The situation
A property services business was expanding its UK network of self-employed agents. Monthly recruitment sat at around 8 new agents but the target was 22. The website converted poorly, the value proposition was unclear, and there was no visibility into which recruitment sources delivered quality versus just volume. Leadership needed a credible plan to reach 300 agents within 12 months.
What I did
I mapped the entire recruitment funnel from lead to active agent, identifying where the biggest drop-offs occurred: 30% registered for the opportunity presentation, 60% of those attended, 40% signed agreements, 70% became active. That meant roughly 5% overall conversion from lead to working agent.
Working backwards from the 22-agent monthly target, I calculated the required lead volume by source: 220 from digital marketing, 110 from mentor referrals, 66 from field events, with the remainder from partnerships and organic.
I redesigned the website value proposition with UK-specific proof points, transparent earnings examples, and a clear 90-day pathway to first sale. I built a KPI scorecard covering distribution, productivity, agent-to-mentor progression, and monetisation. Then I created a three-year revenue model showing the pathway from £2M to £6M to £10M based on agent count, activity rates, and average transaction value.
What changed
The business gained a clear recruitment engine with defined channel targets and conversion benchmarks. Website changes addressed the seven gaps blocking conversion. Leadership had a single scorecard tracking everything that mattered, and a financial model that showed exactly what needed to happen to hit each milestone.
Who this is for
If you're building a network or franchise model and recruitment feels like guesswork, I can map your funnel, identify the real conversion blockers, and build you a growth model that connects marketing spend to agent count to revenue.