How to Master Your Metrics and Run an Estate Agency That Works for You

Welcome back to The Elite Agent Masterclass Podcast — the place where self-employed estate agents come to sharpen their strategy, accelerate growth, and build businesses they love.

In this first episode of 2025, James and Holly return from a three-month break to unpack everything that’s been going on behind the scenes — from onboarding five new agents to rebuilding The Avenue’s in-house media team.

We cover:

• The mindset shift needed to grow as a business owner — not just an estate agent
• How one agent built a £100K+ pipeline within a month of launching
• Why Meta Ads are the best-kept secret for agent growth in 2025
• The importance of measuring your business and identifying bottlenecks
• How to bring in more sales without just “getting more leads”
• Why structured freedom is the key to success as a self-employed agent

If you're serious about growing your agency business this year, this episode is a must-listen.

For templates, tools, and extras from this episode — drop us a message on any platform with the word “TEMPLATE”.

🎙 New episodes every week. Let’s raise the standard in estate agency.

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Transcript

Welcome back to the Elite Agent Masterclass. We have taken a three-month sabbatical, but we are back. We have got loads to share. Today, I'm joined by the legend from the avenue that is Miss Holly Boylan, who heads up client experience, looks after all things operation and function, because Jack is probably on what now, Holly, his eighth holiday of the year? Yeah, probably. That lad loves a holiday, but why not? Why not? You know, he's created a successful business, so why not reap the fruits of his labour? Exactly, the fruits of the freedom that it brings. But yeah, thank you for having me. Thank you for joining me. First episode back. Let's go. Why have we had such a long break, Holly? because do you know what as great as the podcast is and we really want to build that community with fellow agents and share ideas we just had to put some priority into our current agents and making sure that we were serving them in the best possible way and unfortunately the pod had to sit back for a minute but we're back in the beginning of q two and let's go Yeah, I think to add to that as well, to, I guess, contextualize what Holly has shared there, we've had within the Avenue brand, we've had five agents partner with us since our last pod recording. So we've also had a very busy period. I don't know whether anybody noticed, but we've had a stamp duty deadline to work towards. And so almost all of our time and attention was in supporting those new agents launch. And part of today's episode, we'll be talking about their launch, but more from the perspective of, what they did, how they did it, and the results that those inputs generated. I think the other thing that's been, I guess, reason and cause for pause for us is at The Avenue, we built a media team. So Ben Robinson, who heads up our media and marketing, he'd built a really, really nice team of a couple of videographers, et cetera. And unfortunately, due to varying circumstances, one of them relocating, we lost our media team. So Ben was left on his own. So we had to park the pod we don't mind being vulnerable part of the team um podcast and team experience is about sharing the losses as well as the wins um but we're back q one was very much focused on the rebuild of the media team we've got two new fantastic videographers working alongside ben again now um we've got the five agents that have launched bedded in q two sees three new agents um ready to onboard across April and May with lots of other conversations going on. So it's very busy. Where should we start, Holly? Well, I think, yeah, you've just actually reminded me how busy it has been since our last episode. I think a good place to start, James, is obviously the deadlines, you know, today, formally. So it'd be interesting... We're recording, just for those listening in, we're recording on the Yeah, good shout because it won't be out today. But I think I'm generally interested in how agents are feeling at the moment because obviously there's been a lot of push and slave over these deadlines. But are they thinking that it's going to continue? Because so far in the avenue, we're seeing that this momentum is still going to keep going. But I'm wondering what people's thoughts are. It's a really great question, actually, because I think there's, I've certainly seen, I don't know about you, but I've seen it across LinkedIn and Facebook in various community groups, estate agency community groups and what have you, where there's lots of people questioning, you know, is everybody's pipeline going to get absolutely rinsed by today? So are they actually going to have any cash flow running into Q two and Q three, in fact? And I think it's an interesting topic. And I suppose the horse is bolted if anyone is in that position because it's the first, you know, you're going into Q two as with the way the market has been for the last couple of years. What is in your pipeline going into Q two really is all that's going to feed you in Q two, isn't it? Apart from the odd deal, because most transaction are taking three months or more. I think reflecting on the avenue, I was looking at the stats this morning, looking at the data, because data leads all of our decisions now. And I'm really confident and comfortable with where we're at going into Q two. It's a good spot to be in, definitely. I think that, you know, the nature of self-employed agents, obviously, within the network is they do really understand that what they do now is affecting them in three months plus time. So there's always a momentum kept around that prospecting, especially, obviously, if we're thinking it back, the back end of last year, Near the Christmas period. Usually that is when agents potentially wind