The Ultimate Year-End Review for Property Managers: Metrics Every Agency Should Track

The end of the year is one of the most important strategic opportunities for property management agencies. It’s the perfect time to pause, reflect, analyse performance, and set the direction for the year ahead.

A well-structured year-end review helps you understand what’s working, what’s slowing your team down, and where your biggest opportunities lie for rent roll growth and operational improvement.

Here are the essential metrics every property management agency should track during their year-end review.

Rent Roll Growth & Churn

Your rent roll is the heart of your business, so start with the numbers that matter most.

Key metrics:

  • Total properties under management

  • Net growth (new managements minus losses)

  • Churn rate and reasons for loss

  • Average management fee percentage

Understanding trends helps you identify weaknesses in acquisition, onboarding, or service delivery — and plan improvements for the year ahead.

Lead Generation & Conversion

A high-performing BDM strategy is vital for consistent growth.

Track:

  • Number of new landlord enquiries

  • Lead sources (organic, paid, referrals, social media, website, Google Business Profile)

  • Conversion rate from enquiry → appraisal → signed agreement

  • Cost per lead and cost per acquisition

This gives clarity on which marketing channels to double down on — and which to reduce or refine.

Online Presence & Engagement

Your digital footprint is one of your biggest growth assets, especially as landlord behaviour shifts online.

Review:

  • Google Reviews (average rating + number of new reviews)

  • Website traffic and top-performing pages

  • Social media engagement and follower growth

  • Content performance

  • SEO rankings for local keywords (e.g., “property management [suburb]”)

If digital performance is declining, your content strategy or online reputation likely needs stronger attention.

Team Performance & Productivity

A high-functioning PM team delivers better results, better client experiences, and fewer complaints.

Evaluate:

  • Average time to resolve maintenance requests

  • Arrears rate

  • Routine inspection completion rate

  • Staff KPIs and workload balance

  • Internal communication and workflow efficiency

This is also the time to review training needs and role clarity heading into the new year.

Financial Health

If you want a scalable, resilient agency, the numbers must be front and centre.

Assess:

  • Revenue from management fees and ancillary services

  • Profit margins

  • Cost of service delivery

  • Average revenue per property

  • Bad debt levels

A financial review helps you identify opportunities to increase revenue or streamline expenses without compromising service quality.

Client Satisfaction & Retention

Happy landlords stay longer — and refer more.

Review:

  • Complaint trends and resolution times

  • Landlord satisfaction surveys

  • Tenant satisfaction indicators

  • Referral numbers

  • Loss reasons logged in your CRM

Recurring issues highlight gaps in communication, workflow, or team consistency that need addressing before they scale.

Systems, Processes & Technology

Your operations directly impact your ability to grow.

Audit:

  • What processes broke down this year?

  • What took too long or needed manual workarounds?

  • Which tools slowed the team down?

  • Which tools saved the most time?

The best-performing PM agencies refine their systems at least once a year — especially before onboarding new properties in January/February.

A structured year-end review helps you enter the new year with clarity, confidence, and momentum. By analysing these metrics, you can make informed decisions that improve team performance, strengthen client relationships, and accelerate rent roll growth.

Ready to finish the year strong and plan for accelerated growth in 2026? Book a consultation with me today: https://www.laurenrobinson.com.au/work-with-me

Lauren Robinson