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  • Writer's pictureJesse Passafiume

Four Things You Must Track in Your CRM and a Free CRM Replacement Google Sheet [Repost]

Most mortgage and real estate pros still live in the moment. We are adept at handling what is in front of us and taking care of our Clients. Even those with a robust CRM aren’t always using it to its fullest potential. Worse yet, many systems are so complex that they are never touched. One mortgage exec recently told me that the usage rate of enterprise CRM is < 10%.  Practicing No Lead Left Behind is not difficult, but it requires discipline. 

The real endgame of proper lead management is winning the long tail.  This month ½ of our purchase transactions closed were from leads that were more than 1 yr old. When you have a pipeline of 200 potential buyers that you are working consistently, you transition from salesperson to business owner. We obsess over four key fields in our CRM. Also, we created a Google Sheet to help you on your journey which you can get by hitting the link at the bottom.    


Where is the Client in your sales cycle? There is an infinite number of ways to track your funnel. We keep it simple and fairly aligned with our loan process.  

01 – Prospect –  Someone from a list that hasn’t raised their hand yet.  

02 – Lead New – A hand raiser you haven’t attempted yet. 

02 – Lead Attempted – Made an attempt and didn’t connect. 

02 – Lead Contacted – Contacted but still needs work. 

03 – Consult Set – Set a consultation because only Dentists make appointments. 

03 – Prequal – You have secured financial information and done some analysis. 

04 – Processing – Application is taken, and the loan is being worked or TBD. 

05 – Client / FF –  Previous client, or Friends and Family. 

10 – LTFLUP – Timing – Long Term Follow Up, generally > 90 days.  

10 – LTFLUP – Capital – Saving for a down payment

10 – LTFLUP – Credit – Working on credit issues.  

10 – LTFLUP – Other 

12 – DQ  – Disqualified for one reason or another.  


This is how you prioritize. We use A – D because of our old Franklin-Covey planning days.  I describe this field as your marketing priority. It helps you manage busy.    

A – These are your top priority and most likely to close. You must make these calls; it is non-negotiable.   We track our “Daily A’s” religiously, and if someone gets behind, we jump in and help. A’s are today’s money bucket.   

B –  If you are slammed, these can slide a day.  But not more than that.  

C – So, you are saying there is a chance?   

D – We reserve this for “Don’t Bother”  It is essential we track every lead, but some we don’t focus on.  

Target Close Date

When do you want to get the Client in a contract?  Take into account the work to be done and their timing in the buying cycle. The Target Close Date helps you keep track and not miss the “we are buying in the spring” moment. 

Next Step 

Lastly, the final and most crucial step to No Lead Left Behind.  Every active lead must have a next follow up. These don’t have to be extravagant calls to action.  You can send a text or a handwritten note to check-in. These dates are the key to tracking what you will do this week and make sure you don’t miss an opportunity.     

Email us for your CRM Google Sheet Replacement





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