The MCA lead conversion playbook: from first call to funded deal

The first five minutes

Speed matters more than anything else you control. A merchant who just asked about funding is near their phone and thinking about money. Every minute you wait, someone else may call first, or the owner gets pulled back into running the business.

1. 1Get the lead into your CRM instantly by webhook.
2. 2Call within five minutes. If no answer, leave a short voicemail.
3. 3Send a text right after the voicemail, if your process and consent allow it.
4. 4Send a short email with your name, number and what you need next.

The first call

Your goal on the first call is not to sell an advance. It is to confirm the need, build trust and get bank statements.

• Open: say who you are and that you are following up on their funding request.
• Confirm: amount, what it is for, and how soon they need it.
• Qualify: monthly deposits, time in business, existing advances.
• Ask: for the last three to four months of business bank statements.
• Set: the next step and a time for it.

Collecting statements

Make it easy. Send a secure upload link while you are still on the phone and stay on the line until it arrives if you can. Statements that come in during the first call fund at a much higher rate than statements you chase for days.

The follow up cadence

Many merchants do not answer the first time. A steady cadence wins:

• Day 1: call, voicemail, text, email
• Day 2: two calls at different times
• Day 3: call and a short email
• Days 5, 7 and 10: call and text
• Weekly after that until day 30

Log every touch. When a merchant says not now, ask when, and set the task.

Use the AI notes before you dial

On BrokerSeat each lead shows what our AI found when it looked the business up online. Read it before the call. Knowing the business name, what they do and where they are lets you open like a person who did their homework.

Mistakes that waste good leads

• Calling the next morning
• Pitching rates before you understand the need
• Asking for documents in a long email instead of on the call
• Stopping after two attempts
• Treating aged leads like fresh ones; they need a softer opener and more touches

Measure the playbook

Track speed to first call, contact rate, statements received and funded rate. Change one step at a time and compare. Our guide on how to buy MCA leads covers the cost side of the same math.