While researching search terms and keyword trends there are a two that I will always check out of curiosity and the they are “Mortgage Quotes” and “Mortgage Leads”. I believe the last time I checked these two keywords was over 3 months ago, possible much longer. Either way, it is worth noting for lead buyers the results I found.
This chart shows promising news for lead buyers. It clearly shows, in blue that the the demand or the volume of people searching for “mortgage quotes” has been fairly steady for the last 12 months. You can argue that there has been a slight decrease. The red line shows a significant decrease in volume of people searching for “mortgage leads”. This is all promising for lead buyers, in my opinion, because it indicated that there are possibly less people buying mortgage leads and/or less people looking for new mortgage companies. Putting these two factors together you could conclude that the average fulfillment rate of leads is lower than ever before. Less leads, on average are being sold to their maximum number of distributions.
Now there is no better time for banks and brokers to perfect the art of buying and calling internet leads. The competition is no longer around and the demand for your services are still high. The x-factor in this equation could be your product mix, sales process, lead management and your employee management. Get it all working together in todays market and you may be able to grab an increased share of the market.
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Your straight lines don’t seem to represent anything, if you made them off of a trailing average or something similar the data would be more accurate. Right now you are overstating the slope of both pieces of data.
I agree with the core hypothesis though, that this chart seems to illustrate that lead demand has dropped faster then lead supply (in a rough sort of way).
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John,
Your right on the it quite right. I simply was comparing the same time frame, nothing more, so if a line starts at a peak or trough, it wasn’t my concern.
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My name is Justin Rees and I am the Head of Marketing for LeadPoint in the UK. From an anecdotal perspective, in the UK we are seeing more and more brokers looking to get into lead generation. This probably reflects the fact that the industry is much younger in the UK than in the USA.
From a marketing perspective, irrespective of the trends in search by both consumers and brokers, there is always a positive spin on things. For example, if we assume that the search activity is a reflection of the wider market then falling mortgage search terms by consumers can point to the fact that there is a fall in demand in the market as a whole. For brokers this should show them how vital lead generation is as a form of marketing as it is one of the most efficient and cost effective ways for them to get new business.
On the other hand, if more consumers are searching online then lead supply increases and correspondingly lead prices fall and brokers get cheaper leads.
For the UK anyway, the future for lead generation is very bright indeed.
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