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Special Reports
In this section of BrokerUniverse we examine a subject of key importance
for mortgage originators every month, based on special reports that run in our sister publication, Origination News.
Lead Generation
Finding The Right Blend
Getting business to perk up has been a challenge recently and lead generation
may help, but only if it is done right. Ideally, prospects have gone through an effective filtering process.
Only those most likely to be interested in closing loans should be served to originators.
Like some coffee drinkers, companies have different theories as to which method
produces the best blend.
Some, as you'll read about in this Special Report, believe the right automation
is needed. Zillow.com, for example, believes it can generate good leads by providing a place where a consumer can take
a "taste test" by anonymously searching for and comparing loan quotes from participating originators.
Meanwhile, a consumer scoring company specializing in underbanked consumer lending, L2C Inc., says good leads come
pouring out of a recently upgraded tool designed to provide renewable marketing lists for pre-approved and "invitation
to apply" campaigns. For Low.com, the key lies in keeping leads "warm."
Another company detailed in the pages that follow, Adchemy, uses what sounds like
the kind of scientific/mathematical efforts its name might suggest to produce leads. Specifically, it says it applies
"proprietary algorithms and science" and "manipulates numerous variables, including placement, style,
duration and content," to create "targeted advertising." It has plans for new "micro"
brews that allow customers to tailor leads to taste, if they are specifically interested in FHA, VA and/or reverse
mortgages.
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