3-2-1, Let’s Go!

How are you tracking your lead generation and production goals? If you’re not keeping tabs on your leading and lagging indicators, you’re flying blind. One of the simplest and most effective tools we’ve used is the 3-2-1 ratio:

• For every 3 leads, we anticipate 2 appointments.

• For every 2 appointments, we expect 1 closing.

It’s that straightforward, and it works.

Here’s how we track it: We use a simple Google Sheet with three columns—Leads, Appointments, and Closings. Let’s say your production goal is 50 houses. Based on the 3-2-1 ratio, you’ll need 100 appointments and 150 warm leads or referrals to get there.

This system keeps your goals clear, actionable, and measurable. If you’re looking for more insights, Katrina and I recorded a video breaking down exactly how we’ve tracked these metrics over the years. Check it out—you might find a simple tweak that makes a huge difference in hitting your goals.