Organic Leads vs Purchased Leads
Internet leads can be classified into two categories:
- Organic leads generated directly from your website
- Leads purchased from a lead-generation company
Organic leads are much more valuable than purchased leads because you get them instantly, and prospective customers have actually been to your website so they know who you are and are expecting to hear from you.
This is in contrast to leads that you purchase from a lead generation company, which may be several days old by the time you get them and may have simultaneously been sold to multiple companies, even if they are said to be exclusive to you. When you try to contact a lead you bought, the lead may not know your company, and you may be one in a line of several companies that have already called them.
As you can imagine, many people have limited success closing deals with leads purchased from an outside source. We always recommend generating organic leads if you have the means so our Internet-marketing strategy focuses on driving traffic to your website and persuading prospective borrowers to take some action, whether it is submitting their information through an online form or calling you.
Organic leads are "hot" because there is no lag time between when the user submits the form and when you receive the lead so you are able to respond to it quickly. Being able to respond to an Internet lead quickly is most crucial because people typically complete three to five forms online, and the company who responds first gets the deal 55% of the time.