Dromi · Call analytics
Attribution built like a ledger, not a leaderboard.
Most mortgage CRMs hand you a conversion rate that is wrong in a direction that hides your best callers. Dromi classifies every dial the moment it happens and credits every stage to the person who actually held the loan.
Why a stock CRM’s conversion rate lies.
A stock CRM divides applications by every dial you made. That denominator includes dials on files that already applied and dials on files that are already dead, plus every time a manager picked up an LO’s lead to help.
Dromi types each dial at the moment it happens and computes conversion on fresh dials only. Same work, same applications, very different number.
31.7%
Conversion to application, fresh dials only
- Fresh dials
- 120
- App-save dials
- 104
- Dead-file dials
- 49
- Applications
- 38
A first real attempt on a new lead
Working a lead that already applied
Calling a file that is already gone
Dromi divides 38 applications by 120 fresh dials. Manager and team-lead dials on an LO's lead are excluded, so the LO's number stays clean.
Illustrative sample data
What the ledger records.
The call
An inbound call lands on a labelled tracking number tied to a specific campaign, or an outbound dial is typed as fresh, app-save or dead-file before it connects.
The handoff
When a loan moves between people, each stage credit stays with whoever held it at that moment. Nothing earned after a handoff leaks backward to the previous holder.
The funding
Funded credit goes to the final holder only, and the whole chain is credited back to the date of the original call even when funding lands months later.
Who loses deals, who saves them, who revives them.
A pipeline report tells you what funded. It does not tell you that one loan officer quietly rescued five files that were about to die, or that another lost three at cash to close in the same month.
Dromi tracks the survival story: files flipped away, files saved before a flip, loans that died, loans revived, and loans that funded after being written off. Per person, and per source.
- Call to app
- 7-day window
- Rescue credit
- Same-day contact + app
- Credit basis
- Holder at the event
- Double counting
- Structurally impossible
- Reporting cycle
- None, it is live
Questions we get asked
Does this need an export or an analyst?
No. It runs off an append-only event ledger, so the number is correct the instant the event happens. There is no month-end close and nothing to reconcile.
What stops a manager's dials from wrecking an LO's number?
Manager and team-lead dials on another person's lead are excluded from that person's conversion. Helping somebody should not cost them their number, and it should not inflate yours either.
Can we still see the industry-standard number?
Yes. Both are available. Being able to show a lender or a partner the conventional figure while running your floor on the accurate one turns out to be useful more often than you would expect.
Do we need your phone system for this?
The built-in dialer and softphone give the cleanest data because every event is captured at the source. We also have an approved RingCentral integration if you would rather keep your existing phones.
Run the math on your own dials.
Bring a month of call data. We will show you what your conversion rate actually is once the denominator is honest.
Or call 480-848-2864