Recipes · by Amr Magdy · October 2026

20 Salesforce reports for a wholesaling team.

The Salesforce reports that matter most to wholesalers show where leads come from, how fast they’re called, which offers become contracts, and what each source costs per closed deal. Here are 20 report recipes written as report type, filter, grouping and measure, the limits to know, and which five belong on the Monday dashboard. To turn the stage counts into leads per deal, see funnel math from your own CRM.

Short version

These are 20 reports a wholesaling team can build in Salesforce, written as report type → filter → group by → measure, so you or your admin can build them in an afternoon.
Three features make them possible: custom report types (Property, Offer, Buyer), cross filters (“leads without activities”) and reporting snapshots (trends over time). source · snapshots
Most need fields that exist and are filled in: lead source as a picklist, call outcome, MAO, contract and assignment price, dead reason. Start with the CRM field kit.

20 reports for a wholesaling team

Report	Report type	Filter	Group by	Measure	Answers
Leads by source this month	Leads	Created date = this month	Lead source	Count	Monday 5
Speed to first contact	Leads with activities	Created last 30 days	Owner	Average minutes from created to first call (formula field)	Speed to lead
Leads with no activity in 7 days	Leads with or without activities (cross filter: without activities in 7 days)	Status not dead	Owner	Count	Follow-up
Missed inbound calls and callback time	Tasks / call logs	Direction inbound, outcome missed, last 7 days	Day, campaign	Count; avg callback minutes	Missed calls
Call outcomes by caller	Tasks	Type = call, last 7 days	Caller, outcome	Count	Coaching
Contact rate by list	Leads with activities	Source = list	List name	Contacted ÷ dialed (summary formula)	Lists
Appointments by campaign	Opportunities or events	Created this month	Campaign	Count; cost per appointment	Monday 5
Offers made vs contracts signed	Offers with deals (custom report type)	Offer date this month	Rep	Offers; contracts; ratio	Offer discipline
Offers above MAO	Offers	Offer amount > MAO (formula flag)	Rep	Count	Offer discipline
Pipeline by stage	Opportunities	Open	Stage	Count; expected fee	Pipeline
Days in stage	Opportunities with field history	Open	Stage	Average days (from stage history)	Bottlenecks
Contract to first TC call	Opportunities with activities	Under contract this month	TC	Average hours	Closing
Cost per closed deal by source	Campaigns with opportunities	Closed this quarter, fall-outs excluded	Lead source	Spend ÷ closed deals	Cost per deal
Booked vs realized fees	Opportunities	Closed this quarter	Month	Expected fee; actual fee; difference	Revenue
Fall-outs by reason	Opportunities	Stage = cancelled	Dead reason, source	Count	Honest ROI
Dead leads with re-contact date this week	Leads	Status = not now, re-contact date = this week	Owner	Count	Long follow-up
Days from contract to assignment	Opportunities	Assigned this quarter	Dispo rep	Average days	Dispo
Buyers who closed in 12 months	Buyers with deals (custom report type)	Closed in last 12 months	Buyer	Deals; total paid	Buyer list
Who changed lead source	Lead history	Field = lead source	User	Count	Data trust
Weekly pipeline trend	Reporting snapshot object	Last 12 weeks	Week	Pipeline value	Trend

What Salesforce report limits should you know?

Item	Limit
Rows shown in a report	2,000 in the interface; export for more
Custom report types	Professional 50, Enterprise 300, Unlimited 2,000
Objects in one custom report type	Up to 60 object references, 1,000 fields
Joined reports	Enterprise and up, up to 5 blocks
Cross filters	Up to 3 per report
Dashboard components	Up to 25 per dashboard
Reporting snapshots	Professional and up; 200 in Professional
Field history	20 fields per object, 18 months in the interface

Sources: limits · report types · joined reports · snapshots · field history

Which reports belong on the Monday dashboard?

Five, not twenty: leads by source, speed to first contact, offers vs contracts, cost per closed deal by source, and pipeline by stage. Everything else is for drilling in when a number moves. The reasoning and formulas are in the Monday 5; layout ideas in the pipeline dashboard guide.

Why do CRM reports get ignored?

Usually because nobody trusts the data. In Validity’s 2025 survey of 602 CRM users, 76% said less than half of their CRM data is accurate and complete. source The fix is upstream: picklists instead of free text, validation rules at each stage, lead source locked after creation, and a “who changed it” report so problems are visible.

Questions

What reports should a wholesaler run in Salesforce?

Start with leads by source, speed to first contact, leads with no activity in 7 days, offers vs contracts by rep, cost per closed deal by source and pipeline by stage.

How do I report on leads with no activity in Salesforce?

Use a cross filter: leads without activities, with a date condition such as the last 7 days. Salesforce allows up to 3 cross filters per report.

Can Salesforce show trends over time?

Yes. Reporting snapshots save a report’s results to a custom object on a schedule, so you can chart weekly pipeline or lead counts.

Why can I only see 2,000 rows in a Salesforce report?

The report interface shows up to 2,000 rows. Export the report to see all rows, or summarize with groupings.

Sources

Why Salesforce numbers don't match · Pipeline dashboard guide · Offer follow-up in Salesforce · Real estate CRM guide · Salesforce features · Integrations · 15 automation recipes · The Monday 5

Last updated October 2026. Product names, editions and limits change; check the linked source before you rely on one. Not legal advice.

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