Every number on this sheet has one definition, one owner and one deadline, and the week runs Monday 00:00 to Sunday 23:59 Central.
Phase 0 exists to learn attempts per conversation, conversations per appointment and the objection that ends calls. Until cost per conversation is known, the $5,000 launch budget has no basis. No target below is invented. Where we do not have a number, the target says so. The only fixed targets come from the playbook: first contact inside 5 minutes during business hours, next morning by 9am after hours, nothing unactioned at 24 hours.
weekly-tracking-sheet.csv (entry template)metric-definitions.csv (all definitions)entry-columns.csv (column guide)expected-commission-events.csv (M5)
Who is who and what the words mean
| Term | What it is |
|---|---|
| Jacob | Jacob Dow, owner of Builder Connect. Owns money (M1 to M5) and approves everything. |
| Hector | Builds and runs the GHL system and pulls the weekly numbers from it on Monday 8:30am. |
| ISA | Inside sales agent, a part time role. Calls and texts new leads and records the answers in GHL. |
| Agent 1, Agent 2 | The two new buyer's agents starting mid November. Agent 1 handles BOYL buyers, Agent 2 handles land plus build buyers. Until they start, Jacob covers both. |
| Taylor | Taylor, who runs social content and campaign organisation for Builder Connect. |
| Philip | Philip, Builder Connect's media director and land man in training. Makes the lot walkthrough videos and supports land sourcing. |
| GHL | GoHighLevel, the CRM (the customer database) where every lead, call, text and stage move is logged. |
| BOYL | Build on your lot. The buyer already owns the lot they want to build on. |
| Land plus build | The buyer does not own a lot yet and needs a lot and a home. |
| Hot feed | The weekly county roll report of new vacant residential lot purchasers, sent by a scheduled job on Monday 8am. |
Who records what, and when
ISA records what only a person can know. Agents record what happens in appointments. Hector pulls everything GHL can calculate, so nobody types a number a system already has. Jacob owns money.
| When | Who | What |
|---|---|---|
| Daily by 6pm | ISA | Disposition, qualifying_q1_answered, grade, loan tags and objection on every lead touched (A2, A3, Q1 to Q5). |
| On the event | Agents | Stage moves, expected_loan_close_date, signed agreements (A7, C4, C5, M4). |
| Friday 5pm | ISA and agents | Manual fields locked. Anything not entered by now is recorded as missing, not estimated. |
| Monday 8:00am | Cron | County roll report of new vacant lot purchasers arrives (H1). |
| Monday 8:30am | Hector | Pulls automatic metrics from GHL, calculates rates, fills the weekly sheet. |
| Monday 9:00am | Jacob and Hector | Spend entered and confirmed (M1). Sheet frozen. |
| Monday 9:30am | Whole team | Weekly pipeline meeting, 45 minutes. Times are proposed for Jacob's approval. |
Where does a Saturday or Sunday call, grade or appointment go? Into the week it happened in. Saturday and Sunday are the last two days of the week that began the Monday before, so they count on that week's sheet even though the Friday 5pm lock has passed. The Friday 5pm lock applies to the numbers typed on the sheet, not to GHL, so keep recording in GHL on the weekend as on any day: by 6pm that day if you can, otherwise by Sunday 11:59pm. Enter it by Sunday 11:59pm in the lead record in GHL, with the real date and time of the call, and the lead's disposition and grade as usual. Hector pulls everything at Monday 8:30am, so GHL entries stamped Saturday or Sunday are counted automatically. A weekend entry made after Monday 8:30am is not added to the closed sheet. Write it in the notes column of the next week's row, marked "late from last week", and it stays out of this week's counts.
Which row does spend on tools or skip trace go in? Every dollar goes on exactly one source row, in the M1_spend_usd column. Skip trace for the hot feed goes on the hot-feed row. Skip trace for a cold list goes on the cold-list row. Printing and mailing goes on the postcard row. Meta ad spend goes on the meta row. Tools and any cost shared by more than one source (the CRM, the dialer, a data subscription) go on the organic row, because no one source caused them. Spend is not split by persona: always use the unknown persona row of that source. Write the invoice name and amount in notes. The TOTAL row adds all 18, so nothing is counted twice.
