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Lead Tip #5:

Why Some Companies Want To Hide Your ROI

If you’re like most agents you don’t have a lot of free time to crunch numbers. And that’s exactly what some lead companies are banking on.

Their quality is so hit or miss, they’re actually GLAD you have a difficult time running the numbers on their leads. And the longer you’re in the dark about which one of your lead sources is bombing, the longer you’ll pump money into their lousy leads.

Truth is, without accurate reporting that lets you compare lead sources side-by-side, it will always be a challenge to figure out if your money is well spent. At best you’ll only bleed money for a few days before you sort it all out and pin down the flagging campaign.

How To Keep A Close Eye On Your ROI

Look for a lead company that gives you lead management and reporting tools. A company that doesn’t offer these — or even worse, has leads that aren’t even incompatible with popular CRM tools — should raise a red flag.

And remember every lead management tool is NOT created equal. Some are just online dumping grounds for just the leads you buy from that vendor. They may be pretty, but they don’t make tracking all your lead sources any easier.

Reporting tools let you easily spot which campaign is tanking your budget — so you can pull the plug fast and focus your energy on campaigns that deliver real results.

A company that offers a quality lead management system with robust reporting tools has invested in your success. They’ve got nothing to hide.

Reporting Features To Look For

The basic reporting features you need from your system are:

• Automatic importing of all leads. Without this you can’t run reports on all your different lead sources at once.
• Lead source reporting. This reporting feature lets you view lead reports on each source side-by-side. See the number of leads received from each source. Run reports by lead status, so you can easily see which leads have closed, which ones declined, or which ones are at specific place in your follow-up process.

Questions For Your Lead Company

• Do you have reporting features that easily show me campaign results? Find out exactly how much information the reporting feature shows you for all your campaigns. Can you see how many leads each campaign is generating? Does it show the percentage of leads that close from each source? And is the format easy to understand at a glance?
• Can I see the results from leads from other vendors? You should be able to run reports on leads from all your vendors.
• I already have a preferred CRM tool, are these leads compatible with it?

Lead companies that want to keep your ROI under wraps are hiding something… and it might just be their lousy lead quality.

Jeremiah Desmarais is the Vice President of Marketing and oversees the educational and marketing efforts at ProspectZone. ProspectZone is a leading provider of internet leads to the mortgage industry, and the creators of Smart Leads™. He and his team are recipients of 3 awards in 2006 from the Web Marketing Association, Marketing Sherpa and the Interactive Marketing Association for their marketing and design initiatives online. He is author of several white papers and has been a contributor to national trade publications as well as a guest speaker at various national events and workshops. He is a member of the Society of Industry Leaders. Reach him at jdesmarais@prospectzone.com or 1-800-980-0902.

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