What does mortgage marketing reporting show?

Leads, contact rate, time to first contact, applications and closings by source, campaign, loan program, loan officer and branch, plus review requests and responses. Every number links to the contacts behind it.

What is a roll-up report?

A roll-up report adds lower levels into higher ones: each LO’s numbers add up to their branch, and branches add up to the company. Managers compare branches like for like because every branch uses the same six pipeline stages.

Can we see which marketing produces applications, not just leads?

Yes. Because the source and campaign stay on the contact all the way through the pipeline, reports show applications and closings by source, not just form fills.

Can loan officers see each other’s numbers?

By default LOs see their own numbers and the branch total. Managers see their branch; company admins see everything. You can share a leaderboard view if your culture likes that.

Do you report closed-loan volume and revenue?

The suite reports stages and counts. Loan amounts and revenue live in your LOS; you can import closed-loan amounts by export to see volume by source, but we do not pull loan data automatically.

Can we export reports?

Yes, to CSV at any time, and scheduled email summaries can go to managers each Monday.

Are website analytics included?

Page-level analytics are available for visitors who consent to analytics cookies. CRM reporting does not depend on cookies, because it counts form submissions and pipeline stages.

How current is the data?

Pipeline and lead reports update as events happen. Scheduled summaries reflect the previous week.

Suite 106 · Reporting

Roll-up reporting from company to loan officer

Mortgage marketing reporting that answers the Monday-morning questions: which sources produce applications, which branch responds fastest, and which loan officers need help, in one roll-up from company to branch to LO.

Book a walkthrough

Tolly pointing at floating glass bar, donut and line charts

Inside the dashboard

The reports managers actually open

These charts use made-up sample numbers to show what each report looks like. Your dashboard shows your own data.

Pipeline by stage, last 90 daysIllustrative example

Illustrative example with sample numbers, not client data.

Show the data table

Step	Count
Leads	412
Pre-qual	198
Application	121
Closed	74

Applications by sourceIllustrative example

LO pages & funnels: 38%
Referral partners: 29%
Past clients: 21%
Paid social: 12%

Illustrative example with sample numbers, not client data.

Show the data table

Segment	Value
LO pages & funnels	38%
Referral partners	29%
Past clients	21%
Paid social	12%

Median minutes to first contact, by branchIllustrative example

Illustrative example with sample numbers, not client data.

Show the data table

Item	Minutes
North branch	4 min
South branch	11 min
Coastal branch	27 min

Metrics glossary

What each number means

Reporting metrics defined
Metric	Definition	Why it matters
Leads	New contacts created in the period, any source	Top-of-pipeline volume
Contact rate	Leads with a logged conversation ÷ all leads	The first place leads leak
Time to first contact	Median minutes from lead creation to first call or reply	Speed-to-lead health
Application rate	Contacts reaching Application ÷ leads	Lead quality by source
Closings	Contacts reaching Closed in the period	The outcome that pays
Review response	Reviews received ÷ requests sent	Client experience signal

How roll-ups work

Every LO adds up to a branch, every branch to the company

Because every branch uses the same six stages and the same source names, the company view compares branches fairly. Managers drill down from any number to the contacts behind it.

Ask the front desk

Questions about reporting

YouWhat does mortgage marketing reporting show?

Funnel Suite team
Leads, contact rate, time to first contact, applications and closings by source, campaign, loan program, loan officer and branch, plus review requests and responses. Every number links to the contacts behind it.
YouWhat is a roll-up report?

Funnel Suite team
A roll-up report adds lower levels into higher ones: each LO’s numbers add up to their branch, and branches add up to the company. Managers compare branches like for like because every branch uses the same six pipeline stages.
YouCan we see which marketing produces applications, not just leads?

Funnel Suite team
Yes. Because the source and campaign stay on the contact all the way through the pipeline, reports show applications and closings by source, not just form fills.
YouCan loan officers see each other’s numbers?

Funnel Suite team
By default LOs see their own numbers and the branch total. Managers see their branch; company admins see everything. You can share a leaderboard view if your culture likes that.
YouDo you report closed-loan volume and revenue?

Funnel Suite team
The suite reports stages and counts. Loan amounts and revenue live in your LOS; you can import closed-loan amounts by export to see volume by source, but we do not pull loan data automatically.
YouCan we export reports?

Funnel Suite team
Yes, to CSV at any time, and scheduled email summaries can go to managers each Monday.
YouAre website analytics included?

Funnel Suite team
Page-level analytics are available for visitors who consent to analytics cookies. CRM reporting does not depend on cookies, because it counts form submissions and pipeline stages.
YouHow current is the data?

Funnel Suite team
Pipeline and lead reports update as events happen. Scheduled summaries reflect the previous week.

See your own numbers rolled up

Send a CSV of last quarter’s leads and we’ll show you the roll-up on the walkthrough.

Book a walkthrough

Free 30-minute walkthrough · no obligation · reply within 1 business day