Your CRM Shows 47 Calls. Your Scorecard Shows Where the Revenue Went.
A sales scorecard is a performance dashboard that shows how your sales team is performing against the KPIs of closed transactions, conversion rate, and pipeline activity (from first contact to closing).
If you do not have a proper scorecard system, you are making decisions based on guesswork. Most brokers I speak with are surprised by the actual numbers.
They will say "the conversion is fairly good," until we pull the actual data. At that time, half of their appointments simply disappear.
There is no record of follow-up, no record of what happened.
Many teams invest a lot of money into generating leads (Facebook Ads, Zillow Leads) yet they will not take 30 minutes to create a tracking process to determine what occurs after an appointment is scheduled.
The hidden problem in your appointment pipeline
Once top-producing teams reviewed their past, they realized an obvious fact. The largest revenue leak is not generating leads.
It is what happens after an appointment is scheduled.
Marissa Canario scaled her team across several markets when she discovered that although her agents made hundreds of dials each week, they were still having difficulty converting.
Daniel, a brokerage owner with 105 agents, hit the same wall. He paid 99 cents per lead for consultations and was converting at one-tenth of a percent.
You can watch their full story here:
He did not know where the prospects were dropping out. The issue was not that he did not know how many appointments were scheduled.
He had no visibility into what occurred after.
That appointment from last week that got rescheduled or forgotten?
Those are the deals you are losing.
There is an important point about rescheduling that nobody discusses. When an agent reschedules a consultation, that lead is treated as a new lead.
In other words, not very well. The agent's mind thinks "I'll get to it" rather than "that person expressed interest."
Daniel brought this to my attention when we were creating the scorecard system for him. His agents were rescheduling approximately 30-40% of consultations, but the hold rate for those rescheduled appointments was bad – around 15%.
This was because the agents were not tracking the rescheduled appointments differently or providing adequate follow-up.
What distinguishes high converters from all others
Both teams developed a scorecard that measured performance in terms of more than just the number of dials and appointments. They tracked what occurred after.
They could measure the effect that coaching and follow-up had on closed transactions.
Their scorecards revealed where the agents were failing. Did the agent properly qualify the buyers?
Were the sellers asked the correct questions? Therefore, they were able to provide targeted coaching instead of telling the agent "just make more calls."
Consider how most coaching sessions go. Manager checks the CRM and sees that the agent made 47 calls last week, scheduled 3 appointments.
Manager states "great job, let's get to 50 calls next week." That is not coaching.
That is simply reviewing numbers.
However, when you have a scorecard that demonstrates that this agent averaged 22 calls per appointment while the team average is 11, then you have something real to coach on. You may be able to listen to the agent's calls and identify whether they are speaking to the incorrect individuals or simply not asking for the appointment.
The metrics that changed everything:
Gross Commission Income per agent
Conversion Rate: The percentage of appointments that become clients who have contracts
Consultations Scheduled vs. Held vs. Converted
Average Deal Size: Average commission earned per closed transaction
Activity Metrics: Calls, Showings, Text Messages
Which Scripts and Presentations Agents Use: Content Adoption
Transforming their business
Daniel created a score card system by utilizing real time CRM Data. His inside sales team appointments held rates went from under 25 percent to above 60 percent.
The same was true for Marissa's team. She began to track her agent's Appointment Set; Held; Reschedule; Converted.
She found out which agents needed coaching on qualifying vs. follow-up. She turned the underperformers into consistent producers; it took her approximately 3 months before patterns were clear.
The breakthrough metric was tracking the outcome of every consultation and showing.
Our internal data shows that teams that are focused on outcomes will have 16 times as many appointments Convert; agents will earn $44,000 more in Annual Gross Commission Income (GCI).
Why that 3-month mark matters more than you think
Here's what most sales teams miss when they roll out new systems. They're hunting for overnight miracles, expecting the numbers to flip like a light switch.
Daniel's team? They were no different in those early weeks. The first month actually felt like taking a step backward—held rates dipped slightly, and you could feel the frustration building.
But here's what was really happening beneath the surface. The agents were now being held accountable for documenting every outcome in the system, and this was completely foreign territory for them. They were learning to operate in a new way, adjusting their rhythm.
Month Two Was Where Things Started to Click
Something shifted. The agents began updating their appointment outcomes right after wrapping them up, almost like muscle memory kicking in. And that's when the data started telling us the real story of what was happening in the business.
Gabe Cordova tracked what happens when you commit to this system across 1.9 million leads out in the market. And here's the thing people get wrong—teams aren't magically closing 16x more total deals than they were before. That's not how this works.
What they're doing is converting 16x more of the appointments they were already scheduling with customers. Think about that for a second.
Let's break it down with real numbers. Say you're scheduling 100 appointments each month and closing 5 deals.
Your conversion rate sits at 5%. Now, if you can push your hold rate up to 80% of those scheduled appointments, and you can also bump up the percentage of held appointments that convert into closed deals by 10%, you're now closing 8 deals monthly.
That might not sound like a revolution on paper, but it represents a significant boost to revenue and the performance of each individual agent on your team.
What we've seen internally, time and again, is this: sales teams who focus on outcomes and utilize a balanced scorecard will see 16x more of their appointments convert into deals.
Agents will pocket an additional $44,000 in Annual Gross Commission Income (GCI). That's not hype—that's what happens when you stop the bleeding and start tracking what actually matters.
Stemming the bleeding - stopping lost deals
Teams that double their conversion rates aren't trying to get more leads.
They are creating a scorecard system that shows where prospects drop off and then they are plugging those leaks.
Your database is likely worth less than half of its potential value without this level of visibility. That is what Daniel said after he put the system into place with all 105 of his agents.
MaverickRE currently has a promotion for 50 percent off the first three months. This is the same scorecard system that both teams use.
👉 MaverickRE helps teams across the market achieve their targets more effectively through a step-by-step process, balanced metrics, and clear strategies that ensure every agent has the support and information they need to close more deals and build better customer relationships.