5 | NOVVI PROPERTIES | 4 | AED 12,381,123 | AED 569,517 |
| 6 | THRIVESTATE REAL ESTATE | 7 | AED 9,757,595 | AED 920,536 |
| 7 | GENESIS REAL ESTATE BORKERAGE LLC | 4 | AED 8,842,371 | AED 740,000 |
| 8 | AX CAPITAL REAL ESTATE BROKER LLC | 3 | AED 8,361,207 | AED 526,756 |
| 9 | F A M REAL ESTATE BROKER LLC | 1 | AED 7,649,167 | AED 803,163 |
| 10 | FIGURE PROPERTIES | 7 | AED 6,945,494 | AED 537,154 |
| 11 | MIDGARD PROPERTIES | 5 | AED 6,933,504 | AED 582,414 |
| 12 | PROPERTY JUNCTION INTERNATIONAL | 5 | AED 5,830,250 | AED 492,849 |
| 13 | PSI REAL ESTATE LLC | 3 | AED 5,727,492 | AED 408,173 |
| 14 | TURYAP PROPERTIES | 2 | AED 4,242,371 | AED 311,814 |
| 15 | AX CAPITAL REAL ESTATE | 3 | AED 3,885,823 | AED 294,730 |
| 16 | DDA REAL ESTATE | 2 | AED 3,686,730 | AED 280,566 |
| 17 | ASTRO PROPERTIES | 3 | AED 3,534,750 | AED 296,919 |
| 18 | LEADERS FORT REAL ESTATE | 4 | AED 3,511,000 | AED 243,212 |
| 19 | NOVA CAPITAL REAL ESTATE | 1 | AED 3,493,746 | AED 220,106 |
| 20 | DDA PROPERTIES | 1 | AED 3,306,700 | AED 2,778 |
| TOTAL (Top 20) | 251 | AED 457,115,681 | AED 32,050,545 | |
🏆 Focus on Tier 1 Partners
- 1. 4 brokers = 191 deals (51.8% of broker volume)
- 2. ON PLAN (33 deals), ATILLA ZORLU (14), CLASSIC HOME (13)
- 3. Provide VIP support & exclusive listings
- 4. Lock in exclusive partnerships
📈 Develop Tier 2-3 Brokers
- 1. 31 brokers in growth stage (94 deals)
- 2. Potential to move up to Tier 1
- 3. Provide training and better inventory access
- 4. Regular check-ins and relationship management
🔄 Tier 4 Opportunity
- 1. 84 one-time brokers = AED 116.3M
- 2. Convert to repeat partners
- 3. Implement broker loyalty program
- 4. Average deal size: AED 1.38M
⚡ Strategic Priorities
- 1. 70% of deals come through brokers
- 2. Protect top broker relationships
- 3. Create broker onboarding program
- 4. Implement broker CRM system
Report Generated: November 21, 2025 at 08:27 AM
Real Estate Agency | C-Level Executive Report | Confirmed Sales Orders
✅ Data Verified from Odoo
📊 529 Confirmed Deals
💰 AED 981M Sales Value
📈 133% YoY Growth
All figures confirmed from Odoo Sales Order system. Report based on actual closed deals, not projections.