Fairway Benefits Lead Ledger

Showing

Leads in October

206

month to date, live

Qualified in October

174.5on pace

85% of leads qualified so far, on the agreed rules

Your cost in October

$7,852

174.5 qualified at $45 each

Leads per day

Last six weeks. The line is the seven-day average, the darker bars are the most recent week.

70 and under (billable)over 70

Lead quality, last 7 days

Age 70 and under is what we count as billable.

Age 70 and under63

Over 702

63 of the last 65 leads came in at 70 or under. Age is the single biggest driver of whether a lead is worth paying for.

If this pace holds

~246 qualified

~290 leads and about $11,070 for October. A pace, not a promise.

Best day so far

17 leads

22 Sep, 17 of them billable.

Qualified rate by month

87%Jul

84%Aug

83%Sep

85%Oct

Share of leads your team accepted.

From lead to client

Since 15 July: what came in, what your team accepted, what it cost. Widths are the real proportions.

242

Discovery calls booked

Reached a first call or beyond, from your CRM.

Closed and placed

Marked won in your CRM. Policy administration data would confirm what actually stuck.

Month by month

Leads are what came in. Qualified is what your team accepted. You pay $45 for each qualified lead and nothing for the rest.

Month	Leads	Qualified	Qual. rate	Your cost at $45
Julyfrom Jul 15	84	73	87%	$3,285
August	248	208	84%	$9,360
September	295	246	83%	$11,070
Octoberto date	206	174.5 on pace	85% +1 pts	$7,852
Since 15 July	833	701	84%	$31,568

Your team started the tracking sheet on 15 July, so that is where the ledger begins. The current month moves as leads come in, and a month reads “not on the sheet yet” until your team reconciles it.

Lead quality, checked independently

Every lead you receive also goes through a check of our own, against four things: age over 70, a province you are not licensed in, someone who had already come through before, or contact details that do not work. This is what that check found. It is here so you can see the shape of what is arriving. It does not change your bill.

Month	Leads checked	Over 70	Repeat	Out of province	Bad contact
July from Jul 15	84	0	0	0	0
August	248	0	0	0	0
September	295	0	0	0	0
October to date	206	0	0	0	0

What these terms mean

Lead: Someone who completed the form. Counted from your tracking sheet, not from Meta.
Qualified: A lead your team accepted. The only thing you pay for, at $45 each.
Billable: A lead aged 70 or under, the line the program bills on.
CTR: Clicks divided by impressions. How often people who saw an ad clicked it.
Pace: The month so far divided by days elapsed, times the days in the month. Arithmetic, not a promise.

Leads, 7 days

65-19%

prior week 80

Billable, 7 days

63-19%

age 70 and under

CTR, 7 days

1.3%+9%

clicks over impressions

Every lead, by day

Straight from the leads sheet, as they arrive. The line is the seven-day average.

Click-through rate

How often people who saw your ads clicked, each day.

Last seven days

Against the seven before.

Leads65

Billable, 70 and under63

Average per day9.3

Previous seven days80

Lead counts come from your tracking sheet, not from Meta. Meta only counts a lead when its pixel fires, and that has been filtered since mid August, so it undercounts. The sheet is the record we bill from.

Rhythm

Every day in the window, by weekday. The pattern shows which days produce and where the dead days sit.

Where your ads run

Delivery by platform, last 28 days.

Facebook64% of clicks

1.3% CTR

Instagram32% of clicks

1.1% CTR

Audience Network3% of clicks

0.6% CTR

Messenger1% of clicks

0.4% CTR

Sales

Live from your CRM pipeline, Mortgage Protection New Lead. Read-only. Eight other pipelines exist and are either empty or dormant, so they are deliberately left out.

This tab counts all 783 deals in that pipeline, including the 0 that were already there before this programme started. The Executive tab counts only the 783 we sold you since 15 July, which is why its totals are smaller.

New leads this month

193-5%

Down from 203 over the same 22 days last month (277 in the full month). 172 are sitting in 2.0 New Lead in total, median 3 days since last touch.

Sitting at Discovery Set

In stage 3.0 right now, a first call in the diary and not yet held.

Sitting at Discovery Completed

In stage 3.2 right now. Deals that went further have moved on, so this is not the total ever held.

Sitting at Application Booked

In stage 3.7 right now, a second meeting scheduled.

Attendance

From the dialler since 2026-07-20

A held rate is not shown yet. Your advisors mark Discovery completed when a discovery is done, whether it was booked or done on the spot on the first call. A booked contact comes off the dialler until the meeting, so the meeting itself is not logged on a dialler call: of the 128 discoveries booked more than two weeks ago, 82 have a completed outcome on the same contact. Until the meeting's outcome is recorded somewhere we can read, a rate here would be wrong, so it stays off.

Discovery booked

151

contacts, since 2026-07-20

Discovery completed

booked or on-the-spot discoveries done

Application booked

contacts, second meeting set

Not interested

contacts, closed by the advisor

Bad data flagged by advisors since 2026-07-20: 37 contacts. Calls from 2026-07-20 on: to 18 Sept from the dialler's call export, live since. The stage table below still shows where every deal sits today.

Pipeline by stage

Your own 2.0 to 4.5 numbering, straight from the CRM.

