HighLevel Reporting for Mortgage Teams: What to Track

You're generating leads, running automations, and closing loans through HighLevel. But can you tell me right now, without checking anything, what your lead-to-application conversion rate was last month? What about your cost per closed loan by lead source? Which of your LOs has the fastest speed-to-lead response time?

If you can't answer those questions, you're flying blind. And in mortgage, flying blind means wasting money on marketing that doesn't work and missing opportunities you don't even know you're losing.

HighLevel has reporting built in. It's not perfect, and it requires some setup to be useful for mortgage. But once configured correctly, it gives you the visibility you need to make smarter decisions about your marketing spend, your team's performance, and your pipeline health.

The Metrics That Actually Matter for Mortgage

Before you build any dashboard, you need to know what to measure. Not everything HighLevel can track matters for your mortgage business. Here are the metrics worth watching:

Lead Flow Metrics

• New leads per source per week: How many leads came from Facebook ads vs. Zillow vs. your website vs. referrals? This tells you where to invest more (and where to cut).
• Speed-to-lead: Average time between a lead coming in and your first response. Under 5 minutes is the target. Under 1 minute is elite.
• Lead-to-contact rate: Of all new leads, what percentage did you actually have a conversation with? If you're generating 100 leads and only talking to 20, you have a contact problem, not a lead problem.

Pipeline Metrics

• Stage conversion rates: What percentage of leads move from "New" to "Contacted" to "Application" to "Processing" to "Closed"? This shows you exactly where deals are dying.
• Average time in each stage: If leads sit in "Application Submitted" for 3 weeks before moving to processing, something's broken in your ops.
• Pipeline value: Total estimated loan volume in each stage. Gives you a revenue forecast.

Marketing ROI Metrics

• Cost per lead by source: Facebook ads might generate cheap leads, but if they never close, your cost per CLOSED LOAN from Facebook is actually terrible.
• Cost per closed loan: This is the ultimate metric. Total marketing spend divided by closed loans, broken down by source.
• Lifetime value by source: Referral leads might cost nothing upfront and close at 5x the rate of paid leads. Track this.

Team Performance Metrics

• Response time by LO: Which team members respond fastest? Who lets leads sit overnight?
• Conversion rate by LO: Same leads, different conversion rates. That's a coaching opportunity.
• Activity volume: Calls made, texts sent, appointments booked per LO per week.

Setting Up Reporting in HighLevel

The Dashboard

HighLevel's main dashboard gives you a high-level (pun intended) overview: new contacts, opportunities, pipeline value, and revenue. This is your daily snapshot. Customize it by clicking the settings gear to show the date ranges and metrics most relevant to your mortgage business.

Pipeline Reporting

Your pipeline is your most important reporting tool. If it's set up correctly, it's a real-time visual of your entire mortgage operation.

For mortgage, we recommend this pipeline structure:

• New Lead: Just came in, not yet contacted
• Contacted: Had initial conversation
• Pre-Qualified: Pulled credit, reviewed financials, pre-qualified
• Application Submitted: Full 1003 received
• In Processing: Docs submitted, underwriting in progress
• Clear to Close: Approved, scheduling closing
• Closed: Funded
• Lost: Didn't close (with a required "lost reason" tag)

The "Lost" stage is just as important as "Closed." Require a lost reason for every deal that dies: went with competitor, credit issues, couldn't qualify, lost contact, timeline pushed. This data tells you where to focus your improvement efforts.

Attribution Tracking

HighLevel can track where leads come from using UTM parameters, lead source fields, and form-specific tags. Set this up properly from the start:

• Use unique forms (or hidden fields) for each lead source
• Add UTM parameters to all ad URLs
• Tag leads automatically based on the form or funnel they came through
• Never manually type lead sources (use dropdown or automation to keep data clean)

Dirty data is worse than no data. If half your leads are tagged "Facebook" and the other half are tagged "FB Ads" or "facebook" or left blank, your reporting is useless. Standardize early.

Building Custom Reports

Weekly Marketing Report

Every Monday morning, you should know:

• How many new leads came in last week (by source)
• How many appointments were booked
• How many applications were submitted
• Pipeline movement: what moved forward, what stalled, what was lost
• Marketing spend vs. pipeline value generated

You can automate this with HighLevel workflows. Set up a weekly trigger that pulls pipeline stats and sends a summary email to your team or management every Monday at 8 AM. It's not a native "report builder" feature, but creative use of workflows and custom values gets you there.

Monthly Performance Review

Once a month, go deeper:

• Cost per lead and cost per closed loan by source
• Conversion rates at each pipeline stage
• Average days from lead to close
• Team member performance comparison
• Review count and average rating trending

Using HighLevel's Reporting Tab

HighLevel's Reporting section (under the reporting icon) gives you access to:

• Google Ads reporting: If you're running Google Ads through HighLevel's integration, you get spend, impressions, clicks, and conversions right inside the platform.
• Facebook Ads reporting: Same as above for Facebook campaigns.
• Call reporting: Inbound and outbound call volume, duration, and outcomes.
• Appointment reporting: Bookings by source, show rates, and no-show rates.
• Attribution reporting: First touch and last touch attribution to see which channels deserve credit for closed deals.

Where HighLevel Reporting Falls Short (And How to Supplement)

Let's be honest: HighLevel is a CRM first and a reporting platform second. There are gaps:

• No custom report builder: You can't drag and drop fields to create custom reports like you can in Salesforce. You work with the built-in views or export data.
• Limited cross-pipeline reporting: If you run multiple pipelines (purchase vs. refi, for example), comparing them side-by-side isn't straightforward.
• No automated report scheduling: There's no "send this report to my email every Monday" button. You build it with workflows or export manually.

For teams that need more sophisticated reporting, the workaround is to export HighLevel data via API or CSV into Google Sheets or a BI tool like Google Data Studio. This gives you full control over visualizations and automated reporting.

Making Reporting a Team Habit

Data is only useful if it changes behavior. Here's how to make reporting part of your team's DNA:

• Daily standup (5 min): Quick check on new leads, today's follow-ups, and any deals moving to close this week.
• Weekly team meeting (30 min): Review the weekly marketing report. Celebrate wins. Identify stuck deals. Assign action items.
• Monthly deep dive (1 hour): Full performance review. Marketing ROI analysis. Team member coaching. Strategy adjustments for the next month.

Post your team's key metrics somewhere visible. A shared Slack channel, a TV in the office, a pinned Google Sheet. When people see the numbers daily, they care about the numbers daily.

The difference between a mortgage team that does $50M a year and one that does $150M often isn't talent. It's visibility. The $150M team knows exactly where their leads come from, how fast they respond, and where deals die. Then they fix the leaks. Reporting makes that possible.

HighLevel gives you the foundation. Set up your pipeline properly, tag your lead sources consistently, and build a weekly reporting rhythm. You don't need fancy BI tools to start. You just need clean data and the discipline to look at it.