We have been getting a lot of request from our Lead Buyer Readers to dig (Digg Us, that’s a good idea too) a little deeper into the Lead Provider’s listed in the Top 5 on Lead Marketwatch each week. So, here you go:
5. ZipSearch.com, is a consistent top 5 mortgage lead provider. They are a privately held company founded in 1995, and continues to be, lead by David Schneider.
They are a strong search and email marketers with an excellent inventory of web properties. Recently, they have invested their resources in improving niche offerings in FHA/VA leads. One of the things a lot of our customers praise ZipSearch is the investment they spend on qualifying their leads with TargusInfo and other data services to ensure data accuracy, loan limits, and 14 other qualifying metrics.
Another “feature” our male mortgage brokers are raving about is the notable addition of the ZipSearch! Girl.
4. GetSmart.com, was acquired by LendingTree back in 2003, most likely, has a defensive strategy to growing short form powerhouses like LowerMyBills. Traditionally, it has been common wisdom that short-form leads performed worse than long-form leads simply based on the commitment level of the consumer to complete the application. However, this wisdom may be changing with tighter credit policies and heavy volatility in rates and qualifications. GetSmart, bolstered by new highly motivated and experienced new leadership is showing consistent and growing quality in this format. Combine that with the strength of the LendingTree brand awareness and customer loyalty and you can see why there conversion is solid.
3. LowerMyBills.com, has always been a dominate player in the mortgage space and have a overwhelming market share in the mortgage broker business. They are infamous for their nonsensical dancing ads that just beg to be clicked. Although their lead quality has never been considered to be their strength, instead being known for consistent volume, that seems to be changing. They have been adding additional quality checks and getting a lift from their recent addition of credit banding, no doubt with expertise from their parent Experian.
Learn more about LowerMyBills…
2. NexTag.com, is a relatively new feature within the Lead Marketwatch Top 5, but figures to remain strong. As one of the top comparison shopping sites, they are flush with an endless supply of consistent Web traffic. Their mortgage business has traditionally been modest, compared to their other businesses, but with a recent private equity capital infusion they are seem to be moving in to acquire high quality media positions at a discount.
1. RootMarkets, has been a bit of a confusing company to follow. They have transitioned from a far leaning strategy of a customer controlled “attention” or lead (much like the current approaches of Zillow Mortgage Marketplace and SmartHippo [disclosure: I am a member of the SmartHippo advisory board]), through attempts to help large publishers monetize their content more efficiently, back to the core vision of their high profile Chairman Lewis Ranieri of a trading exchange for leads.
The lead exchange is a bit of a different model from the other lead providers in this list in that RootMarkets is facilitating the marketplace for mortgage lead buyers and lead generation sellers. The result is a mortgage lead system that can allow you significant flexibility in trying various sources, price points, and types of mortgage leads and lead providers.
Overall, the renewed focus on the lead exchange part of their business has obviously been reflective of their rapid rise to the top of the Lead Marketwatch and should be a big advantage to their mortgage brokers’ business.
Disclaimer: The Lead Marketwatch is a real time observation of mortgage lead metrics during a defined rolling measurement period. These mortgage lead provider metrics are the actual ratios experienced by mortgage loan officers within the Kaleidico network mortgage of lenders. All reported lead providers must have sourced at least 100 or more leads during the measurement period. Your actual performance rates with lead providers may vary from these benchmarks for a variety of reasons.
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Want more information about Kaleidico's lead management software or services call 866.667.5253 or visit www.kaleidico.com.
