Kristin O'Neil · Know Your Numbers

The scorecardWhat gets inspected gets done.

Activity without conversion is just busy. This ties your Daily 23 to actual units: track the funnel, watch five ratios, run a 10-minute Friday review, and diagnose any miss in minutes. The number you can't see is the number you can't fix.

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: ___________________
Pipeline tracker (sheet headers)
NAME | SOURCE (home-text/guide/post/referral/agent) | STAGE (New/Contacted/App Started/Pre-Approved/In Process/Closed) | LOAN TYPE (Conv/FHA/First-time/USDA/VA) | 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: Your conventional and first-time applications drop two months running (rate cycle, inventory crunch, seasonality).
  • Shift content weight to FHA + low-down paths (already built — lean on the FHA weeks of the calendar) to keep first-time buyers moving when payment math gets tight.
  • Push the USDA lane harder in the DC exurbs — it's a 0%-down option many buyers don't know they qualify for.
  • Lean into database + past-client equity reviews (Thursday) — repeat and refi business doesn't depend on new-purchase volume.
  • Double Monday agent outreach across Henrico, Chesterfield, and Midlothian to diversify the referral source beyond a single lane.

Conventional and first-time buyers are your strongest wedge in Central Virginia — lead with them. But a one-product pipeline is a volatile pipeline. FHA, USDA, and your database are the shock absorbers.

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.