July wrote 105 applications and $132,700 of premium — an 11% slip from June with the same quote volume, which points at close rate and entry habits, not effort.
July put in June's effort — the dials, the quotes, the follow-ups all held. The book still came back 11% lighter, and the difference lives in the close and in how the sales were entered, both of which are fixable for free.
The Referral Program turned $1,805 of gift-card spend into 52 policies and $61,391 of premium — $35 per policy, $34 of premium per dollar. The agency's biggest paid line returns a quarter of that. Section 06 moves the money.
Demo Owner and Paige Turner each entered an Auto + Fire household as two separate single-line applications — $4,475 of premium priced one commission tier low, roughly $134 of producer pay left behind. The fix costs nothing: enter the household together. Section 03 shows why the real number is likely larger.
Ivana Sellmore wrote 6 Financial Services applications and closed 7 of 15 sales at the top tier; producers with zero FS averaged the base tier. Entry order is worth real percentage points — Recommendation 3 makes it a habit.
Nine producers, one table — production, tiers and share, before section 03 reads each sheet on its own.
| Producer | Apps | Premium | Commission | FS Apps | Avg Premium | Share of Book |
|---|---|---|---|---|---|---|
| Polly Holder Volume leader |
21 | $28,564 | $1,714 | 3 | $1,360 | 21.5% |
| Neil Pryce The coaching row |
19 | $23,455 | $1,392 | 1 | $1,234 | 17.7% |
| Claim Beauregard Multiline backbone |
17 | $22,865 | $1,393 | 2 | $1,345 | 17.2% |
| Demo Owner Producing principal |
12 | $16,230 | $972 | 2 | $1,353 | 12.2% |
| Ivana Sellmore FS engine |
15 | $15,481 | $916 | 6 | $1,032 | 11.7% |
| Paige Turner Developing producer |
13 | $13,782 | $816 | 1 | $1,060 | 10.4% |
| Annie Uity Small desk |
4 | $5,822 | $351 | 0 | $1,456 | 4.4% |
| Reid Ceipts Small desk |
2 | $3,532 | $214 | 0 | $1,766 | 2.7% |
| Ben Marks Small desk |
2 | $2,969 | $177 | 1 | $1,485 | 2.2% |
| Agency total | 105 | $132,700 | $7,944 | 16 | $1,264 | 100.0% |
Commission is each producer's payout at their July tier mix. Column sums may differ from totals by up to $1 due to rounding.
Polly Holder, Neil Pryce and Claim Beauregard wrote $74,884 between them — 56% of the agency's book. That concentration is normal for a nine-desk shop, but it makes the entry habits on the big sheets a book-level issue, not a personal one.
Look at rows two and three: Claim Beauregard out-earned Neil Pryce — $1,393 against $1,392 — on $590 less premium. That is the tier column at work, and it is the cheapest coaching argument in this report.
The small desks — Annie Uity, Reid Ceipts, Ben Marks — added 8 applications and $12,323, cleanly entered and mostly multiline. And note Ivana Sellmore: the lowest average premium of the six main desks, yet 11.7% of the book — Financial Services writes small and pays anyway.
Each producer's July, read with a straight face: what the sheet says, what to copy, what to coach. The section closes on the month's cross-cutting finding — the tier gap.
21 applications and $28,564 — 21.5% of the agency's book, the widest share on any sheet. The production is balanced where it counts: 12 of 21 applications at the multiline tier, only 7 singles, and the team's best quote rate at 40.6 quotes per 100 dials.
The so-what: this tier mix is the template the rest of this report points everyone else toward. Give the pace-setter the FS-first experiment too — 3 FS applications say the pipeline is already there.
19 applications and $23,455 — July's second-biggest production, and 12 of the 19 entered as single-line applications. Against the tier mix of every other large sheet, that reads less like a stream of one-line customers and more like Auto + Fire households keyed in one line at a time.
The two documented cases of exactly that pattern sat on other desks (see the pivot below); this is the sheet where it most likely repeats undetected. One coaching conversation, zero cost.
17 applications, $22,865, and 8 at the multiline tier — the steadiest tier profile in the agency — with the best return per dial on the team at $103 of premium per outbound call.
Nothing to fix; something to copy. A 40.3 quote rate and this multiline share make this sheet the control group every experiment in section 08 gets measured against.
12 applications and $16,230 while running the agency. One flag, and it is documented: an Auto + Fire household entered as two separate single-line applications — $2,345 of premium paid at the base tier.
