Contact Outcome Tracking & Conversion
Contact Outcome Tracking & Conversion
NurtureHub now lets agents record what actually happened with a contact at the end of a nurture journey. Outcome tracking links your nurture activity to real business results — instructions taken, properties let, tenancies renewed — so you can measure what's working and where pipeline value is being won or lost.
Recording an Outcome
To mark an outcome for a contact:
- Open the contact record.
- Click Record Outcome.
- Select an outcome type (see below).
- Fill in the optional outcome date, value, and notes fields.
- Click Save.
Outcome Types
Converted
Use this when the nurture sequence resulted in a successful business event. You must select one of the following sub-types:
| Sub-type | When to use |
|---|---|
| Listed property | A vendor contact instructed you to list their property |
| Let property | A landlord contact instructed you to let their property |
| Sold | A property sale completed |
| Renewed tenancy | A tenant renewed their tenancy |
| New instruction | Any other new instruction won from this contact |
Note: Marking a contact as Converted immediately pauses all active nurture sequences for that contact. No further emails will be sent.
Not Interested
The contact has confirmed they do not wish to proceed. Use this to stop sequences and remove the contact from active pipeline reporting.
On Hold
The contact is temporarily inactive but may re-engage in future. Sequences are not automatically paused for On Hold contacts — you can manage sequence state independently.
Lost to Competitor
The contact chose a competing agency. Recording this outcome helps you track competitive loss rates by category.
Outcome Fields
| Field | Required | Description |
|---|---|---|
| Outcome type | Yes | One of: Converted, Not interested, On hold, Lost to competitor |
| Converted sub-type | If Converted | The specific business outcome (see table above) |
| Outcome date | No | The date the outcome was confirmed |
| Value | No | A £ amount representing the deal or pipeline value |
| Notes | No | Free-text context or commentary |
Dashboard Metrics
Once outcomes are recorded, two new metrics appear on the main dashboard:
Conversion Rate by Category
Shows the percentage of contacts in each of the twelve predefined categories that have been marked as Converted. Use this to identify which contact types your nurture sequences are most effective for.
Example categories tracked:
- Seller
- Landlord
- Buy-to-Let Investor
- Active Tenant
- (and all other assigned categories)
Total Pipeline Value
The sum of all £ values recorded across Converted contacts. This gives a running total of the revenue attributed to NurtureHub nurture activity.
Pipeline value only includes contacts where a £ amount was entered at the time of recording the outcome.
Effect on Active Sequences
| Outcome | Active sequences paused? |
|---|---|
| Converted | Yes — all active sequences pause immediately |
| Not interested | No — manage sequence state manually |
| On hold | No — manage sequence state manually |
| Lost to competitor | No — manage sequence state manually |
To resume sequences for a Converted contact, reopen the contact record and update or clear the outcome.
Tips
- Record a Value whenever possible — even an estimated figure. This makes the Total Pipeline Value dashboard metric meaningful over time.
- Use Lost to competitor consistently so you can spot patterns across contact categories.
- On hold is useful for contacts who are genuine future prospects (e.g. a landlord who is between tenancies) — it keeps them in your pipeline without cluttering conversion reporting.