Lead Attribution Policy

Purpose

This policy defines how leads are categorized at the point of intake and how that categorization affects commission and payout calculations. Lead attribution determines who gets credit for a lead and at what rate — it is set at intake and does not change after the fact.

Disputes resolved after a job closes are expensive, disruptive, and avoidable. This policy eliminates ambiguity by establishing clear rules that apply consistently to every lead, every time.

Lead Types

Type A

Self-Gen

The Sales Rep sourced the lead directly through their own efforts — personal network, canvassing, social media presence, or direct outreach without any company advertising spend.

Examples: door knock, personal referral the rep cultivated, rep's own social post that generated an inquiry

Type B

Team-Gen

A Valverax team member referred or handed off the lead to Sales. This includes referrals from the OM, PM, AS, or other Reps — where a team member was the direct source, not advertising.

Examples: OM received a call from a homeowner who was referred by a past customer and booked the appointment, crew member referred a neighbor

Type C

Company-Gen

The lead came through company advertising, marketing, or digital channels — Google Ads, Facebook Ads, website forms, Home Advisor, Angie's List, or any paid or unpaid company-owned channel.

Examples: Google form submission, Facebook ad lead, Yelp inquiry, company website contact

Lead type is set by the OM at the time of HubSpot entry in the Generated By and Lead Source fields. Once set, lead type does not change unless a formal dispute is filed and approved within 48 hours of intake.

Attribution Rules

Attribution is set at intake. The OM sets the lead type when the contact record is created in HubSpot. Reps may not change it unilaterally.
Rep must state the source at intake. If a Rep calls in or emails about a self-gen lead, they must identify it as self-gen at that moment — not after the deal closes.
Ambiguous sources default to Company-Gen. If the source cannot be verified within 48 hours of intake, the lead is classified as Company-Gen. No retroactive upgrades.
Former customers referred by past customers. If a homeowner was referred to us by a past Valverax customer who is not a team member, this is Company-Gen unless the Rep personally cultivated that past customer relationship for the purpose of referrals.
Payout rates follow the current compensation structure. Self-Gen and Team-Gen rates are defined in individual rep agreements. This policy governs classification only — refer to your compensation agreement for rate differences.

Dispute Process

Disputes over lead attribution must be filed within 48 hours of the HubSpot contact creation date. Disputes filed after 48 hours will not be considered except in cases of documented OM error.

Rep or team member submits dispute in writing to OM — stating the claimed lead type and why, with any supporting evidence (text message, email, notes).

OM reviews and makes an initial determination within 24 hours. If the evidence clearly supports reclassification, OM updates HubSpot and notifies the Rep.

If the determination is disputed by the Rep, it escalates to the Owner. The Owner's decision is final. No further appeals are accepted.

All dispute resolutions are logged in the HubSpot contact notes with date, parties, and outcome.

Audit & Enforcement

The OM audits lead attribution monthly as part of the pipeline review. Any patterns of incorrect attribution — in either direction — are flagged to the Owner. Intentional misclassification of leads is a conduct violation subject to disciplinary action.

Back Office reviews attribution data against payout calculations on every closed deal. Discrepancies are reported to the OM and Owner before any payout is issued.