On exclusive, phone-verified leads worked quickly, expect to reach a large majority of the records, to have a real funding conversation with a substantial share of those, to get statements from a fraction again, and to fund two to four per fifty. The single most useful thing about a funnel table is not the benchmark — it is finding which of your own steps drops hardest relative to the one above it.
Benchmarks are only useful as a diagnostic. A floor two points under on funded rate has a problem somewhere specific, and the point of the table is to find which step rather than to conclude the leads are bad.
| Stage | What it measures | Basis |
|---|---|---|
| Delivered → contacted | Whether the numbers are live and you called fast | Client-reported |
| Contacted → qualified conversation | Whether the screening held on the phone | Client-reported |
| Qualified → statements received | Whether the ask was made properly | Client-reported |
| Statements → submitted | Whether files were fundable | Client-reported |
| Submitted → funded | Placement and paper quality | Client-reported |
| Overall: 2–4 funded per 50 | The number we quote | Client-reported, our benchmark |
We publish the end-to-end figure as a range because that is what clients report back, and we quote the bottom of it. The intermediate stages vary far more between floors than the end figure does, which is itself the finding: the differences are made on the phone, not in the feed.
Precise percentages for the intermediate stages. We see what clients tell us, the definitions differ between them, and turning that into a decimal would be inventing precision we do not have. The end-to-end figure is the one enough clients report on the same definition for a range to mean something.
On exclusive, phone-verified leads our clients report two to four funded per fifty, which is roughly 12 to 25 leads per funded deal. The worst recorded outcome was zero and the best was eight, and both came down to how the leads were worked.
High, on a mobile-verified feed called quickly — the number was confirmed live minutes before delivery. If your contact rate is poor on that kind of feed, check your median time to first dial before concluding anything about the leads.
Between a qualified conversation and receiving bank statements. It is the step that depends most on process — asking on the call rather than by email afterwards — and it is almost entirely fixable.
Because the definitions differ between the shops reporting them — one floor’s "qualified" is another’s "answered the phone". Turning that into decimals would be inventing precision we do not have.
Your own, last quarter, on the same feed and the same floor. Cross-vendor benchmarks are noisy for definitional reasons, and the trend in your own table is the signal worth acting on.
We will tell you straight up if we cannot help you. No commission deals, no free trials, no chasing you for three weeks.