Lead Quality Now A Major Focus

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Lead Quality Now A Major Focus

2 APR 2007

Lead Quality Now A Major Focus

A post by Chris Beauchamp as Hot Transfers, Lead Generation
At DoublePositive, we’ve been thinking about, writing about, evangelizing, and practicing “lead quality” for years (download our whitepaper “Quality Quantity Cost of Mortgage Lead Generation“). Lead quality is inherent in our LIVE Hot Transfers, which convert conventional data leads into live call transfers of double-qualified consumers to sales professionals.

So I was glad to see the Internet Advertising Bureau last month has now come up with a Lead Quality Ranking System, a way for scoring lead quality based on five specific factors: Lead Origination, Consumer Motivation, Lead Exclusivity, Lead Age, and Verification of Data.

Well if this is how the industry wants to score lead quality, it’s safe to say that DoublePositive’s LIVE Hot Transfers may be the best leads available to lead buyers. Here’s why…
1. Lead Origination: It all starts here — how the leads are generated. All LIVE Hot Transfers start with what we call the “proactive expression of interest.” In other words, our leads all start with someone who has “opted-in” for more information about a product or service.
2. Consumer Motivation: What are the reasons a user submitted his/her personal information? Again, with LIVE Hot Transfers we know the consumers are always motivated because we screen out leads generated through incentivized offers like “Fill out this form to win a free iPod.”
3. Lead Exclusivity: In industries like mortgage, real estate and insurance, semi-exclusive leads are the norm. It’s not uncommon for a lead to be sold 3, 4 or even 5 times now. But with LIVE Hot Transfers there is exclusivity. We never transfer the same consumer twice.
4. Lead Age: Because of the unique relationships we have with our lead partners, this is where LIVE Hot Transfers really stand out. It’s quite possible that from the time a consumer submits his information online, he could be hot-transfered to a sales professional within just a couple of minutes. If there is any confusion about why this is so important, check out our blog post on “Real Time is the Only Time.”
5. Verification of Data: There is a reason why we’ve filed for patent-protection of our LIVE Hot Transfers process. In part, it’s because of our DOUBLEconfirm™ process, which delivers live consumers who have the highest probability of converting into a sale. DOUBLEconfirm™ is how we verify data, providing two layers of verification.
I don’t think the IAB had DoublePositive in mind when it developed its Lead Quality Ranking System, but it might as well have. Just the fact that the leads industry is seriously focusing on lead quality is music to our ears.
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Lead Quality Now A Major Focus by Chris Beauchamp
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