Performance Standardization v1.1

01 · THE CORE PROBLEM

"What is being experienced is not primarily a lead problem. It is an operational consistency problem."

On average, agents experience:

✗Inconsistent call timing
✗Inconsistent follow-up cadence
✗No standardized scripts
✗Inconsistent accountability
✗No consistent accountability
✗No clear liability for missed revenue

As a lead:

✗I get no email
✗Nobody calls me
✗I have no idea who is helping me
✗Cross-collaboration systems
✗No appointment confirmation
✗Agent performance order to qualify

Net Operational Impact:

✗Revenue leakage
✗Predictable results
✗Frustrated leads
✗Agent disengagement
✗No system training
✗Brokerage loses competitive advantage

02 · SET COMPANY STANDARDS

The standards we are operating from

📋

Process Before Pressure

Your system should do the work for you before personality does.

⚡

Existing Before Expansion

Maximize what you have from those already in your pipeline.

🎯

Accountability Before Expansion

Build accountability before expanding your lead flow.

🏆

Training Before Recruitment

Train your current agents to perform before recruiting more.

Clarity
Accountability
Operational Norms
Leadership Visibility
Measurable Behaviors

03 · MEET YOUR PRIMARY PROCESS

Live Call Availability System

BHG Legacy will operate from a structured shared availability system that makes lead response immediately, consistent, and operationally managed.

📞

Immediate Response

Agents are assigned to live call rotation and respond within 60 seconds

🔄

Rotation System

Fair and structured rotation ensures every agent gets equal opportunity

✅

No Missed Leads

No lead is left without a call attempt in the first hour of receipt

📊

Tracked Centrally

All call attempts, connections, and outcomes are tracked in CRM

How it works:

Agents
  • • Sign up for availability blocks
  • • Must be available to answer immediately
  • • Accept or pass within 60 seconds
  • • Responsible for all follow-up after acceptance
Office
  • • Manages the rotation schedule
  • • Monitors call response metrics
  • • Escalates missed or declined leads
  • • Reviews weekly performance data
Leads
  • • Get immediate live response
  • • Are connected to the right agent
  • • Receive consistent communication
  • • Experience professional service

04 · FOLLOW YOUR PROCESS

Standardized Lead Handling

At BHG Legacy, there should be a clear and structured framework for every incoming appointment. This ensures consistency and eliminates guessing.

📅

Appointment

Confirm and prepare for every appointment with a standard pre-meeting checklist.

"What needs to be done at Appointment?"
📍

Location

Verify property details, location accuracy, and showing logistics before confirming.

"Who has the lead and what location?"
💡

Motivation

Understand buyer motivation and urgency to properly qualify and prioritize leads.

"What motivates your close rate?"

Standard Lead Handling Requirements:

✓Contact lead within 5 minutes of receipt
✓Log all call attempts in CRM immediately
✓Send introduction text/email within 10 minutes
✓Set appointment within first conversation
✓Confirm appointment 24 hours before
✓Update CRM stage after every interaction
✓Follow up minimum 8 times before archiving
✓Report weekly on all active leads

05 · FOLLOW YOUR PROCESS

Financing Integration Process

Every BHG lead should be connected to a preferred lender. Agent must facilitate the introduction — don't assume the lead has financing. Learn their financing situation early and manage financing through your CRM, design responsive templates, during the planning system, Financing Integration Process.

Step 1: Qualify

Ask financing status on first contact. Determine pre-approval status immediately.

Step 2: Refer

If not pre-approved, immediately refer to preferred lender with a warm introduction.

Step 3: Follow

Track lender progress. Don't lose the lead in financing limbo — stay in contact.

Step 4: Advance

Once pre-approved, immediately advance to showing schedule and appointment booking.

Key Principle:

"Financing conversations should become part of the process, not dependent on personality."
✓Ask financing status on first call — always
✓Preferred lender introduction is standard, not optional
✓Track financing stage in CRM
✓Never lose a lead to financing uncertainty

06 · THIS IS ACCOUNTABILITY

Pipeline Visibility & CRM Standards

Every lead should be tracked with full transparency. Pipeline visibility ensures leadership can support, coach, and hold accountable activity.

