Track listing appointments and measure the seller funnel

Why it matters

"I need more leads" is often wrong. If conversations rarely turn into appointments, more leads just means more unanswered calls. Counting every stage by source shows where the funnel leaks and which sources produce listings, not just form fills.

Step by step

1. 01

   Define set and held, and create the appointment type

   In Follow Up Boss the Owner customizes appointment types and outcomes at Admin > Appointments. Create a Listing Appointment type and the outcomes in the template. Appointment outcomes can trigger Automations (for example: outcome Held: signed adds a task to create the deal).

   In HighLevel, use the pipeline stages: move the opportunity to Listing appt set when booked and Listing appt held only after you met. Book on a HighLevel calendar so the Last Appointment At filter reflects real appointments.

   Check: A test appointment shows the Listing Appointment type and an outcome you selected.

2. 02

   Log outcomes the same day

   Every listing appointment gets an outcome and a matching stage move before you go to bed. When a seller signs, create the deal in Follow Up Boss's Sellers pipeline (Name, Price, Projected closing date, Commission) or move the HighLevel opportunity to Listing agreement signed and set its value.

   Check: No appointment older than 24 hours lacks an outcome.

3. 03

   Fill the monthly funnel tracker by source

   On the first business day of each month, count each stage for the previous month per source tag (src-..., cu-engaged, reactivation tags from Part 04). Use pipeline stage counts in HighLevel and Smart Lists by tag and stage in Follow Up Boss. Paste into the tracker.

   Check: The tracker has one row per source for last month, with all seven counts.

4. 04

   Plan backward from your listing goal

   Open the planner below. Enter your closed-listing goal for the year, average price, net commission and your own conversion rates from the tracker (use the example numbers only until you have 90 days of data). It shows the seller leads, conversations and listing appointments you need per year, month and week, rounding up at each stage.

   Seller funnel planner

   Example numbers are assumptions for a fictional agent. Replace them with yours.

   Closed listings goal (per year)

   Average sale price ($)

   Your net listing commission (%)After brokerage split and team split.

   Cost per seller lead ($, 0 if organic)

   Lead to conversation (%)

   Conversation to appointment (%)

   Appointment to signed listing (%)

   Signed to closed (%)

   Show numbers per

   YearMonthWeek

   Seller leads		32
   Conversations		13
   Listing appointments		3
   Signed listings		2
   Closed listings		1

   Leads per closing31.3

   Appointments per closing2.5

   Gross commission$108,000

   Lead cost per closing$1,250

   Month and week figures are rounded up from the yearly total, so they add to slightly more than the year. Seller timelines run months, so leads you add today mostly close next quarter or later.

   Check your last 90 days

   Actual leads

   Actual conversations

   Actual appointments

   Actual signed

   Actual closed

   Enter your actual counts to find the stage furthest below plan.

   Example inputs are fictional assumptions. Replace every rate with your own.

   Check: You wrote your weekly listing appointment target on your calendar.

5. 05

   Fix the weakest stage first

   Enter your last 90 days in the planner's check section. It names the stage furthest below your planned rate. Typical fixes: lead to conversation (speed to call, chapter 5 routing), conversation to appointment (the next-step ask in the qualification script), appointment to signed (your listing presentation and pricing conversation), signed to closed (pricing and preparation).

   Check: You picked one stage to improve this month and wrote down one change.

Copyable templates

month,source,seller_leads,conversations,listing_appts_set,listing_appts_held,listing_agreements_signed,closed_listings,lead_cost_usd,notes
2026-10,Harbor Pines landing page,14,6,2,2,1,0,560,example row (fictional)
2026-10,Community Update replies,5,4,1,1,0,0,0,example row (fictional)
2026-10,Past client reactivation,9,7,2,1,1,0,0,example row (fictional)

LISTING APPOINTMENT SETUP

Appointment type:   Listing Appointment
Outcomes:           Held: signed | Held: thinking it over | Held: not listing | No-show | Rescheduled | Cancelled by seller

Rules
- A listing appointment is "set" when it has a date, time and address on the calendar.
- It is "held" only when you met the seller (in person or on video). No-shows and reschedules are not held.
- Record the outcome the same day. Move the stage to match:
    Held: signed            -> Listing agreement signed (create the Sellers deal)
    Held: thinking it over  -> Listing appt held (task: follow up in 2 days)
    Held: not listing       -> Nurture or Lost (with reason)
    No-show / Rescheduled   -> back to Listing appt set with the new date

Try it

How to test it

1. In the planner, set every rate to 50% and the goal to 8 closed listings. It should show 16 signed, 32 appointments, 64 conversations and 128 leads per year.
2. Count last month's held appointments in your calendar by hand. The number must match the tracker.
3. Pick one source in the tracker and trace two listings back to their first form or reply.

Troubleshooting

Advanced technical details

Optional. You can follow every step above without these.