Let's take newspaper ad call-ins that actually look at properties as our first example. You're on floor duty and get a call from someone who wants to look at a company listing. You set an appointment and show that listing and some that are similar off the MLS. What we want to conservatively quantify is how many of this type of prospect might end up buying through us. I grant you that this is very subjective and somewhat arbitrary, but if you err on the conservative side, you'll probably be quite happy with the results. You ask a few of the old-timers and they say on average that only one in 10 will end up a deal. Use one in 20 to be really conservative. Then you ask and find that you'll get about 50 of these a year when you're on floor duty.
Estimate closings for each type of marketing or prospect listed in the spreadsheet. Change descriptions or add in the blank lines as needed.
