How to Track Producer Performance
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Tracking producer performance means watching the same few numbers for every producer, so you coach on facts instead of impressions.
Why track it
Without numbers you remember the loud producer and forget the quiet one who writes steadily. With them you can:
- coach a specific problem instead of saying "sell more";
- send more leads to the producers who close more of them;
- spot a slide in its second month, not its sixth.
The numbers that matter
- Premium written: the dollars of business, this month and this year.
- Policies written: how many sales. Premium ÷ policies is the average sale; if it shrinks, ask why.
- Close rate: policies ÷ quotes. The most useful number for coaching. See What Is Quote-to-Bind Ratio?
- Lead-to-close: policies ÷ leads. Good for judging leads, less so for coaching. See What Is Conversion Ratio?
- Activity: the quotes and calls they log, which shows where sales are heading before they arrive.
- Retention: how many of their customers renew. See What Is Retention Rate?
- Policies per household: customers with several policies tend to stay longer.
- Commission earned: what they make, which trails what they write.
Each number has a trap: volume alone rewards cheap policies that cancel, and a high close rate on very few quotes can mean they only quote the easy ones. Read them together.
A worked example
Example. In March a producer writes 20 policies for $24,000, on 80 quotes: a 25% close rate. In April they write 20 policies again, but on 50 quotes: 40%. Same sales, far less selling time. They have room for more leads.
How to read the patterns
| Pattern | What it usually means | What to do |
|---|---|---|
| Pace up, close rate up | Hitting their stride | Give them more leads |
| Pace up, close rate down | More leads than they can work, or worse leads | Check the leads and their load |
| Pace down, close rate up | Fewer leads, still closing | Find out why their leads fell |
| Pace down, close rate down | A real problem | Talk this week; look at what changed |
| Flat on everything | Comfortable, not growing | Set a stretch goal |
| Big months, then empty ones | Chasing one big sale at a time | Set a steady daily quote target |
Paying for performance
A plan shapes behaviour, so reward what you want more of:
- The base rate pays on every sale. See How to Calculate Producer Commissions.
- Target bonuses pay for hitting a goal, monthly or for the year.
- Bonuses for steady work reward consistency, such as a streak bonus.
Seeing the numbers every day
A producer who sees their numbers every day knows whether they are ahead or behind while there is time to act. One who sees them at month end can only react.
In Producify, the Top Producers table on Home lists a row per producer, with a column for each product line and a total. See Check your goals and rank.
How Producify works it out
A person's numbers are on the Team page in Producify, which lists everyone in your office side by side and opens a full record for each person.
On the list, press Columns to add figures such as Policies, Premium, Close rate and Goal pace. Open a person and the Performance tab shows policies, premium, households and issued rate, for all time or one year. See Read the Team page.
Frequently Asked Questions
How often should I update producer goals?
Once a year, and when something big changes, such as a new hire or a lost account. Changing them mid-quarter feels like moving the goalposts.
Should service reps have scorecards?
Yes, on their own numbers, such as renewals kept and changes done. On the Team page in Producify, service staff are not measured on production, so their production and money cells show a dash.
How do I introduce scorecards to a team that's never had them?
Start with one producer who wants it. Once others see their own pace is useful, they ask for theirs.
Track your team on numbers
In Producify, the Team page puts everyone in your office side by side, with a full record behind each name.
See our page on sales and production tracking for insurance agencies.