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Buying, Selling Mortgage Leads

Buying, Selling Mortgage Leads

Recent loan lead program activity

October 22, 2007


photo of Coco Salazar
FHA mortgage leads are being marketed by one lead generation company while another is creating a market for dead leads. announced that over 1,000 mortgage brokers and lenders in the past six months have listed their business and contact details on its free online directory, which it says has a large number of potential borrowers visit daily. Originators must have a valid Web site to be listed. The listings have originators’ service description and are sorted by state, browsable by city, and accompanied by a map.

Lead Answer announced it generates “thousands of Live Hot Transfer, Call Verified, and Internet mortgage leads organically, without incentives or giveaways.” The Illinois-based company touts these quality leads give clients and edge in closing because they are enhanced with the “most reputable list sources” to enable clients to produce accurate quotes before they call a prospect.

Lead Answer also noted it is a major supplier of Mortgage Trigger Acquisitions leads, which are delivered within 24 hours after a person has had their credit checked for a mortgage loan. The leads are filtered by clients’ chosen geographical parameters and loan criteria.

“With hundreds of online Web sites optimized by our professional marketing staff, our Web sites generate hundreds of borrowers looking to refinance a current mortgage, consolidate debts, or purchase a home,” Lead Answer said in the announcement.

Originators also have a new, self-serve mortgage lead generating portal on The site’s interface gives originators real-time access to thousands of mortgage leads generated through “premium advertising on high profile consumer sites” such as Yahoo! Finance, MSN, AOL, and eBay, the company announced. Users dictate types of leads they want, when they want to receive them, and can view the leads by e-mail, the LeadMatch interface, or using a lead management system. Costs for the service start at $500.

Meanwhile, Intellidyn Corp. released three marketing models designed to help originators accurately identify and market to borrowers who are both credit qualified and most likely to respond to their FHA offerings. The models are proven to boost response rates by up to 347 percent, and deliver direct mail response rates over 1.25 percent — above the industry’s overall response rates of 0.35 percent to 0.5 percent.

“Working with early adopters of the evolving FHA lending practices, we have a jump-start in understanding the dynamics of this market,” Intellidyn said in the announcement. “With the recent changes to FHA guidelines and the most recent advent of new guidelines for FHA Secure and FHA Streamline loans, our clients that are quickest to market have a tremendous opportunity to originate mortgage loans for those homeowners who qualify.”

Debt Zero LLC provides brokers an opportunity to make money on dead leads for mortgages by helping its division XLOS turn these leads into debt settlement customers. Originators can profit most by becoming an XLOS net branch and enrolling leads to debt elimination service, but can also profit from transferring live or dead leads to XLOS that result in an enrolled client. Consumers must have a minimum of $7,500 in debt to be enrolled, according to the XLOS site.

Roughly 15 out of every 100 dead mortgage leads turn into debt settlement clients, according to the site, a ratio that results in $5,250 in profit for XLOS net branches.

Coco Salazar is an associate editor and staff writer for

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