Marketing & SalesMortgage

Everything You Need to Know About Mortgage Leads

mortgage leads

Each day thousands of mortgage seekers fill out forms on thousands of mortgage leads generation websites requesting more information on mortgage loans or quotes from mortgage lenders. These mortgage leads are made available to you by an array of internet mortgage leads generation brokers.

The BIG question is, are these online mortgage leads worth your effort and money? Will the return on investment be there? In this article we will discuss the in and outs, do and don’t s and questions you should ask when buying mortgage leads. Careful consideration must be given to purchasing mortgage leads.

Quality Mortgage Leads

What makes a quality mortgage lead? A lead that CLOSES. Not necessarily. We all know that not all leads will close. In fact if I was able to close between 8% and 14% of the mortgage leads I purchase online, I would be happy. I consider a mortgage lead to be a high quality lead if it meets the following criteria:

The Lead is Fresh

It is critical to find out how quickly a mortgage lead generation broker turns the lead around and delivers it to you. Best case scenario, the lead is delivered instantly (a real-time mortgage lead) and it is an exclusive mortgage lead (only delivered to you). At a minimum you want to make sure the lead is delivered in less than 48 hours. Otherwise, the lead is less valuable and should not be sold at the same premium as a real-time mortgage lead. The more time that passes from the time the user requested information, the less your chances of closing the sale to this lead. I’ve seen many cases where users deny even requesting information. The quicker you contact them, the less likely this is to happen. Hit while the iron is hot.

mortgage leads

The Lead is Accurate

One of the biggest challenges mortgage lead providers face is obtaining accurate data from users. No matter what type of technology a mortgage lead company claims to have, no company can completely stop users from entering inaccurate data. Companies will claim to have all sorts software to ensure more accurate data.

A recent example of technology to improve data accuracy is telephone number/location verification. Companies use software to make sure the area code in the phone number matches the state. This is a nice feature because chances are if a user is going to enter a bogus phone number they will not enter the correct area code. What you must do is evaluate mortgage lead generation companies and decide who has the best solution to fit your needs.

The Lead is a True Lead

What do I mean by a true lead? I consider a true lead to be a lead that was actually generated by someone that is truly interested in obtaining a mortgage. You have to be careful that the lead is not an ‘Incentivized Lead’. For those of you that aren’t familiar with this new term I will explain. Many websites today offer users incentives to fill out forms. In exchange for filling out these forms users are given points towards the purchase of merchandise or even money. Make sure you stay away from companies that have anything to do with incentivized leads. These leads are worthless !!!

What you should expect from an Online Mortgage Lead?

This is simple. Don’t set your expectations to high. Like I said earlier it would be great to close at a rate 8% – 14%. Remember that you are buying leads, not sales. Expect accurate data 80% of the time and try to close at least 8% of these leads and you should be doing very well for yourself.

Closing the sell to your Mortgage Leads

Again, this is a simple concept. The quicker you contact the lead, the better the chance of closing the sale. The first thing you should do is make contact. Once you have made contact with the lead ask questions and find out what they are looking for. After this initial contact you can follow up with a quote and answers to their questions. Quick response, quick response, quick response !!!!


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