Action Planner / Pipeline · Part 3 Forward Planning · 2026-05-28

The thousand-foot view

Built from the call with Dustin and Luke. Gives the middle-tier agent a year-level view so they plan proactively instead of reacting day to day. An annual goal becomes a season-weighted lead pace, forward risk gets surfaced before it arrives, and past clients become tracked recapture opportunities.

On the numbers: every figure here is illustrative and reconciles to one example agent (Gold tier, $96K take-home goal, 15% close rate, $1,425 avg invoice, ~$850 take per lease). Real per-agent targets, commission splits, and the seasonality curve come from your data before any build.
14 Set the Year · Annual Goal Forward planningAgent-facing

The anchor of the whole system. The agent sets one number, their take-home goal for the year, and the system turns it into a season-weighted lead pace using their close rate, avg invoice, and tier. Replaces the quarterly-only goals that cause the Q1-to-Q2 whiplash.

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Planning Set your year

Year
Quarter
Month
Set your take-home goal for the year.
We turn it into a month-by-month lead pace that already accounts for your close rate and the season. You only set one number.
Your 2026 take-home goal
$96,000
$40K$150K
Gold tier commission applied
How that becomes a lead pace
$96,000
take-home goal
÷ $850your take per lease
113
leases needed
÷ 15%your close rate
753
leads this year
Built from your close rate (15%), avg invoice ($1,425), Gold tier split, and last year's lead availability in your market.
Your year, weighted by season
62% of your leads land Mar–Jul. The system front-loads your pace so a slow Q4 is planned, not a surprise.
PeakShoulderSlow
Jan
33
Feb
40
Mar
67
Apr
93
May
107
Jun
100
Jul
80
Aug
67
Sep
53
Oct
47
Nov
40
Dec
40
Leads per month
You can re-tune any time your close rate or goal changes.
What this solves
  • NewAnnual goal, not quarterly. The CRM only sets goals by quarter today, which causes the Q1-to-Q2 whiplash Dustin described (hit $500/day, then suddenly need $3K/day). One annual number sets a smooth pace instead.
  • NewOne input, full math. The agent sets take-home only. The system back-calculates leases and leads from close rate, avg invoice, and tier so the target is personal, not a flat company number.
  • UXSeason is baked in. The pace is front-loaded to the peak 4.5 months so the agent is never asked to 6x productivity overnight.
  • DataNeeds: per-agent close rate, avg invoice, tier/commission split, and last-year lead availability by market. All exist in the CRM today.
Data & build notes · Forward Planning
What it runs on (exists today)
  • Per-agent close rate, avg invoice, tier/commission split, historic lead counts by market. All in the CRM.
  • Lease terms + move-out dates to time the renewal window. Already captured at lease confirmation.
  • The closed/lost/cold lead pool (~500K) tied to agent + market.
What is net-new
  • Annual goal + personal seasonality as stored agent settings. Dustin is already prototyping the weightings.
  • Opportunity state on the client record at lease-end (the funnel). Net-new schema, but it is the cornerstone Dustin wants.
  • Revive-likelihood ranking on cold leads. Rule-based v1 (recency + prior reason + price fit); ML later.
  • No LLM required for any of this. It is math and data surfacing, not generation.
15 Personal Seasonality Adjustment Forward planningAgent-facing

The agent layers their own life onto the company seasonality curve. Mark a month down for time off and the system redistributes those leads across the rest of the year, keeping the annual goal intact.

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Planning Adjust your months

Year
Quarter
Month
You marked August down 60% for time off. We redistributed those 40 leads across Sep–Nov so your year still lands at $96,000. Nothing else changes.
Your adjusted year
August is your lightest month now. The rest of the curve absorbed it. You can plan to be out and still hit your number.
PeakShoulderSlowAdjusted
Jan
33
Feb
40
Mar
67
Apr
93
May
107
Jun
100
Jul
80
Aug
27
Sep
66
Oct
60
Nov
53
Dec
40
Leads per month · adjusted
August
Out 3 weeks27 leads
September
+13 absorbed66 leads
October
+13 absorbed60 leads
November
+13 absorbed53 leads
What this solves
  • NewPersonal seasonality. Dustin already has the company weightings. This lets an agent layer their own life on top (a wedding, a bachelorette, surgery) and the curve rebalances automatically.
  • UXThe math stays honest. The annual goal does not move. The work just shifts to months the agent can actually carry it, so the plan is real instead of aspirational.
  • BehaviorRemoves the excuse and the fear. An agent who knows August is covered does not panic-take leads in July or coast in September.
16 Year View · The Thousand-Foot View Forward planningAgent-facing

The home of forward planning. Annual progress against the goal the agent set, monthly actual vs seasonal target, and an honest read on a slow month: on track for the year even when this month is light.

