How Keeton & Co. Increased Lead Conversion by 20% in Six Months
Visibility at Scale
The challenge of managing lead follow-up.
Daniel Keeton runs Keeton & Co. in Central Virginia, where the primary issue he faced was ensuring leads were actually being worked. It wasn't enough to just have them logged in the system; they needed to be followed up on and turned into closings.
The problem scales awkwardly. Whether tracking one agent or a hundred, the difficulty remains the same: knowing if appointments are missed or if new leads are sitting untouched. Traditionally, finding this out meant hours in the CRM, clicking through records one by one to piece together agent activity.
Most CRMs are built for data entry, not for this kind of oversight. This results in manual audits that nobody has time for. Keeton needed a way to oversee the pipeline without the manual grind.
Visualizing the Pipeline
The audit problem pushed Keeton's team toward MaverickRE's Agent Rules and Alerts. Often called the "Nudging Tool," the interface provides an instant snapshot of where every agent stands without burying the data in complex reports.
That visual simplicity allows Keeton to see exactly which rule got broken immediately. For his team, the critical metric is "Money Leads"—active buyers showing homes who haven't been contacted in three days. These are the opportunities a team cannot afford to miss.
The "Nudge" Workflow
Once they could see which leads were being neglected, Keeton implemented a Monday-to-Friday cadence to fix it. The goal was to ensure nothing slips through the cracks without micromanaging.
1. The Monday Nudge
On Monday morning, Keeton opens the tool, identifies overdue leads, and selects all agents who need a reminder. With a few clicks, he sends a bulk text.
The agents receive a text message with a direct link to the lead in their CRM. They don't have to log into a new app or check a dashboard; it meets them where they already are.
"The agents love this because this is not another app that they have to log into... It's a text message on their phone and they're going to look at their text messages."
2. The Friday Fallout
If an agent hasn't touched their nudged leads by Friday, those leads are automatically reassigned to a "Pond"—a pool where any agent can claim them. This creates a clear incentive structure: handle your leads, or someone else will.
"When the agents are going through their workflow... they know, 'Hey, if I don't address this one, it's at risk of reassignment and about to be dumped into a pond.'"
Immediate Revenue Acceleration
After just a few weeks of running this cycle, patterns started emerging. By keeping "Money Leads" and long-term nurture leads consistently worked, the team saw a massive jump in performance.
"We've been able to increase our internet lead conversion rates by 20% in the first six months."
Beyond the numbers, the sales manager got hours back, and the agents developed a clearer workflow. Keeton describes the tool as a "Revenue Accelerator" because it fixes the gap where leads usually fall through due to a lack of systematic work.
Summary of Results
Implementing the "Nudge" workflow created immediate, tangible changes in how Keeton & Co. operates.
| Metric | Impact |
|---|---|
| Conversion Rate | Internet lead conversion rates increased by 20% in the first six months. |
| Manager Efficiency | The sales manager reclaimed hours of time previously spent on manual CRM audits. |
| Agent Workflow | Created a clear "handle it or lose it" incentive structure, ensuring leads are never neglected. |