You may be wondering if I got the question wrong. It seems that over the last year the prevailing question has been about mortgage lenders, not lead providers. However, a recent search for refinance mortgage brought up some interesting results:
100% mortgage lenders and 0% mortgage lead providers. This might tend to indicate that the price of mortgage leads no longer supports the $18-$25 PPC?
However, the other interesting note is that in the organic results it is 100% lead providers and 0% mortgage lenders. So, maybe lead providers are getting their clicks for free.
I think the stark segmentation is the interesting discussion thread. Does the pay per market create a bifurcated search landscape?
Just to round out the discussion starter–I did similar searches in other heavy pay per lead verticals (auto, debt, education, and insurance) and did not get the same dramatic segmentation between lenders and lead generators.
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