How Missy Webb 4X’d Her Pipeline in 9 Months by Tracking Lead Measures

What if the way you’ve been tracking success in your business is the very thing holding you back?

Missy Webb, a seasoned team leader running three locations across Oklahoma, completely transformed her business. She scaled from 8 to 35 pendings in 9 months, a 4X increase in pipeline, by shifting from lag measures to lead measures. Her strategy? Stop reacting to results and start tracking the actions that drive them.

We’ll break down exactly how she did it, and how you can, too.

Why Lead Measures Work When Lag Measures Don’t

Traditional metrics like closings and listings are lag measures. They only tell you what’s already happened. But Missy realized that by the time those numbers appeared, it was too late to fix anything.

“I couldn’t diagnose my business. I needed data I could act on, not just look at.”

That’s when she shifted to tracking real estate lead measures like:

• Number of calls (dials)
• Conversations held
• Appointments set
• Scripts practiced

These are the daily inputs you can control, and they’re what actually move the needle. With the help of Brivity’s dashboards and tracking, Missy can finally spot gaps in real time and coach her team before the pipeline dries up.

Reverse-Engineering Results Like Missy

Here’s how Missy built a culture of consistent action:

1. Start with income goals. What does each agent want to earn?
2. Break it down. Use conversion ratios to calculate how many appointments, conversations, and dials are needed.
3. Track everything. Keep goals visible. Whether in a CRM, spreadsheet, or dashboard, agents should see progress against their targets every day.
4. Coach to the gap. Use dashboards and one-on-one meetings to identify where they’re falling short (and fix it fast).

Missy even built a “Coach Yourself” flowchart for her team:

“If you’re not on track, it’s either because you’re not making the calls, you’re not saying the right things, or you’re not talking to the right people.”

Creating Buy-In (Without Burnout)

You can’t force agents to track their lead measures. So Missy led by example.

At one of the hardest points in her personal life, she challenged herself to make 5,000 dials in two months, and she did it. Her team watched her hustle. They saw the leaderboard. They got inspired.

“I stopped telling people what to do. I started doing it alongside them. That’s when everything changed.”

That’s how she built what she calls a “no-drama, data-first” culture. They celebrate wins. They own their numbers. And if someone’s behind, they coach, not criticize.

Make the Tools Work For You

Missy’s success wasn’t about working harder. It was about using her tools smarter:

• Goal tracking systems to reverse-engineer income targets into daily actions.
• Sales Funnels to track lead conversion ratios
• Leaderboards + Slack for team transparency
• Script Practice Daily to improve call effectiveness
• One-on-One Coaching + Audits to stay accountable

It wasn’t overnight. It took time to stack these pieces. But that’s when the results started compounding.

Key Takeaways

• Lead measures create control. Track what you can do today to drive results tomorrow.
• Start with the ending. Reverse-engineer your income goals into daily actions.
• Spot pipeline gaps early. Use dashboards, scorecards, or even simple spreadsheets to coach on the data.
• Model the behavior. Your team won’t do it unless you do it first.

Compounding wins matter. Stack the right habits, and results will take off.

Stop Guessing, Start Leading

Want your business to be predictable, scalable, and resilient? Then stop watching what already happened, and start tracking what you can change.

Missy Webb didn’t wait for results. She built them, dial by dial. You can, too.