The principal's sheet sets the norm for everyone else's. Fixing the habit here is worth more than the roughly $70 of the tier gap that sits on this sheet, because the office enters the way the owner enters.
15 applications, 6 of them Financial Services — and 7 of 15 sales closed at the multiline + FS top tier, the heaviest top-tier concentration in the agency. The average premium is the lowest of the main desks ($1,032) because FS policies write small; the tier rate is why that doesn't matter.
Producers with zero FS averaged the base tier. This sheet is the in-house proof behind Recommendation 3: entry order is worth real percentage points.
13 applications and $13,782 — a solid developing sheet with 5 multiline sales. The one flag is shared with the principal's desk: an Auto + Fire household entered as two singles, $2,130 of premium priced one tier low.
Same fix, same cost — none. Enter the household in one sitting and August's version of this card carries no flag at all.
4 applications and $5,822 at an average premium of $1,456 — higher than any of the six main desks. A small sheet that sells large policies, with zero quote activities logged against 116 dials; section 04's open question is partly about this desk.
2 applications, both multiline, at the highest average premium in the agency — $1,766. A sheet too small to grade on one month, but nothing on it entered below tier.
2 applications, both at the multiline + FS top tier — the smallest production in the agency, entered exactly the way this report keeps asking everyone to enter.
Read the terracotta segments. The agency wrote 44 single-line applications in July, and 12 of them sit on Neil Pryce's sheet — more than a quarter on one desk. Polly Holder and Demo Owner carry 7 each. The pattern is concentrated, which is exactly what makes it coachable.
The gold segments are the top tier: 22 sales closed at multiline + FS, led by Ivana Sellmore's seven — and Ben Marks's two-for-two is the smallest possible proof of the same habit. Behind them, the book's 16 Financial Services applications carried $11,660 of premium against 89 P&C applications.
Demo Owner and Paige Turner each wrote an Auto + Fire household as two separate single-line applications. Same customers, same premium — $4,475 of it — priced one commission tier low, purely on entry order.
Two documented cases: Demo Owner's household at $2,345 and Paige Turner's at $2,130, each written as an Auto application and a Fire application on separate lines. Entered together, both households clear the multiline tier — 6% instead of 3%, roughly $134 more producer pay on the same work.
Nothing about the sale has to change. The customer already bought both lines. The only thing that priced these households low was the order the keys were pressed in.
The documented pairs are the floor, not the ceiling. Neil Pryce's 12 singles out of 19 applications sit against a team that averages far fewer — if even a handful of those are household pairs, July's $134 multiplies. Recommendation 2 turns the fix into a habit with a checkable target: zero same-day single-pair households in August.
Method: the two documented cases are same-customer Auto + Fire pairs entered as separate single-line applications within the month. The pattern beyond them is inference from tier mix, and is labeled as such.
1,682 outbound calls placed, 1,009 inbound answered, 502 quotes — June's effort, repeated almost to the digit. What July didn't repeat was June's close.
| Activity | Logged | Share of Activity | What It Says |
|---|---|---|---|
| Outbound calls placed | 1,682 | 41.3% | The engine — effort held flat against June |
| Inbound calls answered | 1,009 | 24.8% | Service load, carried by the same desks that sell |
| Follow-ups worked | 563 | 13.8% | More follow-ups than quotes — the chase is healthy |
| Quotes prepared | 502 | 12.3% | The same volume as June |
| Referral asks made | 109 | 2.7% | One sale per two asks — the best ratio in this table |
| Application activities | 108 | 2.7% | 105 landed on the book |
| Meetings held | 96 | 2.4% | Steady |
| Google reviews collected | 4 | 0.1% | The untapped line — see section 08 |
| All logged activity | 4,073 | 100.0% |
July worked June's funnel and closed 20.9% of it — 105 applications on 502 quotes. The thirteen missing sales aren't hiding in effort; dials and quotes held. They sit between quote and close, and partly in entry habits: the two unbundled households and the zero-quote desks below both live between these rows.
