Executive Visibility

Executive Dashboard Light

Executive Dashboard Light gives leadership a clear, CRM-driven view of pipeline, activity, referrers, agents, properties, and operational follow-through using data already available in Journey CRM.

Portfolio viewAgent performanceSource performanceTask accountability

1. Feature Overview

The first executive dashboard should avoid dependency on PMS or external financial systems. It should focus on conversion and operational visibility already captured in Journey: leads, prospects, tours, tasks, communications, referrers, agents, sources, and properties.

Total Leads

CRM volume

Inquiry creation and trend over time.

Tours

Conversion signal

Scheduled and completed tour activity.

Referrals

Partner health

Top referrer sources and trends.

Tasks

Accountability

Open, overdue, and completed work.

2. Planned KPI Set

Category	KPIs	Purpose
Pipeline	Total leads, active prospects, tours scheduled, tours completed, conversions where available.	Understand funnel health.
Agent	Assigned leads, completed tasks, overdue tasks, response activity, appointments.	Measure execution and workload.
Property	Lead volume, tour volume, source mix, overdue work, conversion trend.	Compare properties.
Source / Referrer	Referral volume, lead quality, conversion contribution, recent activity.	Identify best acquisition channels.
Communication	SMS, email, calls, missed calls, unread replies.	Monitor responsiveness.
Lead Scoring	Hot leads, warming leads, cooling leads.	Identify immediate opportunities.

3. Dashboard Data Flow

flowchart TD
 A[Guest Cards] --> H[Dashboard Aggregation]
 B[Tasks] --> H
 C[Appointments] --> H
 D[Communications] --> H
 E[Referrers] --> H
 F[Lead Sources] --> H
 G[Lead Scores] --> H
 H --> I[KPI Tiles]
 H --> J[Charts / Lists]
 H --> K[Drilldowns]
 K --> L[Prospect List]
 K --> M[Guest Card]
 K --> N[Referrer Record]

4. Dashboard Views

Portfolio View

Leadership-level overview across PMCs/properties where permissions allow.

Property View

Single-property performance including pipeline, tasks, tours, and source performance.

Agent View

Activity and assignment view by individual agent or team.

Referrer View

Referral activity and relationship performance across professional sources.

5. Detailed User Cases

User Case 1: Owner wants property comparison

Scenario: Owner wants to know which property is converting better this month.

System behavior: Dashboard compares lead volume, tours, active prospects, overdue tasks, and source mix.

Result: Owner can identify whether performance issue is demand, staffing, or follow-up.

User Case 2: Manager checks stale pipeline

Scenario: Sales manager wants to know which leads need attention.

System behavior: Dashboard surfaces stale leads, no-response risks, and hot leads without follow-up.

Result: Manager can intervene before opportunities are lost.

User Case 3: Referrer strategy review

Scenario: Leadership wants to know which referral partners are producing quality leads.

System behavior: Dashboard shows source/referrer volume and conversion signals.

Result: Outreach efforts focus on better partners.

6. Filters and Drilldowns

Filters

Date range, PMC, property, agent, source, referrer, lead status, lead score band, and activity type.

Drilldowns

Click KPI to open related records: prospect list, guest card, referrer, appointment list, task list, or communication records.

7. Data Boundary

Included Initially	Deferred Until Integration
Lead/prospect counts	Actual occupancy from PMS
Tasks and appointments	Revenue data from PMS/accounting
Agent activity	Average length of stay
Referrer/source performance	Move-outs
Communication volume	Marketing spend from ad platforms

8. Acceptance Criteria

Dashboard shows CRM-based KPI tiles.
Users can filter by date, property, agent, source, and status where data exists.
KPI drilldowns open related records.
Dashboard respects role/property access.
Dashboard does not show PMS-dependent metrics unless integration data exists.
Dashboard can incorporate lead scoring and reporting updates.

9. Success Metrics

Dashboard usage

Views by executives/managers.

Drilldown actions

Clicks from KPIs to records.

Overdue reduction

Lower overdue tasks after dashboard adoption.

Conversion visibility

Improved tracking of lead-to-tour movement.