down. But it's great to see that our agents absolutely did not do that. And they've obviously equipped themselves ready for Q two because they would have been aware at that point that obviously the pipeline was majority. Everyone was going to have a want and desire to move by today. Absolutely. And I think just to again, add some context to what we say in there. When I'm looking at the data, it's like, great, we've had an unbelievable record month of exchanges, which again has been artificially controlled. But when I look at the amount of instructions that we've had during the month of March, when I look at the number of offers we're receiving on stock across the brokerage, when I look at the number of sales we're agreeing, even looking at the number of forward book market appraisals we've got, all of them are high. which to me is a really good leading indicator that as a brokerage, we're well positioned to go into Q two because there is not a chance that anyone coming into March was listing their house with the expectation that they could get through by the end of the month. So there's clearly a mindset in the marketplace from the public where it's like, okay, cool. I haven't saved a couple of grand on stamp duty, but I still have a desire to move. And I've got a bit of a, a bit of a, a thought around why I believe that might be, but what, what your thoughts to us? I think it's really interesting to see how two agents, it can really affect what we think the public are going to do in the market. but you know there's always the similar talk around election times for example but if you actually look at the data behind it the public are just moving as normal when they want to move and when's right for them because we always advise a client don't we on the living room sofa when's the best time to list my house? Well, it's the best time when you are ready, but there is seasonal factors in play. And what you just said there, I really clung on to about, you know, the deadline and the momentum for today has sort of been artificially created. But what's to say that agents can't have more a hand in that with normal times and normal deadlines that obviously are not pressure in the system but it's the conversation me and you had the other day about you know creating a deadline of your transaction when you put the offer together and kind of making sure everyone's working towards that deadline obviously you can only take in you can only act with what you've got depending on chains and other you know third party you were third party circumstances you weren't anticipating But if you could do that with every deal, I was just thinking you'd be in a much better position to forecast your whole year and actually the quarter that you're going into. I totally agree. The conversation that we had was very much around, OK, what can we learn from the amount of activity that we've seen in March with exchanges being, let's be real, they've been forced through by clients. And again, let's be really, really candid here. In the grand scheme of moving house, in the grand scheme of the types of properties that we sell, they aren't saving tens of thousands of pounds by getting it through by today. And in the grand scheme of a house move, putting a few grand on the mortgage isn't a significant drain. on the types of clients that we're selling homes for. Yet this artificial deadline has created such chaos around people being like, it has to happen. You're saving a few grand. Like, I don't want to sound flippant, but a few grand on a five, six hundred grand mortgage is literally pennies per month over a twenty five year term. So that led us to the conversation of, OK, the learning here is if we when we package a deal together, if we coach the partners and the partners start to coach their clients and educate their clients around creating deadlines to keep everybody accountable and both buyer and seller are aligned in. OK, cool. We've just agreed a sale purchase. and we have agreed that we want to move by the middle of may and what has to happen in order for that to be true well we need to stay on top of our conveyancing representatives in order to make sure that they've got what they need from us we need to act at speed as well so that we're filling out the paperwork because it's not all on the conveyances there's no way that the blame can lie at their door there's going to be client blame in my opinion in that there are some clients that And this probably comes back to agents and conveyances taking responsibility. But there are some clients that are just very slow at completing paperwork. They don't make it a priority. But there's a part of me that thinks, is it the client or is it just a lack of understanding, a lack of clarity, a lack of education from the agent saying, right, this is what's going to happen once we've agreed the sale. You need to do A, B and C in order to be ready for the next step. A hundred percent. And I think that, you know, there's often a lot of throwing stones between estate agents towards conveyances in the process and, you know, sometimes how long deals can take to go through. But realistically, I completely agree. If the agent would take some time at the start, really set the client up expectations, you know, get your solicitor instructed before you agree the offer so you're completely ready. Billing out your pack before you even agree an offer so you're ready and waiting. But just to really educate the client. And as soon as you get a request from your solicitor, please make that a priority because they will work on how it comes back in on a case file basis. So if you want this transaction to go through within the deadline we've discussed or as soon as possible, because let's face it, no one ever says, you've moved me too quick I'm moving too quick I want to be slower so they just need to understand that how they act is then going to be a mirror of how the deal takes to go through how