The failure mode is always the same. A floor buys volume, the new leads compete with the follow-up cadence on last week’s leads, everything is dialled a bit later, and the funded rate falls across the whole book — which then gets attributed to the newest batch.
The arithmetic
- A rep sustains roughly 80–120 meaningful dials a day, allowing for conversations, admin and packaging.
- A proper cadence is eight to twelve attempts per lead over about three weeks.
- So each new lead consumes roughly ten dials spread over that period, not one.
- A rep at 100 dials a day is therefore absorbing something like 10–15 genuinely new leads a day at steady state.
- More than that and the cadence gets cut, which is the thing that was producing the funded deals.
Pacing is the lever, not order size
A fifty-lead order delivered over ten business days is five a day, which one rep absorbs comfortably. The same fifty delivered in two days is not a bigger order, it is a worse one — the first day gets dialled properly and the rest arrive into a queue. Any vendor worth using lets you set a daily cap and a delivery window; use them.
| Floor size | Sustainable new leads/day | Monthly order that fits |
|---|---|---|
| 1 rep | 10–15 | Roughly 200–300 |
| 3 reps | 30–45 | Roughly 600–900 |
| 5 reps | 50–75 | Roughly 1,000–1,500 |
Those are ceilings for a floor running a full cadence, not targets. A shop dialling each lead twice can process far more records and will fund fewer deals from them, which is the trade being made whether or not anybody names it.
Questions brokers ask
How many MCA leads can one rep handle?
Roughly 10 to 15 genuinely new leads a day at steady state, assuming 80 to 120 meaningful dials daily and a full follow-up cadence on the existing pipeline. Beyond that the cadence gets cut, which is what was producing the deals.
What happens if you buy more leads than you can work?
Time to first dial rises across everything, follow-up gets truncated, and the funded rate falls on the whole book — which usually gets blamed on the newest batch rather than on capacity.
How do you know your floor is at capacity?
Median time to first dial rising while lead volume is flat. That means the follow-up book is consuming the hours that new leads need, and the fix is hiring or pacing rather than more leads.
Should you order more leads or pace them differently?
Pace them. Fifty leads over ten business days is five a day and works; the same fifty in two days arrives into a queue. Set a daily cap and a delivery window with any vendor worth using.
Can a floor process more leads by dialling each one less?
Yes, and it will fund fewer deals doing it. That is a real trade-off, but it should be a decision somebody made rather than something that happens because volume was bought before capacity was checked.
Alex Makowski
Founder, Infinite Bookings
Runs the lead generation operation behind Infinite Bookings — paid traffic, the funding application, and the delivery pipeline that puts records into brokers’ CRMs.
Reachable directly at alex@infinitebookings.com or 732-609-7182.