The weekly sheet, one row per source and persona
Segments: six sources (hot feed, cold list, postcard, Meta, organic, referral) by three persona values (BOYL, land plus build, unknown), plus a total row, 19 rows a week. The CSV carries one column for every number in the 33 metrics that is typed or pulled, 48 columns in all, listed below. Calculated metrics (C1 to C3, A8, M2, M3, P2 rate, M5 rates) have no column because Hector computes them from these. Preview of the first columns:
| source | persona | A1 attempts | A2 contacts | A3 conversations | A6 appts set | A7 appts held | C4 signed |
|---|---|---|---|---|---|---|---|
| hot-feed | boyl | ||||||
| hot-feed | land-plus-build | ||||||
| hot-feed | unknown | ||||||
| cold-list | boyl | ||||||
| cold-list | land-plus-build | ||||||
| cold-list | unknown | ||||||
| postcard | boyl | ||||||
| postcard | land-plus-build | ||||||
| postcard | unknown | ||||||
| meta | boyl | ||||||
| meta | land-plus-build | ||||||
| meta | unknown | ||||||
| organic | boyl | ||||||
| organic | land-plus-build | ||||||
| organic | unknown | ||||||
| referral | boyl | ||||||
| referral | land-plus-build | ||||||
| referral | unknown |
Loan type is always shown. One-time close, cash draws, no lender and unknown sit in their own columns (Q2) because a one-time close buyer on BOYL pays the full build commission at loan close, about 45 to 60 days out, while cash draws pay at the end of the build, 12 to 18 months out. Two identical leads are not worth the same.
Rules for filling in a row
Which source row does a lead go in? The row of the lead's first-touch source, which GHL stores in the lead source field the day the record is created. Example: an owner on the cold list who gets a postcard, then fills in the lot report form, stays in the cold-list row for every week, because cold-list was first. Never count a lead in two rows. Walk-in, phone-in or a name nobody can place: use organic. A lead someone refers by name: referral. If a lead really arrives from two channels on the same day, the earlier timestamp wins; if still tied, the one with the lower row number on the sheet wins.
Which persona row? boyl if the lead owns the lot they want to build on. land-plus-build if they do not own a lot yet. unknown until the ISA has asked. Once asked, every count for that lead (A, Q, C, P, S, M) goes in the lead's persona row from that week on, whatever its source; earlier weeks are not restated. One exception beats this rule: H1, H2 and H3 are never moved. They stay in the hot-feed / unknown row for the life of the batch, even after the lead's persona is known.
Who types what. The column table says who fills each column. Columns marked Hector are filled from GHL reports on Monday 8:30am. Columns marked ISA or Agent are counted from the GHL fields they set during the week. Every row, every week, even if all zeros.
Hot-feed counts (H1, H2, H3) and the TOTAL row
Which row gets the Monday hot-feed counts? Only the hot-feed / unknown row. Hector types H1 (new records on the Monday roll report) there at 8:30am, the ISA's H2 count goes in the same row by Friday 5pm, and Hector types H3 in the same row the following Monday. The hot-feed / boyl row and the hot-feed / land-plus-build row show NA in H1, H2 and H3, because nobody has asked a hot-feed record which persona it is. Every non-hot-feed row also shows NA. The records stay in that row for later weeks even after the ISA learns the persona; earlier weeks are not restated. The percents H2/H1 and H3/H1 are calculated by Hector, not typed.
How is the TOTAL row filled? Hector fills it last, after all 18 rows above. Count columns (A, Q, C, P, H, M1, S3, A8_appointments_due, M4): add the 18 rows, ignoring NA. S1 median minutes: do not average the row medians. Take every business-hours lead from the GHL report and find one median. S1, S2 and S4 percents: total leads that met the test divided by total leads in the group, not an average of the row percents. The week_start_monday column holds the same Monday date, source holds TOTAL and persona holds all.
