Re: Mortgage lead acquisition

From: Dana VanDen Heuvel <dana_at_danavan.net>
Date: Fri 16 Apr 2004 09:49:59 -0500

Hi Bud,

Without giving away the store on this one, here's what we've learned in
consulting with a couple of local mortgage companies on their websites, and
on their e-marketing programs.

1. Leads in this industry are either hot, or gone. 2 day old leads are
crap, unlike in other industries (b2b mostly) where the sales cycle can be a
little longer. That's why (I believe) you see most mortgage companies still
doing TV (there are a ton in our area) because they don't have their
targetting strategy down and it's hard to get good leads through the lead
services (sorry, don't know the names of those - I only know my clients love
to hate them)

2. The best business is referral business (shocking, I know...) which is
where the e-marketing comes in. Newsletters to past customers (with the
intent of reminding them that the company is still here and encouraging them
to refer, and recognizing those who refer) and viral components on the
website have yielded some positive results.

3. Affiliate programs (banner & link exchanges) with local realtors have
netted some results as well.

4. We will be doing some PPC work as well, but haven't started yet, so I
don't have results for you, except to say that the current research supports
that strategy.

I don't know if the list can get attachments, but I've got some generic
version of the plan that we used to get them up and off the ground, and the
script we used for calling past customers to garner email addresses. Email
me directly if you'd like to see them.
____________________________
Dana VanDen Heuvel
Interactive Marketing & Sales Technology
920-819-0742 Direct/Cell
dana_at_danavan.net
www.danavan.net
____________________________
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Received on Fri Apr 16 2004 - 09:49:59 CDT