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Special Reports
Lead Generation
Adchemy Unveils New Offerings and New Hires
By James Comtois
As an attempt to strengthen its growing mortgage lead generation business, Adchemy
Inc. here has released new offerings within its flagship product, Adchemy Actions. "Any company can generate
leads but the quality of these leads is often disappointing and cost prohibitive," said Murthy Nukala, founder
and CEO of Adchemy in a statement. "We are using technology in an extensive and scalable way to target, engage
and acquire customers for the mortgage industry."
Mr. Nukala added that, with Adchemy's new micro-targeted offerings and staff additions,
the company hopes to provide its mortgage customers with products that let them act on relevant leads, "rather
than sift through unqualified inquiries."
Adchemy has been steadily growing since it was founded in 2004. It recently announced
$19 million in new funding led by Mayfield Fund with additional investment from existing investor August Capital.
To date, the company has raised $27 million.
Adchemy works with such lending firms as Amerisave, Charter One, Equity Direct,
Nationwide Lending and Windsor Capital to strategically target and acquire customers online using a combination
of proprietary scientific algorithms and data. With the new offerings, Adchemy's customers are able to micro-target
segments to provide the highest quality mortgage loans. These include home purchase leads, Veterans Administration
leads, Federal Housing Administration leads, reverse mortgage leads and leads that have a higher propensity to
transact.
In conjunction with the new offerings, the company has appointed two executives
from Quicken Loans to the team.
The company's two new hires, Chris Meerschaert and Jon Moises, will join its mortgage
team. Mr. Meerschaert spent 12 years at Quicken Loans in product marketing and business development. Mr. Moises
previously spent six years at Quicken Loans focusing on customer acquisition and several years at Borders.com in online marketing.
By leveraging Adchemy Actions, firms are able to reduce the cost per funded loan
while increasing the total number of generated leads. The new offerings include higher intent to transact, which
signals to lenders that a consumer has high interest in obtaining a loan by enabling consumers to provide their
Social Security number; and home purchase leads, which enables lenders to target loans to individuals who are purchasing
a home and want to get a home purchase mortgage. In addition, Adchemy will add three new offerings to its mortgage
portfolio later this spring including FHA leads, providing lenders with the ability to offer federally insured
loans to qualified prospects; VA leads, giving lenders the ability to tailor loans for veterans; and reverse mortgage
leads, enabling lenders to develop loans for seniors 62 and older who might want to liquidate equity from their
property over time. By applying proprietary algorithms and science, Adchemy Actions manipulates numerous variables,
including placement, style, duration and content, to create targeted advertising for customers. Adchemy said this
approach enables it to deliver two to five times average return on investment.
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