APR-01
Appraisal Log
Every appraisal you touch, closed or not — the ones that did not close are an inventory list nobody else has.
One row per appraisal, every channel, no blanks. A pre-value you never bid on still gets a row.
Appraisals
| Date | Channel | Customer / cell / email | Year, make, model | Miles | VIN | Your number | Date given | Reason for the no | Photos | Follow-up date |
|---|---|---|---|---|---|---|---|---|---|---|
Close rate
| 1 | Units acquired | |
| ÷ | Appraisals performed | |
| = | Close rate 30-60% appraisal close rate |
Many contacts, few appraisals: fix the first message. Many appraisals, few buys: your numbers are off the market. Few contacts is not a diagnosis.
Rates this log is measured against
- 60%
- of qualifying ROs get a written offer
- 20%
- contact to appraisal
- 40%
- appraisal to buy
- 20% of selling price
The log belongs to the store, not to you. It is the unsold follow-up source, the calibration record against what units actually sold for, and the sourcing list every no belongs on.