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 [...]

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 [...]

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. [...]

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 [...]

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 [...]

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 [...]

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 [...]

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.

Cost Per Funded Loan
 
We are now on part 3 of my conversation about evaluating ROI. I have introduced what I feel are the key components and subcomponents of ROI (see below).
1. Costs

Cost per Lead

Cost per funded loan (CPFL)

Conversion Ratios

Income

Firstly we discussed Costs, specifically the Cost per lead. This post will be about [...]

Cost Per Lead
In my previous post I introduced the series about ROI and its three key components: Costs, Income, and Conversion Rates. In this piece I intend to take a more in-depth look at one of two the key components of Costs, Cost per Lead. I will also share with you some tactics that you [...]

There are many mysteries in life for which we may never really see an answer. What came first, the chicken or the egg? Is their life on other planets or solar systems? Why is Dr. Phil even on TV? I won’t claim to know the answers but one pervasive mystery that [...]

Although a first time writer for the Lead Critic site, I have been a relatively frequent contributor for quite some time.  Just to give you a little background, I come from the lead-gen side of the business.  I say that for no reason other than disclosure, but my intention with this contribution is to draw [...]