🔴 Income Quality Has Dropped
$250K+ leads fell from 29% (Period 1) to 27% (Period 2). Sub-$100K leads jumped from 54% to 67%. The ad campaigns running during Week 1 were pulling significantly higher-income prospects than what's coming in now.
🔴 Capital Readiness is a Problem
37% of Period 2 applicants selected "Not ready yet" for capital. These leads are fundamentally unqualified — they're browsing, not buying. Only 20% have $250K+ available, which is your actual buyer pool.
🟢 Week 1 Ads Confirmed as the Winner
The March 1-7 cohort produced 8 confirmed buyers with an average income of $429K. The ad creative, audiences, and landing pages from that period were clearly attracting decision-ready, high-capital prospects. That's the benchmark to return to.
🟡 Volume is Up, Quality is Down
Period 2 has 101 applications vs 43 strategy calls — 135% more volume. But volume without quality is wasted spend. More calls ≠ more sales if the leads can't close.
📊 GHL Gives Better Data
The structured GHL form captures income AND capital separately, plus experience level, timeline, goals, and challenges. This is a major upgrade from HubSpot's free-text meeting body parsing. Use this data to build qualification scoring.
📋 Recommended Actions
1. Resurrect the Week 1 ad audiences and creatives
2. Add capital as a pre-qualification filter (auto-tag "Not ready" leads)
3. Build a lead score: Income × Capital × Timeline × Experience
4. Route $250K+ income + $100K+ capital leads to Paul/Randy first
5. Consider minimum capital threshold before booking a strategy call