Rafiland Performance Report
February 2026 Review & March Strategy
1. Executive Summary
February generated a strong top-of-funnel pipeline with 261 total leads and successfully pushed 24 prospects to physical site visits. The marketing budget was deployed effectively, yielding 8 total reservations and 1 paid buyer.
🚨 Strategic Bottleneck: 75% of all generated leads (195 out of 261) remain unqualified or untouched by the sales team. Furthermore, 27 leads appear to be completely unassigned. Fixing this CRM hygiene and follow-up gap is the primary objective for March.
2. Marketing Spend & CPL
Analysis: Google Ads is your most efficient acquisition channel by a massive margin, producing leads at roughly 30% less cost than Meta. Diaspora campaigns naturally have a higher CPL, but require close monitoring to ensure ROI.
3. Lead Quality Assessment
Analysis: Out of 261 leads, only 66 were assessed. Among those, a phenomenally high 59% (39 leads) were Qualified & Interested.
The Opportunity: You have paid nearly 350,000 KES for the remaining 195 leads currently sitting in a black box. If the 59% quality rate holds true, you have roughly 115 highly qualified buyers waiting to be engaged.
4. Sales Funnel & Team Execution
Conversion Funnel
Agent Performance Comparison
Funnel Health: Getting 33% of site visitors to place a reservation (8 out of 24) is a stellar closing metric. The bottom of your funnel works well.
Agent Gap: Despite Beverly receiving slightly more assigned leads (120 vs. 114), Victor is outperforming her in reservations by 3x (6 vs 2) and is the only agent putting revenue on the board (1 paid). Additionally, 27 leads were unassigned entirely.
5. Actionable Strategy for March
1. Shift Budget to Google Ads
Shift 15-20% of your Meta budget over to Google for March. Capitalize on the cheaper (~1,365 KES) intent-driven search traffic until the CPL balances out with Meta.
2. The “48-Hour Pipeline Flush”
The 195 unassessed leads (and 27 unassigned) are losing value daily. Implement a strict CRM rule: Every lead must be qualified within 48 hours. Dedicate the first three days of March exclusively to clearing the February backlog.
3. Sales Coaching & Realignment
Victor is successfully pushing prospects to reservation. Have Victor share his phone scripts and follow-up templates with Beverly. Diagnose if Beverly is failing at the phone qualification stage or the physical site visit closing stage.
4. Close the 7 Unpaid Reservations
You have 7 people holding reservations who haven’t paid. Create an urgent follow-up sequence offering a minor, time-sensitive incentive (e.g., free legal fees) to force these into paid deposits by the end of week one.