Loss reasons (and how to reopen)
Learn from the pipeline that didn't close, and recover what comes back.
A lead that doesn't close isn't a failure if it teaches you something. That is why, when you drag a lead into the lost column, "Mark lead as lost" opens and asks for a "Loss reason." The "Detail" field appears only when you pick "Other," and then it is required: "Briefly describe what happened."
The reason catalog belongs to the platform, not to your brokerage: Galilei Hub maintains it so the reasons mean the same thing across every brokerage and can be compared. You cannot add your own, which is also why you never have to maintain it.
There is a second path, for managers: on the file of a lead that is "Under Contract" a "Close Lead" button appears, asking how the lead resolved and offering "Lost." That dialog asks for the reason too, but carries no History notice. It only shows there: in any other stage you have to drag.
The dialog tells you what happens next, and it is worth reading: the lead is not deleted. It stays fourteen days in its lost column, in plain sight, and then moves to "Leads History." Marking it lost is not erasing it; it is filing it with a reason.
Reopening when it becomes an opportunity again
In History, every lost lead carries "Reopen lead," which asks what stage it returns to ("Return to stage:") and reminds you how many times it has been reopened already. From there you can also re-engage over WhatsApp, call, or send an email without leaving the screen. The one thing you cannot reopen is a lead with a confirmed or paid sale: that commission is already on the books.
Some losses are marked by nobody. If your brokerage turns on the follow-up policy, a lead with no activity closes itself with the reason "no activity", and it never touches one that has an active transaction. And if a client asks over WhatsApp to stop being written to, it closes with its own reason, "the client asked," which is never confused with silence.
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.
- Pick the reason that actually happened, even when it stings: it is the only thing that makes one month comparable to the next.
- Save "Other" for what fits nowhere else, and write the detail for whoever reads it in March.
- Adjust your process where the data (not the anecdote) asks for it.
And this closes the course's loop. A lead came in by CSV, got distributed, was worked with its record and its suggestions, opened its transaction, went under contract with its deadlines and its paperwork, and ended as a commission calculated without friction, or as a loss with its reason, which is information too. That's a CRM that closes.