6.1 Why Measurement Matters

The farm is a long-term strategy, but it still needs to produce measurable results. Tracking ensures that our time, money, and effort are creating leads, referrals, and community impact — and gives us the data to adjust when needed.

6.2 Key Performance Indicators (KPIs)

We track both marketing outputs and business results:

• Marketing Outputs

  • Number of mailers sent.

  • Website articles published.

  • Social posts published.

  • Events sponsored or hosted.

  • Partnerships established.

• Business Results

  • Leads generated from farm activities (tagged in Follow Up Boss).

  • Conversations with Beacon Hill residents.

  • Appointments booked.

  • Listings or buyers directly attributed to the farm.

• Community Engagement

  • Event attendance (head counts).

  • Social media engagement (likes, comments, shares).

  • Website traffic (views, clicks, time on page).

6.3 Scorecard Metrics (EOS ONE)

Every week, farm metrics should be updated in the EOS Scorecard. Recommended Scorecard entries:

• Leads tagged “Beacon Hill Farm” (weekly).

• Website traffic to Beacon Hill pages (weekly).

• Social engagement (weekly or monthly).

• Event attendance (after each event).

• Mailer drops (quarterly).

6.4 Reporting Cadence

• Weekly:

  • Review Scorecard metrics in Leadership and Sales/Marketing Level 10 meetings.

  • IDS (Identify, Discuss, Solve) any issues.

• Quarterly:

  • Review KPIs against goals.

  • Assess ROI for mailers, events, and partnerships.

  • Adjust annual calendar if needed.

• Annually:

  • Review entire farm performance.

  • Decide whether to expand (e.g., into Beacon Hill South).

  • Set new Rocks and budget allocations.

6.5 Success Benchmarks

In the early years, success is about visibility and engagement. Over time, benchmarks shift toward leads and referrals.

• Year 1–2:

  • Residents recognize the Nick Fundytus Team.

  • Consistent mailer drops and visible event presence.

  • Growing website traffic and social engagement.

• Year 3+:

  • 10–15% of new listings/buyers in Beacon Hill sourced from farm.

  • 20+ leads per year tagged from farm.

  • Recognized as the “go-to” Realtor team in community discussions.

✅ With this section, your farm playbook isn’t just about doing activities — it’s about measuring outcomes and holding the team accountable with EOS Scorecards and Rocks.