Closing Ratios & Performance Data
What is our universal closing ratio target across all communities?
25%
Which objection is commonly stated by a prospect when they need external approval before signing?
“I need to talk to my parents”, “I need to check with my guarantor”, “I need to run this by my roommate”
Which lens focuses on whether the prospect felt heard, understood, and valued?
The Prospect’s Experience Lens
What should every call include at least once to be considered complete?
A clear close attempt
What should every text include?
An open-ended question back to the prospect
How is a closing ratio calculated? Provide the formula.
Number of contracts signed over a period of time divided by the total number of leads that came through during that same period of time.
What are alternative options to not having on-site parking?
Shuttle, walking, garages next door
If a call scores well overall, but never includes a direct close, which lens exposes the gap?
The Closing Lens
What type of language should be avoided during closing attempts?
Passive or hesitant language like, “If you want”, “Maybe”, “You could”.
What is the formula for crafting an ideal text message? Hint: There are three parts.
Introduction, body that includes personalization (situation and context), CTA
Which call metric increases alongside higher closing ratios and reflects how long you stay engaged on a call?
Call duration
When a prospect says, “The rate is too expensive”, what should you redirect the conversation back to first?
The prospect’s top priorities or hot buttons
If multiple calls end without next steps, what pattern is likely present?
Weak or missing CTAs
“Apply now to reserve your space” is an example of this essential closing tool
Call to action
What is the primary goal of a follow-up text to a non-responsive lead?
To re-engage the conversation and create urgency or curiosity
Name the two metrics that are used to examine whether performance changes quickly or steadily over time
7- and 28-day closing ratios
What does it usually mean when a prospect repeats the same objection more than once?
The root concern or hesitation hasn’t been fully addressed.
What action do peers take after identifying the section that performed lowest on the scoring rubric?
Provide a specific example of how to improve
Which closing technique prevents a prospect from ending the call with “I’ll get back to you”?
Ending the close with an open-ended, forward-moving question
What texting technique helps prevent leads from “ghosting” after initial contact?
Setting clear next steps
What behavior change is most likely to improve closing ratios when call answer rates are already strong?
Improvement in call quality. Specifically, stronger objection handling, clearer closing attempts, and confident CTAs.
Why should objection handling always lead back to a closing attempt?
Because objections are a signal of engagement and resolving them should move the prospect closer to a commitment.
What pattern across multiple calls most clearly signals the need for closing-focused coaching?
Calls end politely but without commitment, urgency, or next steps.
If you don’t have availability in the floorplan the prospect desires, how can you pivot?
(Multiple ways to answer) Try to direct them to a different floorplan. Direct them to another community if you’re in a market of scale.
When should you shift from texting to calling a lead?
When texts are unanswered or when the prospect shows signals of signing that require real-time conversation. Another answer: when a prospect calls us first.