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In this CG Live episode recorded at our Q1 event in Dallas, Texas, I sit down with CG Premier member Ryan Weimer — a Boise, Idaho-based real estate investor who signed 200 deals in 2025 and then discovered he lost nearly 1,000 more. His main stage presentation stopped the room, and for good reason: the data he brought was something most investors are too afraid to look at.
Ryan walks through exactly how his team uncovered 998 missed deals in a single year — all sitting in their own CRM — and what it revealed about their hiring, their lead management, and their leadership. We dig into how he reframed that painful number as an opportunity for his team, why attacking your database beats spending more on marketing, and how the shift from sales company to data company is now changing the way they hire, manage, and grow. If you've ever wondered how much money is sitting untouched in your CRM, this episode will wake you up.
Timeline Summary
[0:23] – Live from Dallas at the CG Q1 Premier and CEO event
[0:50] – Introducing Ryan Weimer and the presentation that stopped the room
[1:07] – How Ryan came into this meeting knowing the data — and still got slapped by it again
[1:51] – The market shift: recalibrating from the Boise boom years to doing the real work
[2:15] – The number: 998 missed deals in 2025 in a market of just over a million people
[2:34] – Context: 200 signed deals, nearly 1,000 lost — five times more missed than won
[3:21] – Why this means you don't need a second market — you need to mine what you already have
[3:44] – Their CRM only represents 2% of all housing units in Idaho — the pie is enormous
[4:31] – How AI and property sales tracking made it possible to identify every missed deal
[5:09] – Breaking down the 998: off-market sales they had in their CRM, both inbound and outbound leads
[6:00] – Nearly half of the 998 were sitting in the "new" bucket — never contacted beyond initial reach
[7:20] – Four pain points every investor is facing: leads, appointments, conversions, and closing
[8:40] – Calculating the real cost: $39M in lost revenue and $5M in missed team commissions
[9:32] – Two major realizations: drastically under-hired and a total failure of leadership
[9:52] – Lead managers had no consistent system for attacking the database — all different answers
[10:09] – "People need to be reminded more than they need to be taught"
[10:56] – How Ryan took ownership before pointing fingers at the team
[11:34] – Reframing missed deals as opportunity: showing the team what's in it for them
[12:13] – The shift in team buy-in: from chasing visionary optimism to trusting the data
[13:03] – Breaking through the $5M ceiling and building a culture around visible opportunity
[14:08] – The real fix isn't more marketing spend — it's better sales ops
[14:46] – Why pressing the easy button on marketing digs a deeper hole in profitability
[15:11] – How attacking your CRM can take a 3X ROAS to a 5X without spending another dollar
[15:30] – Being afraid to look at the skeletons in your CRM — and why you have to anyway
[16:10] – Most contracts aren't one-call closes — only about 3 out of 10 are signed on the first appointment
[17:35] – The transition: from real estate marketing company to real estate data company
[17:56] – What a great CRM makes possible: hiring data-minded operators like Tory to run the numbers full-time
[18:19] – Using AI to let the cream rise to the top of a large database and identify who's most likely to sell
[19:03] – How the data changes your recruiting pitch — and why top sales talent leans in when they hear it
[19:59] – The cycle every growing investor needs: sales, marketing, data — in that order
[21:00] – How data removes the blame game between sales and marketing and creates real accountability
[21:45] – Sales contests as a 0-to-1 tool for boosting sales ops without overhauling your CRM
[22:09] – Using missed deal data to coach high-performing but hard-to-manage acquisitions reps
[23:25] – Leadership has to shift from yelling to coaching — especially with today's workforce
[25:06] – 2026 update: 108 missed deals in 9 weeks, on pace to cut annual losses by 37%
[25:27] – It's not about being perfect — incremental improvement in this industry means millions
Key Takeaways
- The Opportunity Is Already in Your CRM Ryan's team had 998 missed deals sitting in their own database. Before spending more on marketing, audit what you already have — the gold is there.
- Under-Hiring Is a Silent Revenue Killer One of the biggest contributors to missed deals was simply not having enough people to follow up. If your lead volume outpaces your headcount, you're leaving money on the table daily.
- Leadership Failure Shows Up in the Data When your lead managers all describe their day differently, that's not a training problem — it's a leadership problem. Systems and reminders matter more than one-time training.
- Frame Missed Deals as Opportunity, Not Failure Ryan didn't go to his team and say "we lost 1,000 deals." He showed them $5M in missed commissions and asked what they were going to do about it. That framing changes everything.
- Data Transforms How You Hire and Lead When you can show a recruit exactly how many people you helped, how much opportunity exists, and where the gaps are — the best candidates lean in. Data turns recruiting into a competitive advantage.
Links & Resources
- Follow Ryan on Instagram: @realryanweimer
- Explore CG Membership: https://www.explorecg.com
Closing Remark
If this episode made you want to open your CRM and start auditing what's been sitting there, take a moment to rate, follow, and review the Collective Genius Podcast. And if you're ready to be in a room with operators like Ryan, visit https://www.explorecg.com and apply today.
