Innovations in Lead Generation

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Brief look-back at the history of the lead generation industry relative to financial services.

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Innovations in Lead Generation

  1. 1. Innovations in Lead Generation August 13 th , 2007
  2. 2. The Unconference <ul><li>Law of Experts : The sum of the expertise of the people in the audience is greater than the sum of expertise of the people on stage. </li></ul><ul><li>Agenda </li></ul><ul><li>Innovations in Lead Generation </li></ul><ul><li>Lead Industry – Where we have been </li></ul><ul><li>Innovations and their effect on your business </li></ul><ul><ul><li>Long-form leads </li></ul></ul><ul><ul><li>Short-form leads </li></ul></ul><ul><ul><li>Lead Management Systems </li></ul></ul><ul><ul><li>Hot Transfer Leads </li></ul></ul><ul><ul><li>Short Form leads with Social Security Numbers </li></ul></ul><ul><ul><li>Short form leads with Credit Banding </li></ul></ul><ul><ul><li>The Lead Exchange business model </li></ul></ul><ul><ul><li>What else? </li></ul></ul>
  3. 3. Mortgage Lead Historical Timeline 1998 – LendingTree launches 1998 - GetSmart launches 2000 – LoanWeb Begins 2002 - LowerMyBills launches mortgage leads 2004 – Lead Management Systems LeadROI and Leads360 launch. 2004 – LowerMyBills launches leads with consumer SSN 2005 – LeadPoint Launches Exchange Marketplace model 2003 - Lead Management System LeadMailbox launches 2006 – Root Exchange launches the 2 nd lead marketplace exchange 2007 – Leads2007; the first conference dedicated solely to Internet Mortgage leads FY2004 – Lead Gen Industry worth $193MM FY2005 - $753MM FY2006 - $1.3B
  4. 4. Historical Interest Rates Mortgage Interest Rates
  5. 5. Historical Interest Rates
  6. 6. Also Happening… Dot Bomb!!!
  7. 7. Industry Perfect Storm <ul><li>Historically Low Interest Rates </li></ul><ul><ul><li>Unprecedented levels of Consumer Interest – “Refi Boom” </li></ul></ul><ul><li>Advertising Costs Exceptionally Low </li></ul><ul><ul><li>Dot-Bomb caused advertising to be very inexpensive on-line </li></ul></ul><ul><li>Result: </li></ul><ul><ul><li>Customer acquisition was very inexpensive </li></ul></ul><ul><ul><li>Conversions were very good due to low interest rates and sky-high consumer interest </li></ul></ul><ul><ul><li>Margins were very high </li></ul></ul>
  8. 8. Innovations in Lead Generation <ul><li>What technology innovations will have the most significant impact on ROI? </li></ul><ul><li>What drives ROI? </li></ul><ul><ul><ul><li>Acquisition Costs </li></ul></ul></ul><ul><ul><ul><li>Conversion Rates </li></ul></ul></ul><ul><ul><ul><li>Fee Incomes/Average Loan Sizes </li></ul></ul></ul>
  9. 9. Innovations in Lead Generation <ul><li>What technology innovations will have the most significant impact on: </li></ul><ul><ul><li>Conversion Rates </li></ul></ul><ul><ul><li>Fee Incomes/Average Loan Sizes </li></ul></ul>

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