Six things the top MCA brokerages have in their CRM

If you’re in the MCA space, you know that your CRM and your speed to lead are extremely important. In a lot of cases it’s the difference between you getting the deal or your competitor getting the deal. Because at the end of the day, even though we sell exclusive leads, there are always other people in the market — maybe the merchant clicked on another ad. You’re always competing with someone else. That is why speed to lead and a proper CRM setup are extremely important. So here are six things our top brokerages all have, in terms of features and structure within the CRM, that maybe you can implement if you don’t have them. And you’ll notice they’re not mind-blowing things. They’re pretty simple things.

But they all have them, and they all just let the simple things scale, which is a really cool observation. It’s not like we’re doing rocket science. We’re selling MCAs here. So let’s get right into it. Number one: a missed callback gets a text within a few seconds, automatically. If a merchant calls back at 7pm and the rep is on another call, the system automatically texts him before the rep even sees the missed call. Let’s say it’s 7:12pm and Marcus calls the rep. Marcus is the merchant; he’s looking for capital. He gives him a call back because he was busy all day, and the rep is on a call. Automatically, this text goes out to that number: “Just missed your call. This is Dan with [shop]. Calling you back in a few minutes,

or just reply here with a time that works better for you.” And this is sent by the system automatically. The rep doesn’t even know until he sees it later. After the rep gets off the call, maybe he gives him a call back, or he could just say, “Okay, let’s talk at 8pm or 9pm.” And the truth is that the merchant who calls you back, as the shop, and gets a voicemail is most likely going to call the next person in his contacts — the next MCA guy. So it’s very important that you have this set up, so that there’s a very clear communication chain between you and the merchant. Like I said, you can set it up pretty easily in GoHighLevel. If you use Salesforce or HubSpot, you can just ask Claude or another AI how to do it, and it’ll be able to show you.

These are all pretty simple workflows. Number two: a lead untouched for five minutes moves to the next rep on its own. There’s no manual intervention, no manager watching. The main goal here is to mitigate the risk of a rep just not calling them, and we all know that happens from time to time. The rep goes to the bathroom, the rep has to step out, the rep gets lunch. If a lead is untouched for five minutes, it has to go to the next rep, so that rep can take up the opportunity and the lead doesn’t get burned. The main thing here, like I mentioned, is speed to lead. Contact rates drop 60% after 30 minutes of no contact, which is huge. Just contact them quicker — within 60 seconds, within five minutes max. That’s all it should take. If you’re under five minutes,

you’re able to close closer to 32%. That’s the industry average. If you contact them after a day, it’s close to 12%, which is crazy low. You do not want to be doing that. These are industry-wide numbers, but overall the direction matters. You know it for yourself: the quicker you call the lead — if you call them the moment they opt in, you’re getting them on the phone about 90% of the time. So it’s super important. Number three: a half-finished application gets saved and chased. If someone is filling out an application — they’ve written in their business name and all of that, they’re about to upload their bank statements or say how many positions they have —

and then they close the tab, you need to be tracking that, and you need to save what they’ve done so far. The rep needs to get pinged: “Hey, this guy just left the application. Follow up with him.” Send him an email: “Hey, I saw you took a break from your application. Just so you know, I have your things saved. Let’s finish it over a call.” That way the merchant knows you’re serious. The merchant knows you’re trying to get them funded, trying to help them with their specific situation and at least get them an offer. And this is actually a very interesting thing, because partial applications are more common than you probably think. I’m sure you see a lot of partial applications, and the CRM already

has them, so you might as well follow up on them. You already paid for the lead, you already contacted them, you already spent time on it — just follow up with them. So that’s three. Number four: you know each rep’s time to the first dial. This is very important. It’s more of a tracking, managerial feature, where you can see everything that’s going on from pipeline stage to pipeline stage — from when the lead is created, to when they’re contacted, to the application going out — time by time. And over a month, six months, a year, you can see your actual averages and solve your bottlenecks off that data. So if you see that your time to contacted

