Buddii Finance — Broker Performance Intelligence
Your leads.
Decoded.
Comprehensive analysis across 649 leads, 40 settled deals and 10 brokers. Aug 2025 – Jan 2026.
Total Leads
649
All time in dataset
Settled Deals
40
6.2% overall conv.
Total Commission
$175K
Avg $4,376 / deal
Total NAF
$2.29M
Avg $57,265 / deal
Best Month
Jan 26
151 leads, 5 deals
Monthly Performance
Volume & Conversions Over Time
Lead intake and settled deal count across the PM reporting months. Note: deals recorded in month of settlement, not lead date — some lag is expected.
Leads vs Deals — Monthly
— Leads ● Deals (right axis)
PM Period Highlights
Peak Month
Jan 2026
151 leads · 5 deals · 3.3% conv
Lowest Volume
Nov 2025
69 leads · 4 deals · 5.8% conv
PM Avg Conv Rate
~6.4%
25 deals from 391 leads (PM months)
Pipeline Health
Stage Breakdown
Where leads sit right now. The New → App Taken → Submitted gap reveals conversion drop-offs.
Lead Stages — All Time
Stage Funnel
New
206 leads
App Taken
194 leads
Submitted to Lender
37 leads
Documents Received
12 leads
Conditionally Approved
4 leads
Completed
21 leads
⚠ Big drop at Submission stage
From 194 (App Taken) to just 37 (Submitted to Lender) — only 19% of taken apps progress. This is a key bottleneck to investigate.
Lead Attrition
Why Leads Aren't Closing
Understanding close reasons helps identify whether loss is a contact/process issue or a product/finance issue.
Close Reason Distribution
Key Insights
CONTACT FAILURE — 160 leads (37%)
Unable to Contact (116) + Not Approved No Contact (21) + Bad Details (2) + Lost to Broker (7) = leads that never progressed due to contact issues. CRM follow-up cadence needs review.
FINANCE FAILURE — 156 leads (36%)
Unable to Finance (110) + Not Approved NP (23) = leads that progressed but couldn't be financed. Possible lead quality issue or lender panel gap.
JUNK LEADS — 47 (11%)
High junk rate worth filtering at source. Review which campaigns/forms drive junk and tighten qualification at entry.
ON HOLD — 24 (6%)
Opportunity pool — these leads may be re-engaged with a nurture sequence.
Acquisition
Traffic Sources
Where leads are coming from, based on 555 matched records (85% of all leads have medium data). 94 records have unknown medium — tracking gap.
Medium Breakdown (649 total)
Source Detail
Organic Search
319
49%
Google Ads (Paid Search)
106
16%
Unknown / Untracked
94
14%
Direct (No Referrer)
64
10%
Google My Business
34
5%
ChatGPT (AI Search)
28
4%
Referral
4
1%
🤖 ChatGPT is sending leads
28 leads tracked from chatgpt.com — a new and growing channel. Worth optimising Buddii's presence in AI search results proactively.
Lead Entry
Lead Source Details
How leads are entering the system — which form or channel they came through.
Lead Source Breakdown
Lead Entry Observations
67%
Apply Online DD
438 leads via the direct apply form — the dominant entry point. Optimising this form's UX has the highest leverage.
22%
Callback DD
142 leads via callback request — intent-qualified, broker should prioritise these for contact speed.
7%
Contact Us DD
44 leads via general contact form — typically lower intent than direct apply.
Broker Intelligence
Broker Performance
Individual broker stats across lead volume, settled deals, conversion rate and commission revenue generated.
