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System & Process Terms
BRS (Best Revenue Scenario)
The core algorithm that matches leads with buyer campaigns to maximize total revenue. It filters through 500+ potential campaigns using a 4-step funnel (geography/industry match → price calculation → budget check → revenue optimization) to select 1-4 winning campaigns.
Related: BRS Documentation
Consumer Record
The initial data capture when a potential customer submits information through a calculator. Contains contact info (name, email, phone), location data (address, coordinates), and project details (service type, estimates).
Created in: Phase 1 of Lead Lifecycle
Consumer Product
Internal tracking record created simultaneously with the Consumer Record. Acts as the lead's "passport" through the system, tracking status, Good to Sell flag, contact request count, channel, and classification throughout its lifecycle.
Created in: Phase 2 of Lead Lifecycle
Product Assignment
The official record created when BRS assigns a lead to buyer(s). Contains company ID, cost, sale type (Exclusive/Duo/Trio/Quad), delivery timestamp, and rejection window (24-48 hours). This triggers billing, logging, and rejection tracking.
Created in: Phase 6 of Lead Lifecycle
GTS (Good to Sell)
A flag on the Consumer Product that indicates whether a lead has passed all qualification checks and is ready for allocation. Defaults to false and is set to true after successful Phase 3 qualification.
Lead Classification (0-7)
System that categorizes leads based on verification level:
- 0 - EMAIL_ONLY: Only email provided, no phone
- 1 - VERIFIED_EMAIL_ONLY: Email verified as deliverable
- 2 - UNVERIFIED_PHONE: Phone provided but not verified
- 3 - VERIFIED_PHONE_VIA_SMS: Phone verified through SMS
- 4 - VERIFIED_PHONE_VIA_CALL: Phone verified by call
- 5 - VERIFIED_PHONE_VIA_LEAD_PROCESSING: Auto-verified during QA
- 6 - VERIFIED_PHONE_VIA_REVALIDATION_SMS: Re-verified via SMS
- 7 - VERIFIED_VIA_REVALIDATION_EMAIL: Email re-verified
Status Progression
The journey a lead takes through these statuses:
- INITIAL: Just created
- PENDING_REVIEW: Queued for QA
- UNDER_REVIEW: Currently being processed by QA
- PENDING_ALLOCATION: Passed QA, waiting for BRS
- ALLOCATED: Successfully sold to buyer(s)
- UNSOLD: Could not be matched with buyers
IPQualityScore
Third-party fraud prevention service used during Phase 3 qualification. Provides phone line verification ("live ping" to detect active lines), validation of email deliverability, and overall quality scoring to filter out fraudulent or low-quality leads.
QA Automation Engine
Automated system that validates leads before allocation using: 1) Industry checks, 2) Phone classification & regex validation, 3) Industry-specific ML processing (solar shade coverage, home type), 4) Approval or manual review routing. Processes leads in 5-120 minute batches, achieving 80% reduction in manual QA workload.
Related: QA Automation Documentation
Metrics & Financial Terms
RPL (Revenue Per Lead)
The average revenue generated per lead, calculated as Total Revenue ÷ Total Leads. Varies by vertical (e.g., Solar: $184, Roofing: $145). Used to measure pricing effectiveness and compare performance across industries.
Sell-Through Rate
Percentage of leads that are successfully sold to buyers. Calculated as (Allocated Leads ÷ Total Leads) × 100. Current benchmark: ~75%. Has declined as lead volume has grown faster than buyer capacity.
Related: Sell-Through Trends
Rejection Rate
Two types tracked:
- CRM Rejection %: Rejected by the installers CRM. Used to determine campaign eligibility for BRS (must be under threshold).
- Overall Rejection %: Includes all rejection types (manual and CRM). Used in price rectification formula to adjust bid prices downward.