long it takes to go through Yeah, I'm excited by what the deadline has taught us. I suppose it's shone a light on things that a lot of us were already doing, but it's also shone a light on, okay, let's just make this standard. So yeah, I'm excited by what you and I are building together around the new coaching that we're bringing in for the partners around putting certain things in place in the transaction to speed things up. So I'm excited by that. I think that we can bring the transactions time transaction times down significantly what else what else have we seen over the period holes I think the launches of the new agents has been just great to see across q one and really the you know they're already seeing reward for the inputs that they're putting in you know we had an agent join us just prior to christmas a bit of a crazy time for someone to start their new business in a completely cold area and they've already seen an exchange in q one and for me that was just unbelievable to sit back and watch so if anyone is looking to launch their business in the self-employed journey in q-two what would be your advice james I think reflecting on those agents that we launched back end of last year and obviously Q one of this, we've created, I suppose, a repeatable process that could be personalized to each individual. And they've all built fantastic pipelines. So the agent you've just referred to that's had their first exchange already, that individual has already got a pipeline worth over a hundred K. And that has been built off the back of them having a fantastic launch into their area organically through socials. We'll talk about paid for ad campaign shortly, but organic social media, their reach with their launch video that we did for them, their reach with their local spotlight content was absolutely phenomenal to a point where he actually picked up the phone to us, didn't he? And said, yeah, the videos work that well, that a client that I sold a house for twelve years ago in my former business has reached out to a wish me well and b to let me know that she's got a property she wants to sell middle of this current year. That's what that is all about. And so he has built a fantastic organic business and is just now layering in paid for campaigns just to add a bit of rocket fuel to that. And then we've got the duo that we launched. I don't mind bearing reference to them because everyone knows who they are. So Bailey and Alice that launched down in Essex, they have flown out of the traps. But what they did is took the decision to layer meta ads on top of their business, literally from the jump. And the impact that's had on their business has just been incredible. To have as many forward book market appraisals, as many listings, as many sales as they've already got. it's up there as one of the best launches in my opinion that we've had yeah definitely and to hear the feedback that they got from a client who reached out to them about you know I've seen you absolutely everywhere I know you're the ones who need to sell my house and for any agents that are listening james that aren't familiar with like paid ad campaigns or meta ads can you kind of give a brief breakdown of what that looks like for the agents and how they use it Yeah, so part of the process I go through with each agent when we're onboarding, going through the foundations week, because we do a week-long onboard, is building out their marketing plan and asking the question, at what point do you want to introduce MetaAds? Because it's not really an if, it's more of a when for them, because it does make such a phenomenal difference to their exposure, to their reach. So the initial launch that we do, so for Bailey and Alice as a prime example, we did a meta ad campaign around their local area spotlight content, their launch content. We did some lead magnet content. So each of those come with different criteria. So for anyone that is familiar with meta ads, you can have multiple different campaign types and ad sets and all this really funky, cool stuff. Well, I think it's funky and cool because I'm a bit of a nerd when it comes to learning new marketing. But it's really, really cool. And like today, the first of March, we get a message from Jake, who onboarded with us now four weeks ago, already got a couple of absolutely beautiful listings under his belt, got a nice steady flow of market appraisals flowing through. And he messaged to say, absolutely amazing result. Ads have gone live a few days ago that we set up. And I've already had a chap reach out who wants to book a viewing on one of my properties, but has also invited me out to come and appraise his property off the back of my Meta ad. And that's a massive win. A one point two million pound valuation off the back of eighteen pound spend on Meta. I mean, who wouldn't spend eighteen quid to get a one point two million pound bow? someone who was delusional potentially but it's great to see that it's also drawing them in and whittling down to their actual ideal customers because I think when people get an idea about ads or you know paid advertising in their business there's a bit of a there's a bit of an opinion sometimes because they haven't experienced what that can actually look like that it's just going to be a load of dead leads, incorrect phone numbers, and just real nonsense that drains you in your admin support going through those leads. So it's interesting to see how you're already managing to whittle it down to their ideal customers. Yeah, I think there's a bit of testing that has to go on because there's going to be geographic and demographic nuances from one part of the UK to another. So we have tested different things, but there are certain marketing campaigns, if you like, that we can roll out that are pretty universal. And yeah, I think even if we looked at it from the point of view of exposure, it's Bailey and Alice is a really, really good example. They launched