Kynwin Gibson — conversion rate

Gerrard's Insurance · lead → client · 26 May – 26 Aug 2026 · gerrards-crm synced 26 Aug 14:13 · generated 2026-08-26 14:43 NZ

3-month rate

15.0%

40 clients won from 267 leads

Rest of team

17.8%

210 from 1,179 · gap -2.8 pts

Rank

7 / 8

of brokers with 20+ leads

Trend

→

15.7% Jun → 10.9% Jul → 15.2% Aug

The read

Kynwin sits just below the team, but not by enough to call it. 15.0% against 17.8% over the window, z = −1.1, p = 0.27 — that is well inside noise. He has been within a couple of points of the field in three of the four months, and in August he beat it (15.2% vs 13.0%).

The real change is not his rate, it is his volume: 129 leads in May, 115 in June, then 64 in July and 66 in August. His flow roughly halved and never came back, at the same time Dean and Caitlin were ramping. His call activity did not drop with it — he is still making 23–58 calls a week — so this looks like a routing change, not disengagement.

Worth a closer look: 0 of 5 client referrals converted, against a team rate of 47% on the same lead type. Five is far too few to conclude anything, but referrals are the highest-intent lead the business gets, and a zero there is worth asking about rather than averaging away.

The map — 4-week rolling conversion vs the rest of the team

Rolling window smooths weekly noise. Kynwin tracks the team line closely for most of the window, dips through July, and closes back at parity. Dots are individual weeks, sized by lead volume.

Kynwin (4-wk rolling) Rest of team (4-wk rolling) Not yet mature

By month

Note the volume column as much as the rate — his lead flow halved between June and July while his conversion held roughly steady.

Month	Leads	Won	Kynwin	Team	Gap
May mostly pre-window	129	20	15.5%	18.9%	-3.4
June	115	18	15.7%	21.9%	-6.2
July	64	7	10.9%	19.2%	-8.3
August	66	10	15.2%	13.0%	+2.2

Where Kynwin sits — all brokers, 1 Jun – 5 Aug cohort

By lead source

Kynwin is near the team on untagged web leads and ahead on phone. The referral rows are too thin to score, but the zero on client referrals is flagged in the read above.

Lead source	n	Kynwin	Team	Read
(no source tag)	167	13.8%	15.2%	-1.4 pts
Phone Call	12	33.3%	29.6%	+3.7 pts
Client Referral	5	0.0%	47.4%	n too small
Professional Referral	2	0.0%	29.2%	n too small

What counts as one of Kynwin's leads

Three systems count August differently, and only one describes leads a human actually worked. The lead-distribution service barely covers Kynwin at all — it recorded 9 rows for him in August, every one of them never delivered to GHL.

Count	August	What it is
Whole business — GHL contacts	436	Every new lead, all sources, all brokers
Kynwin — GHL assigned	66	The denominator used here. Leads GHL says are his
Kynwin — lead-dist rows	9	9 distinct · 9 never delivered to GHL

Method & what I would not claim

Wins are read from the client won contact tag, not opportunity status. Won opportunities are deleted from the GHL pipeline, so status understates wins by roughly 4× from May 2026.
The denominator is contacts, not opportunities. The "Lost Lead" workflow destroyed opportunity rows through May–June, so opportunity-based conversion reads 5.0% company-wide in May against a stable ~20% on the tag measure.
August is incomplete. Half of wins land within 6 days, but the slowest 10% take 23+, so leads added after roughly 27 July still have wins to come. Expect August to finish above what it shows.
Significance: full window z = -1.1 (p = 0.269); on the fully-mature subset only (186 leads, 14.5% vs 19.3%) z = -1.5 (p = 0.134).
Deal counts only — no revenue weighting. broker_earnings stopped at 22 Jun 2026 and conversions holds zero won rows, so a $500 policy counts the same as a $50k one.
No speed-to-contact. opportunities.first_contacted_at is NULL on every row in this database.
Do not use enquiries.assigned_broker_id as a lead count. It is a shadow routing decision that matches real GHL assignment about 27% of the time, and it double-counts via the CRM tee.
Kynwin's pool changed size mid-window. His lead volume halved between June and July, so the July–August rate is measured on a smaller and possibly differently-sourced pool. It is not automatically like-for-like with May–June.

Call activity by week (used only to sense-check presence, not performance)

Week	Kynwin	All brokers
2026-06-01	38	257
2026-06-08	26	400
2026-06-15	54	395
2026-06-22	30	421
2026-06-29	12	516
2026-07-06	28	418
2026-07-13	31	518
2026-07-20	23	557
2026-07-27	29	607
2026-08-03	37	557
2026-08-10	27	611
2026-08-17	58	699
2026-08-24	11	369