Lead Sources

Lead sources tag loans with their origin channel so you can track which marketing, referral, and business development activities drive production.

What lead sources are

A lead source is a simple named record — for example, “Zillow,” “Realtor Referral,” “Past Client,” “Builder Partnership,” or “Company Website.” When a loan is entered or imported into Keystone, it can be associated with one of these lead sources.

Lead sources serve two main purposes:

1. Tracking and analytics — Understand which channels produce the most volume, the highest close rates, and the best revenue. Keystone includes lead source analytics dashboards that break down performance by source.
2. Commission rules — Commission templates can include rules that vary by lead source. For example, you might pay a lower commission split on company-provided leads (where the company spent marketing dollars) versus self-generated leads (where the loan officer sourced the business themselves).

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Lead sources are managed within Administration > Company Settings under the Lead Sources section.

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Adding a lead source

1. On the Company Settings page, find the Lead Sources section.
2. Enter a name in the text field (1—100 characters, required).
3. Click Add (or press Enter).
4. The new lead source appears in the list immediately.

Naming suggestions

Keep lead source names concise and consistent. Here are common examples:

Lead Source	Description
Zillow	Leads from Zillow.com
LendingTree	Leads from LendingTree
Realtor Referral	Referrals from real estate agents
Past Client	Repeat or referral business from previous borrowers
Builder	Leads from builder partnerships
Company Website	Inbound leads from your company’s website
Self-Generated	Loan officer’s own personal network and marketing
Bank Statement	Specific product-driven leads (e.g., Non-QM marketing)

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Editing a lead source

1. In the Lead Sources list, click the edit control next to the lead source you want to rename.
2. Update the name.
3. Save the change.

The updated name will be reflected on all existing loans that reference this lead source.

Renaming a lead source updates it everywhere — historical loans, reports, and commission rules will show the new name.

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Deleting a lead source

1. In the Lead Sources list, click the delete control next to the lead source you want to remove.
2. The lead source is removed immediately.

Deleting a lead source removes it from the system. If any loans or commission rules reference the deleted lead source, those associations will be cleared. Consider renaming instead of deleting if you want to preserve historical data under a different label.

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How lead sources are used

In loan tracking

When creating or editing a loan, you can select a lead source from a dropdown. This tags the loan with its origination channel.

In analytics

The analytics module includes lead source breakdowns. You can view:

• Volume and units by lead source
• Conversion rates by source
• Revenue contribution per channel
• Trends over time

This helps management understand which channels to invest in and which are underperforming.

In commission rules

Commission templates support conditions based on lead source. Common patterns include:

• Company leads vs. self-generated — A lower split (e.g., 50 bps instead of 100 bps) when the company provided the lead
• Partner-specific overrides — Different compensation when the lead comes from a specific builder or referral partner
• Bonus tiers — Additional bonuses for self-generated leads that close

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Related pages

• Company Settings — lead sources are managed on the settings page
• Employees — employees originate loans that are tagged with lead sources
• Lenders — lenders and lead sources are both used as dimensions in commission rule conditions