Managing the lead pipeline
The lead pipeline is where a prospect an agent meets in the field becomes a tracked record that can be followed all the way to a disbursed loan. Because the same record carries through every stage, you always know which leads are moving, which are stalling, and which agent sourced each one.
The stages a lead moves through
A lead is not a loose note — it is a record that advances through defined stages, from first capture to a converted borrower. Each stage is one link in a single chain of attribution, so the lead an agent captures is the same record that later becomes an application and, if it disburses, the basis for that agent's commission.
- 1CapturedAn agent logs a new prospect in the field — name, contact and the product they are interested in. This is the top of the pipeline and the point where attribution to the sourcing agent begins.
- 2QualifiedThe lead is assessed for basic eligibility and genuine intent, so effort downstream is spent on prospects that can realistically convert.
- 3ApplicationA qualified lead feeds directly into Loan Origination & Servicing as a loan application, without re-keying the borrower from scratch.
- 4Converted (disbursed)The application is approved and the loan disburses. The lead is now a real borrower, and its attribution is what commission is calculated against.
Reading the pipeline
Viewing the pipeline by stage shows you where volume is concentrated and where it is leaking. A healthy top of funnel that thins sharply between qualified and application, for example, points to a qualification or follow-up problem rather than a shortage of leads.
| Stage | Leads |
|---|---|
| Captured | 120 |
| Qualified | 68 |
| Application | 41 |
| Converted (disbursed) | 29 |
Because the lead record is the same one that becomes a disbursed loan, commission is calculated against real disbursements, not self-reported activity — see “How commissions are calculated.”