Real Estate · Mortgage Brokerage.
3.2× lead-to-close ratio — server-side GTM + MMM + cohort-aware lead scoring.
Spending well, closing badly. Attribution unreliable.
Mortgage brokerage running $140k/month across Google + Facebook + LinkedIn. Lead volume strong, lead-to-close conversion weak. Attribution was last-touch and demonstrably wrong — leads "from Facebook" were closing at half the rate of leads "from email" but Facebook got most of the credit.
Lead-scoring model was binary and stale. No MMM. No GeoLift testing. Real CAC by channel was unknown.
Server-side + MMM + cohort-aware lead scoring.
Server-side rebuild
GTM Server-Side via Stape. Meta CAPI + LinkedIn Conversions + Google Enhanced Conv. Offline conversion uploads from CRM (closed-won, not just lead).
MMM build
MMM model trained on 24 months of channel + revenue data. Region-level GeoLift validation on top-3 channels.
Lead scoring rebuild
Cohort-aware scoring model. Behavioural + firmographic + source-channel weighted by validated MMM coefficients.
Iterate
Channel-mix re-balanced based on validated CAC. Sales-team training on new scoring. Monthly forecast + actual reconciliation.
Our marketing dashboard had been lying to us for years. Once we trusted the numbers, lead-to-close went 3.2× higher on the same lead volume — because we stopped routing junk leads to sales.
120 days post-rebuild.
Same measurement method used for both windows. Numbers pulled from primary platform sources at write-up. Editorial standard at /about/editorial-standards/.
Stack we shipped.
Common questions about this engagement.
How was the Real Estate · Mortgage Brokerage result measured?+
Per the methodology callout above: a baseline window of 90 days pre-engagement compared against a result window of 90 days post-engagement using last-touch attribution sourced from primary platforms (GA4, Shopify, Stripe, ad-platform UIs, Klaviyo where applicable). The same measurement method is used for both windows; we do not change attribution mid-engagement to make the result look better.
What was the time-to-result?+
For Real Estate · Mortgage Brokerage, the bulk of the lift landed within the engagement window shown in the approach timeline. Compounding effects on slower-cycle channels (organic SEO, AEO citation share, lifecycle list growth) typically continue accruing for 6–12 months after the active engagement closes. We do not publish "uplift" numbers from a single inflated week; the result is the steady-state measurement window.
Could you replicate this for my brand?+
Honest answer: depends on category fit, current baseline, and execution discipline. The case is evidence the result has happened in similar mid-market brands; it is not a guarantee of replication. Our 7-day Free Growth Audit is the structured way to find out — it benchmarks your specific situation against category leaders + relevant case studies, identifies the recoverable gap, and ranks Top-5 fixes by revenue impact. The audit is delivered free regardless of whether you go on to engage.
Is the brand identifiable, and can I get a reference?+
Real Estate · Mortgage Brokerage is anonymised under mutual NDA — most mid-market brands will not attach their name to public revenue numbers, and our NDA terms typically prohibit it. Reference contacts (real, reachable people who worked on this engagement) are available on request after counter-NDA, returned within 48 working hours of brief acceptance. The published metrics are pulled from primary platform sources at the time of write-up; the editorial standards are at /about/editorial-standards/ and the case-studies policy is at /about/case-studies-policy/.
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Send GA4 + GTM access. 7-day teardown — server-side gap, attribution accuracy, MMM-readiness, and recoverable decision-quality lift.