All Brokers — Performance Table* Jordan Roberts & Hayden McGrath have deals from historical data, leads from PM period only
| Broker | Leads | Deals | Conv Rate | Total Commission | Avg Commission | Total NAF | Status |
|---|---|---|---|---|---|---|---|
| Jordan Roberts | 3 | 6 | * | $19,523 | $3,254 | $271,620 | Top Performer |
| Asako Nakamura | 149 | 7 | 4.7% | $18,524 | $2,646 | $212,257 | Consistent |
| Chase Kerr | 129 | 5 | 3.9% | $16,446 | $3,289 | $235,780 | Solid |
| Connor Skinner-Smith | 71 | 2 | 2.8% | $9,530 | $4,765 | $106,180 | Overloaded |
| Kody Veliscek | 95 | 5 | 5.3% | $9,403 | $1,881 | $88,482 | Good Conv |
| Hayden McGrath | 4 | 4 | * | $4,841 | $1,210 | $109,588 | High Quality |
| Brandon Cooke | 61 | 1 | 1.6% | $3,200 | $3,200 | $38,090 | Under Review |
| Ray Wang | 126 | 4 | 3.2% | $6,057 | $1,514 | $83,304 | Low Deal Value |
| Adi Mahabal | 4 | 0 | 0% | — | — | — | No Deals |
| Peter Bailey | 1 | 0 | N/A | — | — | — | Inactive |
Commission by Broker
Leads vs Deals (core brokers)
Lead Volume by Broker — Monthly (PM Months)
| Broker | Aug 25 | Sep 25 | Oct 25 | Nov 25 | Dec 25 | Jan 26 | Total |
|---|---|---|---|---|---|---|---|
| Asako Nakamura | 39 | 18 | 14 | 18 | 21 | 39 | 149 |
| Chase Kerr | 41 | 19 | 19 | 16 | 31 | 3 | 129 |
| Ray Wang | 22 | 20 | 21 | 13 | 17 | 33 | 126 |
| Kody Veliscek | 1 | 15 | 21 | 22 | 32 | 4 | 95 |
| Connor Skinner-Smith | — | — | — | — | 1 | 70 | 71 |
| Brandon Cooke | 39 | 19 | 3 | — | — | — | 61 |
| Adi Mahabal | — | — | 1 | — | 3 | — | 4 |
| Hayden McGrath | — | — | — | — | 3 | 1 | 4 |
| Jordan Roberts | — | 3 | — | — | — | — | 3 |
| Peter Bailey | — | — | — | — | — | 1 | 1 |
| Total | 142 | 94 | 79 | 69 | 108 | 151 | 643 |
25+ Very high
1–24 Active
— No activity
Close Reasons by Broker (key brokers)
Deal Placement
Lender Breakdown
Which lenders are being used across the 40 settled deals. WISR dominates, indicating potential panel concentration risk.
Deals by Lender
Lender Concentration Notes
⚠ Concentration Risk — WISR (20%)
8 of 40 deals through WISR. If their credit policy tightens, 20% of revenue at risk. Good to ensure diverse panel usage.
✓ Decent Diversity Overall
15 different lenders used across 40 deals. Good spread across mainstream (WISR, Now Finance, Plenti) and specialist lenders (Finance One, Money 3).
ℹ Top 3 Lenders — 45% of Deals
WISR (8) + Now Finance (6) + Asset Financier (4) = 18 deals. Consider lender-specific training to improve deal quality with these three.
Deal Count by Lender
Strategic Intelligence
Wins, Flags & Recommendations
Key insights extracted from the data — what to double down on and what needs attention.
Jordan Roberts — Deal Quality King
6 deals totalling $19,523 commission and $271K NAF. Highest total revenue of any broker. Avg deal size $45K NAF vs team avg $57K (inflated by a few large deals). Utilise Jordan's process as a template.
Jan 2026 — Peak Volume Month
151 leads — the largest month on record with 5 deals settled. Strong organic and connector growth driving volume. Understand what sustained the Jan surge and scale it deliberately.
ChatGPT Traffic Is Real
28 leads tracked from chatgpt.com — up from zero. This is a first-mover opportunity. Optimise Buddii's mention in AI responses around "car loans Brisbane" and "bad credit loans Australia".
Ray Wang — Low Deal Value
4 deals from 126 leads (3.2% conv) but avg commission only $1,514 — less than half the team average of $4,376. 25 "Not Approved" close reasons. Possible lender fit issue or deal type concentration. Review deal mix.
Brandon Cooke — Conversion Problem
61 leads, 1 deal (1.6% conv). High "Not Approved" rates (21 combined). Went inactive from Jan 26. Either capacity issue, lead quality issue, or needs targeted support. Needs immediate review.
Connor Skinner-Smith — Jan Surge
71 total leads with 70 in Jan 2026 alone — massive workload spike in a single month. Only 2 deals from 71 total leads. Risk of burnout and lead wastage. Assess capacity and redistribute if needed.
Unable to Contact — #1 Close Reason
116 leads (27% of all closed leads) couldn't be reached. This is a process failure, not a lead quality issue. Implement multi-touch follow-up: SMS + call + email within 5 mins of lead submission. Could recover significant revenue.
14% Unknown Medium — Fix Tracking
94 leads with no medium data. These could be dark social, direct traffic or untagged campaigns. Add UTM parameters to all ad campaigns and audit GA4 source attribution to close this visibility gap.
24 On-Hold Leads = Revenue Opportunity
24 leads sitting on hold. These are warm contacts who expressed intent but weren't ready. Build a 90-day nurture sequence to re-engage. Even a 25% conversion rate = 6 additional deals (~$26K commission).