Every CSV column, who fills it, what goes in it
Also saved as entry-columns.csv. Expected commission events (M5) are counted by month in a second small file, expected-commission-events.csv: one row per event type per month, count of signed clients.
| CSV column | Metric | Who fills it | What goes in it |
|---|---|---|---|
week_start_monday | - | Hector | Date of the Monday that starts the week, YYYY-MM-DD. Same date on every row. |
source | - | Hector | One of: hot-feed, cold-list, postcard, meta, organic, referral. See the source rule above. |
persona | - | Hector | One of: boyl, land-plus-build, unknown. See the persona rule above. |
A1_attempts | A1 | Hector | Auto from GHL conversations report. |
A2_contacts | A2 | ISA | Count of leads with a live exchange this week, from the disposition field. |
A3_conversations | A3 | ISA | Count of leads where qualifying_q1_answered = yes. |
A4_lot_reports_requested | A4 | Hector | Auto from lot report form and tasks, plus ISA phone requests. |
A5_lot_reports_sent | A5 | ISA | Count of lot-report-sent tags with flood_zone and utilities filled. |
A6_appointments_set | A6 | ISA | Count of moves to Appointment Set with confirmed_by_lead = yes. |
A7_appointments_held | A7 | Agent | Count of moves to Met. |
A8_appointments_due | A8 | Hector | Appointments whose slot fell in the week, buyer-requested reschedules removed. Hector divides A7 by this to get A8. |
Q1_priority_hot | Q1 | ISA | Count graded PRIORITY HOT this week. |
Q1_hot | Q1 | ISA | Count graded HOT. |
Q1_warm | Q1 | ISA | Count graded WARM. |
Q1_cold | Q1 | ISA | Count graded COLD. |
Q1_dead | Q1 | ISA | Count graded DEAD. |
Q2_loan_one_time_close | Q2 | ISA | Count tagged one-time-close. |
Q2_loan_cash_draws | Q2 | ISA | Count tagged cash-draws. |
Q2_loan_no_lender | Q2 | ISA | Count tagged no-lender. |
Q2_loan_unknown | Q2 | ISA | Count with a conversation but no loan tag. |
Q3_lender_intros | Q3 | ISA | Count of leads with lender_intro_date this week. |
Q4_dead_represented_or_builder_signed | Q4 | ISA | Count moved to DEAD with reason represented or builder-signed. |
Q5_obj_go_direct | Q5 | ISA | Count of conversations whose one objection was 'go direct'. |
Q5_obj_cost | Q5 | ISA | Count with objection 'cost'. |
Q5_obj_not_ready | Q5 | ISA | Count with objection 'not ready'. |
Q5_obj_has_agent | Q5 | ISA | Count with objection 'has agent'. |
Q5_obj_has_builder | Q5 | ISA | Count with objection 'has builder'. |
Q5_obj_not_owner | Q5 | ISA | Count with objection 'not owner'. |
Q5_obj_other | Q5 | ISA | Count with objection 'other'. Write the words in notes. |
S1_median_minutes_business_hours | S1 | Hector | Median minutes, creation to first outbound call or text, for leads created in business hours. |
S1_pct_within_5_min | S1 | Hector | Percent of those leads contacted in 5 minutes or less. |
S2_pct_after_hours_by_9am | S2 | Hector | Percent of after-hours leads that got a text and a call by 9am next morning. |
S3_unactioned_24h | S3 | Hector | Count of leads with no outbound call and no text at 24 hours. List names in notes. |
S4_pct_text_and_call | S4 | Hector | Percent of inbound leads that got both a text and a call. |
C4_signed | C4 | Agent | Count of representation agreements signed by both parties this week. |
C5_builder_matched | C5 | Agent | Count reaching Builder Matched this week (only after signing). |
C5_under_contract | C5 | Agent | Count reaching Under Contract. |
C5_closed | C5 | Agent | Count reaching Closed. |
H1_hot_feed_received | H1 | Hector | Hot-feed rows only. Count of new records on the Monday roll report. Other rows: NA. |
H2_hot_feed_contact_found | H2 | ISA | Hot-feed rows only. Count of records where a working phone or email was found. |
H3_hot_feed_worked_5_days | H3 | Hector | Hot-feed rows only. Count of records with a first attempt inside 5 business days. |
P1_leads_all_parcel_fields | P1 | Hector | Count of leads with flood_zone, utilities, lot size and nearest_permits_1mi all filled. |
P2_appts_from_lot_report_leads | P2 | Hector | Count of A6 appointments from leads that were sent a lot report. |
P3_match_searches_run | P3 | Agent 2 | Count of vacant-lot-owner searches run for a buyer. |
P3_match_owners_returned | P3 | Agent 2 | Count of owners those searches returned that fit. |
M1_spend_usd | M1 | Jacob | Dollars spent on this source this week, from invoices and ad dashboards. Skip trace goes on the source it served, tools and shared costs on the organic row, always the unknown persona row. 0 in phase 0. |
M4_signed_with_close_date | M4 | Agent | Count of this week's signed clients that have expected_loan_close_date filled. |
notes | - | Anyone | Free text. Names for S3, words for Q5 other, anything missing and why. |
Terms used on this sheet
If a word below is new to you, this is its whole meaning here.
