Define the five numbers you will run on

Why it matters

Most disagreements about 'how we are doing' are definition fights. Is a Zillow lead who never answered a lead? Does a showing count as an appointment? Write the answer once. Then numbers become comparable week to week and agent to agent, and the constraint finder in chapter 1 gets trustworthy inputs.

GCI per lead source is the number that ends arguments about spend. A source with fewer leads can be worth more if it closes; you only see that when commission is tied back to the source.

Step by step

1. 01

   Write your definitions decisions

   Fill in the definitions template below. The decisions that most often differ between teams: what counts as a lead (exclude agents, vendors and duplicates), whether a showing counts as an appointment (this Playbook says consultations and first showings count; repeat showings do not), and what counts as a two-way conversation (a reply by text or email or an answered call; auto-replies and STOP replies do not).

   Check: Your definitions doc answers each of the five questions in the template with one sentence.

2. 02

   Follow Up Boss: pull leads, speed, attempts and response rate

   Reporting > Lead Sources (and Reporting > Agent activity per agent) give New Leads, Avg. Speed to Action and to first call/text/email, Avg. Contact Attempts, % of Leads Responding, Leads Not Acted On, Appointments, Deals Closed, Deal Commission and Conversion Rate by source. Set Lead Type and Time Frame the same way every time and use Export Report for your sheet.

   Check: You have last month's numbers for every source in one export.

3. 03

   Follow Up Boss: pull appointments and GCI

   Reporting > Appointments filters by time frame, user, type and outcome; count outcome Held for appointments held and divide by all appointments for show rate (outcomes are set up in Admin > Appointments). For GCI, create a Deal for every transaction (Deals tab or the lead profile) with price and commission. The Lead Sources report then shows Deal Commission per source.

   Check: Every closing in the window has a deal with commission, and the Lead Sources report shows commission per source.

4. 04

   HighLevel: pull leads, contact rate and appointments

   • New leads: opportunities in the lead pipeline with Created On in the window (every lead gets an opportunity in Part 03, chapter 3).
   • Contact rate: of those, how many reached the Contacted stage or later (filter by stage, or count in the board).
   • Appointments: Reporting > Appointment Report shows counts by status (booked, confirmed, cancelled and more). Count Showed for appointments held.
   • Speed to lead and attempts: HighLevel's help center does not document a per-lead speed report, so use the 20-lead sample in Part 03, chapter 9.

   Check: You have new leads, contacted and appointments held for last month from HighLevel.

5. 05

   HighLevel: put GCI on the opportunity and read it by source

   When a transaction closes, set the opportunity's value to the GCI (not the sale price) and mark it Won. Add the Lead Source Report widget to a dashboard: per source it shows total leads, open, won, lost and abandoned, with values. Won value per source is your GCI per lead source.

   Check: The Lead Source Report shows a won value for at least one source that matches your closed GCI.

Copyable templates

# Our metric definitions (decided {date})

1. A **lead** is: a person who asked for real estate help through {sources}. Not leads: agents, vendors, job seekers, duplicates, imported old lists.
2. **First personal touch** is: a call or 1:1 text by a person. Automated texts and emails do not count.
3. A **two-way conversation** is: a reply by text or email, or an answered call. Auto-replies and opt-out replies do not count.
4. An **appointment** is: a buyer or listing consultation, or a first showing, with a date and time. Repeat showings do not count.
5. **GCI** is recorded on: {Follow Up Boss Deal commission / HighLevel opportunity value / GCI custom field}, entered by {owner} within {2} days of closing.

Try it

How to test it

1. Pick one source and one month. Compute contact rate by hand from 10 leads and compare with the report. Investigate any gap over 10 points.
2. Check one closing: its commission appears under the right source in the report.
3. Ask a teammate to pull one metric using only your definitions doc. Their number should match yours.

Troubleshooting

Advanced technical details

Optional. You can follow every step above without these.