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Lead Tip #7:

Avoid “Stale” Leads

It's a no-brainer. Get on a lead while their interest is still hot, and your chance of taking an app goes way up.

The folks at Marketing Sherpa have even proved this. They found interest begins to slip with every 30-minute lag after a prospect submits their info online.

So when you're paying full price for a lead, you expect one of two things:

1. You get the lead seconds after they requested a quote online , OR

2. You get it seconds after the lead has called a company rep and asks to be contacted.

But that's not the kind of lead some companies are selling. They might be charging you “real-time” prices… but they're busy filling your order with names scraped from old databases. Or they're dipping into leads they already sold — last week.

A lot of agents are winding up with these “stale” leads… and their ROI is tanking.

Before you buy, try to find out how long a company waits before they send your leads.

Ask them:

Are the leads timestamped? And what does that prove?

Timestamping leads is a type of quality control… IF you know what that number really stands for. Usually the timestamp reflects when the lead entered the company's distribution system .

It should only take seconds between when a lead requests to be contacted, enters the distribution system and when it is sent on to you. Any more than that and you're not getting real-time leads.

Make sure your lead company forwards 100% of your leads the instant they receive them. None should be held back and sent later.

Your company should also make taking advantage of their real-time delivery as convenient as possible. When leads come straight to your email, wireless phone, PDA or laptop, you can get on them while their interest is hottest.

Watch out for companies that won't explain in detail what happens to your lead BEFORE it's sent to you.

And remember: if a company sells “aged” or “vintage” leads, these are not real-time — and should always come with a healthy discount.

Jeremiah Desmarais , ProspectZone . ProspectZone is a leading provider of internet leads to the mortgage and insurance industries, and the creators of Smart Leads TM . Reach him at jdesmarais@prospectzone.com or 1-877-561-9663 .

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