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The Lifecycle of a Lead

The journey from initial calculator submission to final sale.

Phase 1: Consumer Record Creation

The process ignites the moment a potential customer provides their information through one of our calculators. The system immediately captures, validates, and classifies this initial data, creating a consumer record.

Example Lead Data Collection

This table shows the comprehensive data we collect about each lead during the consumer record creation process.

Field Category Example Value Purpose
Consumer ID System 5605956 Unique identifier for tracking
Email Contact Info Louisespinozajr@gmail.com Primary communication channel
Phone Contact Info (302) 321-5560 Secondary communication channel
Name Contact Info Louis Espinoza Personal identification
Address Location 2156 Mountain View Rd Service location
City, State, ZIP Loca3tion Rawlins, WY 82301 Geographic targeting
Coordinates Location 41.796, -107.251 Precise location mapping
Status Processing 0 (Initial) Lead lifecycle stage
Classification Processing 3 (VERIFIED_PHONE_VIA_SMS) Lead verification level
Max Contact Requests User Preference 4 User's desired company contacts
Service Type Industry Specific Roof Type: Shingle Project specifications
Source URL Attribution roofingcalculator.com Lead origin tracking
Project Estimate Industry Specific $9,220 - $25,355 Budget qualification
IP Quality Score Verification Valid, Active Line Fraud prevention
Created At System 2025-09-01 00:01:11 Timestamp for processing

System

Contact Info

Location

Processing

User Preference

Industry Specific

Lead Classification System

Understanding how leads are categorized based on their verification level and contact method availability.
IPQualityScore has a "live ping" to detect an active line.

0 - EMAIL_ONLY

Basic

Lead has only provided email address. No phone verification attempted.

1 - VERIFIED_EMAIL_ONLY

Email Verified

Email address has been verified as deliverable. No phone number provided.

2 - UNVERIFIED_PHONE

Phone Unverified

Phone number provided but not yet verified through any method.

3 - VERIFIED_PHONE_VIA_SMS

SMS Verified

Phone number verified through SMS confirmation process.

4 - VERIFIED_PHONE_VIA_CALL

Call Verified

Phone number verified through direct phone call confirmation.

5 - VERIFIED_PHONE_VIA_LEAD_PROCESSING

QA Verified

Phone verified automatically during lead processing workflow.

6 - VERIFIED_PHONE_VIA_REVALIDATION_SMS

Re-verified SMS

Phone re-verified through SMS after initial verification expired.

7 - VERIFIED_VIA_REVALIDATION_EMAIL

Re-verified Email

Email re-verified after initial verification expired or became invalid.

Lead Sources Overview

Lead data from September 2025 - Understanding where our leads originate is crucial for optimizing the lifecycle process.

Roofing Calculator

34,233

Conversion: 5.6%

SolarEstimate

20,109

Conversion: 4.1%

MySolar

8,457

Conversion: 5.9%

Fixr

7,312

Conversion: 6.1%

SolarReviews

3,953

Conversion: 5.2%

Bathroom Estimate

1,503

Conversion: 4.8%

Kitchen Estimate

144

Conversion: 3.5%

Initial Product Fields

  • ●
    Status: Set to `INITIAL`, marking the beginning.
  • ●
    Good to Sell: Defaults to `false` pending qualification.
  • ●
    Contact Requests: Captures the user's desired number of company contacts (1-4).
  • ●
    Channel & Classification: Records the lead's origin and type.

Phase 2: Consumer Product Creation

Simultaneously, a 'Consumer Product' is created. This internal record acts as the lead's passport, tracking its status, sales potential, and user preferences throughout its journey in the system before dispatching a job to begin the qualification process.

Phase 3: Qualification & Verification

Automated systems now scrutinize the lead. The process involves checking for duplicates, verifying eligibility, and running additional verification via IP Quality Score. This crucial step ensures only valid, high-quality leads proceed, progressing through a series of internal statuses.

Pre-BRS Validation Flow

Company Availability Check
↓
Campaign Budget Check
↓
Eligibility Rules Check (Timezone, recency)

Phase 4: Allocation Attempt

The system now attempts to find a suitable buyer. This process is time-zone aware, pausing allocation until a potential buyer's business hours. Before the main best revenue algorithm runs, a series of pre-validation checks ensures that potential buyers are available, have budget, and are eligible to receive the lead.

Phase 5: Best Revenue Scenario (BRS) Funnel

The heart of the system - a sophisticated filtering funnel that starts with hundreds of potential campaigns and systematically narrows them down to the final winners who will receive the lead. Each step eliminates unsuitable buyers until only the most profitable combination remains.

500+
Potential Campaigns
200+
Geography + Industry Match
50+
Budget Available
1-4
Final Winners

BRS Funnel Filtering Process

  1. 1

    Cast the Widest Net

    Input: 500+ potential campaigns

    Queries all active campaigns using basic filters like geography, industry, and performance thresholds. This creates the largest possible pool of potential buyers.

  2. 2

    Calculate & Adjust Pricing

    Remaining: ~200 campaigns

    For each surviving campaign, determines price based on bid hierarchy and adjusts it using the buyer's historical rejection rate to predict actual revenue.

  3. 3

    Budget Reality Check

    Remaining: ~50 campaigns

    Aggressively filters out campaigns that have exceeded daily/monthly budgets or don't have sufficient funds remaining. This is where most campaigns are eliminated.

  4. 4

    Final Revenue Optimization

    Winners: 1-4 campaigns

    Sorts remaining campaigns by revenue potential and tests different sale types (Exclusive, Duo, Trio, Quad) to find the absolute highest revenue combination.

Phase 6: Product Assignment Creation

Once the BRS algorithm selects the winners, the system creates `ProductAssignment` records. This officially assigns the lead to the buyers, sets the final cost, and marks the lead as delivered. This action triggers billing, logging, and rejection tracking for each buyer.

Product Assignment Record

  • Company ID: Selected Company
  • Cost: BRS Calculated Price
  • Sale Type: Exclusive/Duo/Trio/Quad
  • Delivered At: Current Timestamp
  • Rejection Window: 24-48 hours
📧

Company
Notifications

👤

Consumer
Confirmations

💻

Legacy CRM
Sync

Phase 7: Final Delivery & Notifications

In the final phase, the system dispatches a wave of events and communications. Buyers receive lead details via email/SMS/CRM, and all data is synced back to the legacy.