CEO Portal — Multifamily Strategy

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Name	Source	Created (CT)	Lead Quality	Status

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Cancelled	Name	Phone	Calendar	Days Since

Cancels caused by people who've cancelled before (higher = more of the problem is a small group)

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If 30% or more of cancels come from people who've cancelled 3+ times, it's worth auto-blocking those repeat cancellers from re-booking. Under 10%, it's not worth the effort.

% of total cancels

Name	Phone	Cancels	Total Bookings	Last Cancel

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No-Showed	Name	Phone	Calendar	Days Since

No-shows caused by people who've no-showed before (higher = more of the problem is a small group)

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If 30% or more of no-shows come from people who've no-showed 3+ times, it's worth auto-blocking those repeat no-showers from re-booking. Under 10%, it's not worth the effort.

% of total no-shows

Name	Phone	No-Shows	Total Bookings	Last No-Show

Combine this answer …with this answer

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Campaign	Spend	Revenue	Return per $1 spent	Status

✓ DO — these separate wins from losses

1. Finish the objection. Dig to the real concern, answer it, then ask again. Wins leave 30% of objections unresolved; losses leave 60%. Winners get just as many objections: they finish them. Holds for warm and cold leads alike.

2. Make it sound small. “10–15 minutes a day” effort framing appears on 58% of wins vs 17% of losses, the single strongest phrase pattern we have.

3. Move fast after the call. Half of buyers pay on the call; 93% within 14 days. Front-load follow-up into the first 3 days; after 14, it’s dead.

4. Treat the money objection as a buying signal. “How would I afford this” wins 45% of the time — and every call where it got fully resolved closed (8 of 8). The dangerous one is “is it worth it” (value doubt): only 25% win even when handled. Sell the value first, then solve the money.

5. Ask the capital question every call. The on-call read of “does this person have money to work with” is the widest won/lost gap we measure (3.2 vs 1.5 of 10). It IS the qualification system.

✗ DON’T — these do nothing in our data

Pressure. Urgency and scarcity (“2 spots left”) appear equally on wins and losses. Zero effect, every test.

Pitch polish. Deals are not won by explaining better (winners often get a shorter pitch). The sale is won or lost in the objection moment.

Trusting lead grades. Pre-call lead scores predict nothing about who buys (2.78 won vs 2.79 lost). What the prospect reveals on the call is what matters.

Fearing objection count. Calls with 3–4 objections win as often as calls with 1–2 (37% vs 30%). It never mattered how many came up — only whether they got finished.

Log Closer Setter Outcome Future call Expected close Survey Include upcoming

Call date	Lead	Closer	Setter	Outcome	Pre-Dial	Expected close	Survey	Fathom
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Closer	Booked calls	Pre-dialed	%	Median lead time	Avg longest dial
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Period Closer Pre-dialed

Appt date	Lead	Closer	Outcome	Dials	Nearest	Earliest	Longest dial
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Agent	Role	Dials	Pickup %	Booked	Cal errors	Avg talk	Cost
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Stage Agent Transcript

When (CT)	Agent	Contact	Stage	Talk	Cost	Rec
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Agent	Dials	Connects	Connect %	Convos	Qualified	Offers	Avg talk
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Disposition Agent Contact

When (CT)	Agent	Contact	Disposition	Talk	Rec
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Funnel	Spend	Customers	Close rate	Cost / customer	ROAS	HT revenue
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Source	Customers	HT revenue
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Funnel	Untouched	With phone	New (90d)	$8-course buyers
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▸ Detail — journeys, ads & cross-funnel paths (the forensic tables — open when you want to dig)

Funnel	Originating ad	HT closes	HT revenue	LT sales	LT revenue	Med. days to close	Contacts created
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Ad	Funnel	HT closes	HT revenue	LT sales	LT revenue
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Funnels engaged	People	High-ticket closes	Close rate	HT revenue
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Funnel mix	#	People	HT closes	Close rate	HT revenue
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Path	People	HT closes	Close rate	HT revenue	Med. days between
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Ready + Funded Leads Buy At

