40% closing %? Is that a typo? If 40% is accurate why would you stop using that lead source? If 40% is accurate then why would agents even be using DM leads anymore? Even David Duford would be pushing that lead source in his videos for good sources of FE leads.
Those TM leads sound like they are better than TV leads. How much were those 40% closing % TM leads?
Not 40% of the leads but 40% of those that actually agree to listen to a presentation. 35%-40% has been my average closing over the years. Even back in the day when I was taught to canvass the formula was 40/15/5.. 40 calls should result in 15 interviews (presentations) which should produce 5 sales (consisting of 1 or more applications). That is a 33 1/3% closing ratio and we are talking about cold canvassing..
I haven't kept track of what percentage of the leads agree to an interview but I would say it is around 60%. So out of 10 leads, you get 6 interviews and 2.4 sales. That is approximately 25% of the leads resulting in a sale.