Lead-Generation

For years it worked like this: a borrower applied for a mortgage, the credit pull registered at the bureaus, and within hours the bureaus sold that borrower’s information to competing lenders. The phone lit up. Some borrowers reported being contacted dozens of times in the first day, and the National Association of Mortgage Brokers cited cases of more than 100 contacts within 24 hours of a single application (that figure is NAMB’s, from its advocacy for the bill, but anyone who’s had a client apply recently knows the experience it describes). ...

Somewhere around the third Tuesday night you spend fighting with an ad dashboard instead of calling borrowers, the question shows up on its own: should somebody else be doing this? You’re not wondering whether marketing matters. You already know a loan officer without a pipeline is just a person with a license. The real question is who builds and runs the machine, you, a freelancer, or a service that does the whole thing for you. That choice has real numbers attached, and this article puts them on the table. ...