Producer Book-of-Business Dashboard

A producer scorecard is the single most important management tool for an agency principal. Without one, you are flying blind — making compensation decisions based on gut feeling rather than data.

Agencies that implement monthly producer scorecards see an average 15% increase in new business production within the first year. The reason is simple: what gets measured gets managed.

A good scorecard covers five dimensions: volume (written premium), growth (new business), efficiency (close ratio), quality (retention rate), and profitability (commission earned vs. cost of production).

Start with this free template and run your first producer review meeting this month. Your producers will thank you — top performers love transparency because it validates their effort.

1. Close Ratio. A producer who quotes 100 accounts and writes 35 (35% close ratio) is fundamentally more efficient than one who writes 35 out of 200 quotes (17.5%). Track both the ratio and the absolute number of quotes.

2. New Business as % of Book. Healthy producer books have 20-30% new business annually. Below 15% signals a producer who is coasting on renewals. Above 40% may indicate retention problems.

3. Retention Rate. The single most important profitability metric. Acquiring a new client costs 5-7x more than retaining one. Target: 90%+ for personal lines, 85%+ for commercial.

4. Average Account Size. Producers who consistently write larger accounts generate more revenue per service touch. Track this to identify who is writing quality vs. quantity.

5. Pipeline Velocity. How quickly do quotes move from submission to bind? Slow pipelines mean lost deals to competitors. Best-in-class agencies close within 14 days.

Schedule monthly, 30 minutes max. Producer reviews should be consistent and concise. Block the same time every month. Longer meetings signal you are not prepared with data.

Lead with wins. Start every review by acknowledging what went well. Name specific accounts won, retention saves, or cross-sell wins. Recognition drives motivation more than criticism.

Use the scorecard, not opinions. The dashboard is the conversation anchor. When a metric is red, ask "what happened?" — not "why did you fail?" Data removes emotion from difficult conversations.

Set 2-3 specific goals. Each producer should leave with no more than three clear goals for the next month. More than three and nothing gets focused attention.

Document and follow up. Email the scorecard after the meeting with agreed-upon goals. At the next meeting, start by reviewing last month's goals. Accountability closes the loop.