Mortgage Loan Leads - What You Need to Know

When choosing a mortgage loan lead campaign, lead quality needs to be considered. Lead quality is determined by a number of factors. Each seasoned loan officer should be receiving, and working on, at least 3-5 "quality" leads per day unless they yield the same results through a consistent referral basis. The 3-5 range should keep their pipelines full and give them time to work out all the loans they are doing throughout the workweek. There is no time or money to be wasted, now that the mortgage loan industry has changed. Here some terminology will be discussed, questions, and insider perspectives on the mortgage lead industry. Some tips will also be provided on how to best use the leads you receive.

There are many questions you should ask your marketing company:

1. How are the leads generated (telemarketers, internet, the bureaus, television, radio, etc.)? There is a huge difference between borrowers who have been solicited by call centers or pop up ads on the internet, as opposed to borrowers who have initiated contact because they are in the market for obtaining or refinancing their mortgage loan. You know what it's like to be called by a telemarketer, rather than picking up the phone and calling someone yourself. Individuals are usually far more motivated to get something done by the time they are personally calling and are therefore easier to speak to, get information from, and at least begin the process of the loan. Consumers who have been contacted by a "stranger" tend to be, understandably, more reluctant to give out personal information.

2. Are you a lead aggregate or lead origination company (do you generate your own leads)? About 90% of the lead companies out there are aggregates, also known as lead brokers, meaning they buy mortgage loan leads generated by other people in massive volumes to resell to you. This way, high quantities of leads can be provided. Unfortunately, you don't know how many other times the originator sold these leads as well as the company from whom you are purchasing them. Also, many of these companies work with call centers abroad and websites that may be using gimmicks that will cost you dearly when the consumer expects something promised by the ad they originally responded to. The aggregate companies may not even know or be able to tell you exactly how and where these leads were generated.

Lead origination or generation companies generate their own leads via their own websites, call centers, and other media. If you are dealing with an honorable company, you will get what you pay for. However, the disadvantage may be the number of *leads* they are able to provide you with. This may result in lulls in your program, especially if you are licensed in limited states or put high demands and filters on the leads you want to receive.

3. How exclusive are the leads? When you buy an exclusive mortgage loan lead [http://lasertargeted.com/mortgage/mortgage-lead-generation.html] from a lead origination company, as opposed to an aggregate, it will be 100% exclusive.

4. Are you affiliated with the Better Business Bureau (many lead companies are not)?

5. How long have you been in business (should be more than 2 years)?

6. What is the estimated application ratio on these leads (should be at least 15%)? The application ratio is very important; even more so than the closing ratio. That's because the closing ratio depends more on you and your ability to offer the programs, services, and rapport with the customer.