SOURCE: DoublePositive Marketing Group, Inc.

January 22, 2007 10:26 ET

Scotsman Guide Article Cracks the Code for Lead Channel Effectiveness: Quality, Quantity and Cost

BALTIMORE, MD -- (MARKET WIRE) -- January 22, 2007 -- Scotsman Guide, the leading magazine resource for mortgage originators, featured in its January issue an article by DoublePositive Marketing Group ( that cracks the code for finding the right marketing mix for any mortgage company.

Titled "Lead Your Way to New Business" and provided by Joey Liner, DoublePositive's Executive Vice President of Sales, the article is excerpted from DoublePositive's newly published whitepaper, "The Keys to New Business -- Quality, Quantity & Cost."

According to the whitepaper, referrals and networking will always be the preferred marketing strategy for mortgage originators, but buying leads is often needed to supplement referrals while the referral channel is be developed and nurtured. Optimizing lead purchase decisions requires a delicate balance of quality, quantity and cost. Any adjustment to one of these items affects the other two. While many mortgage marketers focus exclusively on reducing "acquisition cost" or total cost per funded loan, they often fail to consider the time spent working a lead channel as a cost factor. Thus, marketers that understand the value of their time tend to purchase the highest quality (and thus usually the highest cost) leads. Because these leads require less time to work, they represent a better value.

A new type of lead has emerged in the past few years that goes deeper into the lead quality spectrum than has ever been available in the past -- LIVE Hot Transfers of double-confirmed and double-verified borrowers. In other words, instead of just paying for a lead that represents a single expression of interest by a potential borrower, the lead is contacted, qualified and then transferred live to a loan officer. Such a lead is typically the highest priced, highest quality and highest converting lead available. Sales professionals often prefer this approach because they ultimately spend more time selling and less time chasing potential borrowers.

About DoublePositive Marketing Group, Inc.

DoublePositive Marketing Group, Inc. sells leads. DoublePositive sells live leads. We call our live leads Hot Transfers and we are currently the industry leader in the live leads and Hot Transfers space. Our performance-based program offerings are extremely attractive to sales professionals and sales organizations who use their existing phone system and a simple web browser to buy and receive our LIVE Hot Transfers. We specialize in the live transfers of mortgage leads, insurance leads, education leads, automotive leads, real estate leads, and debt leads. DoublePositive is headquartered in Baltimore, Maryland's high tech waterfront office complex, Tide Point.

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