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Lead Targeting, Analysis

Lead Targeting, AnalysisLead Locator, Salesforce.com announce improvements

August 23, 2005

By COCO SALAZAR

As one company announces improvements to its targeted lead generation service, another is touting its ability to analyze those leads and improve associated production.

Lead Locator has been updated to offer more robust searchable data elements, according to mortgage industry service provider and creator Fidelity National Data Services.

Fidelity said the latest system, which offers “quality mortgage refinancing leads based on client specification,” includes standard search criteria such as market value, property and ownership characteristics, and loan-to-value. Values are reportedly updated quarterly.

According to Fidelity, the latest Lead Locator system updates, supporting a highly targeted approach to lead generation, allow it to continue offering “an unparalleled lead locating solution.”

The updated system, online at www.SiteXData.com, also allows originators to search the LTV ratio at the time of the original purchase, which provides another means of locating ideal refinance candidates, Fidelity said.

One Lead Locator feature enables originators to obtain the approximate interest rate on the current loan by viewing past records of Freddie Mac’s 30-year fixed rates as of the date of the loan.

“Fidelity continues to set the standard in lead generation technology by incorporating new search enhancements that enable us to quickly attain accurate and reliable leads,” said Phil LaPuma CFO of Signature Marketing, in the announcement. “With Lead Locator, we are able to implement the highly-targeted marketing campaigns needed to drive new business.”

Salesforce.com announced that originators are able to quantify the value of purchased sales leads using salesforce.com and access specific data about past customers through a new tool which allows “rapid, easy customization.”

One of Salesforce.com’s reported 16,900 users, First New England Mortgage, had no way of measuring the return on investment for leads or identifying new sales opportunities with existing customers before hooking up with the customer relationship management solutions provider, according to the announcement.

The Massachusetts-based broker, which operates in 26 states, integrated Salesforce.com with its loan origination system to improve access of the leads data for all departments, Saleforce.com reported.

“Salesforce has become the center of our universe,” said First New CEO David Black in a written statement. “We’re not flying blind anymore.”

Implementation of Salesforce.com also ensures “our customers enjoy a simple and straightforward experience when securing mortgage products,” he added.

First New England’s sales staff is now effectively identifying which leads are successful, Salesforce.com said, where those leads are coming from, and which prior customers are ripe for refinance.

“We’re thrilled with how Salesforce has enhanced employee productivity,” said Black. “With Salesforce, we can analyze our lead data by loan officer, state, loan volume and credit rating to maximize our lead generation effectiveness.”


Coco Salazar is an assistant editor and staff writer for MortgageDaily.com.E-mail: s3celeste@aol.com

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