Lead Tip #6:

Why Some Companies Want To Hide Your ROI

If you’re like most L.O.s, 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 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 and the True Cost per Lead? 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 on all my sources? You should be able to run reports on leads from all your vendors, as well as leads from your website and online pay-per-click ad campaigns.
• 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 at ProspectZone where he oversees all educational and marketing efforts. ProspectZone is a leading provider of internet leads to the mortgage industry, and the creators of Smart LeadsTM. He and his team are the recipients of 3 awards from the Web Marketing Association, Marketing Sherpa and the Interactive Marketing Association for 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.

Lead Improvements

New Lead Feedback System Means Better Leads For You!

Our new Lead Feedback System is up and running. But to keep improving lead quality we need YOU to use it. Rate your leads — both good and bad.

We use your feedback to identify and turn off bad sources and crank the marketing on the leads you like best. Each time you rate a lead, you’re helping improve quality!

And remember, the Quality Assurance team reviews all leads with negative feedback. If they determine it meets our criteria for invalid leads, your account will be credited.

Questions? Learn all about the feedback system here: http://www.prospectzone.com/mortgage/lead-feedback.html.

Also don't hesitate to get in touch with your rep if you need a quick demo: 1-800-980-0902.

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