their business at the beginning of December, which traditionally is a quiet month, right? Most people are aiming to move during December, not put the house on the market. They're planning to go on in January, typically. But we went, do you know what? If everyone else is zigging, let's zag, let's see, let's test it. And Bailey and Alice were on board with that. And so we built this ad campaign. And by the way, for anyone listening in, Self-employed estate agency is very much about how you manage your cash flow in the first year. That's really important that I get that across. So for anyone that is self-employed already or that is venturing down that pathway, I don't want to make it sound like this is a throwaway statement where it's like, oh, we spent hundreds of pounds and... it literally I sound a little bit like I'm raising money for like gift aid or what have you but you can spend literally as little as a pound a day if your campaign and your ad set targeting is set up properly and for them that's exactly what we did um in december and I looked at their analytics at the beginning of january and their campaigns bearing in mind how little they had spent their campaigns had reached over two hundred and fifty thousand local eyeballs I mean to spend what they spent I don't think they spent more than eighty quid During a Christmas period, which again, for context, December is quite hard to run ads because there are so many big companies running ads through Christmas for Boxing Day marketing campaigns. And there's more money spent during December than pretty much any other time of year for ads generally. So to be able to get that much exposure for that little spend at that period in the year was just mega. And it's really set the foundation for what's happening for their business now. Well, yeah, because it's something that we've always gone through with the agents, isn't it? At first, it's not about, you know, the perfectionism and making sure you do everything the way that you eventually want it to do. But the first parts of your journey is just getting people to know who you are and that you're an estate agent in the area. And I think that that's where most new agents launching get swept up and forget, because if they don't know who you are, it doesn't matter what your offering is or what you do for them they need to know who you are first so that's a great way for that that they've launched their name and business into the area just to get it on radar You also made a good point that holds just before that as well, where you were talking about filtering their ideal client. And I think you're absolutely right. Marketing is about a funnel. Know, like, trust. When they trust you at the bottom of the funnel, that's when they engage. And I think the point you make there is really, really true. Some of the content we put out is very specific to the type of audience that we want to talk to. So again, one thing I would urge anyone that's listening to this that is considering running ads or is think about the message think about who it is you're trying to attract um just putting any old tosh out there with a random message on there that you're an estate agent and you are liable to burn for a lot of cash unless you really think about who you want to put it in front of and the journey that you want them to go on you know we've got this theme haven't we so far this year that I will talk about some form of marketing or some form of process and then my what's my typical question holes then what It's literally two words every time. Then what? That's happened. Then what? That's happened next. OK, then what? Until we get to a point where there is no more then what's. It's like, OK, they've gone from beginning a funnel to instructed. That's the then what completed, right? Yeah. And I'm so glad you touched on that because that's definitely a good way to think about everything in your business as an estate agent. You know, if you if you want to sit there and think, I really want to improve my conversion rate in the next quarter. And that's one of your big rocks or goals for the quarter. it's it's about using the then what analogy isn't it unpicking what exactly happens at the moment and then kind of looking where are you kind of missing touch points or holes and then you can put them in so it forms the process Bye. I'm so sorry about that. Little break in proceedings from my end there. Yeah, thanks. The Wi-Fi has jumped back in then. It looks like we're back in the game. I do apologise. Where were we, Holly? We were just talking about the then what analogy, and I was just saying that if agents have goals in their business for the next quarter, say they want to improve conversion rates, they're identifying that there's a pool of valuations that they are losing so they want to bridge that gap that's the exact way to start isn't it you know identify what steps you go through now and then mirror that to what steps would you like to add in that could improve that or make a difference and then understanding then what happens after each step and change one thing at a time and monitor it across the quarter I've got two questions for you off the back of that point holly The first one is, surely, if you're losing a lot of listings, just drop your fee. Never, never. Okay, a bit of a facetious, loaded comment on my part. Definitely. But most would. Secondly, do you think that that many people out there are measuring their businesses that closely? Do they really need to measure their businesses that closely? Surely they just generate a load of leads. They sit in low living rooms. They list a load of houses. They sell a load of stock and away they go. And the cycle goes on. Well, I think that a lot of agents will be set out there not measuring their business and just kind of waiting for things to happen and following up with the clients where they've got a vibe that they're going to get the instruction. Yeah, exactly. Because