The 5-Update Standard

① Lead Received
→
② New
→
③ Status Change
→
④ Follow-Up Set
→
⑤ Pipeline Progression

CRM Requirements:

✓Update CRM within 24 hours of every lead interaction
✓Log every call attempt (connected or not)
✓Set next follow-up date at every stage
✓Update pipeline stage accurately and promptly

Visible Weekly Activity:

✓View active leads by agent
✓View stalled or overdue follow-ups
✓Track pipeline conversion by stage
✓Identify coaching priorities by data

07 · REVIEW STRUCTURE

Weekly Performance Review Structure

The weekly review is non-negotiable. It creates visibility, coaching, accountability, and consistent improvement.

Agent Reviews Each Week:

→All leads received
→All call attempts made
→All appointments set
→All showings completed
→Closing pipeline

Office Reviews Each Week:

→Total lead volume and acceptance rate
→Appointment set rate by performance percentile
→Showing-to-offer conversion rate — update weekly
→Pipeline stall points — identify coaching priorities
→Top performer recognition — celebrate weekly
→Accountability: reviewed — identify systemic patterns
Week 1-4
Establish Baseline
Set current metrics as starting point
Week 5-8
Identify Patterns
Spot coaching opportunities by data
Week 9-12
Drive Improvement
Implement targeted coaching plans
Week 13+
Sustain Performance
Lock in new operational standards

08 · AGENT VS. ACCOUNTABILITY

Agent Accountability vs Brokerage Accountability

Agent Accountability:

✓Respond to leads immediately (within 5 min)
✓Maintain CRM accuracy daily
✓Attend weekly reviews
✓Submit weekly activity reports
✓Achieve set performance benchmarks
✓Communicate stalls or challenges proactively

Brokerage Accountability:

✓Distribute leads fairly and consistently
✓Provide training and scripting support
✓Facilitate weekly review meetings
✓Set and communicate clear standards
✓Coach to performance, not just activity
✓Enforce consequences consistently and fairly
Important: Accountability is a shared responsibility. It cannot function if only one side holds the standard.

09 · MANAGE LEAD CAPACITY

Managing Lead Capacity Intentionally

More leads without operational readiness creates more chaos. Lead capacity must be earned through performance, not distributed equally regardless of results.

Earn More Leads By:

✓Maintaining high accept rate (>80%)
✓Converting appointments consistently
✓Keeping CRM updated and accurate
✓Attending all weekly reviews
✓Demonstrating measurable improvement

Lead Volume Reduced When:

✗Accept rate falls below 70%
✗Leads go uncontacted for 24+ hours
✗CRM is not updated consistently
✗Missing weekly reviews without notice
✗No improvement over 30-day period
"The goal is not maximum lead volume. The goal is maximum lead conversions."

10 · OFFICE SUPPORT MODEL

Operational Support Model

BHG Legacy provides structured tools, training, CRM training, and accountability support to help every agent succeed operationally.

📚
Resources
Scripts, templates, playbooks
🎓
Training
Weekly coaching sessions
💻
CRM Systems
Full CRM onboarding support
🤝
Coaching
1-on-1 performance reviews
📊
Accountability
Data-driven performance tracking

"Technology creates leverage. Operational leadership creates consistency."

11 · PERFORMANCE TARGETS

Performance Targets

BHG Legacy Performance Framework — these are the benchmarks every agent is measured against.

BHG Legacy · Performance Framework
5-Min Accept Rate
≥ 81%
Top Quartile
Appointment Rate
≥ 25%
CRM / 1 Appointment
Unit Conversion
≥ 76%
Visible Weekly

Agent Performance Goals:

✓Accept Rate: ≥ 81% of assigned leads
✓Contact Rate: ≥ 60% of accepted leads
✓Appointment Rate: ≥ 25% of contacted leads
✓Showing Rate: ≥ 70% of appointments set
✓Offer Rate: ≥ 40% of showings completed
✓Close Rate: ≥ 76% of offers submitted

Office Performance Goals:

✓Top 25% of BHG offices nationally
✓Improve PCRE score quarterly
✓Reduce lead-to-appointment time to < 48 hrs
✓Zero leads without CRM activity after 7 days
✓100% agent participation in weekly reviews
✓Sustainable operational excellence long-term
"The objective is not simply improving Zillow metrics. The objective is building a measurable, repeatable, customer-first conversion organization capable of sustaining long-term operational success."

FULL FRAMEWORK

Download the Complete Document

Access the full BHG Legacy Online Lead Flow Performance Standardization Framework as a PDF document.

Download Full PDF Framework