Lead Generation
Leads (count)
3,842
12% vs prior period
Cost per Lead (CPL)
$47
$3 vs target
Monster, Amsive, Camber
Response Rate
18.4%
2.1pp MoM
Inbound DM calls / Units mailed
Lead Quality Score
74.2
Composite score
FICO · LTV · Purpose · Value
Segment Fit
61%
Model Blend dominant
Internet · Credit · Seasoned
Contact Center
Call Attempts
9,210
DM Inbound + Outbound CB
Contact Rate
42.7%
1.8pp vs last week
Answer Rate
38.1%
DM Answer Rate · Five9
Speed to 1st Engagement
4.2 min
0.8 min improvement
Sales Funnel — Lead to Funded
Leads
3,842
100%
Contacts
1,641
43%
Applications
877
23%
Locks
475
12%
Funded
187
5%
Application
Lead → App Rate
22.8%
1.4pp MoM
App Completion Rate
81.3%
LO Submitted / Started
Credit Pull Rate
76.9%
Credit Report IS NOT NULL
App Cycle Time
2.4 days
0.3 days improved
Lock / Pipeline
App → Lock Rate
54.2%
Lock Volume
$48.3M
Expected Funding
$31.4M
Lock × Pull-through
Fallout Types
12.4%
Withdrawn + Denied
Funding
Funded Units
187
8 units MoM
Funded Volume
$41.7M
Lock → Fund Rate
68.4%
3.1pp
Days to Close
21.3 days
Lock → Fund avg
Customer Value & Lead Source ROI
Revenue per Lead
$312
Gross Margin / Leads
Margin / PE
38.5 bps
Avg Total Sales PE