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Year view 2026

Year
Quarter
Month
$58,200 of $96,000 take-homeOn track for the year
May · 7 months left
Annualized pace
$3.1K ahead of your annualized pacePeak season ends in 6 weeks
Where you are vs your plan
Bars are actual leads. The line is your seasonal target. You banked extra in the peak, so the slow back half is already covered.
PeakShoulderSlowTarget
Jan
33
Feb
40
Mar
70
Apr
89
May
96
Jun
100
Jul
80
Aug
67
Sep
53
Oct
47
Nov
40
Dec
40
Leads per month · actual vs target
Q4 is slow by design
62% of your year comes Mar–Jul. A light November does not mean you are behind.
You banked a buffer
$3.1K ahead from a strong April–May. That cushion carries you through Q3.
9 renewals coming
Past clients you placed last year hit their re-lease window in Aug–Oct. Worth working on slow days.
Why this matters
  • NewThe thousand-foot view. Dustin: agents are very bad at seeing past their nose. This is the screen that gives them the year at a glance, anchored to a number they set themselves.
  • UX"On track for the year" reframes a slow month. Instead of panic when November is light, the agent sees the season is doing what it always does and they are covered.
  • BehaviorCalms the Q4 fear that drives churn. Dustin: "data overrides and calms their fears." This puts that data in front of the agent before the fear sets in.
17 Forward-Risk Signal Forward planningSad path

The projected-shortfall state. Surfaces a year-end gap while there is still peak-season runway to fix it, names the specific drivers, and routes straight to the gap-fill work.

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Year view 2026

Year
Quarter
Month
Heads up: you are trending ~$7.4K light by year-end.
You have 7 weeks before peak season closes. After that the leads are not there to catch up. Acting now is cheaper than scrambling in Q4.
Your pipeline is thin for peak
Jun–Jul are your two biggest months and you are running 22% under target right now.
-18 leads
Only 3 renewals due in Q3
Your slow quarter has little recapture to lean on. Past clients are not lined up to fill it.
-$3.2K
Close rate slipped to 11%
Down from 15%. At this rate each lead is worth less, so the same pace earns less.
-4 pts
Projected finish
Dotted target line vs your projected pace. The gap opens in the back half, where there is no season to bail you out.
PeakShoulderSlowTarget
Jan
33
Feb
40
Mar
70
Apr
89
May
96
Jun
78
Jul
62
Aug
52
Sep
41
Oct
37
Nov
31
Dec
31
Leads per month · projected vs target
Why this matters
  • NewSee it 7 weeks ahead. Dustin: agents get caught off guard by a seasonality they know is coming. This surfaces the shortfall while there is still peak-season runway to fix it.
  • UXThe warning names its causes. Thin peak pipeline, no Q3 renewals, slipping close rate. Each driver points at a specific lever, not a vague "do more."
  • FlowThe single CTA goes straight to the gap-fill workspace (Frame 20). A warning with no destination is just anxiety. This one has a to-do list behind it.
18 Renewal · Opportunity Funnel RenewalsConcept

Dustin's “baby’s first funnel.” Every past client enters an opportunity state at lease-end so the company can track the real question: did the client you could have helped go with you, or not, and why. Moves release rate from 20% toward the 50% goal.

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Renewals Opportunity funnel

Your release rate
20%
company goal: 50%
Recapture at stake
$34K
past clients re-leasing this year
Avg time to re-lease
2.4 yrs
when they come back to you
Every past client now enters an opportunity state at lease-end, so we can answer the real question: did the client you could have helped go with you, or not, and why.
Clients you have placed142
Opportunity · lease ending in window28
Reached out12
Re-leased with you6
Outcomes for the 22 you did not re-lease last cycle
6
Re-leased with you
The win. Counts toward your release rate.
5
Renewed at their complex
Stayed put. Not lost to a competitor.
7
Found a place without you
The one to fix. Did you reach out in time?
4
Moved out of market
Out of your control. Tracked so it is not counted against you.
What this solves
  • NewOpportunity as a tracked state. Dustin called it "baby's first funnel." Today a request only opens when you successfully re-place someone, so the data is skewed. Making every lease-end an opportunity captures the misses too.
  • InsightThe "found a place without you" bucket is the gold. That is the controllable loss. Surfacing it tells the company where outreach broke down vs where the client was always going to leave.
  • DataAvg time-to-re-lease (2.4 yrs). They have not measured this yet. It becomes the timer for when an opportunity should surface, not a flat 12 months.
  • BusinessMoves release rate from 20% toward the 50% goal by making the whole pool visible and worked, not just the easy wins.
19 Renewal Opportunity Worklist RenewalsAgent-facing