| Producer | Outbound Placed | Quotes Logged | Quotes / 100 Dials | Applications | Premium |
|---|---|---|---|---|---|
| Polly Holder | 303 | 123 | 40.6 | 21 | $28,564 |
| Neil Pryce | 253 | 99 | 39.1 | 19 | $23,455 |
| Claim Beauregard | 221 | 89 | 40.3 | 17 | $22,865 |
| Ivana Sellmore | 196 | 65 | 33.2 | 15 | $15,481 |
| Demo Owner | 174 | 68 | 39.1 | 12 | $16,230 |
| Paige Turner | 154 | 58 | 37.7 | 13 | $13,782 |
| Ben Marks | 147 | 0 | — | 2 | $2,969 |
| Reid Ceipts | 118 | 0 | — | 2 | $3,532 |
| Annie Uity | 116 | 0 | — | 4 | $5,822 |
| Ratio | July |
|---|---|
| Outbound dials per quote | 3.4 |
| Quotes per application | 4.8 |
| Follow-ups per quote | 1.1 |
| Inbound calls answered per application | 9.6 |
| Referral asks per referral-sourced sale | 2.1 |
Prospecting is efficient — 3.4 dials per quote is a funnel that finds interested people. The expensive row is the second one: 4.8 quotes per application is where July gave back June's month, and it is the number the close-rate coaching should be measured against in August.
The last row is the argument for asking more: at roughly one referral sale for every two asks, the referral ask is the cheapest selling motion in the building — and only 109 were made against 1,009 answered inbound calls.
The production profile fits service-first roles — few, large policies (average premium $1,456 to $1,766, the three highest figures in the agency), likely referred or walk-in business, with dials that skew service rather than prospecting. On that reading the zero is accurate and nothing is wrong.
You cannot write an application without quoting it first. Eight applications with zero quotes on record means at least eight quotes happened and never made the sheet — which silently flatters the agency close rate. The 20.9% headline is only as honest as its denominator.
Which reading is true decides whether this section's funnel can be trusted at the margin — and it can be settled for the price of two weeks of ordinary logging.
An application without a quote on record isn't a mystery — it's a quote that never made the sheet.
The two-week test: those three desks log every quote through mid-August. If agency quote volume rises measurably, the funnel has been running hot and the true close rate is lower than reported.
Premium written per outbound call, producer by producer — the sales ledger read against the call log.
The leader is Claim Beauregard at roughly $103 of premium per outbound call. The pack behind him — Polly Holder, Demo Owner, Neil Pryce, Paige Turner — runs $89 to $94, which says the main desks convert dials at broadly the same value and the difference at the top is close-rate craft, not effort.
The tail is the story: $20 to $50 per call on the three small desks. If those are support roles, the number is fine; if they are producing desks, every dial there returns a fifth of a Beauregard dial. Section 04's open question decides which.
Read this with the proxy in mind: direction is a proxy for purpose. The log records which way a call went, not what it was about — and an outbound call can be service. Figures are counts, not durations.
| Producer | Outbound Calls | Quotes | Applications | Premium | Premium / Call | Dials / Application |
|---|---|---|---|---|---|---|
| Claim Beauregard | 221 | 89 | 17 | $22,865 | $103 | 13.0 |
| Polly Holder | 303 | 123 | 21 | $28,564 | $94 | 14.4 |
| Demo Owner | 174 | 68 | 12 | $16,230 | $93 | 14.5 |
| Neil Pryce | 253 | 99 | 19 | $23,455 | $93 | 13.3 |
| Paige Turner | 154 | 58 | 13 | $13,782 | $89 | 11.8 |
| Ivana Sellmore | 196 | 65 | 15 | $15,481 | $79 | 13.1 |
| Annie Uity | 116 | 0 | 4 | $5,822 | $50 | 29.0 |
| Reid Ceipts | 118 | 0 | 2 | $3,532 | $30 | 59.0 |
| Ben Marks | 147 | 0 | 2 | $2,969 | $20 | 73.5 |
Premium per call divides July premium by outbound calls placed. Call figures are producer-logged counts, not durations, and direction is a proxy for purpose — see the appendix.
Six sources carried spend in July, from the referral pool to two Internet Lead Provider (ILP) programs. Read cost per policy and premium per dollar together, June beside July, and the ranking is not close.