| Term | Meaning |
|---|---|
| Business hours | The hours on the coverage grid on the board, which Jacob sets: [BUSINESS HOURS TO BE SET BY JACOB]. A lead created inside a grid slot is a business-hours lead (S1, target 5 minutes). A lead created at any other time is an after-hours lead (S2, target by 9am next morning). If the grid has no entry for that time, it is after hours. |
| GHL | GoHighLevel, the CRM where every lead, call, text, tag, stage and custom field lives. Hector builds it. Every number on this sheet comes from it unless the table says otherwise. |
| PIN | The county parcel ID number, also called account number, on the county appraisal roll. It identifies one lot. A lot report request needs a lot address or a PIN. |
| Cron | A scheduled job that runs by itself. Here: every Monday at 8:00am it pulls new vacant-lot purchasers from the county roll into GHL. Nobody types these. |
| Skip trace | A paid lookup that finds a phone number or email for a name and mailing address. Not bought in phase 0. H2 measures how often the ISA finds contact details by hand, which decides whether to buy it. |
| Phase 0 | Now to mid November, spending nothing. The goal is to learn our real numbers (attempts per conversation, conversations per appointment, the objection that ends calls) before the $5,000 launch budget is spent. |
| Hot feed | New buyers of vacant residential lots, from the Monday county roll report. Cold list: owners from the county appraisal roll who have not asked to hear from us. |
| BOYL | Build on your lot. The buyer already owns the lot. Land plus build: the buyer does not own a lot yet and needs a lot and a builder. |
| Grade (daily) | The ISA's label on a lead after a conversation, one of five: PRIORITY HOT, HOT, WARM, COLD, DEAD. Test the lead against the grades in this order and stop at the first that fits: DEAD, PRIORITY HOT, HOT, WARM, COLD. The answers come from the five qualifying questions in the playbook (lender, loan type, timeline, builder, agent). Update the grade only when one of those answers changes, and enter the new grade the same day. |
| DEAD | The lead said they are under contract with a builder, or already have a buyer's agent. Tag it DEAD, record the reason (represented or builder-signed), and make no further contact. Counted in Q1 and in Q4. |
| PRIORITY HOT | A lead that meets every HOT test below and also has the loan tag one-time-close. Builder Connect is paid at loan close, about 45 to 60 days out. The ISA tells Jacob directly the same day. |
| HOT | All three are true: the lead has talked to a lender about a construction loan or has a lender call on the calendar with a date; they plan to start building within 12 months (the timeline answer is this year, or a month inside the next 12); and they have not chosen a builder. Action: book an appointment now so an agent calls the same day. |
| WARM | The lead intends to build within 24 months but has no lender conversation done or dated yet, or has one but plans to start 12 to 24 months out. Action: offer a lender introduction (Q3) and put them in the nurture sequence. |
| COLD | The lead is holding the lot or land with no plan to build within 24 months: inherited, held as an investment, or no timeline given after the ISA asked. Action: quarterly nurture only. |
| Persona | The lead's build situation, one of three values: boyl, land-plus-build or unknown. See the persona row rule under the weekly sheet. |
| Source | How the lead first entered GHL, one of six values: hot-feed (the Monday county roll report), cold-list (county appraisal roll owners we contacted first), postcard (a mailed card that the owner answered), meta (a Facebook or Instagram ad), organic (walk-in, phone-in, or a name nobody can place), referral (someone named by a person we know). Set once on the day the record is created and never changed. |
| Disposition | The outcome of one call, chosen by the ISA on the same day from the GHL disposition list, which Hector builds. Answered by the named owner or buyer, by call or text reply, is a contact (A2). Voicemail, wrong number and gatekeeper are not. |
| One-time close, cash draws, no lender | Loan types, tagged by the ISA after asking the loan question. One-time close: the lender converts the construction loan to the permanent mortgage at the end of the build, one loan. Cash draws: the buyer pays the builder in stages from their own cash. No lender: the lead has not spoken to a lender. Unknown: the lead did not know the answer, so no tag is set. |
| Lender partner | A mortgage lender Builder Connect introduces buyers to. The ISA gives the lead the lender's name only after the lead agrees to the introduction (Q3). |
