The Iceberg of Business Growth: Why "Doors Closed" is a Misleading Metric

In property management, the number of "doors closed" is often viewed as the ultimate success metric. But in reality, it’s just the tip of the iceberg—a number that looks impressive on the surface but fails to tell the whole story.

Much like an iceberg, where 90% of its mass is hidden beneath the water, the true indicators of a company’s health lie beneath the surface. If you’re solely tracking how many doors you’ve closed, you might be missing a far more important metric: closing percentage.

The Closing Percentage Matters More.

Closing percentage measures how many of your potential clients actually convert into signed management agreements. It accounts for all the unseen efforts—lead nurturing, follow-ups, process efficiency, and sales strategy—that directly impact your bottom line.

For example, consider two business development managers (BDMs):

• BDM A closes 100 doors but had 1,000 leads. Their closing percentage? 10%.

• BDM B closes 50 doors but had only 200 leads. Their closing percentage? 25%.

At first glance, 100 doors sounds impressive, but in reality, BDM A is missing out on 90% of opportunities. A lower conversion rate could mean inefficiencies, poor follow-ups, or an ineffective sales strategy—all of which lead to wasted resources and lost revenue.

How Healthy Is Your Sales Pipeline?

If you’re only tracking doors closed, you’re playing a dangerous game of vanity metrics. True success comes from maximizing efficiency, improving conversion rates, and making the most of your pipeline.

Want to know where you stand?

We’ll help you set up and interpret your closing percentage in LeadSimple so you can gain real insight into the health of your sales department. Schedule a quick 15-minute call with us, and let’s make sure you’re not leaving money on the table.