Dean Capazorio — conversion rate

Gerrard's Insurance · lead → client · 26 May – 26 Aug 2026 · gerrards-crm synced 26 Aug 14:44 · generated 2026-08-26 14:44 NZ

3-month rate

18.1%

38 clients won from 210 leads

Rest of team

17.1%

212 from 1,237 · gap +1.0 pts

Rank

5 / 8

of brokers with 20+ leads

Trend

↓

31.2% Jun → 15.7% Jul → 7.9% Aug

The read

Dean is the strongest of the three on the window as a whole — 18.1% against the team's 17.1%, and on fully-mature leads only, 22.1% against 17.7%. Neither gap is statistically significant (p = 0.73 and p = 0.22), so read it as "at or slightly above the field", not as proof he is the best closer.

The trajectory is the thing to watch: 31.2% in June, 15.7% in July, 7.9% in August. Some of that is maturity — June's leads have had nearly three months to convert and August's have had three weeks — but it is not only maturity. The 30-day-capped rolling series, which holds maturity constant, still falls from 21.6% at the end of June to 15.8% by 27 July. Something changed after his first month.

Two things in his favour. He converts untagged web leads better than anyone measured here — 19.8% against the team's 13.9% — which is exactly the pool where Cohen is losing. And he makes by far the most calls, 69–101 a week against Cohen's ~60 and Kynwin's ~30. The effort is there.

The map — 4-week rolling conversion vs the rest of the team

Dean's first lead arrived in the week of 8 June; the line starts the following week, once his 4-week base is thick enough to mean anything. His rolling rate peaks at 21.6% at the end of June and declines from there. Dots are individual weeks, sized by lead volume.

Dean (4-wk rolling) Rest of team (4-wk rolling) Not yet mature

By month

June is his first month and the highest rate on this page — treat it as a ramp-up cohort, not a baseline. August is too young to score.

Month	Leads	Won	Dean	Team	Gap
June first month · ramp-up	64	20	31.2%	18.4%	+12.8
July	83	13	15.7%	18.6%	-3.0
August	63	5	7.9%	14.2%	-6.3

Where Dean sits — all brokers, 1 Jun – 5 Aug cohort

By lead source

This is the strongest part of his record: he is ahead of the team on the untagged web/inbound pool that makes up most of everyone's volume.

Lead source	n	Dean	Team	Read
(no source tag)	121	19.8%	13.9%	+5.9 pts
Phone Call	5	40.0%	29.5%	n too small
Client Referral	2	100.0%	31.8%	n too small
Networking Referral	2	50.0%	50.0%	n too small

What counts as one of Dean's leads

Three systems count August differently, and only one describes leads a human actually worked. The lead-distribution service recorded 21 rows for Dean in August, every one of them never delivered to GHL — it logs a routing intention, not an outcome.

Count	August	What it is
Whole business — GHL contacts	437	Every new lead, all sources, all brokers
Dean — GHL assigned	63	The denominator used here. Leads GHL says are his
Dean — lead-dist rows	21	21 distinct · 21 never delivered to GHL

Method & what I would not claim

Wins are read from the client won contact tag, not opportunity status. Won opportunities are deleted from the GHL pipeline, so status understates wins by roughly 4× from May 2026.
The denominator is contacts, not opportunities. The "Lost Lead" workflow destroyed opportunity rows through May–June, so opportunity-based conversion reads 5.0% company-wide in May against a stable ~20% on the tag measure.
August is incomplete. Half of wins land within 6 days, but the slowest 10% take 23+, so leads added after roughly 27 July still have wins to come. Expect August to finish above what it shows.
Significance: full window z = 0.34 (p = 0.734); on the fully-mature subset only (131 leads, 22.1% vs 17.7%) z = 1.22 (p = 0.223).
Deal counts only — no revenue weighting. broker_earnings stopped at 22 Jun 2026 and conversions holds zero won rows, so a $500 policy counts the same as a $50k one.
No speed-to-contact. opportunities.first_contacted_at is NULL on every row in this database.
Do not use enquiries.assigned_broker_id as a lead count. It is a shadow routing decision that matches real GHL assignment about 27% of the time, and it double-counts via the CRM tee.
Dean's window is ~11 weeks, not 13. His first lead arrived in the week of 8 June, so there is no May baseline and June doubles as his onboarding month. Its 31.2% rests on 64 leads in a month where he was also being handed his branch.
His decline is partly, but not wholly, a maturity artifact. The maturity-capped series falls too, just less steeply than the raw monthly numbers suggest.

Call activity by week (used only to sense-check presence, not performance)

Week	Dean	All brokers
2026-06-01	0	257
2026-06-08	7	400
2026-06-15	11	395
2026-06-22	41	421
2026-06-29	101	516
2026-07-06	46	418
2026-07-13	75	518
2026-07-20	91	557
2026-07-27	78	607
2026-08-03	86	557
2026-08-10	85	611
2026-08-17	83	699
2026-08-24	69	369