Synthetic example — not a customer case study
What a Mortgage Funnel Leak Audit can reveal
Illustrative demonstration only. These numbers, sources, and recommendations were created solely to show the form of a deliverable. They do not represent any actual lender or results from LenderLens customers.
Channel-level funnel economics
| Source | Spend | Leads | Applications | Funded | Cost/lead | Cost/funded |
|---|---|---|---|---|---|---|
| Paid Search | $24,000 | 240 | 36 | 9 | $100 | $2,667 |
| Paid Social | $18,000 | 360 | 36 | 3 | $50 | $6,000 |
| Lead Vendor | $15,000 | 150 | 18 | 6 | $100 | $2,500 |
| Total | $57,000 | 750 | 90 | 18 | $76 | $3,167 |
Rounded whole-dollar metrics. Cost per funded loan = channel spend / funded-loan count for the same cohort and measurement window. This arithmetic does not establish causal or incremental returns.
Illustrative observation: low CPL can conceal expensive funded loans
Paid Social appears cheapest at $50 per lead, yet its $6,000 cost per funded loan is approximately 2.4× the Lead Vendor figure. This gap merits review of channel lead quality, stage tracking, contact rates, and timing before reallocation decisions.
Questions the real audit would test
- Were all three channels measured over comparable lead cohorts and funding maturity windows?
- How many leads were contacted, qualified, and submitted to underwriting by source?
- Are channel, campaign, application, and funding identifiers consistently mapped?
- Would a controlled change in budget improve contribution after accounting for funded-loan margins and operational capacity?
What we would recommend at this stage
Investigate first, do not blindly shift budget. Check Paid Social's downstream records, targeting, and cohort delays. Confirm the Lead Vendor's apparent funded-loan advantage persists after quality and period adjustments. If margins and data quality support it, design a modest, measured budget test with predefined success criteria.
This example is not a performance promise or a claim that reducing Paid Social would necessarily increase funded loans. A real audit documents data quality, limitations, and decision assumptions.
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