14x

vs “just researching” leads

VSL Lead vs Webinar Lead

3x

more likely to buy — and no refunds yet

90-Min Webinar Watchers Buy At

8x

vs drop-ins under 15 minutes

Time Most Buyers Need

90+ days

the follow-up list IS the pipeline

Hot Watchers Never Booked

1,100

start with the ~100 recent ones

Path	Buyers	Cash collected	Avg deal	Lead → buyer rate	Notes
VSL Funnel	44	$168,490	$3,829	0.94% (30 of 3,176)	Best per-lead + zero refunds so far
Organic / untracked	44	$149,728	$3,403	—	No ad attribution — content, referrals, DMs
Public Webinar	44	$130,736	$2,971	0.26% (24 of 9,205)	3x the lead volume, 1/3 the rate; the only path with refunds
Low-ticket buyers	11	$52,445	$4,768	1.43% (3 of 210)	Small but the biggest avg deal; ~2.5% of LT buyers ascend

In buyers’ pre-purchase history: 29% attended a webinar, 22% completed the VSL survey, 11% bought a low-ticket product first. 28% buy within a week of first contact; at least 40% take 90+ days. Up to 1 in 7 buys with no calendar booking — but two-thirds of those still have a closer on the payment (off-calendar closes), and call-buyers pay more (~$4.0k vs ~$2.3k).

“How committed are you?”

7–8 “Ready to invest”	2.9%
10 “Fully committed”	2.4%
4–6 “Evaluating”	1.4%
1–3 “Just researching”	0.2%

“How much capital?”

$10k–$25k	3.3%
$25k+	3.2%
$5k–$10k	2.5%
$1k–$5k	1.4%
Under $1k	0.6%

“Household income?”

$100k–$250k	2.8%
$75k–$100k	2.7%
$50k–$75k	1.5%
$0–$50k	0.8%

These answers exist for every VSL completer before a call is ever booked — and the current lead grader flattens them all into “mid” (52% of all grades are literally the number 2.6). The grader needs recalibration; the raw answers are the targeting system.

✓	Says “ready to invest” on the VSL survey
✓	Has $5,000+ to work with
✓	Makes $75,000+ a year
✓	Stayed 90+ minutes on a webinar

✗	Says “just researching”
✗	Has under $1,000 to work with
✗	Drops off the webinar in under 15 minutes

List	People	Who they are	File
Webinar super-watchers	1,511	Watched 90+ min, never bought; 1,117 never even booked a call. Sorted newest-first — the ~100 who watched in the last 3 months are the warmest.	hotlist-watchers-260719.csv
Triple-threat survey leads	274	Said ready-to-invest + $5k+ capital + $75k+ income, never bought; converts ~3% historically. Includes their actual answers and whether they ever booked.	hotlist-triple-threat-260719.csv

Honest expectation: these people have already been marketed to, so they will not convert at full segment rates — even at full rates the pool caps near $100k. Work the recent watchers first and let the measured response price the rest of the list.

1	Lean on the VSL, not the webinar. A VSL lead becomes a buyer about 3x as often — and so far VSL buyers haven’t refunded, while some webinar buyers have.
2	Call the webinar super-watchers. The list is exported and sorted newest-first (hotlist-watchers-260719.csv). Start with the ~100 who watched in the last 3 months, then measure before working the rest.
3	Fix the lead grader. It scores almost everyone “mid,” so a ready-to-buy lead and a window-shopper look identical to the team. Route “ready + has money” answers straight to priority treatment.
4	Keep following up for months. Almost half of buyers take 90+ days from first contact. Most of next quarter’s buyers are already on today’s list.

Where the lead lives. Buyers come from everywhere — no city or state stands out.
What day the lead came in. No day of the week produces better leads.
The current lead grade number. High- and low-graded leads buy at the same rate. (It does predict who shows up — use it for confirmations only.)

Every number survived an independent 10-agent audit Jul 19 (full detail on file). Refreshes ~Sep 1.

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Status Category no rep credited yet show force-excluded not originated before 2026 from to

Date	Client	Amount	Count	Source	Category	Status	Commission Rule	Closer	Setter
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Pay period

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