| Nurture | Scheduled follow-up messages sent from GHL with no live call. Warm leads: [WARM NURTURE CADENCE TO BE SET BY JACOB]. Cold leads: once a quarter. |
| Lead | One person or household in GHL, counted once per week per metric no matter how many times we touched them. |
| Missing, zero, NA | Blank means not recorded yet. 0 means counted and there were none. NA means the metric cannot apply to that row. Never estimate to fill a blank. |
Metric definitions
Activity
| ID | Metric | Exact definition | Owner (answers for the number) | Recorded by, when, from | Target |
|---|---|---|---|---|---|
| A1 | Attempts count | One outbound call placed or one outbound text sent to a lead record. A call plus a text to the same lead on the same day is 2 attempts. Voicemails count. Inbound replies do not. Formula Count of outbound call and text events logged in GHL, week Mon 00:00 to Sun 23:59 Central Cuts Source, persona, lead type (hot feed, cold list, inbound) | ISA | Hector (GHL report, automatic) Pulled Monday 8:30am for prior week GHL conversations | None. Rate is the output, not a quota. |
| A2 | Contacts count of leads | A live two-way exchange with the named owner or buyer: they answered the phone or replied by text. Gatekeepers, wrong numbers and voicemail do not count. Formula Count of distinct leads with at least one contact in the week Cuts Source, persona | ISA | ISA (disposition field on every call, same day) Daily by 6pm, locked Friday 5pm GHL disposition field | None |
| A3 | Conversations count of leads | A contact where the ISA asked qualifying question 1 (lender) and got an answer. Anything shorter is a contact, not a conversation. This is the number cost per conversation divides by. Formula Count of distinct leads where field qualifying_q1_answered = yes Cuts Source, persona, loan type | ISA | ISA Daily by 6pm, locked Friday 5pm GHL custom field | None. This is the phase 0 learning number. |
| A4 | Lot reports requested count | A lot report requested by form, call or text with a lot address or PIN captured. One lot per request. Formula Count of GHL tasks created by the lot report automation plus manual requests logged by the ISA Cuts Source, persona | Hector | Hector (automatic), ISA adds phone requests Pulled Monday 8:30am GHL form and task list | None |
| A5 | Lot reports sent count | A report delivered to the owner with flood_zone, utilities, county record summary and nearest permits merged and not blank. A report sent with a blank merge field does not count. Formula Count of lot-report-sent tags applied in the week where flood_zone and utilities fields are populated Cuts Source, county, acreage band | ISA | ISA (applies tag after check) On send; locked Friday 5pm GHL tag lot-report-sent plus parcel merge fields | 100% of requests sent within 24 hours |
| A6 | Appointments set count | A dated slot on a buyers agent calendar, confirmed by the lead by call, text or reply. A slot the lead has not confirmed is not set. Formula Count of GHL stage moves to Appointment Set where confirmed_by_lead = yes Cuts Source, persona, agent | ISA | ISA On booking; locked Friday 5pm GHL pipeline | None |
| A7 | Appointments held count | The agent met or spoke with the buyer live for the scheduled appointment, or within 48 hours of a reschedule the buyer asked for. Formula Count of stage moves to Met in the week Cuts Source, persona, agent | Buyers agent 1 (BOYL), Buyers agent 2 (land plus build), Jacob until they start | The agent who took it Same day as the appointment GHL pipeline | Appointments held / appointments set shown as A8 |
| A8 | Appointment show rate percent | Appointments held divided by appointments that were due in the week. Reschedules that the buyer asked for are removed from both sides. Formula A7 / appointments due in week Cuts Persona, agent | Jacob | Hector (calculated) Monday 8:30am GHL pipeline | Set after phase 0 data |
Qualification
| ID | Metric | Exact definition | Owner (answers for the number) | Recorded by, when, from | Target |
|---|---|---|---|---|---|
| Q1 | Grade mix count by grade | Count of leads graded in the week by playbook grade: PRIORITY HOT, HOT, WARM, COLD, DEAD. PRIORITY HOT is a HOT lead on a one-time close loan. Grade is set once per conversation and updated only when facts change. Formula Count of leads by grade tag with grade date in the week Cuts Source, persona | ISA | ISA Daily by 6pm, locked Friday 5pm GHL grade field | None |
