22h • General discussion
Closes are the wrong scoreboard.
Ask a new broker how they're doing and you'll hear about closes. "Haven't closed anything yet." "Still waiting on my first deal."
Closes are a lagging indicator. They tell you how you were doing months ago.
The number that tells you how you're doing right now is owner conversations per month. Real ones, with an owner on the other end talking about their business and their future. Not emails sent. Not voicemails. Not LinkedIn connections.
Most people starting out don't track it. That's a problem, because listings take time to win, time to market, and time to close. A brand-new broker with no close yet may be right on track, or badly behind, and the only way to tell is to count conversations.
What tracking looks like, and it doesn't need to be fancy:
• One line per conversation: date, owner, business, what they said about timing.
• A monthly total. That's your number.
• The trend over time, not whether a deal happened to land this month.
Tracking also protects you from the worst reaction in this business: changing everything after a bad month. Steady conversations and no close means you're in the gap. If conversations dropped, that's the problem, and it's one you can fix.
Track conversations, not closes.
How are you tracking your conversations right now?
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1 comment
Closes are the wrong scoreboard.
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