A prospect's first call to the community. This is the cleanest measure of agent behavior in the dataset: nine weeks of data, a well-fitting scorecard, and a consistent pattern. Agents are excellent at answering and weak at asking.
Preiss agents are order-takers on prospect calls. When a caller asks about pricing, availability, or policy, they get an accurate, detailed, friendly answer. What rarely happens is the agent taking control: asking why the caller is looking, what their budget is, whether they have a pet, and then describing the community and asking for the tour. Discovery earns of 30 points. Selling earns of 20. Closing earns of 15. Those three categories are where the score lives.
Each question is worth 5 points. Categories group the 20 questions by the phase of the call they measure.
Percent of calls where the agent received credit. Hover any row for the exact question wording.
The same 20 questions grouped by how reliably agents earn them. The red column is the training agenda.
Centered in the 30–60 range with a long tail. Only of calls reach 70.
Longer calls score higher because more of the scorecard gets a chance to happen. Median call is minutes.
The Cold Lead scorecard fits well overall. Three questions are worth tuning before scores are published to agents.
Earned on 1% of calls. In student housing the answer is almost always "school," so agents don't ask and prospects would find it odd. Recommend replacing with "Did the agent determine the caller's lease term or academic year?"
Earned on 1% of calls. Still useful for marketing attribution, but it is a 5-point penalty on nearly every call. Recommend either keeping it as a tracked-but-unweighted question or replacing it with "Did the agent ask about roommates or roommate matching?"
Earned on 27%. Many callers introduce themselves unprompted, and the agent is marked No for not asking. Recommend "Did the agent obtain and use the caller's name?" so credit follows the outcome.
Ordered by points available. The first two are the highest-leverage behaviors on the entire scorecard.
The highest-scoring Cold Lead call in the dataset (16 minutes) is a useful training example. The agent asked about floorplan, move-in, and budget; explained the qualification program and confirmed the caller met it; quoted pricing with every add-on; described the furniture package, parking options, and neighborhood; offered a virtual tour and a proxy tour; collected name, phone, and email; and sent a confirmation email while the caller was still on the line. The only two misses were "why are you looking" and "how did you hear about us."
Nothing in that call required a script. It required the agent to lead.
Realistic adoption targets per behavior, not perfection. Each row shows the points added to the Cold Lead average if agents hit the goal rate.