GAYRİMENKUL YÖNETİMİNDE VERİ ANALİTİĞİ KULLANIMI: BAĞIMSIZ GAYRİMENKUL OFİSLERİ İÇİN YENİLİKÇİ BİR PERFORMANS ÖLÇÜM MODELİ ÖNERİSİ

The development of a data analytics-based, innovative performance measurement model is the core objective of this research, aiming to comprehensively analyze the performance levels of independent real estate businesses (local offices) and individual consultants operating in the sector.Conducted within the dynamic real estate market of the Konya province, this study sought to provide analytical solutions to the challenge of insufficient institutionalization and standardization frequently encountered in the management processes of independent offices.The research integrates financial outcome indicators (Annual Revenue, Net Profit Margin) with operational process-focused consultant metrics (Average Sales per Consultant, New Listing Inflow Rate, Leads → Sales Conversion Rate) to establish a Performance Scorecard (P Score) adaptable for managerial decision-support systems.Empirical analysis was carried out using 12 months of financial and operational data gathered from 10 distinct active independent real estate businesses in Konya.The model, tested using statistical analysis techniques (normalization, correlation, and OLS regression), empirically demonstrated that the integrated use of financial and operational metrics provides a significantly higher degree of accuracy and explanatory power in accounting for consultant performance compared to approaches based solely on outcome-based measures.The proposed P The Utılızatıon Of Data Analytıcs In Real Estate Management: A Proposal For A Novel Performance Measurement Model For Inde-Pendent Real Estate Brokerages