| Q2 | Loan type mix count by type and percent | Among leads with a conversation in the week, the count that are one-time-close, cash-draws, no-lender, or loan-unknown. Loan type decides when Builder Connect is paid (one-time close, loan close at about 45 to 60 days. Cash draws, end of build at 12 to 18 months), so it is reported next to grade, never inside it. Formula Count of leads by tag: one-time-close, cash-draws, no-lender, unknown (no loan tag after conversation) Cuts Source, persona | ISA | ISA Tagged on call; locked Friday 5pm GHL tags | None. Watch the unknown share; it should shrink every week. |
| Q3 | Lender introductions made count | A warm lead was given a lender partner's name and the lead agreed to the introduction. The intro is logged with the date. Formula Count of leads with lender_intro_date in the week Cuts Persona, source | ISA | ISA On intro; locked Friday 5pm GHL custom field | None |
| Q4 | Already represented or builder chosen count | Leads moved to DEAD because the owner has another agent or a signed builder contract. Tagged and stopped, no further contact. Formula Count of leads moved to DEAD with reason = represented or builder-signed Cuts Source | ISA | ISA On call; locked Friday 5pm GHL tag and reason field | None |
| Q5 | Top objection count by value | The single objection that ended or stalled the call, picked from a fixed list: go direct, cost, not ready, has agent, has builder, not owner, other. One per conversation. Formula Count by objection value Cuts Source, persona | ISA | ISA Daily by 6pm, locked Friday 5pm GHL objection field | None. Feeds script changes. |
Speed to lead
| ID | Metric | Exact definition | Owner (answers for the number) | Recorded by, when, from | Target |
|---|---|---|---|---|---|
| S1 | Speed to lead, business hours minutes | Minutes from lead creation to first outbound text or call, whichever is first, for inbound leads created during business hours (the coverage grid, see Terms used on this sheet). Reported as median and as the share at or under 5 minutes. Formula Median and percent of (first_outbound_timestamp minus lead_created_timestamp) Cuts Source, persona, who responded | ISA, Jacob when ISA is off shift | Hector (automatic timestamps) Monday 8:30am GHL timestamps | 5 minutes (playbook rule) |
| S2 | After-hours leads contacted by 9am percent | Inbound leads created outside the coverage grid hours that received a text and a call by 9am the next morning, divided by all after-hours inbound leads. Formula Count contacted by 9am / count after-hours leads Cuts Source, day of week | ISA, Jacob when ISA is off shift | Hector (automatic) Monday 8:30am GHL timestamps | 100% (playbook rule) |
| S3 | Leads unactioned at 24 hours count | Leads with no outbound call and no outbound text 24 hours after creation. Each one is listed by name in the meeting. Formula Count of leads where first_outbound_timestamp is empty and age is over 24 hours Cuts Source, persona | Jacob | Hector (the GHL alert already escalates) Monday 8:30am, alert in real time GHL alert | 0 (playbook rule) |
| S4 | Text-and-call compliance percent | Share of inbound leads that got both a text and a call, not one or the other. Formula Leads with both / all inbound leads Cuts Source | ISA | Hector (automatic) Monday 8:30am GHL conversations | 100% (playbook rule) |
Conversion
| ID | Metric | Exact definition | Owner (answers for the number) | Recorded by, when, from | Target |
|---|---|---|---|---|---|
| C1 | Attempts per contact ratio | A1 divided by A2. How many tries it takes to reach a person. Formula A1 / A2 Cuts Source, lead type | ISA | Hector (calculated) Monday 8:30am Calculated | None. Learning number. |
| C2 | Contact to conversation percent | A3 divided by A2. Formula A3 / A2 Cuts Source, persona | ISA | Hector (calculated) Monday 8:30am Calculated | None. Learning number. |
| C3 | Conversation to appointment percent | A6 divided by A3 for the same lead cohort, measured on leads whose conversation happened in the week. Formula Leads with conversation in week who set an appointment within 14 days / A3 Cuts Source, persona, loan type | ISA | Hector (calculated) Monday 8:30am, cohort closes after 14 days Calculated | None. Learning number. |
| C4 | Appointment to representation signed percent | Representation agreements signed divided by appointments held. Signed means both parties signed, before any builder introduction. Formula Signed in week / A7 Cuts Persona, agent, loan type | Buyers agents | Agent logs, Hector reports On signing; locked Friday 5pm GHL pipeline stage | None |
| C5 | Builder matched, under contract, closed count by stage | Counts of leads reaching each of these stages in the week. Builder Matched only counts after a signed representation agreement. Formula Stage entry counts for Builder Matched, Under Contract, Closed Cuts Persona, source, loan type | Jacob | Agents log, Hector reports On stage change; locked Friday 5pm GHL pipeline | None |
Hot feed
