By Murthy Nukala
Founder and CEO – Adchemy
Just a few weeks ago, as Microsoft Chairman Bill Gates testified on Capitol Hill about the state of technology and the need to relax visa standards for foreign technologists, I started to think about the state of technology in our industry. With Internet advertising evolving every day, I’ve begun to develop this ongoing theory that the technology behind lead generation, particularly when it comes to mortgage leads, is on the verge of something really big. I’m very curious to know if others agree.
From my perspective, and to borrow a very popular phrase, we’re ready for Lead Generation 2.0. Version 1.0, which served up a mix of bad creative and spotty measurement, is over. We all learned that lead generation companies can’t just provide leads in volume and then pray they convert. Particularly today, as the universe of mortgage companies continues to shrink and those that still have online advertising budgets spend less than they once did, all of us are being called upon to explain and ensure the quality of the leads we provide.
