When I was a kid, I used to read books on cool things such as the Loch Ness Monster, Sasquatch and the Yeti. Those things interested me because I thought it was really fascinating to think something like that could exist. But now that I am a more logical and practical thinking […]

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It is summer, time for baseball. Personally, I think watching baseball on television is about as exciting as watching food spoil. When I was a kid, my grandmother got a new video camera. She proceeded to make a video of her Christmas tree where she would zoom in and out on every […]

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You are probably saying to yourself, “Another post on ROI?  Is this guy capable on writing about anything else?”  The answer is apparently, “no.”
I did enjoy the dialogue that resulted from my last post on the ROI associated with live transfer leads, so I thought I would touch on the same topic for LendingTree leads.  […]

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I received some fantastic responses to my most recent post on my opinion of the value of live transfer leads, and I felt that I should respond.
First and foremost I don’t want this post or my previous one to be interpreted in a way that reflects an opinion that I don’t think live transfers are […]

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I speak on a daily basis to lenders that try countless different marketing methods all with various levels of success. I had a conversation recently about Live Transfers with a client who was asking me for my input. Out of disclosure, the company for whom I work does not have a live transfer […]

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LeadCritic’s recent post on Marketing Fundamentals inspired me to make a post on something that I have been thinking about writing on for a while. In my career I have read countless sales books and most of them are absolute crap. Typically what you find in a sales book is some […]

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I thought I might take a shot at a couple key best practices that I feel are worth mentioning in response to the inquiry Lead Critic received about successful lead buyers.
I know I touched on this a little bit in one of my previous posts, but I feel it is worth its own submission. […]

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There is a phenomenal scene near the beginning of one of my very favorite movies, Reservoir Dogs. If you are not familiar with the film (then add it to your Netflix queue now!), it is about a group of guys assembled to rob a jewelry store. The morning before the heist […]

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I am finally to the last piece of my series on what I consider to be the three components of ROI. I know, I don’t want it to end either, but it is time, (yes, that would be sarcasm). So far we have discussed:

Costs:

Costs Per Lead
Cost Per Funded Loan (CPFL)

Conversion Ratios

The final component […]

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Conversion Ratios Part 2
Contrarian Example
In the CPFL analysis in one of my previous post I shared a business case that demonstrated the leverage of conversion ratios. Conversion ratios do indeed provide the greatest amount of leverage for your ROI. In the example that I shared how a mere 1% increase in conversion ratios […]

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Conversion Ratios Part 1
We have arrived at Part 4 now, and hopefully this has proven to be helpful to some of you. If you haven’t noticed, one of the key things that I am trying to accomplish is shatter the myth that costs equal ROI. Costs are a component of ROI but if […]

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I have already gotten quite a few inquiries about the spreadsheets that I mentioned in my most recent post. I thought that because of this, I would follow up with some screen shots using the business case I described in the post. After all, the picture is worth a 1000 words.
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