Benchmarks: High performer: <2.1%, Average: 8.5%, Poor: >18.7%
Dollar-Weighted Rejection
Rejection calculation method that weights rejections by lead cost rather than simple count. Formula: (Sum of Rejected Lead Costs ÷ Sum of All Lead Costs) × 100. This prevents gaming the system by accepting cheap leads and rejecting expensive ones.
Price Rectification
BRS formula that adjusts campaign bid prices based on historical rejection rate to predict actual revenue. Formula: Final Price = Base Price × (1 - (Rejection % ÷ 100)). Example: $200 bid with 10% rejection = $180 rectified price.
Related: BRS Algorithm
Effective Yield
Metric that combines sell-through rate and RPL to show actual revenue per total lead generated (including unsold leads). Formula: Sell-Through Rate × RPL. Example: 75% sell-through × $150 RPL = $112.50 effective yield.
Budget Enforcement (115% Threshold)
By default, campaigns are paused when they reach 115% of their budget to account for processing delays and prevent overspending. "Never Exceed" option can be enabled to stop exactly at 100% (not recommended due to race conditions).
Related: Budget Management
Operations Terms
BDM (Business Development Manager)
Sales team member responsible for recruiting and onboarding new buyers.
Related: BDM Queues
Campaign
A buyer's configuration for receiving leads, including: geographic targeting, industry/vertical, budget limits (type: No-Limit, Daily Units, or Daily Spend), bid prices, and eligibility rules. One buyer can have multiple campaigns for different markets or lead types.
Sale Types (Exclusive, Duo, Trio, Quad)
How many buyers receive the same lead:
- Exclusive: 1 buyer only (highest price per lead)
- Duo: Shared between 2 buyers
- Trio: Shared between 3 buyers
- Quad: Shared between 4 buyers (maximum allowed)
BRS tests all scenarios and selects the combination that generates the highest total revenue.
Rolling Window (30-Day)
Time-based calculation method that looks at the previous 30 days of data. Used for: budget tracking, rejection rate calculation, and performance metrics. Updates continuously as the window "rolls" forward (oldest day drops off, newest day added).
Lead Sources
Calculators and websites that generate leads:
- Roofing Calculator: 34,233 leads/month (Sept 2025)
- SolarEstimate: 20,109 leads/month
- MySolar: 8,457 leads/month
- Fixr: 7,312 leads/month
- SolarReviews: 3,953 leads/month
- Bathroom Estimate: 1,503 leads/month
- Kitchen Estimate: 144 leads/month
CRM Integration
Automated connection between the platform and buyer's Customer Relationship Management system. Enables real-time lead delivery, automatic data syncing, and rejection tracking. Supports webhook-based and API-based integrations.
Webhook
HTTP callback mechanism that automatically sends lead data to a buyer's system when a Product Assignment is created (Phase 7). Buyer provides a URL endpoint that receives POST requests with lead details in JSON format.
Technical & Industry Terms
Verticals / Industries
The five home improvement industries currently served:
- Roofing: Largest volume, $145 RPL
- Solar: Highest RPL at $184, complex qualification
- Windows: $167 RPL
- Siding: $162 RPL
- Bathroom/Kitchen: Newer verticals, lower volume
TCPA (Telephone Consumer Protection Act)
Federal law regulating telemarketing calls, auto-dialed calls, prerecorded calls, text messages, and faxes. Requires express written consent before contacting consumers. Violations can result in $500-$1,500 per call penalties. All leads must comply with TCPA consent requirements.
DNC (Do Not Call)
National and state registries of phone numbers that have requested not to receive telemarketing calls. The platform automatically scrubs leads against DNC lists during Phase 3 qualification to ensure compliance.
API (Application Programming Interface)
Technical interface that allows external systems to interact with the platform programmatically. Used for: CRM integrations, custom reporting, lead delivery, and rejection notifications.
❓ Frequently Asked Questions
Common questions organized by role and topic.
For Buyers
How are lead prices calculated?
