Mortgage Daily Logo
mortgage news from industry experts

Lead Market Integrating, Innovating

Lead Market Integrating, Innovating

HouseValues, Leads360 reviewed

August 10, 2006


photo of Paula Parisot
Paula Parisot
Lead generation companies are stepping up activities and joining forces to grab a bigger piece of a shrinking pie.

Kirkland, Wash.-based HouseValues recently announced a joint venture with a lead management software company that would offer the lead company’s clients a customized lead tracking and distribution tool they say will help mortgage professionals increase conversion rates.

“From day one, our goal has been to not only bring our clients the best leads, but also the best tools to manage and ultimately convert leads into closed business,” HouseValues executive Kevin Akeroyd said in the announcement. “As the competition for customers becomes increasingly fierce, more and more lenders and mortgage brokers are asking for a single solution: leads combined with a comprehensive and easy to implement and use lead management solution.”

Software solution developer Leads360 said its existing clients have seen conversion rates more than double from the use of its lead tracking and distribution tool, Mortgage Market Leader.

The Inglewood, Calif.-based software firm said its management tool automatically routes leads to assigned loan originators, tracks the progress and creates real-time reports for performance and production analysis.

Customized reports can track contact and close ratios, identify and return bad leads, and assess which marketing campaigns are the most effective, the company said.

Lead companies such as HouseValues and say they are offering the integrated management system at discounted rates to lenders as a way to manage their leads; assuming they don’t already have a system in place.

“The much larger lenders that have internal (lead management systems) of their own will have a tougher time getting a remote system like this to work for them,” LoanWeb executive Keith Moore told

LoanWeb has been using Leads360 since January 2005, he said, and since then they have seen improved conversion rates and an increase in orders.

“Using Leads360 gives a better perspective on which leads are working best and the LOs progress,” Moore said.

Moore noted that when the mortgage business was booming, lenders weren’t as concerned with tracking lead progress however, in a tightening market lenders need to manage their leads better to maximize their value.

Maximizing value by recycling leads, Boston, Mass.-based Intellidyn Corp. introduced a new prospecting tool Intelli-RECYCLE designed to increase the value of mortgage leads by tracking those that have not closed, essentially “harvesting” them for future use.

“In addition to ensuring that these homeowner prospects are still in market, we are able to verify and correct the loan and credit profiles that the homeowner conveyed at the time that they responded, and to provide our clients with the prospect’s current lender and loan type,” Intellidyn CEO Peter Harvey said in the announcement.

HouseValues Akeroyd said Intellidyn had come up with a nice little niche. “Intellidyn has a lot of competitors out there … however Intellidyn knows mortgage lead data really well,” Akeroyd said. “I think it’s a good idea, and should be successful based on the data they sit on and their expertise.”

Paula Parisot is a feature reporter and a blogger at who has also worked in the mortgage industry.

e-mail Paula at:

Popular posts

How Long Does It Take to Refinance a Mortgage
How Long Does It Take to Refinance a Mortgage

So, you’re interested in refinancing your mortgage. Maybe you want some extra capital to do that home project you’ve always dreamed of, interest rates are nearing record lows, or you want to start consolidating debt. Regardless of the motivation behind the refinance,...

How Does Refinancing a Mortgage Work
How Does Refinancing a Mortgage Work

A home purchase is considered an investment, and a robust one at that. Savvy owners are constantly looking for new ways to reduce debt, save money, pay less in interest, and ultimately build equity. Refinancing is one way to leverage your investment and do just that....

What Does It Mean to Refinance Your Home
What Does It Mean to Refinance Your Home

You can think of refinancing your mortgage as a debt redo. Essentially, you’ll swap out the existing loan for a new one - ideally with better terms and conditions. Only this time it could help you save money on high mortgage payments, rather than just borrow it....

Setting up the Utilities in My New House
Setting up the Utilities in My New House

All the tedious, time-consuming home closing documents have been signed, sealed, and delivered. Your belongings are packed into what seems like a million boxes and you have a solid plan to haul all your existing furniture to the new place. Just as your boxes and...

When Is My First Mortgage Payment Due?
When Is My First Mortgage Payment Due?

Navigating your way through a brand new mortgage loan can be a difficult task, especially for first time homeowners. After handing over a large sum of money for the down payment and closing costs, it’s important to pay attention to the timing of your first mortgage...


Don’t worry, we don’t spam

calculate your monthly mortgage payment

Related Topics

Helpful Links

Daily mortgage rate trends

Best mortgage lenders

First-time homebuyers programs by state

Loan limits by state

Types of mortgages

APR vs interest rate

Understanding PMI

Related Posts