Every number above this one on the list belongs to the campaign. This one belongs to the floor. It measures how many of the merchants who cleared the gates and entered the passcode went on to have a file submitted to a lender, and the ad account has nothing to say about it.
| Lead-to-submission | Reading |
|---|---|
| About 15% | The benchmark. Roughly one submission per seven qualified leads. |
| 10% | Floors have made it work here, with a good funded rate on what does submit. |
| Low twenties | The high end we have seen, on a floor that asks for statements on the first call. |
| Under 10% | A process problem: speed to lead, the statements ask, or the cadence. |
What “lead” means in the ratio
The rate only means something if the numerator and denominator are fixed. The denominator is a qualified lead: revenue band cleared, time in business cleared, statements available, the six-digit code entered from the merchant’s own phone. The numerator is a file submitted to a funder. A floor counting raw form fills in the denominator will read 5% and conclude the leads are bad; a floor counting “sent the merchant an application link” in the numerator will read 40% and conclude nothing.
What moves it
- Speed. A median time to first dial in minutes rather than hours is the single biggest lever, because the merchant confirmed the number minutes before delivery.
- The statements ask. The biggest leak in the whole funnel sits between a qualified conversation and receiving bank statements, and it is entirely a process fix.
- Cadence. Most floors stop at two attempts and most connections happen after that. A follow-up cadence that actually completes moves the rate more than any script.
Questions brokers ask
What percentage of MCA leads should become submissions?
About 15% of qualified leads, meaning leads that cleared the gates and entered the passcode, should become applications submitted to a lender. Floors have made it work at 10%, and the best we have seen run in the low twenties.
Is a 10% lead-to-submission rate bad?
Not necessarily. Floors run profitably at 10% when the funded rate on what does submit holds up. Below 10%, look at speed to lead, the statements ask and the follow-up cadence before concluding anything about the leads.
Can the ad campaign improve my submission rate?
Not directly. It is the first number on the list that belongs to the floor rather than the account. The campaign decides who arrives; the reps decide who submits.
How do I count a lead for this ratio?
A qualified submission: revenue band, time in business, statements available and a one-time passcode entered. Counting raw form fills makes the rate look terrible and hides the merchants who could never have submitted anyway.
What is the biggest reason submissions fall short?
The bank statements ask. Qualified conversations that never produce statements are the most common leak in the funnel, and the fix is to ask on the call rather than by email afterwards.
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.