More and Cheaper May Be Less

If you assessing your lead buying and optimization strategy for 2007. Consider Joey Liner’s (Doublepositive) analysis of good mortgage leads.

He builds a good case for considering more than just cost per funded loan in your strategy. The combination of sales frustration, lost opportunity cost, and challenges in managing these weaker leads will drag on your production levels. The results are sure to crush the profitability of the more and cheaper leads strategy.

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