Lead Management
Turn more leads into closed loans with MoneyMatcher's lead management tools.
Lead Sources
Where Leads Come From
| Source | Description | Quality |
|---|---|---|
| Your Website | Embedded rate widget or form | High - they sought you out |
| Referrals | Past clients, realtors, etc. | Very High - warm introduction |
| Paid Ads | Google, Facebook, LinkedIn | Medium - intent varies |
| MoneyMatcher Network | Leads matched to your criteria | High - pre-qualified |
| Partnerships | Realtors, CPAs, attorneys | High - trusted referral |
Importing Leads
Bring leads from anywhere:
- Manual Entry - Add one lead at a time
- CSV Upload - Bulk import from spreadsheet
- CRM Sync - Automatic sync with Salesforce, HubSpot
- API - Programmatic lead creation
- Zapier - Connect 3,000+ apps
Lead Intake Form
Capture the right information upfront:
Essential Fields
- Name and contact info
- Property address (or area)
- Loan type interest
- Timeline to close
- Best time to call
Qualifying Fields
- Credit score range
- Down payment available
- Current property ownership
- Investment experience
- Entity status (LLC, personal)
Custom Fields
Add fields specific to your business:
- Referral source
- Marketing campaign
- Assigned loan officer
- Priority level
Lead Scoring
Automatically prioritize your best leads:
Scoring Criteria
| Factor | Points | Rationale |
|---|---|---|
| Credit 720+ | +20 | Easy approval |
| 25%+ down payment | +15 | More lender options |
| Ready in 30 days | +15 | Hot lead |
| Experienced investor | +10 | Easier process |
| Has entity ready | +10 | Business ready |
| Responded to follow-up | +10 | Engaged |
| Referral source | +10 | Higher conversion |
Score Tiers
| Score | Tier | Action |
|---|---|---|
| 70+ | 🔥 Hot | Call immediately |
| 50-69 | 🌡️ Warm | Call within 24 hours |
| 30-49 | ❄️ Cool | Email nurture sequence |
| Below 30 | 🧊 Cold | Long-term nurture |
Lead Pipeline
Pipeline Stages
New → Contacted → Qualified → Quoted → Applied → Processing → Closed
↓
Not Qualified
Stage Definitions
| Stage | Definition | SLA |
|---|---|---|
| New | Just came in, not contacted | Contact within 5 minutes |
| Contacted | Attempted contact | Qualify within 24 hours |
| Qualified | Meets basic criteria | Quote within 48 hours |
| Quoted | Received rate options | Follow up within 3 days |
| Applied | Formal application submitted | Update weekly |
| Processing | With lender | Update every 3 days |
| Closed | Loan funded | Request referral |
Automated Follow-Up
Never let a lead slip through the cracks:
Email Sequences
New Lead Sequence:
- Immediate: "Thanks for your inquiry" + calendar link
- Day 1: Educational content about loan types
- Day 3: Case study of similar deal
- Day 7: "Still interested?" + one-click reply
- Day 14: Market update + gentle nudge
Post-Quote Sequence:
- Immediate: Quote delivery with comparison
- Day 2: "Questions about the rates?"
- Day 5: "Ready to move forward?"
- Day 10: Alternative options if no response
SMS Automation
- Appointment reminders
- Document request notifications
- Status updates
- Quick check-ins
Task Automation
Automatically create tasks:
- Call back at preferred time
- Follow up after quote sent
- Check in after document upload
- Congratulate after closing
Lead Assignment
For Solo Brokers
All leads go to you with optional automation.
For Teams
Assignment Methods:
| Method | Description |
|---|---|
| Round Robin | Distribute evenly |
| Skill-Based | Match lead type to specialist |
| Geographic | By state or region |
| Capacity | Based on current pipeline |
| Manual | Admin assigns |
Example Skill-Based Rules:
- Construction leads → Construction specialist
- Commercial leads → Commercial team
- Fix-flip in FL → Florida fix-flip expert
Lead Analytics
Key Metrics Dashboard
| Metric | Description | Target |
|---|---|---|
| Lead Response Time | Minutes to first contact | < 5 min |
| Contact Rate | % of leads reached | > 60% |
| Qualification Rate | % of contacts qualified | > 40% |
| Quote Rate | % of qualified leads quoted | > 80% |
| Conversion Rate | % of quotes that close | > 25% |
| Cost Per Lead | Marketing spend / leads | Varies |
| Cost Per Closing | Marketing spend / closings | < commission |
Conversion Funnel
Visualize where leads drop off:
1000 Leads
↓
600 Contacted (60%)
↓
240 Qualified (40%)
↓
192 Quoted (80%)
↓
48 Closed (25%)
Source Analysis
Track which sources produce the best leads:
- Highest volume
- Highest conversion
- Highest loan size
- Best ROI
Integration Options
CRM Integrations
Salesforce
- Bi-directional sync
- Custom object mapping
- Workflow triggers
HubSpot
- Contact sync
- Deal pipeline sync
- Marketing automation
Follow Up Boss
- Lead sync
- Task creation
- Call logging
Marketing Integrations
Google Ads
- Conversion tracking
- Lead form sync
- Offline conversion import
Facebook Ads
- Lead ad sync
- Custom audiences
- Conversion API
Zapier
- Connect any app
- Trigger workflows
- Custom automations
Best Practices
Speed to Lead
Goal: Contact new leads within 5 minutes
Why it matters:
- 78% of buyers buy from first responder
- Conversion drops 10x after 5 minutes
- Shows professionalism
Qualification Questions
Ask early, save time later:
- "What's your timeline for closing?"
- "Do you have a specific property in mind?"
- "What's your approximate credit score range?"
- "How much can you put down?"
- "Have you invested in real estate before?"
Nurture the "Not Right Nows"
Many leads aren't ready today but will be:
- Add to long-term nurture
- Send monthly market updates
- Invite to educational content
- Stay top of mind
Ask for Referrals
Every interaction is an opportunity:
- After providing helpful info
- After closing
- In follow-up sequences
- At annual check-ins
Getting Started
Step 1: Import Existing Leads
Upload your current lead list to start fresh.
Step 2: Set Up Automations
Configure your follow-up sequences.
Step 3: Connect Sources
Integrate your website, ads, and CRM.
Step 4: Monitor & Optimize
Review metrics weekly and adjust.