is actually an hour, that is the biggest bottleneck. Hands down, I can tell you that right now. But you’re not going to know it if you don’t track it. Every stage needs a timestamp, and this number comes out of it. There are really two things here that matter. The time to first dial, which is new to contacted, so you can compare reps. And the cost per funded deal, which is all the way down here: the amount spent, and the deals funded off it. That’s why you also need to be tracking which vendors you get your leads from, and which of them funded. Obviously you want to be optimising for the lowest cost per funded deal, and reordering more from the vendors that actually have a good cost per funded deal and good-quality

merchants. Number five: every lost lead gets a come-back date. Anyone who got declined, ghosted you, or went with someone else — that record needs a date and a reason, and on that date it lands back in front of the rep. Whether it’s 30 days later, 90 days later or six months later, it needs to come back, and you need to follow up with those people. Like I mentioned, you already paid for that traffic. You already have them in your CRM. It doesn’t cost you much extra to follow up in six months and send an email, call them, FaceTime audio them, whatever it is. For example, say M&R Concrete got declined on January 14th because they had two open positions. Most CRMs would just forget about it. The rep would say,

“Okay, gone. I’m just going to deal with my new leads.” But what you should really have is an automated system where, if they were declined for two open positions, they come back in three months — or four months, whatever you see fit — and they’re automatically put back into your rep’s inbox, and he just has to contact them. He doesn’t have to think. He doesn’t have to remember. If your rep has to remember a lot of things, he’s going to forget everything. So on April 14th he gets a notification: “Hey, how did everything end up going? Did you end up closing out any of your positions? How’s everything going?” It’s just a follow-up. The truth is that nobody takes just one advance. The guy you lost in January is still shopping by spring.

I’m sure you see this all the time, so it’s worth reaching out to these people again. Right now, in your CRM, you probably have tons of deals just waiting to go through. You just have to contact them again. You already have them in your CRM, you already paid for the traffic, you already paid for the leads — just contact them again. So that’s five. Number six: the renewal date is computed, not remembered. The funded date plus the term — the CRM does the math and puts it on the rep’s desk a week early. So by the time the advance is half paid, the task has fired a week before. And what that does is get you more renewals. A lot of the top brokerages get a lot of renewals, and that’s where a lot of their book is

from. Roughly, half paid down is usually the eligibility. Funders run 40 to 60%. I’m not sure how you do it in your specific brokerage, but that’s what we see. So it makes sense to have that set up. It doesn’t cost you anything; it’s just one automation. And like I mentioned, it makes things a lot easier. You don’t have to remember things. The main thing here, if you’re a brokerage owner watching this, or the CTO, or whoever manages the CRM, is that you want to make it as foolproof as possible, so that nobody has to remember things. You know it for yourself: you’re going to forget things in six months. You’re going to forget things tomorrow. So you want to make things as foolproof as possible, so you can get as much systemised as possible, hire a lot more reps,

train them, and everything is much better. If everything is systemised — and this is the only way you’re going to be able to do that. So hopefully those six points made sense. Let me know if you have them set up already, or if you actually want to set them up. Just use AI: use Claude, put this video into it and say, “Hey, I want to set up point six in my CRM. Give me the instructions.” I’m actually very curious whether a lot of you have these set up already. Now, if you enjoyed the video and found something valuable you’re going to implement: it’s one thing to have a good CRM, but you need lead flow to actually go through it. We have a pay-per-qualified-lead program where we sell real-time, exclusive leads straight into the CRM you have, at $60 per lead. It’s a 50-lead minimum to start,

and all these merchants are doing $30K a month and requesting $15,000 or more, bare minimum. They have four months of bank statements available, and a mobile-verified phone number with a six-digit passcode they put back into the application in order to submit it. It lands directly in your CRM through a webhook. Six months in business, US-based, you get the industry they’re in, and they’re 100% exclusive to you. And if you want to get started, you get your first lead within 12 hours. So if that sounds interesting, and you want to scale and you have your CRM set up, book a call below and we’ll get you started. Thanks for watching.