Leaden: Lead Generation, Verification, Qualification, & Marketplace Distribution System (Mortgage & Solar)
This was one of the first complete systems I built—designed to capture inbound leads, qualify them, and distribute them through a controlled workflow. It handled both sides of the process: borrower intake and lender onboarding, with automation connecting everything from submission to delivery. The system was later duplicated for a separate solar lead pipeline with minimal changes to the core structure.
Year
2022-2023
Client
Joint Venture Project - Leaden
Type
Lead Generation & Distribution System
The Problem
- Needed a system to capture and manage high-quality loan leads
- No structured way to qualify or verify submissions
- Required a method to distribute leads to buyers in a controlled way
- Needed flexibility for different pricing and delivery models
- Had to support both lead generation and buyer onboarding
The Solution
Built a two-sided system connecting landing pages, forms, a database, and a delivery platform.
Borrower Side:
- Multi-step landing page forms with button-style selections
- Two intake paths:
- Quick contact form (high volume)
- Full application (higher intent, more detail)
- Central database to store and manage all submissions
- Internal workflow for manual lead verification
Lender Side:
- Separate onboarding flow with free trial access
- Ability to select target states and preferences
- Tracking of signups, lead deliveries, and activity
Distribution System:
- Verified leads automatically published into a private marketplace
- Partial data shown before purchase
- Full contact details delivered only after purchase
- Lead status tracked from new → verified → sold
How It Works
- Borrowers enter through either a quick contact form or full application
- Submissions are stored in a central database with a “New” status
- Leads are manually reviewed, called, and verified
- Verified leads are marked as confirmed
- Lenders sign up through a separate onboarding flow
- Confirmed leads are published into a private marketplace
- Lenders browse and purchase leads based on preferences
- Upon purchase, lead details are delivered and the record is marked as sold
Key Features
Multi-Step Intake Forms
Guided, button-based form flow designed to increase engagement and completion rates compared to traditional long-form submissions.
Two-Tier Lead Capture
Separate intake paths for quick contact (higher volume) and full applications (higher intent), allowing flexible lead qualification strategies.
Centralized Lead Management
All submissions stored and tracked in a single database with clear status progression from new to verified to sold.
Manual Verification Workflow
Built-in process for reviewing and confirming lead accuracy before distribution, improving overall lead quality.
Two-Sided System Architecture
Separate but connected workflows for borrowers and lenders, enabling controlled lead distribution and buyer access.
Flexible Lead Packaging
System designed to support multiple pricing models, delivery methods, and targeting options (such as location-based distribution).
Controlled Data Delivery
Sensitive lead information is withheld until purchase, ensuring secure handling of contact details and reducing risk.
Stack
WordPress
WooCommerce
AirTable
Gravity Forms
Conclusion
- 400+ leads generated through the system
- Over $130M in total requested loan volume (conservative estimate using lower ranges)
- Quick contact leads averaged ~$20–$25 per submission
- Full application leads averaged ~$90 per submission
- Approximately 50% of leads were successfully verified
All leads were manually reviewed, with duplicate and low-quality submissions removed prior to processing. Verified leads included full contact details and supporting context. Delays in manual follow-up were identified as the primary limitation, increasing the effective cost per verified lead to approximately $50–$60.
Insight
- This system was built before the current wave of AI tools, but follows the same core principles—structured data, clear workflows, and controlled automation.
- The main limitation was manual follow-up. Delays in contacting leads significantly reduced verification rates, even though the system itself was functioning correctly.
- This type of workflow is a strong candidate for AI-assisted intake and qualification, where immediate response can replace the slowest part of the process.