I say that because that's what they're relying on without a lack of process in their business. They're relying on feelings, thoughts and remembering things. realistically you could have a to-do list as long as your arm for the day and think everything is really important but if you haven't measured your business you don't know what's actually giving you you know up to eighty percent of the result so you could be doing things that are so not worth your time and actually not worth the reward but because you're not measuring them you're still doing them being more busy than you need to be in your own business does that make sense To me, it makes total sense, Holly, because I knew where you were going to go with it. I loaded the question intentionally. And look, you know, anyone listening will be like, well, you guys work together. You build this stuff. So, of course, you're going to ask those types of questions to make everyone else think about it. But that's the point, right? That's the point of the podcast. Why would people listen in to us if they didn't want to try and have some sort of takeaway from it? And so... I think we didn't pre-plan. Some of the stuff we've talked about, we pre-planned. We wanted to talk about some of the successes of the agents that have launched, but the value piece behind that, not just look at us, we've launched five agents and they're all doing really well. And so I hope people have got value from that. But We didn't plan what I'm about to share, but you and I are so aligned on it that I'm not going to put you on the back foot with it. So when we're talking about measuring their businesses, let's give some people some understanding of what they could be thinking about. And I just want to share a quick anecdote off the back of a coaching meeting. One of the agents came to my office last week and we spent an hour together. And I sort of said to him, okay, mate, what part of your business do you want to focus on today? What are we looking at? What are we dissecting? And instinctively, he talked about lead gen because it's like the go-to. It's the sexy part of the business, right? It's, you know, marketing and generating leads and sitting in living rooms. It's the sexy part. It's the fun bit. It's the bit we all kind of really kind of wake up every morning and go, I want to do that. And we have a framework called iLaser. And I literally wrote it out on my whiteboard. I was like, okay, cool. So you want to talk about lead gen. How many market appraisals have you seen this month? And he was like, pfft, sixteen. And for our business, sixteen MAs for self-employed estate agents. A lot. You know, four a week. Some people will be listening to this in certain business models where they're like, I see four a day. But this guy, he sees four a week. He converts over fifty percent. So he's converting less average out two and a half a week. So he he's listing ten a month. So he's seen sixteen listed ten last month. The average fee in his business is five grand. So he listed fifty grand's worth of new business last month. But he'd only sold free until that point. And he's got a register that's starting to grow. So when we went through the iLaser framework like that, and I went, okay, cool. So the I piece is the input. So how much have you been putting out? Social media content, direct mail, ads, blah, blah, blah. Cool. That box looks good. How many leads have you actually generated? How many appraisals? Because that's the L and then the A. Appraisals is the A. I put I in the A as well. So appraisals and instructions. And then we get to the S, which is sales. And we're like, hmm, we don't need to discuss generating more leads today. We need to discuss how we generate more sales. And so from a measurable perspective, what sort of things could, based on that, what sort of things could be people implementing? Well, I mean, if sales is the focus, I think you need to really understand, on average, from you going live with the listing, how long is it taking you to sell a great property? Because if you can start to look at the average in your business and the average in your area, one, it can help you with forecasting, but also it can help you identify when a listing is falling behind. Because if you're not really measuring what's working and what's not, you could end up doing a lot of random things at a lot of random moments that feel like the right step to take. Whereas you're not informed with any data to make the decision of where the problem is. I'm smiling because you're using words that a lot of, and I don't mean this disrespectfully, if anyone's listening in and if you're a business owner and you're listening in, you're likely to be like, yeah, we do that, we do that, we do that, we do that. But if you're an estate agent that's become self-employed or you are an estate agent looking to become self-employed, a lot of the language we're using, forecasting, et cetera, it isn't going to be common language. It's not going to be something that's at the forefront of an estate agent's mind because And that's one thing I really want to touch on there is you have to get into the headspace where you are transitioning from being an estate agent to a business owner. If you keep your estate agent hat on and you don't start to think like a business owner, one of two things happens. You end up with a lot of stock that you can't sell or that is causing you a headache or that means you've got to start employing lots of staff to support the fact that you've got lots of stock. But you end up or you end up running out of money. Because you spend loads of time just doing the wrong things and you run out of cash or you make business decisions based on gut feeling rather than evidence. And so I just want to touch on that because I think one of the key measurables that people need to put in play at a very, very basic level. And we build this out with our agents when we're on board