How to use this. Print this page (or save as PDF). Fill in the three Database Health inputs in pen. Do the three calculations using the formulas shown on each card. If your current referral rate is below 20%, silence is almost always the cause, so spend extra time on the Touch Program section at the bottom. Tip: in your browser's print dialog, choose Portrait and 100% scale.
Get In to Get Out · Exercise 6
Database Health Check
Run this check at the start of every quarter.
Your database is the number of people who know you, trust you, and remember you when real estate comes up. If the referral rate is below 20%, silence is almost always the cause.
Step 1 Current Database Health
People who know you well enough to refer.
Closed transactions from past clients/sphere.
Recommended floor: 20%.
%
Current Referral Rate
referrals ÷ contacts × 100
%
Target: 20–30%
Projected Annual Opps
contacts × target rate
At target referral rate
Gap to Close
projected − actual referrals
Additional referrals needed
Read your number
Where does your current referral rate land?
Above 20%
Engine is running. Your job is to keep the touch program tight.
10% to 20%
In progress. Some leak. Tighten the touch cadence.
Below 10%
You're running sales, not a referral business. Every year you start at zero.
Step 2 Touch Program
All-in for the next 90 days.
$
Not a mass email blast. Something they noticed.
If nobody owns it, it doesn't happen.
Next 90-Day Mix
Plan 9–12 touches across the quarter. Keep ~70% low-cost, ~30% high-touch.
Type
Count
Example activity
Est. Cost
Email
$
Mail
$
Call
$
Text
$
Drop By
$
Event
$
TOTAL
$
Reminder
Silence creates slippage. Slippage creates dependence on paid leads. Dependence on paid leads destroys margin.