Amare Merz · Know Your Numbers

The scorecardWhat gets inspected gets done.

I track my VA, USDA, and home equity conversations from first contact through closing. I use the Daily 23, five ratios, and a 10-minute Friday review to see where follow-up or get-ready coaching needs attention.

The funnel5 ratiosFriday inspection
01

Your funnel, stage by stage

Every unit walks down these steps. Watch where they fall off.
Live contactsYour Daily 23 — calls and texts that actually connect.
~115 / week
Real conversationsI discuss the earned VA benefit, USDA requirements, or home equity goals.
track your %
Applications startedThe close worked — they applied.
track your %
Pre-approvals issuedReal numbers in hand, shopping with confidence.
track your %
Closings (units)The number that pays you. GROWTH target: ~21–28 Year 1.
2–3 / month

Don't guess the middle percentages — measure yours for 60 days, then you'll know your real conversion and exactly which stage to coach. The ranges here are planning placeholders, not promises.

02

The 5 ratios to watch

Leading numbers predict units weeks before they close.
Contact → conversationOf the people you reach, how many open a real discussion?Fix: your hook + opener
Conversation → applicationYour close rate. The single most important number on this page.Fix: the close + objections
Application → pre-approvalI review document readiness for each loan path.Fix: doc collection
Pre-approval → closingPull-through. Are pre-approvals actually buying?Fix: nurture + agent fit
Referrals per closingIs the flywheel turning? Each close should seed the next.Fix: the earned-referral ask

When units are low, you don't panic — you find the one ratio that's soft and fix that. Low conversation→app? Drill the close. Low pre-approval→closing? Tighten nurture and agent matching. The scorecard turns "I'm not closing" into "stage 3 is the leak."

03

Your trackers

Copy into a sheet or GoHighLevel. Two minutes a day.
Daily scorecard
DAILY SCORECARD — [date] Daily 23 hit? (Y/N): ___ Total live contacts: ___ database: __ agent: __ lead-followup: __ referral asks: __ Theme-day metric 1: ___ Theme-day metric 2: ___ Applications started today: ___ Eligible "Explore" referral asks: ___ (suppressed/deferred: ___) Referral names captured: ___________________ My next coaching step (VA documents/USDA location and income/HELOC repayment): ___________________
Pipeline tracker (sheet headers)
NAME | SOURCE (home-text/guide/post/referral/agent) | STAGE (New/Contacted/App Started/Pre-approval/In Process/Closed) | LOAN TYPE (VA/USDA/HELOC/Home equity) | NEXT STEP | NEXT-TOUCH DATE | EST. CLOSE | NOTES 1. 2. 3. (Rule: every row has a NEXT-TOUCH DATE — no orphans. 3× pipeline coverage = ~3 deals in process for every 1 you need to close.)
Weekly rollup
WEEKLY ROLLUP — week of [date] Daily 23 hit: __/5 days (Min 3 · Good 4 · Excellent 5) Agent meetings booked: ___ (Min 1 · Good 2 · Excellent 3+) Past-client calls (Thu): ___ (Min 8 · Good 12 · Excellent 16+) Power 60 VIP touches (Fri): ___(Min 8 · Good 12 · Excellent 15+) Applications started: ___ Pre-approvals issued: ___ Closings: ___ Pipeline coverage: ___x (target 3x) Eligible Explore rate: ___% (Min 70 · Good 85 · Excellent 90+) THE ONE THING to change next week: ___________________
04

The Friday inspection

10 minutes. With a coach, not alone.

Friday 3:00–3:45 PM · with Corrina (or your pod lead)

  • Did you hit the five win metrics? Green/yellow/red each.
  • What's your conversation→application rate trending? Up or down?
  • Is pipeline coverage 3×? If not, the front of the funnel needs more Daily 23.
  • Was your eligible Explore rate 85%+? Are you asking for referrals on earned moments?
  • The one thing to change next week — write it down, do it Monday.

Why a human, not just a sheet: self-serve systems decay. A 10-minute weekly check with someone who sees your numbers is what keeps the whole hub running past week three. This is the accountability loop — don't skip it.

05

The pod / manager rollup

For DeShawn or a sales lead reading the roster.
LOTierDaily 23 (days/wk)AppsPre-apprClosingsPipeline cov.Flag
Amare MerzGROWTH__/5________x
(LO 2)—__/5________x—
Pod total—avgΣΣΣavg—

Same columns for every LO = a roster you can read in 30 seconds. Flag logic: if Daily 23 < 3 days OR pipeline coverage < 2× (leading indicators of a dry month, caught early). This is how the hub scales from one LO to the whole team — and the on-ramp to the SCALE tier, where an LOA runs the list and the LO runs the calls.

06

If your lead niche dips

One niche is a wedge, not a life raft. Have the pivot ready.
Trigger: My VA, USDA, or home equity applications drop two months running. I review each path and the questions people are asking before changing my plan.
  • I revisit the earned VA benefit with veterans and service members, explaining requirements and what to prepare.
  • I explain USDA as a no-down-payment option for eligible properties outside the metro cores. I check location and household income rules and explain other costs.
  • I use database + past-client equity reviews on Thursday to listen to homeowners. I explain that a HELOC is secured by the home and carries repayment responsibilities.
  • I use Monday agent outreach across Central and Northern Virginia to offer get-ready coaching and answer VA and USDA questions.

I keep all four pillars visible: the earned VA benefit, USDA beyond metro cores, home equity with clear responsibilities, and get-ready coaching. I use my own conversation data to decide which needs more attention.

Make it stick

Two minutes a day. Fill the daily scorecard before you close your laptop. The pipeline tracker is your single source of truth — every lead, one next-touch date.

Friday review, on the calendar, with a human. 10 minutes with Corrina or your pod lead. This is the one habit that keeps everything else alive.

Fix the soft ratio, not your mood. A down month is a stage-3 (or stage-4) problem, not a "try harder" problem. Find the leak, coach the leak.