| ID | Metric | Exact definition | Owner (answers for the number) | Recorded by, when, from | Target |
|---|---|---|---|---|---|
| H1 | Hot feed records received count | New lot purchasers on the Monday 8am county roll report for vacant residential lots. Counted once per owner and lot. Formula Rows in the Monday cron output Cuts County roll city, acreage band | Hector | Hector Monday 8am cron, counted by 8:30am Monday county roll cron | Countywide expectation is roughly 70 per month |
| H2 | Hot feed records with contact details found percent | Records where the ISA found a working phone or email by manual search. The share found tells us whether skip tracing is worth buying. Formula Records with phone or email added / H1 Cuts Acreage band, city, absentee | ISA | ISA By Friday 5pm for that Monday's batch Manual search | None. Decides the skip trace budget. |
| H3 | Hot feed records worked within 5 business days percent | Records that received a first attempt within 5 business days of arriving. Formula Records with first attempt by day 5 / H1 Cuts Batch week | ISA | Hector (calculated) Following Monday GHL | 100% |
Parcel data
| ID | Metric | Exact definition | Owner (answers for the number) | Recorded by, when, from | Target |
|---|---|---|---|---|---|
| P1 | Parcel merge completeness percent | Share of leads in the week whose record has flood_zone, utilities, lot size and nearest_permits_1mi all populated. Builder Connect has county parcel data on every lot, so a blank here is a process failure and gets fixed. Formula Leads with all four fields / leads touched Cuts County, source | Hector | Hector Monday 8:30am GHL merge fields | 100% |
| P2 | Lot report to appointment percent | Appointments set from leads that received a lot report, divided by lot reports sent. Compared against leads that did not get a report. Formula Appointments set within 14 days among report recipients / A5 Cuts Persona, flood zone value, acreage band | Jacob | Hector (calculated) Monday 8:30am Calculated | None. Tests the parcel data angle. |
| P3 | Match database hits count | Land plus build buyers with a named target area for whom the ISA or agent ran a search of vacant lot owners in that area, and the number of owners returned who fit. Count both runs and owners returned. Formula Searches run and owners returned, logged by the person who ran the search Cuts Target area, county | Buyers agent 2 | Agent 2 logs, ISA until agent starts On search; locked Friday 5pm County parcel data | None |
Money
| ID | Metric | Exact definition | Owner (answers for the number) | Recorded by, when, from | Target |
|---|---|---|---|---|---|
| M1 | Spend by source dollars | Dollars spent in the week by source: print and mailing, Meta, skip trace, tools. Entered from invoices and ad dashboards, not estimated. Zero in phase 0. Formula Sum of invoices and ad spend dated in the week Cuts Source, campaign | Jacob | Hector enters, Jacob confirms Monday by 9am Invoices, Meta Ads Manager | Budget split to be decided after phase 0 numbers exist |
| M2 | Cost per conversation dollars | M1 for a source divided by A3 for that source. Excludes staff time until Jacob decides whether to include it. State which on the sheet. Formula M1 / A3 Cuts Source, persona | Jacob | Hector (calculated) Monday 9am Calculated | Unknown until phase 0 ends |
| M3 | Cost per appointment and per signed client dollars | M1 divided by A6, and M1 divided by representation agreements signed, by source, on a rolling 4 week window because signings lag. Formula M1 / A6 and M1 / signed (4 week rolling) Cuts Source, persona | Jacob | Hector (calculated) Monday 9am Calculated | Unknown until phase 0 ends |
| M4 | Expected loan close date populated percent | Share of signed clients with expected_loan_close_date filled in. That date is the revenue forecast, so a blank is a hole in the forecast. Formula Signed clients with date / all signed clients Cuts Persona, loan type | Buyers agents | Agents enter, Hector reports Within 2 business days of signing GHL custom field | 100% |
| M5 | Expected commission events by month count by month | Count of signed clients by month of expected loan close (BOYL one-time close), expected lot closing (land plus build) or expected end of build (cash draws). Counts only. Dollar amounts come from Jacob, per client, from the written payment terms. Formula Count by month of M4 date and event type Cuts Persona, loan type | Jacob | Hector (view), Jacob confirms Monday 9am GHL saved view on one-time-close tag | None |
Parcel data cuts
Builder Connect holds county parcel data on every lot, and no competitor has it wired to its marketing. Every activity metric can be cut by the parcel fields below, so we learn which kinds of lots turn into builds.
