A Simple But Effective Approach for Tracking Your Deal Pipeline

A Simple But Effective Approach for Tracking Pipeline

Daniel Levison | March 20, 2020

If you have been in sales for any length of time you likely already understand how tracking your future business opportunities from the initial contact with a “suspect” through the journey of hopefully becoming a client provides valuable information that can help agents be more productive and profitable.

Tracking future opportunities is essential because it also provides managers insightful information into unbooked and potential revenue. This allows them to make educated projections and better decisions on future company expenditures and investments.

By having relevant information on future deals readily accessible and categorized by your standardized opportunity stages, agents and managers are able to better utilize their time on closing deals and providing support.

We’ve all been there, from notebooks to post-it notes to dry erase boards, but unfortunately that approach just doesn’t cut it in today’s fast paced world. Having a scalable, automated and organized system to track your future deal opportunities is crucial to becoming a successful salesperson. 

Transparency between managing principals and agents inherently creates better alignment giving agents and principals the ability to see the entire revenue picture of their business. Tracking your deal pipeline also provides managers another tool in guiding agents, especially younger agents, in the most productive direction to be successful. 

Having an organized approach to tracking your future opportunities not only provides increased efficiency but a higher closing percentage. A study by the Harvard Business Review found that there was an 18% difference in revenue growth between companies that defined a formal and structured  sales process which included tracking future opportunities and companies that didn’t.

Tracking future revenue opportunities can also lead to healthy competitiveness between agents and teams within the organization it managed properly.

Intelligent decision making is at the core of every successful business. But with dozens of decisions on technologies, personnel, healthcare and related expenses to make, how do you ensure you’re making the right one? Having deal data on your CRE brokerage’s entire revenue picture will give managers the best opportunity to make the most informed decisions.

A process to consistently manage future business opportunities allows you to determine, without bias, an orderly way to determine how to concentrate your efforts on the best, highest value deals, and avoid getting distracted by anything that won’t push the needle for your agents or the brokerage as a whole.

As important as it is to focus on high value opportunities, it’s equally as important to know when to let go of unproductive opportunities too. Letting go can be hard, especially when you have spent weeks or even months building working the deal and the relationship.

Access to real time deal data will enable principals and agents to develop more accurate forecasts on which to manage their businesses. A business that isn’t tracking business opportunities won’t be able to see what potential deals are actually driving revenue and which ones are not.  

Having reliable estimates on future potential revenue also helps to remain within budget, keep focused and to properly allocate your company’s resources. So, with so many reasons why it  is important to track future deal opportunities, why is it so challenging for CRE managing brokers to develop an accurate and reliable process for motivating agents to share their future business opportunities?

If your experience is anything like what we experienced in our brokerage business, trying to develop a reliable consistent system agents would accept and be comfortable sharing future business opportunities is like pulling teeth. The problem, as we all know, is agents are in the people business, and sharing their client information makes agents uncomfortable.

And most CRE-centric CRMs require so much detail about an agent’s clients they feel they aren’t in control of their client information. It’s the primary reason commercial brokerage companies have such a difficult time in getting company wide adoption for CRMs.

CommissionTrac understands an agent’s reluctance in giving up the personal details about their clients and the insight it took to nurture a suspect into becoming a client. In our recently released opportunities module we only ask 5 questions about future deal opportunities. No personal information, just the data needed to budget and forecast:



Only relevant questions that pertain to a manager’s ability to gauge an agent’s future revenue potential or assist in guiding an agent to be more productive are part of our opportunities funnel. On the back-end the leadership of the brokerage has assigned probabilities for each possible deal stage to streamline reporting and forecasting:

Finally, with just those easy inputs for agents, the leadership of the brokerage and agents have the ability to report on pipeline with real time numbers:

Once a future opportunity becomes revenue our platform seamlessly converts the opportunity to a deal voucher without duplicate entry. Only at that time does the platform request more detailed client information and only in order to process an agent’s correct commission amount:


To find out how you can use CommissionTrac to gain clarity and insight on your brokerage’s total performance and also understand companies like TenantBase, affiliates of CBRE, Colliers International, Cushman Wakefield, SVN, NAI and Lee & Associates have chosen CommissionTrac, please request a demo today by visiting our website at www.commissiontrac.com



Author: Daniel Levison – Chairman CRE Holdings (Atlanta Investment Properties, CommissionTrac, Sharedspace) and Turner Levison, CEO, CommissionTrac 

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