Production Analysis Meetings (Every October/November)

Step #1 - Announce the Production Analysis or "Do What Works" Effort

Talk about this effort at the OKR. We will meet with everyone to go over 2-3 years of their production and really analyze where their business comes from. This is a spreadsheet template that we give them to fill out. After they've filled it out, we then take it and build a chart for them that looks like this:

Step #2 - Send the Sign Up Email

SUBJECT:

Production Analysis or "Do What Works" Meetings

BODY:

All -

I'm really excited to get started on our production analysis meetings! As a recap, we will put together a spreadsheet for you with all of your sales for the past 3 years. You'll need to spend 15-30 minutes filling this out. From there, we'll standardize things and build a graph that shows you where your business is coming from.

To get started, please RSVP here: https://forms.gle/TddSDvym1Khg6Yp19

After you sign up, I'll reach out with your spreadsheet and we'll get started!!

Thanks!

Step #3 - Send the spreadsheets to everyone who signs up

The blank template is available here.
Email Rida and ask her to complete the blank template for the agent (input sales for the past 3 years).
After Rida completes the spreadsheet, it will look like this:

Send the following email to the agent:

SUBJECT: Production Analysis - "What should I work on?"

BODY:

Hi {name} -

I'm really excited to get started on this with you! Here's a link to your production spreadsheet:

{insert link here}

From here, you need to complete Row G and H, which are shaded green. After this is complete, shoot me an email and I'll be able to handle Row I (light orange row) and we can meet to go over everything.

Don't kill yourself on Row H. Type out where you remember meeting this person - did a friend them to you, did you meet them at school, etc... My job is to look at everything and standardize it so that we can get actionable insights.

Thanks so much!

Step 4 - Standardize the Spreadsheet

After the agent sends you the spreadsheet back, we need to standardize it. You will always have the heaviest sources as SOI, Open Houses, and some sort of web lead. Here are notes:

SOI: Agents will usually write in things like "agent referral", "past client", "former work friend", etc... You want to standardize all of these to "SOI".
Web Lead: It makes sense to slice web leads up into the different sources. Bramlett lead, Zillow, or some other source.
Social Media: Social media is a massive time waster for most agents. Hopefully they've written some details into any social media deal (and if they haven't, then ask them at the meeting). They'll often get business from a specific Facebook Group like neighborhood or relocation groups. Make sure and separate those out so the agent can prioritize their time on social media.

After the agent fills out the form and you've standardized it, it will look like this:

Step 5 - Meet w/ the Agent

Schedule a meeting with the agent to go over the results. In person is best, but Google Meet also works. Always record the meeting with Otter for a recap.

There will be obvious winners like SOI. Make sure and ask the agent what activities they're doing that's driving these results. Look for opportunities to dial up the winner sources.

Social Media: Agents often miscategorize deals as social media. Specifically ask about every social media deal. Often times, someone reaches out to them on social media, but they knew them from somewhere else or they were referred to them (those are SOI deals). The only "true" Social Media deals are those who found them through social media.

Step 6 - Chart and Recap

After you've met with the agent, you want to put together a chart to send them and a recap email. Put the transcript into ChatGPT with the following prompt:

I just met with {agent name} and we discussed their production history. Please create a recap email that includes: Successes, failed marketing, and insights. Create action items and a plan to increase business using these insights.

Step 7 - Present to the Office

After we've completed the entire set of "Production Analysis: What Works" meetings, we have a really great set of data to show the agents. Get with Eric and he'll show you how to combine everything and simplify things even further. The net result are charts that look like these that we'll present at an OKR. The goal is to show the agents what to focus on!