GROW YOUR AGENCY BOOK UNDERSTAND THE IMPORTANCE OF THE QUALFIED LEAD RATIO
By Chris Boggs
Agencies calculate and make financial decisions based on many ratios including liquidity ratios, the retention ratio, the quote-to-bind ratio and the closing ratio. But the one ratio agencies often ignore is the Qualified Lead Ratio. It is ignored because few understand the long-term importance of knowing how reliable the agency's pipe line" really is. The qualified lead ratio tells the agency what percentage of leads in its database are good leads and not just names taking up memory. In simplest terms, the qualified lead ratio tells an agency how beneficial its prospect database really is to the producers and the agency. Let's first understand how the qualified lead ratio is calculated; then let's define what constitutes a qualified lead." NOMADIC | 24
