How Having Access to Cheaper Leads That Are Difficult to Convert Impacts Lead-Buyers in Need of Higher Quality Lead Volume

1. Low Mortgage Lead Pricing
Creates New Growth Opportunities
How Having Access to Cheaper Leads That Are Difficult to Convert
Impacts Lead-Buyers in Need of Higher Quality Lead Volume
SUMMARY
 Mortgage Lead prices are near all-time lows
 Low interest rate environments continue, creating higher lead volumes
 Speed-to-Lead is still a driving factor in converting Online Leads
 Sales teams are getting crushed with too many un-workable leads, affecting their spirits
 Simply buying more leads will not increase productivity
 Adding LIVE Hot Transfers and a Lead Management System (LMS) maximizes higher conversions
and sells more units
TRANSITIONING FROM SURVIVAL TO GROWTH
Every mortgage company still in business today has fought through nightmare market conditions of the
last couple of years to emerge as one of the savviest lead buyers on the Internet. We congratulate you
all for making it through what we call “nuclear winter.”
Lead-buying as a mortgage marketing strategy is very mature. Since LendingTree entered the market in
1997, mortgage firms have understood the value of getting leads and phone calls from contactable,
interested and qualified consumers who are ready to talk to a mortgage-sales professional. Today’s
savvy firms are maximizing their ROI by deliberately INCREASING their marketing costs in order to
improve the QUALITY of the calls and leads in order to assure that they are indeed interested and
qualified. This white paper teaches you how to achieve optimal results.
LEAD PRICING DROPS ALONG WITH INTEREST RATES
The mortgage industry is in better shape than it’s been since 2006. Interest rates are the lowest they’ve
been since then, and will likely stay low for a while. Along with falling mortgage interest rates, lead
pricing has come down. WAY down. It appears to be a perfect time for lead buyers to step on the gas
and buy more leads at a lower, discounted price, and grow their businesses.

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DoublePositive preferred and integrated lead providers include:
The industry is not out of the woods yet, however. Lower rates are only half the battle. The other half is
having qualified buyers who can take advantage of the low rates. There still a large demographic that
does not have the equity or the credit strength to qualify, which means mortgage companies must be
even more precise in their lead generation efforts.
Additional challenges for inbound marketers have emerged. After the subprime fallout, a lot of states,
including Maryland, where DoublePostive is headquartered, require individual licensing for loan officers.
Inbound marketers now have to buy the appropriate lead flow by state. Having the right phone
distribution system is critical to making sure the lead gets through to the licensed loan officer.
THE BIGGEST RISK IN THE MORTGAGE LEADS MARKET TODAY
What mortgage companies are now facing is how to respond to the current favorable atmosphere for
lead buying. High volume lead supply is available, but they must weigh the pros and cons of flooding
their sales force with new leads. They also must consider the best approach to increasing marketing
costs for the highest ROI. The biggest risk is missing out on the opportunity to grow, due to operational
inefficiencies. Many sales teams spend 80% or more of their time attempting to establish live contact
with the consumers/borrowers. Outsourcing this function is usually easy to justify from a total-cost-
savings perspective.
THE IMPORTANCE OF SPEED
One harmful effect of inefficiency is a lack of speed. A recent Leads360 study shows that companies
have nearly a 400% higher probability of closing a deal if they are able to call them on Internet leads
within 5 minutes. Here is a snippet of the Leads360 study, showing the drop-off as the minutes pass:
We also know that only about 50% of the leads are contactable, 30% are interested and 20% are
qualified. For the mortgage firm, that means that a loan officer must spend time calling the leads that

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are not hot as well as those that are hot. This becomes a Catch-22. The quality of a lead can only be
determined by calling on the lead quickly. But if a loan officer is tied up, calling non-hot leads, he or she
will not be able to get to the leads that would have been hot, had they been contacted quickly.
Inefficiencies are costing the firm, and driving up acquisition costs. For example:
“For the leads we bought and called ourselves, our average response time was more than an hour and
forty minutes. There were just too many poor leads mixed in with the good leads, and it took time to sort
them out ourselves. As a result, we missed a lot of opportunity.” -- Bright Green Home Loans Director of
Marketing John Challis
THE IMPACT OF HIGH CONVERSION RATES ON MINDSET
Another harmful effect of inefficiency is poor conversion rates. Because only about 50% of the leads are
contactable, loan officers who call on the bad 50% will have 0% conversion rate. This drags down their
overall conversion rate from calling on the good 50%. Inefficiencies are negatively impacting the loan
officers’ mental state, which reduces the effective use of their time. For example:
“Our time management was inefficient. It weakened our loan officers’ sales ability, because sales is
psychological. When you’re on the phone so much and you hear a lot of hang ups and irritated, negative
responses, it affects your mental state. Then, when you finally get an interested customer on the phone
– I don’t know if you’re in the best frame of mind to sell.” – Great Western Financial Vice President Greg
Reed
THE IMPORTANCE OF IMPROVING PRODUCTIVITY
Further compounding the problem of growth is the productivity dilemma. You want to grow your
company. Interest rates are the lowest they’ve ever been. And yet you know that if you were to buy
more leads, the money would be wasted. Your salespeople would be overwhelmed and unable to call
on the new lead volume. To this point:
“If you have a loan officer who is maxed out with the number of calls they can make per day, giving them
more leads is not going to give you the outcome you want.” – Hunter Financial Group CEO Pete Sokolovic
For example, let’s say your average loan officer can handle 5-7 Internet leads per day. If you were to
give him 12 leads tomorrow, because you want to grow, he will still only be able to call 5-7. Behaviors
don’t change just because you want them to. You can’t just overwhelm loan officers because you want
to grow. It’s not going to work.
A NEW WAY TO SOLVE THE DILEMMA
So what is the best path forward?
Increase your return by increasing your investment.