The surface agents work day to day. Upcoming opportunities timed to each client's real re-lease cadence, with outreach and outcome capture inline. Built to batch on slow days.

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Renewals Your opportunities

This quarter
Next 90 days
All
You have 28 opportunities this quarter worth ~$34K in recapture.
Working these on slow days is how you protect Q3. They are timed to each client's re-lease window, not a flat 12 months.
Client
Window
Last lease
Timing
Status
Brian Fosterplaced Apr 2024
Lease ends Aug 31
$1,950
on cadence
Not started
Nicole Tranplaced Jun 2024
Lease ends Sep 14
$2,650
early window
Reached out
Devon Pierceplaced Mar 2022
Re-lease overdue
$2,200
2.4yr avg
Responding
Maria Gallegoplaced Sep 2024
Lease ends Oct 30
$3,100
high value
Not started
Sam Whitlockplaced Jul 2024
Lease ends Sep 28
$1,800
on cadence
Not started
Outcomes you log here (re-leased / renewed at complex / found own place / moved away) feed the funnel and your release rate. Every "found own place" is a coaching flag for next cycle.
What this solves
  • NewThe surface agents actually work. The funnel (Frame 18) is the model; this is the daily list. Past clients show up before their re-lease window so the agent gets ahead of them instead of finding out after they signed elsewhere.
  • UXTimed by real cadence. "Devon, 2.4yr avg, overdue" beats a flat 120-day reminder. The window is personal to how that client actually behaves.
  • BehaviorBatch on slow days. This is the answer to "what do I do when there are no fresh leads in Q3." It turns dead time into recapture work.
  • DataOutcome capture per row is the missing piece. It is how the company finally measures the controllable loss, not just the wins.
20 Fill the Gap · Cold-Lead Mobilization Forward planningAgent-facing

Where the forward-risk warning becomes a to-do. Three sources of revenue the agent already has access to, ranked by speed to close: renewals due, revived cold leads from the 500K pool, and self-marketing.

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Fill the gap Projected $7.4K short by year-end

Here is the work to close the gap before it arrives.
Three sources of revenue you already have access to, ranked by how fast they convert. Pull from these on your light days through peak season.
Renewals due
9 opportunities · ~$11K
Fastest to close
Past clients you placed, hitting their re-lease window in the next 90 days. Warm by definition.
Devon Pierceoverdue · $2,200
Nicole TranSep 14 · $2,650
+7 more in window~$6.2K
Cold leads to revive
84 matched · est. ~$9K
From the company pool
Pulled from the 500K+ closed and lost leads tied to your market, ranked by revive-likelihood (recency, prior reason, price fit).
Lost · found own place31 leads · high
Closed · went quiet38 leads · med
Old requests, 9mo+15 leads · low
Self-marketing
5 prompts · compounding
Builds your brand
When the pool is thin, this is where leadership wants you. Slower to pay off but it is yours to keep.
Ask 5 past clients for a referral2 min each
Re-post your 3 best listingstoday
Nurture your sphereresource
This is where the "you are light ahead" warning becomes a to-do, not a worry. Leadership can also push a market-wide cold-lead dig here when the company forecast shows a gap.
What this solves
  • NewThe warning gets a destination. Dustin: when an agent is light, the action is go through cold leads, ask for bulk repass, self-market. This workspace assembles all three in one place, ranked.
  • BusinessActivates the 500K dead pool. Half a million closed and lost leads sit unused company-wide. Surfacing the slice matched to one agent, at the moment they need volume, is found revenue.
  • Coaching"Systems stop and coaching starts." The self-marketing lane is the line Dustin drew: give them the tool, but also the nudge to build their own brand when the pool runs dry.
  • LeadershipThe same surface lets a GM push a market-wide cold-lead dig when the company forecast shows a gap, turning a top-down demand into assignable agent work.