Most property site analytics get looked at exactly twice: the week the site launches and the week someone asks whether it is working. In between, the numbers accumulate unread — which is a shame, because a property site generates a small, legible stream of evidence about your leasing funnel, if you know which five numbers to read and which fifty to ignore.
This is a guide to reading that evidence. It is not a tooling tutorial — whatever analytics platform you use, the questions are the same — but a way of connecting website behavior to the thing you actually manage: leasing outcomes, and the marketing decisions that feed them.
Ignore Vanity, Watch Intent
Total pageviews are the least useful number a property site produces. Your site is not a media property chasing scale; it is a funnel for a small number of high-value decisions. A month with four hundred visitors and six tour requests beat a month with four thousand visitors and one. Intent, not volume, is the metric family worth your attention.
The pages that signal intent
A property site has a natural intent gradient across its core pages. The homepage is curiosity. Amenities and Location are evaluation — someone is imagining working there. Availabilities is serious interest; nobody browses floor plans recreationally. And the Contact page, especially a completed tour request, is the conversion itself. Track movement down that gradient, not just arrivals at the top of it.
Where visitors come from
Traffic sources tell you which marketing is working, with one caveat every owner should know: broker activity often hides in plain sight. A link forwarded by email or pasted into a market survey typically registers as direct traffic, so a spike in direct visits the week after you brief the brokerage community is not a mystery — it is your brokers doing their job. Read direct traffic as a rough proxy for how actively your link is being passed around.
The Numbers Worth a Monthly Habit
Tour requests and contact submissions — the headline number, tracked as a monthly trend
Availabilities page visits — the size of your pool of serious evaluators
Availability-to-contact rate — the clearest signal of whether the site converts interest
Traffic sources — which channels feed real inquiries, not just raw visits
Mobile share — a standing reminder of the device your site must perform on
Set a baseline before you judge anything. Leasing traffic is naturally lumpy — one broker blast or one significant vacancy can double a month — so read trends across quarters and annotate the calendar: when marketing pushed, when a suite came available, when the new photography went live. Analytics without that context is just weather.
The Next Frontier: Being Legible to AI
A growing share of property discovery now runs through AI assistants — a tenant rep asking a chatbot to summarize the options in a submarket, an office manager asking what is near a shortlisted address. That traffic behaves differently from search, and the first step is simply being readable to these systems. Every Floorplate site ships with an llms.txt file, a standard that helps AI tools find and accurately represent your property's information — so your building shows up correctly in answers, not just in links.
Measurement here is still early, but the principle is familiar: watch for referral patterns from AI tools the way owners once learned to watch search engines. The people who noticed search early built a durable advantage; the same window is open again right now.
None of this requires a dashboard obsession. One monthly review, five numbers, and the habit of asking what changed and why — that is the entire practice. The site produces the evidence; your only job is to read it before making the next marketing decision instead of after.