The investor CRM audit checklist: 60 checks you can run yourself

How to use it

Go through it with whoever runs your CRM, and answer each line yes or no about how things work today, not how they're supposed to work. If you're not sure, it's a no. Tick the yeses; your score updates as you go.

Don't worry much about the total. Look at which sections have the most no's, and start with the ones closest to the money: Answer, then Follow-up, then Spend.

Spend: does every deal trace back to the marketing that paid for it?

• 1. Every new lead gets a source and campaign automatically, without a rep picking it
• 2. Every marketing phone number maps to exactly one campaign and market
• 3. Monthly spend is recorded per campaign, from the accounting records
• 4. The source copies to the deal and can't be edited afterwards
• 5. You can pull last month's cost per appointment by campaign in under a minute
• 6. You can pull cost per contract by campaign
• 7. ROI counts deals that actually closed, and properties you kept, not contracts
• 8. Last month's deals with no source: zero

Section score: 0 of 8

Answer: does every seller reach a person, fast?

• 9. Every inbound call creates or matches a seller record
• 10. Every missed call creates a callback task and an alert within minutes
• 11. Web form leads reach a person as fast as calls do
• 12. There's a written rule for leads that arrive after hours
• 13. Time to first contact is measured by source and by rep
• 14. A lead that isn't contacted in time escalates to a manager
• 15. Leads that match no routing rule land in a queue someone watches
• 16. Returning sellers go to their original owner, with their history
• 17. Nobody who has left is still in the lead rotation

Section score: 0 of 9

Follow-up: does anything go quiet?

• 18. Every open lead has a next task with a date
• 19. The list of open leads with no next step is short, and someone checks it
• 20. Text cadences stop automatically when a seller replies
• 21. An opt-out on any record stops every automation for that person
• 22. Sellers who say "call me in three months" get a dated follow-up, not a note
• 23. Dead leads get a reason from a fixed list
• 24. Dead and long-term leads come back into follow-up on a schedule
• 25. Calls and texts from your dialer land on the seller record
• 26. A manager can see each rep's overdue tasks

Section score: 0 of 9

Offer: is every offer made from the same numbers?

• 27. ARV, repair estimate and maximum offer live on the deal record
• 28. Every rep offers from the same formula
• 29. Every offer is recorded with its date and amount
• 30. Offers waiting on a seller have a follow-up task
• 31. An offer with no activity after a set time raises an alert
• 32. You can see last week's offers by rep
• 33. Offers above the maximum need someone's approval

Section score: 0 of 7

Keep: does a signed contract become a closed deal?

• 34. Every signed contract is on the deal, with inspection, title and closing dates
• 35. Transaction tasks are created automatically at each stage
• 36. Contracts sent but not signed raise an alert
• 37. The seller gets a call soon after signing, and that time is measured
• 38. A report shows deals under contract that are missing a date
• 39. Cancelled contracts get a reason
• 40. Buyers are stored with the zip codes and property types they buy
• 41. Buyers are ranked by what they've actually bought from you
• 42. The final fee or profit is recorded on the closed deal

Section score: 0 of 9

Reports: can you trust the numbers?

• 43. The owner has one dashboard with the weekly numbers
• 44. What counts as a lead, contract and closing is written down
• 45. Reports count by the agreed date fields
• 46. Dashboards run as a user who can see every record they're meant to count
• 47. Spend in the CRM is checked against the books every month
• 48. Every key number can be split by market
• 49. Reports nobody reads are archived

Section score: 0 of 7

System: is the CRM itself healthy?

• 50. At least two people have admin access
• 51. Automation error emails go to two people who are still with you
• 52. Someone checks for failed automations every week
• 53. Integrations run under a dedicated integration user, not a person's login
• 54. Duplicates are caught on phone, email and property address
• 55. The number of duplicates is going down, not up
• 56. Only owners and ops can export data
• 57. People who leave are turned off on their last day
• 58. There's a written list of every automation and integration
• 59. Every change is logged: what, why and who asked
• 60. A new rep can be set up in under an hour, from a checklist

Section score: 0 of 11

What to do with your no's

1. Pick three. The three no's that cost you the most, usually in Answer, Follow-up or Spend.
2. Write down what each one costs. Missed calls a week times your close rate times your average fee is a start. The missed call cost calculator does that math.
3. Fix them in order, and check the list again in a month.

Want a quicker version first? The Deal Leak Score takes two minutes, and the 12-feature check is a short one for Salesforce orgs.

This list covers the same ground as my paid audit. The difference is that the audit is done in your org, by me, and ends with what each leak is likely costing, a 30/60/90-day fix plan and up to three fixes done. You can see what that looks like in the sample report, which uses a made-up company.

Questions

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