is like, what is your goal for this year? Like we have to measure it. So therefore financial, what is your financial goal for this year? Okay, cool. What are we aiming for is your average monetary, not percentage, monetary fee. What's your average fee going to be in your business? Don't worry about averages in your area. Don't worry about what everybody else charges. Let's focus on what you are worth, okay? Because what everyone else is doing becomes irrelevant if you can stack what you're doing with loads of value. So that's part of the meat and bones of what we then do on the Foundations Week is, okay, cool, that's what you want to earn. That's how much each transaction is going to be worth to you. Then let's work on how many exchanges does that need to represent? What percentage of your sales are going to exchange? Because you're highly unlikely to exchange on everything. So let's be real. Then how many of your listings will sell? Again, you're not going to sell everything. Then working out how many market appraisals you see will list and how much output. So for example, if you're going to have direct mail as one of your strategies, having a guideline as to how many letters you need to send before you generate an MA. And so we've got all of that work backwards. We've got the averages from the business. And so we've got it all work backwards. So we can go, right, if you do X, you should get Y. And if you don't get Y, we've got to look at the journey. What's happened that's gone wrong? yeah and having the process I know it sounds exactly what you said you know like boring and foreign and why do you go and run your own business if you've got to sit there and forecast but having that process brings you so much freedom in your own business because if we then you know I see you do that exercise with the agents all the time and quite often it's if they generate one valuation a week if everything rings true, they should be on track to their goal. Usually it's about one or two valuations a week. That's the thing, isn't it? We've got it as a very simple Google doc and it's like, okay, so you've got seven or eight numbers that are on the sheet. It's very clear, very concise. You've got seven or eight numbers on there, but the only two that you've really got to focus on are the number of MAs, valuations, market appraisals that you'll see in per week and your average fee. Because as long as everything else, like you've just said, remains true, then they're the only two numbers. Make sure your average fee stays there and make sure you're seeing this many MAs a week. And then it's like, okay, cool. Got that locked in. What have I got to do to get one MA a week, which is generally the average give or take. Most people want to earn six figures, you know, venture in six figures year one and then press on from there. So in that year one, which is a lot of what team is built around is how people can get off the ground. One MA a week, average fee of X, right? Can we do that? Yeah, let's work backwards. Exactly. And it gives them so much freedom just to relax in doing the consistent activities and knowing if they hit that small, simple number each week that they're on track to the big goal at the end of the year. And I will say at this point, if you are whether you're listening or you're watching, if you're listening on Spotify or Apple, there is the option to send us a text. So just send the word template, whatever platform you're on. Comment if it's on YouTube, if you're watching this on YouTube. LinkedIn, Instagram, Facebook, wherever you're consuming this content, just drop the word template. Um, and I'll drop you the template that we use with our agents. It's very simple, very easy. It gives real clarity. And I think the big thing that I must say to anyone listening into this, that is I am, um, we do, we talk about disc profile a lot. Don't we hold, I am an eye. So I like to lead with influence. I want to inspire, but I'm also very creative, visionary, whatever. And so structure is, typically to people like me is like the antichrist and so I just want to be clear with anyone listening in if you don't think you're structured if you don't think you can follow structures and processes and templates and what have you you haven't met me because I used to be the world's worst at stuff like this I used to wing a lot and was very reliant on my eye profile that I could convince people and that people warmed my personality and trusted me and all of this sort of stuff I promise you, if you're anything like me, as soon as I implemented certain structures into the way in which I work, measuring my business, looking for the bottlenecks, then working on releasing those bottlenecks. Because I promise, every time you find a bottleneck and you release it, it just creates a bigger problem somewhere else. That's just the way business works. It's never going to be perfect. It's just a case of finding the bottlenecks and then undoing them and releasing them. And so for me... It removed anxiety. It removed overwhelm. It removed so much stress because all I have to do is look at my measurables and go, there's my blocker. And I've created templates. We've got the scorecard for the avenue, haven't we? And each member of the leadership team owns certain numbers on the scorecard. We review that every Monday. And there's probably now, what, Yeah, it's definitely growing. Yeah, it's growing, but that's because we're paying more close attention to certain things because we've released bottlenecks and then gone, okay, we now need to measure this piece because that's created a bottleneck over there. But how much further have we moved forward because of it? Because we're just looking at this every week and going, okay, is the number on track or off track? We forecasted to do X. It's either hit Y or it's not hit Y. Cool. Now what? Then what? Exactly, because having the data also, it's easy to sit back and go, you know, I'm not