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Nitya Capital · Project A2V2 · Leadfins · October 2026

Why fewer A2V2 leads are booking calls

What changed after the October 2 relaunch, and what we are doing about it · Meta ad data and Nitya's CRM, up to October 13

Summary

$31.75
Cost per lead since the relaunch, compared with $27.58 before. About 15% higher, and the ads are still bringing in investors.
35% → 6%
Share of leads who booked a call, before and after the relaunch. For leads who have had at least 5 days to book, it is 15%.
2 reasons
Our call follow-up dropped off, and fewer investors are booking a call on their own.
Our planWe are fixing call follow-up today, and we would like to review the results with you on Tuesday, October 21.

What the new ads are doing well

Investment range of new leads
$100K to $200K: 320 of 411 (78%)$200K to $300K: 35 of 411 (9%)$300K+: 56 of 411 (14%)14%$300K+ beforeBefore Oct 2 · 411 leads
$100K to $200K: 44 of 65 (68%)$200K to $300K: 7 of 65 (11%)$300K+: 14 of 65 (22%)22%$300K+ sinceSince Oct 2 · 65 leads
$100K to $200K$200K to $300K$300K+
$27.60
Cost per lead on the main ad, #113 “Own 1,292 Sunbelt Apartments”
3.0%
Click rate since the relaunch, compared with 2.2% in September

More investors are clicking, and more of them say they can invest $300K or more. The biggest drops come after the click.

Meta ad export, Aug 4 to Oct 13 · investment range from the lead form, in Nitya's CRM

Most investors booked the call themselves

The 411 leads before October 2
Booked on their own: 131 of 411 (32%)Booked after a setter call: 13 of 411 (3%)Did not book: 267 of 411 (65%)35%booked a call
Booked on their own · 131Booked after a setter call · 13Did not book · 267
32%
of leads booked on their own before October 2
6%
of leads booked on their own since October 2

Before the relaunch, 9 out of 10 booked calls came from investors booking on their own. Since October 2, that share of leads is 6%.

Nitya's CRM: leads and calendar meetings, pulled Oct 14 · booked on their own = booked before our setter reached them

Where the drop happens

Before Oct 2Since Oct 2
Click to leadBefore: 12.8%12.8%Since Oct 2: 5.9%5.9%Booked on their ownBefore: 32%32%Since Oct 2: 6%6%Called by our setterBefore: 85%85%Since Oct 2: 66%66%Spoke for over a minuteBefore: 24%24%Since Oct 2: 7%7%

The two biggest drops are right after the click and right after the form.

Meta ad export to Oct 13 · Nitya's CRM and setter call log, pulled Oct 14 · 411 leads before, 65 since · over a minute = a conversation, since the CRM counts voicemails as answered

Our call follow-up dropped off

Setter calls per week
338Aug 24191Aug 31151Sep 7130Sep 1470Sep 2115Sep 2813Oct 551Oct 122 days
0 texts
No text message after a missed call
1 number
All 947 calls came from the same number, which makes it more likely to be flagged as spam

Our setter went from calling 5 to 7 days a week to 1 or 2 days from September 21. This one is on us, and we are fixing it today.

Setter call log, Aug 24 to Oct 13

How long investors waited for a first call

All 476 A2V2 leads
Within 5 minutes11 · 2%5 to 60 minutes13 · 3%1 to 24 hours160 · 34%More than a day206 · 43%Not called86 · 18%

Only 2% of investors were called within 5 minutes. In capital raising, leads called in the first 5 minutes book the most calls.

Setter call log and lead creation times, Aug 4 to Oct 13 · benchmark: capital-raising accounts, Leadfins coaching data

Is Meta reaching a less serious audience?

Since the relaunch, compared with September
Cost to show the adCost to show the ad: -28%-28%Click rateClick rate: +39%+39%Cost per clickCost per click: -48%-48%Leads per clickLeads per click: -54%-54%
What looks the same or better
  • Location
  • Time of day
  • Investment size
  • The lead form, and every lead answers yes to accreditation

Cheaper clicks with fewer leads, on the same form, usually means Meta has found a less serious audience. The age and placement split will confirm it.

Meta ad export, Oct 2 to 13 vs Sep 1 to Oct 1 · Nitya's CRM lead fields and phone area codes, Oct 14

Three things to confirm

To confirmWhy it matters
Calendar bookingsOur CRM shows only 6 meetings booked since October 5, from any source, and new leads now carry call date fields instead. If bookings from the thank-you page are not reaching the CRM, the drop is smaller than it looks.
Age and placementThis is the only way to confirm whether the audience has changed.
Pickup rateThe CRM counts voicemails as answered calls, so the pickup rate looks higher than it is.

We need your team for the first one: how many intro calls have been held since October 2? We are handling the other two.

What we change, and what we need

Leadfins, starting today
  1. Call every lead within 5 minutes, with a second call right after if there is no answer, and 6 attempts over 3 days
  2. Send a text after the first missed call
  3. Add more calling numbers and check them for spam flags
  4. Test ad #105 “Write off $200K”, where 36% of leads booked a call, against #113
  5. Review results by age and placement, and remove any group where fewer than 10% of leads book
From the Nitya team
  1. An export of intro calls from Calendly since October 2
Why it mattersIf your calendar shows more calls than our CRM, part of the drop comes from the sync and not from fewer bookings.
What we would like to agree on today

Target: 30% booked, 30% picked up

We suggest a target of 30% of leads booking a call within 7 days, and 30% of called leads picking up. Today we are at 6% booked. We suggest reviewing it together on Tuesday, October 21.