This article explains what the Golden Profile is, why it matters, and how to use its reports to drive smarter engagement and decision-making.
What is the Golden Profile
Why Housekeeping Matters
How to Access the Golden Profile Reports
Reports
Golden Profile Housekeeping Report
Golden Profile Segmentation Report
The Golden Profile
Golden Profile Talking Points Report
The Golden Profile is a holistic view of a single contact across Reapit PM and Sales, consolidating Tenancy, Ownership, Sale, and Purchase details. It provides:
A breakdown of event timing and relevant financial information for properties and agencies.
Segmentation analysis of contact types across systems (e.g., which prospects are current tenants, or which landlords are looking to sell).
The Housekeeping Report is critical to making the Golden Profile work. It identifies contacts where key fields (First Name, Last Name, Mobile, Email) do not match across Reapit PM and Sales.
Users must take the time to review and correct these discrepancies in the source systems. Once the data matches, the records will automatically join overnight and flow into the Golden Profile. Without this step, contacts will remain fragmented, and the Golden Profile will not deliver its full value.
The Golden Profile reports can be accessed through Reapit Sales.
1. Navigate to Reports.
2. Click the Analytics+ drop-down.
3. Click the desired Golden Profile report.
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The Housekeeping Report is the gateway to the Golden Profile. It ensures that contacts from Reapit PM and Sales can be successfully merged into a single, unified view. Without completing housekeeping, the Golden Profile cannot deliver its full value.
Purpose
Displays all contacts and how the four key data fields appear in each system:
First Name
Last Name
Primary Email
Primary Mobile
Highlights discrepancies between systems, showing whether records are full matches or partial matches.
How It Works
If any of the four fields differ between Reapit PM and Sales, the contact will appear in the Housekeeping Report.
Users must manually correct mismatched data in the source systems (not in the report itself).
Once corrected, the systems sync overnight, and the contact disappears from the Housekeeping Report—meaning it’s now eligible for the Golden Profile.
Why It Matters
The Golden Profile relies on accurate, consistent data across both systems.
Housekeeping is not a one-off task—it’s an ongoing process to maintain data integrity.
Completing housekeeping unlocks:
Segmentation insights
Lifetime Value calculations
Cross-selling and up-selling opportunities
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The Segmentation Report is where the value of the Golden Profile starts to become visible. Once housekeeping is complete and contacts are correctly matched, this report provides a powerful overview of your portfolio and customer relationships. The Golden Profile and Talking Point reports can be accessed through this page by clicking on the text hyperlinks under each of the respective columns.
Purpose
Gives a portfolio-level view of all matched contacts across Reapit PM and Sales.
Shows how many cross-entity relationships exist for each contact (Sales, Purchases, Lettings, Tenancies).
Includes Lifetime Value to Date, calculated from management income and commissions.
How It Works
Pulls data from the consolidated contact table created after housekeeping.
Merges multiple entries for the same contact in Reapit PM to ensure a single, unified view.
Displays:
Entity counts (e.g., number of tenancies, purchases, listings).
Financial metrics like Lifetime Value.
Acts as the launch point for the Golden Profile—each contact in the Segmentation Report has a hyperlink to their detailed Golden Profile.
Why It Matters
Enables segmentation by customer type (e.g., landlords who are also vendors).
Helps identify cross-selling and up-selling opportunities.
Provides actionable insights for marketing and relationship management.
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The Golden Profile is the end goal of the process—it delivers a 360° view of a contact by consolidating data from Reapit PM and Sales into one unified profile.
Purpose
Provides static contact information alongside:
Entity counts (Tenancies, Purchases, Listings, Leases).
Lifetime Value based on management income and commissions.
Displays all historical and current transactions:
Past and present tenancies.
Sales and purchases.
Listings and leases.
Includes KPIs for each category, plus a detailed tabular breakdown for deeper insights.
How It Works
Accessed via a hyperlink in the Segmentation Report for each contact.
Pulls data from the consolidated contact table created after housekeeping and segmentation.
Presents a single source of truth for relationship management, enabling informed decisions and personalised engagement.
Why It Matters
Gives agents and managers a complete picture of the customer journey.
Supports strategic conversations by highlighting:
Transaction history.
Financial contribution.
Opportunities for cross-selling and up-selling.
Forms the foundation for Talking Points Reports, which add contextual insights for client interactions.
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The Talking Points Report builds on the Golden Profile to provide contextual insights and selling points for client interactions. It’s designed to help agents have data-driven, personalised conversations that demonstrate expertise and value.
Purpose
Enhances the consolidated contact view with transactional history and market insights.
Provides up-to-date selling points for the agency across Sales and Property Management.
Equips agents with relevant stats to speak confidently about performance and opportunities.
How It Works
Pulls data from the Golden Profile and overlays market performance metrics.
Includes insights such as:
Days on Market (DoM) and Sale-to-List ratio for postcodes where the contact owns properties.
Average Tenure and Arrears rates for postcodes where the contact may consider leasing.
Why It Matters
Transforms raw data into actionable talking points for client meetings.
Helps agents position the agency as a trusted advisor, not just a service provider.
Supports strategic conversations that lead to cross-selling and up-selling opportunities.