2025 Strategic Planning [Voice Note]
A solo voice note from Geoff covering his annual performance review framework: identify top revenue-driving activities, cut or delegate underperformers, audit referral partner productivity, and scale top-of-funnel reach. Best for LOs doing a January reset who want a structured way to prioritize 2025 activities. Ends with a pitch for his Agent Classes program.
Stop spreading effort across everything — double down on the one or two activities that actually drove revenue last year and scale your reach with more agents, not just better relationships with the same few.
Takeaways you can run this week
- List every activity you did consistently in 2024 (outbound calls, agent events, social media, email, video, ads, database touches). Next to each, write the number of closed loans it produced. Any activity you can't tie to at least one closed loan gets cut, delegated, or put into an automated system before February.
- Pull your 2024 closed loan list and tag each deal by source. Calculate what percentage of revenue came from each referral partner. Any agent who sent zero deals and requires regular time/energy from you gets a 'bold conversation' or a quiet removal from your active outreach list.
- Analyze your lead-to-close conversion rate by stage. If you have lead flow but deals aren't closing, the bottleneck is your intake process or talk track — script and rehearse your client intake call before chasing new lead sources.
- To scale agent reach in 2025, adopt a 'run for mayor' posture: identify one consistent, recurring visibility activity (e.g., a monthly educational class open to any local agent) and commit to it every single month rather than one-off outreach.
- Apply the Coca-Cola rule: even if you are referral-based, ask yourself what specific touchpoint is keeping you top of mind with each referral source right now. If the answer is nothing in the last 30 days, you are invisible — schedule a touchpoint this week for every partner who sent you 2+ deals in 2024.
Useful? Get the full Vault free — plus Marketing Worth Stealing, weekly.
GET FREE ACCESSThe playbook
- Step 1: List all consistent 2024 activities (not one-offs) and score each by loans closed.
- Step 2: Identify your top 1-2 revenue-driving activities — decide to do more of them and do them better.
- Step 3: For underperformers, choose: streamline (automate/systematize), delegate, or eliminate.
- Step 4: Audit your referral partner list — calculate deal contribution per partner, flag unproductive ones for bold conversations or removal.
- Step 5: Diagnose your funnel — is the problem top-of-funnel lead flow or mid-funnel conversion? Address the actual bottleneck.
- Step 6: Build a top-of-funnel visibility system (classes, content, events) to scale agent reach beyond your current circle.
Worth quoting
“If I don't know you exist, I can't choose you.”
“Too many originators are shrinking. They're hiding behind their desks and their computers and their mobile phones.”
Best for
LOs who stayed busy in 2024 but can't clearly name which two activities actually drove their production — and need a framework to stop doing everything and start doing the right things more.