The 7 Metrics
======
7 Metrics of Success
======
There are 7 key metrics we have control over.
Each one will be tracked and held accountable to a certain result.
Each one will be contributed to in part (or in whole) by individual team members and units (before, during after)
Each one will have a specific action plan related to converting at a higher level each month.
======
Metric #1 – Traffic
======
It Starts with Unique Visitors.
The first, and most important, metric of our Lead Generation Model is how many unique phone #s and emails we generating.
I say most important because it’s the one we have the most control over.
Something we rarely talk about is “Total Traffic” through our system.
If targeted and niched, it is the key to long term sustainability and profit.
This is purely a content (think visibility, impressions, personal branding, niched marketing, ) strategy. I’d like to partner with Team on this one metric, in particular, so we can begin to hold ourselves accountable for creating new, dynamic (multimedia) content for our various lead generation efforts. I’ve got a raw outline that will act as a guide moving forward. This is important to both our short and long term lead generation.
======
Metric #2 – Traffic Conversion
======
Primary Players: Joshua
Strategy/Resources: Effective content, calls to action and design for both offline and online lead generation efforts.
======
Metric #3 – Prospecting
======
Primary Players: Barry, Joshua & Infusion
Strategy/Resources: Prospecting, Prospecting, Prospecting. Both passive and active engagement with the our “network” to get face to face. Again…this is a content and script driven with a focus on delivering valuable service to the prospect/lead before they become a client. Role Play is key here.
Systems: Top 10, Top 20, Top 50. Top Servicing.
======
Metric #4 – Presentation
======
Primary Players: Joshua & Ben
Strategy/Resources: Engaging presentations that are informative valuable and in the clients interest. This comes with practice, practice, practice. Role play is key here.
Systems: Infusion pre and post appt follow up. Effective presentations.
======
Metric #5 – Servicing
======
Primary Players: Ben, Joshua & Adam
Strategy/Resources: primary focus on stellar service and a focus on qualification throughout. Weekly contact and team approach to service.
Systems:
Listings: Marketing transparency (via infusion), Weekly Market Update, 30,60 and 90 day meetings
Buyers: Previewing and Active Outings
======
Metric #6 – Closing
======
Primary Players: Ben, Joshua & Adam
Strategy/Resources: primary focus on stellar service and a focus on getting it done. Weekly contact and team approach to service. Automation of service.
Systems: Weekly referral calls, Infusion Checklists for closing
======
Metric #7 – Advocating
======
{ 2 trackbacks }
{ 4 comments… read them below or add one }
Because I can…
I’m conducting a little experiment on the Metrics of our lead generation comparing old website performance vs. new website performance.
Keep in mind … this is just one day after launch … and doesn’t represent a sustained breakthrough. What it does do is prove a significant point about controlling the first two metrics of our lead generation; how predictable they are, how measurable they are and how they can be manipulated to our advantage in generating leads.
For the purpose of this experiment we are only looking at how Metric #1 interacts with Metrics #2 – we can discuss specifics at our next meeting. Be sure to read the above post as it will help you make better sense of why this is so interesting and fundamental to our success.
I shared with the team yesterday the immediate difference in the # of leads produced on Tuesday vs. the week prior.
So with that in mind, I want to show you how “deep” we can go when measuring the performance of our site and the metrics at work in or business.
Below are the number comparisons for year over year (Tuesday before Thanksgiving 2008 vs. Tuesday before Thanksgiving 2009) and week over week for Tuesday (Nov 18th ‘09 vs. Nov 24th ‘09).
What’s interesting here is the predictability of traffic patterns to leads produced (aka “registration”).
In fact, according to our Google Analytics account (which we use to track all this information) the exact same # of people visited the site the Tuesday before Thanksgiving in 2008 as did in 2009 – 283 people.
And the exact # of leads were produced in 2008 vs. the Tuesday in 2009 before the new website launched – 12 leads.
But the difference you will notice in the #’s below comes after the new design was launched (purely a Metric #2 strategy) – 23 leads were produced with the exact same # of people visiting the site.
That’s a 92% increase in Metric #2 (visitor to registration) with the new design.
Yes, these patterns are that predictable. They always have been and always will be.
======
Tuesday Before Thanksgiving 2008
November 25th, 2008
(old website – year over year)
======
Metric #1 – Visits:
283
Metric #2 – Registrations/Leads:
12
======
Tuesday of last week
November 18th, 2009
(old website – week over week)
======
Metric #1 – Visits:
284
Metric #2 – Registrations/Leads:
12
======
Tuesday after new website launch
November 24th 2009
(new website)
======
Metric #1 – Visits:
283
Metric #2 – Registrations/Leads:
23
Whats a metric?
Good question…
What is a metric?
A metric is a measuring system that quantifies a trend or dynamic between two points.
The Wharton School of Business has this to say:
In virtually all disciplines, practitioners use metrics to explain phenomena, diagnose causes, share findings, and project the results of future events. Throughout the worlds of science, business, and government, metrics encourage rigor and objectivity.
They make it possible to compare observations across regions and time periods. They facilitate understanding and collaboration.
Make sense?
I’ve reviewed the Metrics and look forward to our meeeting tomorrow about them.