Lead prices are determined by your campaign bid, adjusted by the BRS price rectification formula: Final Price = Base Bid × (1 - (Rejection % ÷ 100)). For example, if you bid $200 but have a 10% rejection rate, your rectified price is $180. This means campaigns with lower rejection rates effectively pay higher prices and win more leads in the BRS auction.
Factors affecting price:
- Your base bid amount
- Your historical rejection rate (30-day rolling window)
- Competition level in the market
- Lead quality/classification level
- Sale type (Exclusive vs Duo/Trio/Quad)
Why isn't my campaign receiving leads?
Common reasons campaigns don't receive leads:
- Budget exhausted: Check if you've hit your daily or monthly limit
- Campaign paused: Verify campaign status is "Active"
- CRM rejection rate too high: If your rejection rate exceeds the threshold, you'll be filtered out during BRS pre-validation
- Bid too low: After price rectification, your bid may not be competitive
- Geographic mismatch: No leads available in your target areas
- Outside business hours: BRS is timezone-aware and won't allocate during off-hours
- Low lead volume: Not enough leads generated in your vertical/region
Next steps: Contact your account manager or check the troubleshooting guide.
What's the difference between budget types?
| Type | Best For | How It Works |
|---|---|---|
| No-Limit | High-volume buyers, testing | No restrictions, receive all available leads |
| Daily Units | Predictable lead flow | Set max leads per day (e.g., 50 leads/day) |
| Daily Spend | Budget control | Set max spend per day (e.g., $5,000/day) |
All budgets use a 30-day rolling window and enforce at 115% by default to prevent race conditions.
Related: Budget Management Documentation
How can I reduce my rejection rate?
Best practices to reduce rejections:
- Contact leads quickly: Reach out within 5 minutes of receiving the lead
- Verify CRM integration: Ensure leads are flowing correctly into your system
- Train your sales team: Proper qualification and follow-up techniques
- Set realistic expectations: Only target geographies and industries you can actually serve
- Review rejection reasons: Look for patterns in why you're rejecting
- Don't game the system: Dollar-weighted calculation prevents accepting cheap leads and rejecting expensive ones
- Check technical issues: Many rejections are due to failed deliveries or CRM errors
Target benchmarks: <2.1% = High Performer, 8.5% = Average, >18.7% = Needs Improvement
Related: Rejection Engine Documentation
How long does it take to go live with a new campaign?
Typical onboarding timeline:
- Day 1-2: Account setup, contract signing, payment processing
- Day 3-5: Campaign configuration (targeting, budgets, bids)
- Day 5-7: CRM integration and testing (if applicable)
- Day 7: Campaign goes live, start receiving leads
Expedited setup: If you skip CRM integration and use email/phone delivery, you can go live in 2-3 days.
Can I appeal or dispute a lead rejection?
Currently, there is no formal appeal process documented. However:
- Technical/Delivery failures: These should be automatically credited
- Quality disputes: Contact your account manager within the rejection window (24-48 hours)
- Documentation needed: Provide call recordings, screenshots, or other proof
Note: This is an area flagged for improvement in the documentation roadmap.
For BDMs (Business Development Managers)
How should I prioritize my queue?
Existing Companies Queue priority:
- Top 500 revenue status (highest priority)
- Recent lead purchase history
- Google reviews count/rating
- Days inactive (120+ days)
Prospecting Queue priority:
- Source verification (HomeAdvisor > Yelp > Manual entry)
- Google reviews presence
- Company size indicators
- Geographic coverage needs
Recommendation: Focus on Existing Companies Queue first (higher conversion rate, faster onboarding).
Related: BDM Queues Documentation
When does a company get auto-released from my queue?
Auto-release timelines:
- Existing Companies Queue: 5 days
- Prospecting Queue: 7 days
After auto-release, the company goes back into the general pool and can be assigned to another BDM. Make sure to follow up promptly to avoid losing prospects.
