MortgageSolvers Canada

Pipeline Dashboard

Lead → funded performance, speed-to-lead, and marketing attribution.

Data as of — · — leads tracked

RingCentral Call Activity — team calls · filter by user, type & length

Users
Call Type
Min Call Length
Call volume trend
Total Calls Connected

Marketing — media spend → leads → revenue

Setter — Aysha, Mark & Keri

Sales — commitment → accepted → funded

Fulfillment — docs → submitted → commitment

How Leads Are Flowing — recent arrival cohorts, tracked as they move through the funnel

Each column is a cohort — leads grouped by the month they arrived — read down to see how far that month's leads have progressed. % is share of that cohort. ▲ newest cohorts are still maturing (~26-day median to funded), so their later stages keep rising.

Cycle-Time Bottleneck — median days between stages (median, not average)

SMS Outreach — last 30 days · reply rate & delivery (SMS has no open rate)

By line
Best cold openers by reply rate

Overnight vs Daytime Leads — do after-hours leads wait longer for first contact?

Median speed-to-lead by hour the lead arrived (Eastern)

Contact Rate by Ad — this month's leads, per ad creative

Contact rate = the share of this month's ad-attributed leads we reached in a real conversation — a connected call over 2 minutes (placed after the lead arrived) that our transcript check did not flag as a voicemail.

Monthly Cohorts — cohort = lead-arrival month; how each month converts through the funnel

Each cell = the number of that month's leads that reached the stage; shading shows the share of the cohort. Stages: App = Application Ready · Submitted = Submitted to Lender · Commit = Commitment Issued · Accepted = Deal Accepted · Funded. → Funded = % of the cohort funded.
▲ maturing — recent cohorts are still working through the pipeline (median ~26 days to funded), so their funded totals will keep rising. Don't read them as a drop.

Traffic Source Breakdown — Facebook ad spend → funnel, by campaign / ad set / ad

Live Activity — live Monday + RingCentral integration, newest first

MortgageSolvers pipeline dashboard · static snapshot from the reporting database · figures are all-time unless a section states otherwise.