Lead attribution: city name match + area code fallback · 95% of CallRail leads, 100% of Website leads
⚠️ Out-of-Area + IE
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138 leads from out-of-state area codes (NY, FL, AZ, etc.) + 16 Inland Empire.
37% of all raw leads produce zero opps. Ad targeting opportunity.
✅ San Diego Carries the Business
78% of all wins come from SD.
Best filter rate (45%), best opp conversion (71%), and the only market with consistent closings.
SD is subsidizing expansion markets.
🚨 OC: Zero Wins from 8 Opportunities
0% win rate in January despite 45 raw leads and 8 qualified opps.
Confirms the OC problem from prior analysis (8% historical win rate, $10K+ cost/win).
Opp quality or sales process issue?
⚡ 37% of Raw Leads Are Wasted
154 leads from out-of-area or Inland Empire produced
zero wins. These are mostly out-of-state area codes hitting CallRail
from paid ads. Tightening geo-targeting could save significant ad spend.
📊 LA: Volume Without Velocity
103 raw leads → 2 wins (1.9% conversion).
LA has strong raw volume but the weakest filter rate (29%) and only 40% lead→opp.
The 2 wins prove the market works — needs better qualification process.