Pitfall #1: Thinking Large Quanity of Appointments from your Agent or ISA is Your Ticket
Solution #1: It's easy to get excited when you see a bunch of appointments get set. Wait! Your'e not in the clear. A common pitfall for newer agents or ISA is for them to set a bunch of BAD quality appointments. While on the surface and in the first couple weeks it may feel marvelous, by the end of 30 days it can be very frustrating. Dig deep into the appointments set and review the notes and how well they followed your script and your seller or buyer interview form.
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Pitfall #2: Mistaking Met Appointments to Success
Solution #2: Once you overcome Pitfall #1, most would think you're in the clear once you are your agents start meeting the appointments. If the conversion ability of the agent is less than desirable, your hard earned appointments can easily get burned. Track the Met to Signed % closesly. Dig deep into why there's any delay in getting a seller or buyer to sign with you.
Pitfall #3: Missing the Early Warning Signs due to Shallow Tracking
Solution #3: It's easy to use a "blended" conversion because it's less work but it can cover up some sins you may want to know about. For example, tracking appointment set and met is great, but also knowing when those were set is important. You may have a bunch of appointments set from the month before that are turning into listings and you may think this month is great. In reality, you may be riding off the results from the month before and this month may be not so great. Just watch out for those "gotcha" tracking pitfalls. Be aware of the appointment set date for your results to see where it originated from.
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Pitfall #4: Blame the Agent or ISA's for Poor Results
Solution #4: If you're not getting the results between your ISA and Agent, making sure you have detailed enough tracking to be able to differentiate the source of the low conversion is important. Disect the conversion down far enough to isolate it by ISA and Agent and the different combination of the two. That way you can see which combination of ISA and agent work or don't.
Pitfall #5: Not Knowing How Your ISA is REALLY Paying Off or Not
Solution #5: By the time you get to this part of your conversion funnel, and you see listings being taken, it's easy to give it a "pass" and assume your ISA or agent is actually generating their own listings. Track the Set to Met to Signed conversion and follow it all the way through to the end to know if they are really paying off or not. Watch at your ROI.
Hope that helps!
Christine Lee
P.S. Real-time tracking for Set, Met, Signed Appointments and ROI is available in Seize the Market. Let me know how we can help! =) Request a Demo or more information below.