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Today’s economics allow this strategy to work. Because the supply of leads is at an all-time high, it
creates lower lead pricing. Lower lead pricing creates an opportunity to increase spending back to
typical levels to get significantly better results.
For example, if you were spending $13 per lead, and now you are able to buy the same lead for $10, you
have $3 to reinvest. Let’s say you were closing 2% and have an opportunity to reinvest that $3 to
increase your close ratio by 3-3 ½ % in the same time period. Your costs will go up incrementally,
compared to the amount of units that you sell.
HOW TO GET A BETTER RETURN
This is where lead transfer companies like DoublePositive provide can help. Using HOT Lead Transfers
helps mortgage firms value their time more. To take advantage of where rates are today and grow their
business, mortgage firms can buy more leads and use the HOT Lead Transfer process to increase their
sales team’s productivity. When they receive HOT Lead Transfers, they get the opportunity to speak to
interested, qualified consumers first, before they find another solution or are contact by a competitor.
Coupled with a Leads Management Software (LMS) company, DoublePositive helps mortgage firms
achieve even better results. Here’s how lead optimization works.
HotTransfers Engine
LIVEHotTransfers
Lead Prioritization
Aggregator
Leads
InternalLeads
Other Lead
Sources
Lead Management System
Welcome Email
Drip Email Campaign
New Prospects
Your Inbound
Sales Team
InboundCalls
InboundCalls
Lead Optimization
WORK FLOW FOR LEAD
This diagram shows the path of the leads as they come in from aggregators, internal and other sources.
They enter the LMS, which triggers an email to your prospect, thanking them for their interest and

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letting them know to expect a phone call from you shortly. The LMS also captures their data for a drip
email campaign if they do not convert immediately.
At the same time, the lead drops into a lead prioritization queue, which feeds the drip email campaign.
Those leads also enter to the Hot Transfer Engine, which generates a call from our call center to your
prospect. If your prospect truly is interested and qualified, our call center forwards that lead as an
inbound call to your loan officers.
PARTNERS IN OPTIMIZING YOUR BUSINESS MIX
An LMS that specializes in mortgage consists of robust physical connections to all Lead Suppliers,
combined with a proprietary Translation Engine that handles the entire custom data mapping per supply
source. An LMS will be able to help mortgage firms get connected to all of their lead suppliers,
overnight.
Connectivity to lead sources and the transfer of leads is where the ROI begins. But DoublePositive is not
just a hot transfer company. We work together with LMS companies as day-to-day consultants to help
our clients operate more efficiently and get more juice out of the leads they are purchasing each day.
We know that if we do a good job, they will grow, and add more to their marketing budgets. Improving
lead flow is our primary goal.
TO IMPROVE SPEED
What has been the difference for our client, who said that, before their partnership with DoublePositive
and the LMS, their average response time was about 100 minutes?
“The average response time is now inside of a minute. This is dramatically different, which adds a
tremendous value.” -- Bright Green Home Loans Director of Marketing John Challis
TO IMPROVE CONVERSION RATES AND SALES MINDSET
How big has the impact been for our client who said that, before their partnership with DoublePositive
and their LMS, inefficient time management hurt their loan officers’ mental state?
“Instead of our loan officers becoming telemarketers, they are allowed now to be great loan officers, and
spend more time on the phone with a warmed-up customer that’s interested in moving forward. Now
they can be more energized, more positive, and sell more like a professional. And we were able to
increase our conversion percentages by 20% in productivity.” – Great Western Financial Vice President
Greg Reed
TO BE ABLE TO SCALE
And how has the inability to scale been addressed by our client, quoted above, since entering into a
partnership with DoublePositive and their LMS?

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"We’ve seen our loan officers increase production 100%. If they were capped before at producing 3-6
loans per month, we’ve seen every one of them be able to double up and produce 6-12 loans per month.
That has helped the loan officers make more money, and our company produce more results with the
same headcount. Marketing cost remains close, but the efficiencies you get by enabling an individual to
perform twice the amount of business makes up for it, and then some." – Hunter Financial Group CEO
Pete Sokolovic
A VISION FOR GROWTH
Despite the fact that industry has not completely recovered, there are more positive signs than ever that
forward-looking mortgage firms are poised for tremendous growth. It helps to have better access to
cheaper leads, when you add tools like an LMS and DoublePositive to the quality of the leads and drive
up conversion rates. Loan officers are happier and more productive, the consumer is better served, and
the mortgage firm makes more money at last.
REVIEW
Where do today’s favorable market conditions leave the mortgage leads buyer seeking to grow? Let’s
review the facts:
 Low interest rates and a high lead volume create lower lead acquisition costs
 Market conditions present a unique growth opportunity for mortgage firms
 Companies that add HOT Lead Transfers to Lead Management Tools are better able to increase
speed, improve conversion rates and boost productivity
 Having happier, healthier, more productive loan officers allows companies to scale