This one's behind-the-scenes. I put Leonardo, one of our senior appointment setters at Preserve Wealth Group, on the podcast. In the last 4 months, Leo has personally spoken to 358 business owners. He booked 81% of them. 78% of the ones he booked actually showed up. The industry average show rate for marketing-generated appointments is 40-50%. We talked about the part of the process most agents never see, the conversation that happens between the ad and the appointment. A few things we got into: — What business owners want in the first 30 seconds of every call — The moment they go from skeptical to engaged — The 3-phase framework Leo uses to qualify and book at 81% — Why disqualifying business owners protects your calendar — How we maintain a 78% show rate when the industry sits at about 50% — The one question to ask any marketing company before you hire them If you've ever wondered why some agents get qualified, committed, prepared business owners on their calendar, and others get ghosted, this episode answers that. — Pavel