Most floors track funded deals and revenue, which are the two things you cannot do anything about this week. The useful numbers are the ones upstream of them.
| Metric | Acts on | Frequency |
|---|---|---|
| Median time to first dial | Routing, alerting, staffing | Daily |
| Dials per rep per day | Capacity and effort | Daily |
| Contact rate | Lead quality and call times | Weekly |
| Statements per qualified conversation | The biggest process leak | Weekly |
| Submissions | File readiness | Weekly |
| Funded deals | Whether it all worked | Monthly |
| Cost per funded deal, by source | What to buy next | Monthly |
Those are the floor’s numbers. If you also run your own ads there is a second table upstream of this one — six Ads Manager metrics, from CPM to cost per funded deal — and the last row of each is the same number.
Median, not average
Time to first dial is the metric most often reported as an average, and the average is useless — a handful of leads dialled three days late drags it somewhere no individual lead ever was. The median tells you what happens to a typical lead, which is the thing you are trying to manage.
The one nobody tracks
Cadence completion — the share of leads that actually received the full sequence of attempts before being written off. It is the difference between "the leads did not work" and "the leads were called twice", and it is almost always the answer when a batch appears to underperform.
- Count attempts per lead, not just outcomes.
- Report the share of dead leads that received fewer than the full cadence.
- Review that number before reviewing any lead source.
Questions brokers ask
What metrics should an MCA sales floor track?
Median time to first dial, dials per rep per day, contact rate, statements collected per qualified conversation, submissions, funded deals and cost per funded deal — all segmented by lead source.
Why median rather than average time to first dial?
Because a few leads dialled days late drag an average to a number no individual lead ever experienced. The median describes what happens to a typical lead, which is what you can manage.
What is cadence completion and why does it matter?
The share of leads that received the full sequence of attempts before being written off. It is almost always the answer when a batch appears to underperform, and almost nobody measures it.
How often should these be reviewed?
Time to first dial and dials daily, the middle-funnel rates weekly, funded deals and cost per funded deal monthly. Anything you cannot act on within the review period is a report rather than a metric.
Why segment metrics by lead source?
Because a blended rate across exclusive, shared and aged records describes nothing real, and buying decisions made from it will be wrong in both directions at once.
Reference
Setting the CRM up to produce theseSource tagging, stage definitions and the fields these metrics read from.
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.