I believe that any Industry that has a burgeoning Lead ecosystem (Lead Buyers and Lead Sellers growing their relationships together) will eventually experience a drop in Lead Performance across the board simply because there is only a fixed amount of truly interested and highly motivated consumers out there for any product or service. Once these are successfully captured, Lead Aggregators have to cast a broader net to keep up with their customer demand. This broader net then begins to dip into the fringe….. consumers who are less interested, less qualified, and less motivated.

In my opinion, this shouldn’t be a Deal-Killer for a Supplier/Customer relationship, but rather simply a need to re-consider the economics of the relationship…..[READ: these Fringe Leads should cost less]. There is value for everyone (including the consumer if high quality products are sold) when this dip into the fringe is made, as long as the economics are appropriate for everyone.

Aggregator Leads, even if on the tail end of this Value Cycle, are still one of the cheapest and most scalable marketing options for many industries, and we highly recommend them assuming you have maximized all other Higher Value options (like SEO to our Web Properties). In fact, Aggregator Leads represent about 90% of the fuel for all DoublePositive Hot Transfers….. HOWEVER! It is important that everyone realize that Any true expression of interest from a consumer can be used as fuel for our Hot Transfers. In fact, Internally created Leads such as the following types have proven over the years to be our top performers, often performing 200% better than Aggregator leads:

• Leads from your own Website or Web Properties
• Leads from Traditional Marketing efforts like Print, Radio, TV
• Leads from Tradeshows and other events

Remember, our value to you is our ability to work leads Faster, Cheaper, More Cost Efficiently, and More Scalable than you ever will on your own, so why not provide this thorough and comprehensive service to your best leads so as to Maximize the potential return on these high performers…… Just some food for thought…