What converts

The findings that should drive decisions

About half of revenue is follow-on, not the initial license. TILT is a model + services business. Give consulting equal weight to models in copy and navigation.
The follow-on share has declined over the years. The May 2026 consulting launches exist to recapture it. Leading indicator the strategy is working: follow-on share trending back up over the next 6-12 months.
Real estate is the large majority of the funnel. Keep RE pages primary. Non-RE lines need their own lead-gen investment; they will not get free traffic.
Revenue is concentrated in a small set of long-term clients. Existing top clients are the highest-leverage consulting upsell; they already trust TILT and now have several new services to buy.
Development dominates RE demand, ahead of Acquisition, then Fund, then Quick Model.
Pricing is the biggest stated concern. Address posture without numbers; see Sales playbook and Pricing posture.
AI-search optimization is working (multiple confirmed LLM-citation leads). Continue the schema + FAQ + structured-content work.
Complex financing resonates. Most post-launch Development leads want at least one of LIHTC / TIF / Mezz / CPACE / Multi-Date Exit. Name these on Development pages.

On conversion history

There was a period where lead volume spiked while conversion fell, almost certainly low-quality top-of-funnel ad traffic. The corrective (focused variant pages instead of one catch-all) worked and should not be undone. Post-launch conversion looked below baseline on a small sample; it is within normal variance and worth re-checking once the sample is larger.

Data caveats (so nobody over-reads it)

Source attribution is barely tracked historically; most leads left it blank and the post-launch “Google” share is inflated by a dropdown default. Real channel mix is uncertain. Fixing the WPForms default is a flagged data-quality fix.
Treat short windows as noisy. The detailed tables and figures are in notes/ for anyone who needs the actual numbers.