Kristin O'Neil · Know Your Numbers

The scorecardWhat gets inspected gets done.

I track my Daily 23, five ratios, and a 10-minute Friday review for first-time buyers, veterans, and service members in Richmond, Henrico, and Chesterfield. I use the funnel to see where a clearer explanation or get-ready conversation would help.

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 conversationsContacts that turn into a genuine "let's talk about a home."
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-approvalHow clean your files come in (your compliance edge shows here).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: ___________________ One thing to do better tomorrow (first-home or VA questions): ___________________
Pipeline tracker (sheet headers)
NAME | SOURCE (home-text/guide/post/referral/agent) | STAGE (New/Contacted/App Started/Pre-approval Issued/In Process/Closed) | LOAN TYPE (Conventional/FHA/USDA/VA) | PILLAR (First-time buying/VA/Get-ready coaching/Richmond local) | 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
Kristin O'NeilGROWTH__/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 first-time buyer or VA applications drop two months running. I review my own conversations and follow-up before changing the plan.
  • I revisit first-time buying in Richmond and answer the questions that stalled a conversation.
  • I keep VA as its own pillar, with one of every four posts explaining the benefit veterans and service members earned and what needs review.
  • I offer get-ready coaching on Thursday: credit questions, a document list, and a next step that fits the buyer’s timeline.
  • I use Monday agent outreach to discuss Richmond, Henrico, and Chesterfield home-search questions and how I can help first-time buyers and VA borrowers prepare.

I keep all four pillars in view: first-time buying in Richmond, the VA benefit, get-ready coaching, and Richmond local. I adjust my follow-up using my own results while keeping VA in one of every four posts.

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.