Do you want your marketing to give you buyers or shoppers, interested consumers or confused Internet clickers? I think the answer is pretty clear. You want the most for your hard earned marketing dollars. But, in order to get that result it is important to share your sales performance data. Let your “marketing department” (even if it is outsourced to a lead provider) know what is working best for you.

Your objective is to get the best leads for your specific business. If you are buying leads then you should be telling your lead provider what leads you close the best. Here are three simple lead measurements that will give you better leads from your lead provider:

1. Contact Rates

Who are you getting on the phone the fastest and most frequently? If you can’t get a customer to respond to your communications you are going to be at 0% lead conversion. Leads (even within the same lead provider) originate from a lot of different marketing sources and methods. Some marketing channels may not set good expectations, match your pitch, or even be expecting a call.

Share contact rates immediately to get your lead provider tuned into their marketing source that takes your call faster and more frequently.

2. Closing Rates

This is a no brainer. If you don’t do anything else tell your lead provider what leads are making you money. A good lead provider doesn’t want to sell you a single lead that doesn’t close. Sure it is an impossible goal, but help them get as close as possible.

3. Withdraw Rates

Withdraw rate is another precious metric, but it is often overlooked. These are the leads that are either consistently non-responsive or more often than not the ones you can’t help. This typically means you have a mismatch in your lead filters or the lead provider is not sufficiently segmenting their lead generation.

For example, if you don’t do loan modifications you don’t want a loan modification customer inquiry sold to you as a mortgage refinance or debt settlement. Look for these pockets of lead generation and product mismatch.

Give Me the Good Stuff

Regardless of who you buy leads from, real-time or aged leads you need to share performance data. Any lead buying program is going to need a little tuning. Your business is going to be slightly different from every other client your lead provider services.

You may be one of hundreds of mortgage lenders, but are you experts in VA, FHA, reverse mortgages, or maybe your have a special accelerated mortgage program. Maybe you are one of hundreds of debt settlement specialists, but are you staffed with ex-loan officers, experienced debt counselors, or experts in credit card consolidation, or maybe loan modification specialists.

All of these little nuances are going to dramatically effect what leads work best for your mortgage or debt business. Make sure you are sharing this information and data from your sales teams so your lead partner can give you your sweet spot.

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Next Wave Marketing Strategies brings over 5 years of integrity, innovation, and client satisfaction to the aged debt leads market. We offer industry leading quality control, data cleansing, and a generous return policy to empower you to build your business in the fastest, most cost effective manner. Learn more about aged debt leads.

Tagged as: aged leads, closing rates, contact rates, lead performance, lead provider