| Cut | Values | Where it comes from |
|---|---|---|
| Acreage band | Under 1 acre, 1 to 5 acres, 5 acres and over | County appraisal roll, acres column |
| Lot city or ZIP | Conroe, Willis, Montgomery, Cleveland, Magnolia, Splendora and others | County appraisal roll, lot_situs |
| Absentee | Owner lives on the lot, or does not | County appraisal roll, absentee flag |
| Flood zone | {{flood_zone}} | Merge field. Not in the sample file. Filled by the lot report process. |
| Utilities | {{utilities}} | Merge field. Filled by the lot report process. |
| Nearby activity | {{nearest_permits_1mi}} | Merge field. Filled from county permits. |
Operator note: no flood, utility or permit values are shown on this page because none exist in the sample file. They are merge fields until the lot report process populates them.
Pipeline meeting agenda
45 minutes, Monday 9:30am (proposed), whole team on the call. The sheet is frozen before it starts, so nobody argues about a number in the room. Order is money first, because a pipeline that shows activity but not money is not a forecast.
| Clock | Time | Item | Leads it | What gets decided |
|---|---|---|---|---|
| 0:00 | 5 min | Money and forecast | Jacob | M1 to M5. Spend by source, expected commission events by month, list of one-time-close clients with expected loan close dates. |
| 0:05 | 5 min | Speed to lead | Hector reads, ISA answers | S1 to S4. Every lead unactioned at 24 hours is named and assigned an owner before the meeting moves on. |
| 0:10 | 10 min | Activity and conversion by source | ISA | A1 to A3, C1 to C3, by hot feed, cold list, postcard, Meta, organic, referral. The question: which source gave the cheapest conversation this week. |
| 0:20 | 10 min | Persona A and persona B pipelines | Agent 2 (land plus build), Agent 1 (BOYL) | A6 to A8, C4, C5, Q2. Each appointment held: outcome, loan type, expected close date. Until agents start in mid November, Jacob covers both. |
| 0:30 | 5 min | Parcel data | Hector, Agent 2 | H1 to H3, P1 to P3. Hot feed worked? Merge fields blank? Any match database searches that turned up lots for a buyer. |
| 0:35 | 5 min | Objections and script changes | ISA | Q5 top objections. One script change agreed per week at most, written down with its date. |
| 0:40 | 5 min | Decisions and owners | Jacob | Each decision gets one named owner and a date. Read back before closing. Sheet is locked for the week. |
Taylor (social content) and Philip (media director) join for 5 minutes in week 1 of each month to hear which lot types and questions the ISA is hearing, so the content calendar follows the calls.
Rules of the sheet
- One definition per metric. If someone wants a different definition, change it here, with a date, and restate the prior weeks.
- Missing is recorded as missing. Nobody estimates a number to fill a blank.
- No contact with a prospect already represented by another agent. Those leads go to DEAD (Q4) and stop.
- When the ISA is asked about cost: the builder pays Builder Connect's fee, and going direct to the builder does not lower the buyer's price. Never describe the service as free.