Overview
The Lead Gen Model helps you plan how to generate enough leads to hit your transaction goals. It works backwards from your desired number of closed transactions to calculate exactly how many leads, contacts, and appointments you need — then helps you plan your database communication strategy.
Accessing the Report
- Log in to your ClarityNOW portal
- Click Portal Dashboard
- Navigate to Business Planning
- Select Lead Gen Model
How the Funnel Works
Starting from your transaction goal (set in your Economic Model), the Lead Gen Model calculates each stage of the conversion funnel:
| Stage | What It Means | Example |
|---|---|---|
| Closed Transactions | Your annual goal | 24 deals |
| Contracts Needed | Deals that must go under contract (accounts for fall-through rate) | 27 contracts |
| Listings/Buyer Agreements | Signed agreements needed (based on agreement-to-contract ratio) | 32 agreements |
| Appointments Needed | Appointments to hold (based on appointment-to-agreement ratio) | 64 appointments |
| Contacts Needed | Meaningful conversations (based on contact-to-appointment ratio) | 320 contacts |
| Leads Needed | Total leads to generate (based on lead-to-contact ratio) | 1,600 leads |
Each stage uses your conversion rates from the Economic Model. If your numbers look unrealistic, revisit your conversion percentages — even small improvements in conversion rates dramatically reduce the number of leads required.
Worked Example
Suppose your goal is 24 closed transactions per year:
- You close 85% of contracts → you need 28 contracts
- You convert 60% of appointments to agreements → you need 47 appointments
- You convert 10% of contacts to appointments → you need 470 contacts
- You convert 5% of leads to contacts → you need 9,400 leads
Now divide by 12 months: you need roughly 783 leads per month or about 36 leads per business day.
Database Communication Plan
The bottom section of the Lead Gen Model helps you plan how you'll stay in touch with your database throughout the year. Communication touchpoints include:
- Direct Mail — Postcards, market updates, newsletters
- Phone Calls — Check-in calls, market update calls
- Events — Client appreciation events, open houses, seminars
- Email Campaigns — Drip campaigns, market reports
- Pop-Bys — In-person drop-offs (gifts, market reports)
- Social Media — Posts, messages, engagement
Enter how many times per year you plan to execute each touchpoint type. ClarityNOW uses this to calculate your total annual "touches" per contact.
Improving Your Funnel
Small improvements at any stage have a multiplier effect. Focus on these high-impact areas:
- Lead Quality — Better-targeted lead sources mean higher lead-to-contact conversion
- Speed to Lead — Responding within 5 minutes dramatically improves contact rates
- Appointment Setting Scripts — Consistent scripts improve contact-to-appointment conversion
- Listing Presentation — A polished presentation improves appointment-to-agreement rates
- Follow-Up Consistency — Systematic follow-up improves every conversion stage
Related Articles
- Economic Model — Set the conversion rates that drive this model
- Daily Tracking — Track your actual daily activities against Lead Gen Model targets
- Lead Gen & Conversions Report — See actual conversion rates by lead source