Mortgage Lead Source Attribution: Know Which Channel Actu…
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How to attribute mortgage leads correctly across channels — first touch, last touch, multi-touch — and stop overpaying for channels that don't close.
How to attribute mortgage leads correctly across channels — first touch, last touch, multi-touch — and stop overpaying for channels that don't close.
Every LO thinks they know which channel drives loans. Half are wrong. Here's how to attribute correctly and reallocate spend to what actually funds.
The three models
First-touch (what discovered you), last-touch (what closed), multi-touch (weighted). Use all three for different decisions.
Tagging discipline
Every lead source auto-tags. Every conversion updates. Every funded loan back-attributes to the original source.
The reallocation move
Quarterly, cut the bottom 20% by cost-per-funded-loan. Reinvest in the top 20%. Compounds fast.
Related
Lead generation guide · ROI calculator
Attribution isn't sexy. It's how top producers spend the same dollars and fund twice the loans.
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