The short answer
Work backwards from dials rather than forwards from budget. A rep sustaining roughly 80–120 meaningful dials a day, against a cadence with eight to twelve call attempts per lead over three weeks, supports somewhere around 10–15 new leads a day once follow-up on the existing pipeline is counted. Buying past that does not add deals — it adds untouched records and a slower time to first dial on all of them.
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 four touches a day for four days, then one a day, over about three weeks. The texts and emails can be automated; the calls cannot, and they come to roughly eight to twelve per lead.
- 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
Fifty leads 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.