Strategy: When Prospects Aren’t Buying

If your 12-month housefile is growing, your revenue most likely will increase. But if your file’s decreasing, your revenue probably will go down. Rule of thumb: The percentage of revenue growth will approximate the percentage increase in your 12-month buyer file. This means if you grow your 12-month file by 10 percent, your revenue also should increase by about the same percentage. The change in your 12-month buyer file is a key indicator as to how well your business is doing (or not doing).