Your funnel, stage by stage
Every unit walks down these steps. Watch where they fall off.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.
The 5 ratios to watch
Leading numbers predict units weeks before they close.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 loan-review→closing? I check outstanding conditions, appraisal questions, and the homeowner's plans. The scorecard turns "I'm not closing" into "stage 3 is the leak."
Your trackers
Copy into a sheet or GoHighLevel. Two minutes a day.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.
The pod / manager rollup
For DeShawn or a sales lead reading the roster.| LO | Tier | Daily 23 (days/wk) | Apps | Reviewed | Closings | Pipeline cov. | Flag |
|---|---|---|---|---|---|---|---|
| Kunal Khanna | GROWTH | __/5 | __ | __ | __ | __x | |
| (LO 2) | — | __/5 | __ | __ | __ | __x | — |
| Pod total | — | avg | Σ | Σ | Σ | avg | — |
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.
If your lead niche dips
One niche is a wedge, not a life raft. Have the pivot ready.- I shift content toward refinance decisions and reasons to wait so homeowners can compare the full cost with their plans to stay.
- I explain cash-out and equity in plain terms: cash-out replaces the mortgage with a larger loan, and the home secures that larger loan.
- I use database + past-client equity reviews (Thursday) to revisit goals and explain documents, credit, appraisal, and timing, including self-employed income preparation.
- I deepen Monday agent outreach across Arlington, Alexandria, and Fairfax with useful education for the homeowners they already know.
I keep my focus on Northern Virginia homeowners. A slower month is a reason to improve education and follow-up, not to push a refinance that does not fit. Refinancing may increase total finance charges over the life of the loan.
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.