One of the questions I get asked with the most frequency is why aged mortgage or debt leads? Why not use conventional real-time leads?
Truth be told–if you have the marketing budget and can turn the ROI on a $20-$40 real-time mortgage lead then you should. However, most experienced mortgage lenders and debt companies would tell you that is a challenge. A challenge that probably the top 20% are effectively making into a profitable business model.
So, there is certainly the principle factor of cost that makes aged leads very attractive. But, the savvy lead buyer knows there is another very powerful advantage to aged leads. You are potentially targeting a very motivated borrower.
The very nature of an aged Internet lead is one of a bruised customer. They have been underserved by the market. This can occur for a variety of reasons: bad credit, lender capacity, regional coverage, or simply inefficiency by a lead provider.
Your advantage? When these leads show up in your lead queue you have the opportunity to wow them with service and responsiveness.
Showing aged lead customers an exceptional customer experience will grab their attention and improve your conversion. For those myriad of reasons above these customers are going to be enthusiasticly looking for someone that can help them, and intends to offer great customer service.
The other bonus to serving these customers effectively is the trust, loyalty, and referrals they have the potential to yield. Having saved these consumers from their financial challenges–they will be happy to refer their friends and family.
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