What's the difference between the two queues?
| Factor | Existing Companies | Prospecting |
|---|---|---|
| Purpose | Re-engage churned buyers | Qualify new companies |
| Filter | 120+ days inactive | New/unverified |
| Assignment Duration | 5 days | 7 days |
| Conversion Rate | Higher (warm leads) | Lower (cold leads) |
| Data Quality | High (verified history) | Variable (needs verification) |
For Operations & QA Teams
How long does QA automation processing take?
Processing timeline:
- Batch window: 5-120 minutes (small batches processed more frequently)
- Industry checks: < 1 second
- Phone classification & regex: 1-2 seconds
- ML processing (Solar): 2-5 seconds
- Total per lead: ~5-10 seconds of actual processing
Note: Most "wait time" is batching delay, not processing time. Leads are grouped to optimize throughput.
Related: QA Automation Documentation
What triggers a manual review?
Leads requiring manual review:
- ML confidence below thresholds: Overall <90%, Shade <85%, Solar type <80%, Mobile home <75%
- Regex validation failures: Names with special characters, suspicious email patterns
- Profanity detection hits: Potential fake/spam submissions
- Industry classification uncertainty: Ambiguous project type
- IPQualityScore flags: Fraud indicators or low quality score
- Duplicate detection ambiguity: Possible duplicate but not certain
These leads move to status PENDING_REVIEW and appear in the manual QA queue.
What's the 80% reduction in manual QA workload?
Before QA Automation, every lead required manual review. Now:
- ~80% of leads: Auto-approved and proceed directly to BRS
- ~20% of leads: Require manual review (edge cases, low confidence)
This means the QA team can focus on complex cases while the system handles straightforward validations automatically, dramatically increasing throughput.
For Analytics & Executives
How is sell-through rate calculated?
Formula: (Allocated Leads ÷ Total Leads Generated) × 100
Example:
- Total leads generated: 13,930
- Leads successfully allocated: 10,462
- Sell-through rate: (10,462 ÷ 13,930) × 100 = 75.1%
Important notes:
- Unsold leads (3,468 in example) represent lost revenue opportunity
- Lower sell-through indicates buyer capacity constraints
- Historical trend: 100% (2021) → 72.6% (2026 YTD)
Related: Sell-Through Trends Analysis
What's a good rejection rate for the platform?
Industry benchmarks:
- Excellent: <2.1% (Top 10% of buyers)
- Good: 2.1% - 5.0%
- Average: 5.0% - 8.5%
- Below Average: 8.5% - 15.0%
- Poor: >18.7% (Bottom 10% of buyers)
Platform-wide target: <5% overall rejection rate
Impact of high rejections:
- Campaigns filtered out of BRS if CRM rejection % too high
- Reduced effective bid price via price rectification
- Lower allocation volume
- Potential account review or suspension
Related: Rejection Engine Documentation
How do I interpret the HHI (concentration) metric?
The Herfindahl-Hirschman Index (HHI) measures buyer concentration/competition:
Calculation: Sum of squared market share percentages
Interpretation scale (0-10,000):
- 0-1,500 (Competitive): Many buyers, well-distributed. Good for sellers.
- 1,500-2,500 (Moderate): Some concentration, still healthy competition
- 2,500-10,000 (Concentrated): Few buyers dominate. Risk of pricing power.
Current platform HHI: 313 = Extremely competitive, no single buyer dominates
This is healthy for the marketplace as it ensures fair pricing and no buyer dependency risk.
What's the difference between RPL and Effective Yield?
RPL (Revenue Per Lead):
- Average revenue per sold lead only
- Formula: Total Revenue ÷ Allocated Leads
- Example: $1.74M ÷ 10,462 = $166 RPL
Effective Yield:
- Average revenue per total lead generated (including unsold)
- Formula: Sell-Through Rate × RPL
- Example: 75.1% × $166 = $125 effective yield
Why it matters: Effective yield shows true monetization efficiency. As sell-through drops, effective yield drops even if RPL stays the same.