Conversations and appointments - focus on metrics that matter in your real estate CRM

CRM
#1

Lead Follow-Up & CRM Success: The Numbers You Need to Know

Hey everyone, hope you’re having an awesome week!

Recently, we launched the new “Conversations” feature, allowing you to log all of your conversations—including duration. This is a massive win for data-driven marketers and Realtors® looking to optimize their follow-up processes.

Following our mantra:
:point_right: “If you don’t write it down, you can’t measure it. If you can’t measure it, you can’t improve it.”

Let’s talk about conversations and appointments—and why consistently using these features is crucial to your success.

Where to Start?

Let’s work backward from deals.

:white_check_mark: No deal happens without an appointment. They are the ultimate goal of our CRM work.

  • If you’re REALLY good, you’ll convert 50% of appointments into clients.
  • But realistically, most agents need 4-5 appointments to convert a single client.
  • By “appointment,” I mean an in-person meeting (coffee, office meeting, etc.). Zoom calls don’t count—they’re considered calls, not appointments.

So, let’s say you want to close 2 deals per month from your CRM.

  • That means you’ll likely need 8-10 in-person appointments per month (about 2-3 per week).
  • Sounds doable? Maybe? That depends on how many conversations it takes to book those appointments.

How Many Conversations Do You Need?

This is where tracking conversations comes in.

  • If you’re REALLY good, you can convert 50% of conversations into appointments.
  • But realistically, you probably need 4-5 conversations to book 1 successful appointment.

So, let’s break it down:

:small_blue_diamond: 5 appointments per deal
:small_blue_diamond: 5 conversations per appointment
:small_blue_diamond: 25 conversations = 5 appointments = 1 deal

And since you want 2 deals per month → That means you need 10 appointments and 50 conversations.

Breaking It Down: Can You Hit 50 Conversations a Month?

Let’s make this even simpler:

:date: Per Week: 12.5 conversations
:calendar: Per Day: 2.5 conversations

Do you have time for 2.5 high-value conversations per day?
:point_right: Assuming each conversation lasts 20-30 minutes, that’s about 62.5 minutes per day.

Of course, you have time!

Why This Matters

By working backward in this way, we want agents to:

:white_check_mark: Understand the level of effort required to succeed in the CRM.
:white_check_mark: Set realistic goals based on measurable data.
:white_check_mark: Identify where they need to improve if they aren’t hitting their 2-deal-per-month target.

Tracking your conversations and appointments = Predicting your future income.

Let’s start logging and optimizing—your success depends on it! :rocket:

#2

Tracking Calls: How Many Do You Need for a Meaningful Conversation?

Following up on our tracking theme, the next piece of the puzzle is understanding how many calls you need to make to have meaningful conversations.

On our team, we follow this formula:

:pushpin: Target: 30 calls within a 2-hour time block
:white_check_mark: This includes the 62.5 minutes of actual conversation time (assuming you hit your 2.5 conversations per day).

So what about the rest of the time?

  • Since 62.5 minutes is spent on conversations, you have 57.5 minutes left for the remaining 27.5 calls that don’t connect.
  • That means you have 2.1 minutes per unanswered call—plenty of time to dial, wait for a response, hang up, and log it as “No Answer” or “Voicemail.”

The Bottom Line:

:small_blue_diamond: In a two-hour window of focused, blocked time daily, you should easily be able to generate the conversations needed to close two deals per month.

Not Hitting Your Goal? Let’s Diagnose the Problem

One of the biggest advantages of tracking is that we can identify where the breakdown is and work with you to improve.

Ask Yourself:

:white_check_mark: Did you make enough calls to get the appointments you need?

  • Yes, but didn’t book enough appointments?
    • Let’s analyze your connection rate. If you’re not getting enough answers, try adjusting your call times or approach.
  • No?
    • Simple fix: Make your calls!

:white_check_mark: Did you make connections but fail to convert them into appointments?

  • The issue is likely scripting and delivery.
  • We can help with role-playing, scripts, and refining your approach.

:white_check_mark: Did you book appointments, but they didn’t show up?

  • This is a technique issue—we can work with you on:
    • How & when to book appointments
    • Getting stronger commitments from clients
    • Strategies to ensure higher show-up rates

:white_check_mark: Did you meet with them, but fail to convert them into a buyer or seller client?

  • This comes down to experience, skillset, and technique.
  • Your mentor or coach can help refine your closing strategies so you’re converting at least 1 in 5 appointments into clients.

Measure It or You Can’t Improve It!

Whether it’s your leader, coach, mentor, or yourself, you cannot pinpoint where you need improvement if you’re not tracking your efforts.

So let’s get measuring! :rocket:

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