Most brokerage owners run their business off a monthly funded volume report. That is the equivalent of steering a boat by looking at the wake. Here is the weekly dashboard we install instead.
Acquisition
- New Loan Seekers by source.
- Cost per Loan Seeker by source.
- Median minutes to first contact.
- Contact rate (percentage reached live within 14 days).
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Book a strategy callConversion
- Consult set rate from contacted.
- Consult show rate.
- Application (1003) start rate from consult.
- Application completion rate.
Fulfillment and economics
- Application-to-funded rate and fallout reasons.
- Average days from application to clear-to-close.
- Cost per funded loan and marketing ROI by channel.
How to actually use it
Review the dashboard every Monday with your LOs, by individual. Compare each person against the team median on one metric at a time. Coaching becomes specific — 'your contact rate is 22 points below team median, let's listen to five dials' — instead of a generic push for more activity.
Watch the leading indicators — contact rate, consult set rate, application rate — weekly. Funded volume is just the receipt for decisions you made 60 days ago.
Ready to put this to work in your brokerage?
Book a 30-minute mortgage growth strategy call. We'll review your speed-to-lead, follow-up sequences and funded-loan economics, then hand you the plan whether you work with us or not.
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