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FREE BROKER WORKSHEET

Measure what your lead test actually produced.

Use your own spend and outcomes to calculate costs and observed conversion rates. Start with a single group of mortgage leads and a consistent review date.

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This calculator helps mortgage brokerages and lenders review a lead purchase using actual results. It does not estimate revenue, profit, future performance, or how any particular provider will perform.

Use one cohort and count unique leads. All counts must refer to the same delivered leads as of the same review date. For this worksheet, each later stage includes leads counted in the stages before it: reached → qualified → application → funded. If a lead reached a later stage, include it in the earlier counts too. Count a lead once per stage, even if it has multiple calls or loans.

Define “qualified” and “application received” before your test, then use those definitions consistently. You can revise the counts and recalculate as the cohort matures. A recent test may have applications still in progress.

Your test results

All fields except funded leads are required. Enter 0 when a measured count is zero; leave funded leads blank when you have not tracked that stage.

Include the actual lead acquisition cost for this cohort. Use the same cost definition when comparing tests.
Count unique delivered leads in this cohort, including leads that never progressed.
Count unique leads with a two-way conversation. Calls attempted or messages sent alone do not count.
Count reached leads you confirmed fit your team’s stated criteria. Use one consistent definition.
Count unique leads in this cohort that progressed to an application. Count a lead only once.
Count unique leads that funded. Leave blank if funding is not yet tracked; enter 0 if tracked and none funded.

This calculator uses the numbers you enter to show results here. No borrower or contact information is needed.

What these numbers tell you

Cost per lead shows acquisition cost. Cost per qualified conversation and application connect that spend to the outcomes your team recorded. Funding results often take longer to develop, so note the age of each cohort before comparing tests.

For a fair comparison, use the same cost definition, qualification rules, follow-up process, and observation window. These figures do not isolate the supplier’s contribution from your team’s response, underwriting, borrower decisions, or market conditions.

How the calculation works

  • Cost per outcome = actual lead spend divided by the number of leads reaching that outcome.
  • Stage conversion rate = leads reaching the later stage divided by leads reaching the earlier stage, multiplied by 100.
  • Lead-to-application or funding rate = leads reaching that outcome divided by all leads in the cohort, multiplied by 100.

The worksheet includes only the costs you enter. It does not add staff time, software, closing costs, revenue, or profit. An observed rate is not a forecast or a guarantee.

Planning a purchase? Use the DSCR lead buyer checklist to review fit, sourcing, sharing, and delivery before starting a test.