Stories / Real Estate
Real Estate Team: 3x appointments, 2x closings
Lead flow that swung wildly month to month, with follow-up stopping after the second attempt.
- Client
- Real Estate Team
- Industry
- Real Estate
- Size
- 7 agents
- Timeframe
- 6 months
Anonymised at the client's request · figures verified · published with written permission
The situation
Good months followed by panic months, driven entirely by whether anyone had prospected three weeks earlier.
The CRM showed 78% of leads received two contact attempts or fewer. Industry data and their own closed deals both said five to twelve was where deals lived.
Every agent believed they were 'always prospecting'. The call logs disagreed.
What we did
- STEP 01
Showed them their own call logs
Actual average was 41 minutes of prospecting per agent per day, mostly fragmented. Nobody argued with their own data.
- STEP 02
Protected 8:30 to 10:00 completely
No viewings booked, no internal meetings, no admin. Reception held all calls. The rule survived because the team lead sat in the room doing it too.
- STEP 03
Twelve touches, written down, varied by channel
Call, text, email, handwritten note, market update. Sequenced over six weeks. Deal conversion from touch seven onward accounted for 34% of closings by month five.
- STEP 04
Tracked activity weekly and outcomes monthly
Because activity is the only thing an agent controls in any given week, and it's the leading indicator that actually moves.
The numbers
| Measure | Before | After |
|---|---|---|
| Appointments/month | 22 | 68 |
| Closings/month | 6 | 13 |
| Avg. contact attempts per lead | 1.8 | 9.2 |
| Pipeline predictability (±) | 48% | 14% |
Measured over 6 months
What didn't go to plan
Two agents never accepted the protected block and one left in month three. The discipline only works if it's genuinely non-negotiable, including for the people you like.
In their words
“Ninety minutes, doors closed, phones on. It's the least clever thing we've ever done and it doubled the business.”
Team lead · Real Estate
The lesson
Consistency beats intensity. The boring work is the work.