Stage	Deals	Open	Median age	Stalled
1.0 New LeadArrived and waiting for a first touch.	172	172	3d	20
2.0 Contacted	187	187	28d	22
2.5 Nurture	148	148	38d	17
3.0 Discovery SetA first call is in the diary.	74	74	29d	8
3.1 Discovery No ShowThe first call was booked and they did not turn up.	9	9	23d	1
3.1 Discovery CancelledThe first call was called off before it happened.	5	5	16d	-
3.5 Discovery CompletedThe first call actually happened.	65	65	11d	7
4.0 App BookedA second meeting is booked to write the application.	13	13	31d	1
3.8 App No ShowThe second meeting was booked and they did not turn up.	4	4	5d	-
3.8 App CancelledThe second meeting was called off.	2	2	25d	-
5.0 Proposal	10	10	18d	1
6.0 Submitted	18	18	40d	2
7.0 Won	42	0	22d	5

over 30 days since last touchover 60 daysStalled counts deals in that stage untouched for a month

This is where deals sit today, not flow-through. A deal that ran the whole journey only appears in its final stage, so these are not conversion rates. True stage-to-stage conversion starts accumulating from the first daily snapshot.

Ageing

Deals with no movement for more than 30 days.

of the 172 deals sitting in 2.0 New Lead have not moved in over a month. Of those, 17 arrived since billing began on 15 July, so at $45 a lead that is $680 of purchased leads going cold in the first stage. The other 3 predate the programme and were never billed, so they are counted here but not priced. This is the pool the powerlists and the old lead revival are meant to work.

Calling activity, this month

From the dialler. A call is one that reached a line (answered includes voicemail); a connect is an answered call with 30 seconds or more of talk, the same bar the dialler's own report uses. Calls before 18 Sept come from the dialler's call export, live since. Since 2026-10-01 the dialler also rang 179 numbers that never connected; the export before that date does not list those.

Calls

1,518

reached a line

Answered

516

incl. voicemail

Connects

314

21% of calls

Talk time

18.8 h

Advisor	Calls	Answered	Connects	Connect rate	Talk time
Dee	827	274	165	20%	10.3 h
Marcus	675	224	130	19%	8.5 h

By powerlist, this month

Powerlist	Calls	Answered	Connects	Connect rate	Talk time
1. Hot lead	507	165	99	20%	6.4 h
2. Week 1	357	115	67	19%	4.5 h
3. Week 2-4	263	83	45	17%	3.4 h
4. Week 5+	145	43	24	17%	1.9 h
5. Discovery done	129	38	18	14%	1.7 h
6. Proposal done	69	17	5	7%	0.9 h

By month, since 2026-07-20

Month	Calls	Answered	Connects	Connect rate	Talk time
July 2026	762	259	158	21%	9.4 h
August 2026	2,080	705	429	21%	24.9 h
September 2026	2,084	709	431	21%	25.9 h
October 2026	1,558	531	321	21%	18.8 h

By advisor

Live pipeline only. The legacy pipeline makes this look lopsided; on current work it is not.

Advisor	Deals	Share
Dee	360	46%
Marcus	297	38%
Unassigned	125	16%

Still to connect

Real deal values. 98% of opportunities carry a placeholder amount, so submitted revenue, closed revenue and average case size would be invented. They switch on the moment advisors fill the value in, or when a finance source is connected.

Executive

What the programme costs per outcome, from money actually invoiced and outcomes actually recorded in your CRM since 15 July. Each cost divides everything invoiced by the outcomes recorded for the 783 leads we sold you that are in your pipeline, matched to your CRM person by person rather than by date, so returning enquiries are counted too.

Invested since 15 July

$31,568

701 qualified leads at $45 each.

Cost per discovery booked

$130

242 booked out of 783 leads.

Cost per discovery attended

$205

154 actually sat down with you.

Cost per application booked

$355

89 reached an application meeting.

Where the leads got to

Every lead we sold you since billing began that is in your pipeline, and how far it travelled. Cost each divides what you paid by what came out.

Step	Reached	Of all leads	Kept from previous step	Cost each
Leads we sold you, in your pipeline	783	100.0%	start	-
Booked a discovery call	242	30.9%	31% kept 541 lost	$130
Attended the discovery	154	19.7%	64% kept 88 lost	$205
Booked an application meeting	89	11.4%	58% kept 65 lost	$355
Application submitted	60	7.7%	67% kept 29 lost	$526

Does every lead reach your CRM? Checked, and the answer is yes. Each of the 833 leads delivered since 15 July was matched to your CRM on email and phone: 783 of them, 94.0%, are in there. 50 of them never arrived, so they were delivered and billed but never reached your pipeline. That is the only real leak, and it is the one worth chasing.

Returning leads are counted now. 21 of those people were already in your CRM from before this programme, so their new enquiry attached to the record they already had. They used to be left out of the figures on this tab, which made every cost below look higher than it really was. They are included from today.

The cost of a no-show

Needs appointment data from your CRM calendar

Missed appointments are almost certainly the cheapest thing on this page to improve, and we are not putting a figure on them yet. Costing them means knowing how many booked calls were actually held, and the CRM records the stage a deal sits in rather than the history of who turned up. The moment appointment records are connected this becomes a real number.

Waiting on a finance source

These cannot be derived from ad data or the CRM. They are not estimated here, because an estimate on this page would be a made-up number.

Deal values in the CRM. 98% of opportunities carry a placeholder amount, so closed revenue, average case size and return on ad spend are not computable. This one is free to fix: it needs advisors to fill the value in when a case is written.

Sage, or a monthly manual input. Company expenses split fixed against variable, EBITDA and margin. Finance data, not marketing data.

Policy administration data. Persistency at 13 and 25 months, lapse by issue-month cohort, upfront against trail revenue split, and premium under management.

The upfront and trail split is worth starting to record now even by hand, so there is a clean before-and-after baseline when Phase 2 trail revenue begins contributing.

Leads and qualified come from your tracking sheet. Ad delivery comes from Meta Ads. Prepared by Lumen Leads for Fairway Benefits Insurance.