Loss reasons
Learn from the pipeline that didn't close.
A lead that doesn't close isn't a failure if it teaches you something. That is why, when you mark a lead as lost, "Mark lead as lost" opens and asks for two things: a "Loss reason" from your brokerage's catalog, and a "Detail" —required or optional depending on the reason— to briefly describe what happened.
The dialog tells you what happens next, and it is worth reading: the lead stays in the History, it is not deleted. You can reopen it at any time if it becomes an opportunity again. Marking it lost is not erasing it; it is filing it with a reason.
Why the "why" matters
When you tag losses, the pattern shows up on its own. If most are lost to financing, the problem isn't your team: it's which lender you send them to. Without the reason, that lesson leaves with the lead.
- Keep the reason catalog current: it belongs to your brokerage, it is not imposed.
- Review the month's losses grouped by reason.
- Adjust your process where the data —not the anecdote— asks for it.