sure why we didn't hit, for example, revenue goal in a quarter, a business owner might think. But if you have that data at your hands, you know that one, when you're in the quarter that you're not going to hit it unless you're going to have a magical last week. But you know instantly where the problem is within the business and where to look because it lays out the story, doesn't it, from start to finish? Yeah. The numbers tell a story. We know instantly where we're going. Literally, the scorecard tells a story. And it literally is the journey of iLaser, but in a much more complex way because it's obviously the entire brokerage. But it's very simple to look at it and go, okay, cool. How many MAs have we seen as a group this week? Cool, tick. That's green because it's color-coded. I love a bit of color and I love a number. So great, that's green. Don't need to talk about it. Move on. It's hit what we projected we wanted to hit. How many forward booked have we got? Great, it's green. Move on. How many instructions have we got? Great, it's green. Next. And then it just flows. And then we look at that conversion rate between... MAs we've seen and instructions that have been listed. But this isn't like corporate world for any of the listening in corporate world where it's like KPIs and crack the whip and dangle a carrot that's a mile down the road, which I can't reach ever because it just keeps getting moved out. Every time I hit the goal, the carrot gets further away. It's not like that. It's like, okay, cool. what is potentially causing the block what can we do to help support coach for example and you know sharing this freely um I said it's interesting I measured this two weeks ago and our conversion rate was forty four percent I think if I remember rightly and I remember messaging you and ben and I was like okay cool so conversion rate is forty four percent our aim is to get it to at least fifty if we move the dial by six percent that would represent based on our average fee and income into the property into the business six percent change will represent x it was a lot it's a significant amount of money right um so what do we have to do as a brokerage we do that can help turn that six percent dial So we started looking at the pre-valuation nurture campaigns. We started looking at the way in which we deliver the meta ad campaigns pre-valuation. We started looking at the way we're coaching the partners in terms of that prequel process that all of the agents go through to ensure that they're taking clients from maybe zero in terms of their knowledge of the business and understanding of it to a six. Because we have this scale where we want to measure how far along the line do we feel a client is before we even meet them? What do we have to do to then tip them over the edge? And all of a sudden it just presents such clarity, right? Yeah, because if that was the other way and it was Holly and Ben, Wednesday afternoon, how can we bring in an ex, you know, more to the business? It would have been a head scratching activity where we would have been scrambling around for answers. But when you look at what you need to change and by how much percent, what that brings in, you instantly just start seeing small one percent ideas that could make up the six percent change. And that's so much more digestible as well for team members and actually bringing more value into the business because the story is already kind of guiding them where they need to look. all about the one percents, the Kaizen philosophy, the Japanese philosophy of Kaizen, making marginal change over time. Make one percent change every day and you're thirty seven times better off come year end. So who wouldn't want to be thirty seven times better this time next year? And so, yeah, there's so much that we've shared there. And I just want to make sure that from the Elite Agent Masterclass perspective, from the pod, from the content we share, that there's so much value that people can take away. I have a feeling that based on some of the conversation we've had today, because I've got excited and carried away, I'm a complete data nerd nowadays. So if I've shared anything or Holly has shared anything where you're like, hmm, I'd like to pull on that thread a little bit more. I'd like to understand a little bit more about how they do that. Or do you know what? Even if it's at a point where you're like, hmm, my business needs measurables. I need to know what my North Star is. I need to know what I'm working towards. Then just reach out. We're more than happy to give a steer, give help, give some insight. We're obviously not going to give away all our secret sauce. That's part of the beauty of partnering with The Avenue. But if you do want a bit of help or assistance, then we're only too pleased to ever help. equally if there are any topics that you would like me and holly or me and jack or I'm away in a couple of weeks time so it'll be jack and holly possibly um if there's anything that you would like us to deep dive into then please feel free to drop us a line on whichever platform you're on dm us send us a text drop us a comment in the below but I'm glad to be back I've really enjoyed recording this fresh episode of the pod Yeah, definitely. We're back and we're ready. But some suggestions of what the audience wants to hear would be great because I'm always in, especially when we talk about process, it's great to see the collaboration amongst agents and actually use one another for, you know, innovation in the industry. So definitely hit us up. Absolutely. Well, we'll get this out and we'll look forward to starting to get feedback. I've had so many comments over the last couple of months of when's the next episode of the pod coming out? Why have you stopped recording? So for those of you that kept asking, we're back. And yeah, until next week, have an awesome week and we look forward to speaking to you again soon. See you later, everyone.