I'm in the business of helping agents get more clients.

But this morning I realized our systems, because they run on autopilot, probably have some clients with a very dull skillset, i.e. their closing ratio sucks.

Some of these agents then blame us. Of course. Some agents blame everyone/everything other than themselves for missing a sale.

That said, I'd love to establish a set of "average" and "outperform" and "you need work on your sales skills".

Have you tracked your ratio of Listing-Appointments to Signed Listings? Or buyer referrals to offer written and the buyer is really committed to using you (alone i.e. not "cheating with another agent")?

My gut feeling is that a good listing agent will sign about 50% of all listing appointments taken, and for that other 50%, there are good "reasons" aka "excuses" aka client-justifications why they didn't sign - or it could even be the LA didn't want them as a client and "reintroduced them to the market" aka fired the client.

Can anyone comment?

Every agent's marketing funnel goes

>>>> Cold Leads / Internet Leads
>>> Warm Leads
>> Appointments / Selling Situations / "At-Bat"
>Deal Sold / Listing Taken / Offer Written

Obviously it's not marketing, but downstream is actually closing deals i.e. offer accepted, deal successfully closed, and then finally (this IS marketing) convert client to referral stream.

So this could be  (Sharp/Effective  -  Average  -  Dull / Needs Work)
>>>>  1,000      300      30               (good marketing generates a lot more leads, of course)
>>>   100         15       2                  (good follow up / beginning sales skills)
>>     20          3         .3                  (this is really face-to-face selling or phone selling)
>      10           1        .05                 (payday pending, if doesn't close, will likely recycle into new closing)

Anyone care to comment on this?