What counts as invalid
The definition is written down so that a dispute has something to be judged against.
- The number is dead or belongs to someone who never enquired
- The person is outside the criteria you set: wrong state, wrong purpose, outside the loan range
- The person says they never filled in a form, and the record does not hold up
- The record duplicates one already sent to you
What does not count
A person who answered, enquired, and then decided against a loan. A person who chose another broker because the callback came in the evening. A person whose lender declined them after assessment. Those are outcomes of the sales conversation, and the conversation is yours. The finance screen is there to reduce them, and it is described under mortgage lead qualification, but it is not an approval and it is not a promise of settlement.
How to flag a lead
From your CRM or by reply, with a short note about what happened on the call. A line is usually enough. Keep your notes on the record, because the disputed cases are the ones where the person answered and said something the record does not show.
The review
Invalid leads are reviewed within five business days. The review checks the record against the flag: the verification log, the consent record, the criteria, and the duplicate history. Confirmed invalid leads are replaced or credited. The window exists because a claims process without a deadline is just a slow no.
Who this is not for
A broker who wants leads that did not convert treated as invalid. The review checks whether the record was wrong, not whether the sale was won. A lead that answered, enquired and chose another broker is a lost sale, and the fix for that is the callback, not a credit.
Why this is part of the model
Pay per lead only works if a lead that fails the definition is not paid for. That is what makes the price a fixed cost per lead rather than a fixed cost per record. The rest of the model is described under pay per lead in Australia.