| Source | July 2026 | June 2026 | ||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Spend | Policies | Premium | Cost / Policy | Prem / $1 | Spend | Policies | Premium | Cost / Policy | Prem / $1 | |
| Referral Program | $1,805 | 52 | $61,391 | $35 | $34.0 | $1,380 | 33 | $41,649 | $42 | $30.2 |
| ILP — Northbeam Leads | $825 | 8 | $11,534 | $103 | $14.0 | $2,905 | 26 | $34,952 | $112 | $12.0 |
| Internet Leads — Harborline | $935 | 9 | $13,029 | $104 | $13.9 | $810 | 7 | $12,164 | $116 | $15.0 |
| Community Sponsorships | $1,320 | 10 | $13,871 | $132 | $10.5 | $635 | 5 | $6,570 | $127 | $10.3 |
| Google Ads | $1,955 | 13 | $16,819 | $150 | $8.6 | $2,965 | 21 | $24,031 | $141 | $8.1 |
| Direct Mail | $1,415 | 8 | $12,039 | $177 | $8.5 | $1,290 | 7 | $6,916 | $184 | $5.4 |
| All sourced business | $8,255 | 100 | $128,683 | $83 | $15.6 | $9,985 | 99 | $126,282 | $101 | $12.6 |
The demo book does not record lead counts, so the leads-worked and lead-conversion columns are omitted this month — cost per policy and premium per dollar carry the comparison. Five July policies carried no source and are excluded from this table; they appear in the volume chart and the data-gap flag below.
Split the sourced book and the shape is clear: 62 policies came from owned-and-earned channels (the Referral Program and Community Sponsorships) against 38 from paid lead programs. An agency growing the owned side while paid spend falls is compounding rather than renting its growth — and that is exactly July's shape.
The referral pool scaled and got cheaper: spend rose from $1,380 to $1,805, policies from 33 to 52, and cost per policy fell from $42 to $35. Channels almost never improve while scaling. This one did, which is why Recommendation 1 feeds it first.
Five sales carry no source at all, and referral gift-card spend that never got entered understates the owned book's true cost. Both flatter this table in the referral column's favor — record them (Recommendation 4) so next month's version of this page stays honest enough to move budget on.
$177 per policy — five times the referral rate, the most expensive acquisition in the book. The counterweight: premium per dollar jumped from $5.4 to $8.5 month over month. That improvement is the only reason Recommendation 1 holds it one more month instead of cutting it today. August's table decides.
Where the week's production actually lands, by business day.
The strongest business day is Thursday, and it is not close: 33 applications and $40,147 — roughly 31% of the month's applications and 30% of its premium landed on one weekday, which is where quoted-early-in-the-week business comes home.
The weakest business day is Tuesday: 15 applications and $17,426, the lightest premium of the five — the natural slot for August's follow-up blocks rather than new prospecting.
This sample aggregates cadence by weekday; customer reports carry the full day-by-day series — policies sold against campaign dials, date by date — on the same page.
Each with an owner, a priority, and what it is worth. The first is a reallocation, not new spend; the other three are habits.
Next month, shift $800 from the biggest paid line — $8.6 of premium per dollar, cost per policy climbing from $141 to $150 — into the channel returning $34 per dollar at $35 per policy. Hold Direct Mail one more month and re-read section 06's table before deciding it: its premium per dollar jumped 5.4 to 8.5 and has earned exactly one more read.
The tier does the rest. The two documented July households would have paid 6% instead of 3% — $134 of producer pay on $4,475 of premium — and Neil Pryce's 12 singles say the documented cases are the floor, not the ceiling. The check for August: zero same-day single-pair households on any sheet.
FS first, then the month's P&C. Ivana Sellmore's sheet is the in-house proof it pays: 6 FS applications and 7 of 15 sales at the top tier, while producers with zero FS averaged the base tier. Entry order is worth real percentage points of commission on the whole month's production.
Five July sales carry no source, and referral gift-card spend that never got entered understates the owned book's true cost. Both are five-minute fixes — record them so section 06's table stays honest enough to move budget on, next month and every month after.
FS — Financial Services (Life & Health). ILP — Internet Lead Provider: purchased internet leads (Northbeam and Harborline in this book). Bundle tiers — single (one line), multiline (Auto + Fire entered together), and multiline + FS (a multiline household plus a Financial Services line); a producer's commission rate follows the tier the sale is entered at.
All figures come from the demo agency's live book, exactly as entered by its producers — applications, premium, commission, sources and activities, July 1–31 measured against June 1–30. Activity figures are producer-logged activity counts — an outbound call placed, an inbound call answered, a quote prepared, a follow-up worked — counts, not durations, and call direction is a proxy for purpose: the log records which way a call went, not what it was about. Customer reports add further depth on the same base.
Small print: shares and ratios are computed from the figures shown; totals may differ from column sums by up to $1 due to rounding. 108 application activities were logged against 105 book applications — funnel and close-rate figures use the book count. The premium on the five unsourced policies ($4,017) is the book total less sourced premium.
This is a real AgencyTracker Pro consultative review, generated from our demo agency — every producer and number is fictional. Consult-tier customers receive this for their own book every month.