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When leads arrive but sales do not, start with one defined group of enquiries and follow it through the CRM. Campaign results and deals closed this month may belong to different groups. Comparing them directly can make a healthy long sales cycle look broken or conceal a real processing problem.
Verify what the enquiry count includes
Check whether the total contains duplicates, test records, invalid contacts or messages unrelated to the advertised offer. Preserve these categories rather than removing them without explanation. Compare source records with the CRM so delivery failures are visible.
The IBG Property case provides property campaign context. Its results belong to its published audience and period; use those boundaries when deciding whether it resembles your project.
Separate no response from poor fit
A buyer who never spoke with sales is not the same as a person rejected after qualification. Record attempts, successful conversations and reasons for rejection separately. Review routing, timing and language before deciding that every unanswered enquiry is low quality.
Use the response workflow to check ownership and timestamps. Then compare qualification on sources where a conversation actually happened.
Inspect the offer and next step
If suitable people speak with sales but do not book a meeting, compare the ad promise, landing-page explanation and conversation. Check whether the advertised inventory and terms are still available. Look for questions the manager cannot answer or a next step that does not fit the buyer’s situation.
Scheduled and attended meetings need separate stages. A cancellation, no-show and completed appointment represent different problems. For remote property buyers, a video meeting may be an appropriate step when the team can deliver it.
Use a small diagnosis table
| Symptom | Evidence to inspect | First correction to consider |
|---|---|---|
| Records missing from CRM | Source submissions against CRM entries | Delivery and routing |
| Few conversations | Attempts, timestamps, language and channel | Ownership and contact workflow |
| Many unsuitable buyers | Rejection reasons by offer and source | Targeting or offer clarity |
| Meetings booked but not attended | Confirmations and cancellation reasons | Appointment process |
| Qualified meetings without progress | Call notes, available offer, objections | Proposal and next-step process |
These are starting points, not automatic conclusions. Check actual records before choosing a correction.
Compare like with like
Use the same qualification definition and allow comparable sales follow-up time. Segment by project, language and source when those differences matter. Record both spend and the number reaching each stage; do not present zero cost when no one reached the outcome.
Bring an anonymised CRM sample, current ads and the offer to a sales audit. Our analytics and sales team services connect the diagnosis to implementation.