Let’s have a little fun with this one. Recently, a “hot” new position was posted by industry head hunter NeoHire for the lead exchange LeadPoint. The position is for a Direct Response Optimization Director. For starters, in your best Paris Hilton voice lets all say, “thats Hot”. lol
Okay, all joking aside, what is this position all about?
Primary Function
Director, DRO delivers high-converting web forms and ad creative (banners, email, etc.) to our seller
customers across all LeadPoint products. The Director, DRO is responsible for form and ad development
(from idea generation through final testing and release) as well as optimization and management within
the LeadPoint platform. The Director, DRO is the center of form and ad performance and conversion for
LeadPoint.
So after 4 years LeadPoint looks like they are going to be taking a more active role in the generation portion of their model. That is up from zero by the way. Remember they are not a lead generator, they are a lead exchange. And they can still stay keep it that way too, even with a position like this on their team. As you may or may not know they force every partner to use their secure rights forms and being that they are now merging into new verticals it makes sense to have someone actively testing and creating new forms. The creative portion of this job is interesting to me. With a team or director overseeing the creation of banners and images, does this mean they will be offering partners a library of creative to use or will they use the creative themselves to generate leads?
If they begin to generate leads, which I really don’t think that is the case, but if they do, does that or will that compromise the legitimacy of the exchange? It is definitely interesting to watch and see how they are evolving and changing to meet the needs of their business and the difficult market.
Aside from that, this sounds like a pretty cool position, I mean a pretty “hot” position.
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Indeed, it is a pretty “hot” position.
Leadpoint is making a powerful stride to make sure they continue and gain marketshare in their industry.
As we can all agree, the internet advertising / lead gen space is continuing to heat up, especially in the debt channel.
Keep up the good work Leadpoint, more power to you guys if you can keep recruiting the a players..
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Why did Leadpoint disappear from Lead Marketwatch? Are they exiting mortgage category?
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Leadpoint doesn’t force us to use their forms, but they do have certain standards which need to be adhered to for data collection. The most notable requirement for form data collection is the SecureRights token.
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Your right, “force” is not an accurate word to use.
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Nice to see that LeadPoint is continuing to move upward. I’ve always been a fan of Marc D. and his team.
The fact that they aren’t on LMW doesn’t mean anything. I think we all know that.
Sounds like a cool position. I guess helping partners generate leads is a way to create volume and liquidity in a marketplace.
But it’s not just form creation, it’s also your ability to drive traffic to those forms. It should be interesting to see LP’s next steps.
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Raj,
I disagree. Maybe the actual app rate % means nothing on LMW, but Leadpoint used to be there. Now they are not there.
What could that mean? Maybe Leadpoint’s volume has fallen below 100 leads per 30 days (hard to believe unless they are exiting mortgage). Maybe they got kicked off for shenanigans?
Raj, what explanation do you have for them disappearing from LMW?
Rob
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Nostradamus,
There really are a number of reasons why Leadpoint is no longer on the LMW, but I know for a fact it is not because of any shenanigans.
Here are my speculations to why they are not on the LMW:
-few kaleidico users using LeadPoint
-the Kaleidico user/s who are using LeadPoint are not calling them or having success. (Which doesn’t mean the quality is bad. The small batch size would have no statistical relevance)
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It could just mean that the few clients on icosales are not buying from LeadPoint for the past 30 days. Remember Kaleidico does not represent such a large cross section of lead buyers. This list is only made up of those on icosales buying leads, not all lead buyers. From my understanding, mortgage leads still makes up a large percentage of LP’s business.
Bill Rice, will you chime in and clear the air and tell us why LP is not on MarketWatch?
Thanks,
Raj
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I can tell you Leadpoint has sold significantly more than 100 leads in the last 30 days so they are not exiting or going away.
They are not leaving the mortgage space.
As many have said LMW is a nice tool/gadget but does not reflect the total lead space due to the limited number of buyers on the solution.
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I’m guessing that this is due to a statistically relevant sample size being unavailable through IcoSales. Leads360 has seen no drop in the volume of mortgage leads coming from LP.
I also notice that the 7 day marketwatch widget does not appear to be on the marketwatch site any more. Does this suggest volume dropping on IcoSales as a whole? Also, what is the minimum number of leads IcoSales considers statistically relevant? Knowing this would certainly help us understand whether it is worth paying any attention to or not. I certainly find the stats contradictory to ours based on a highly statistically relevant sample size at Leads360, which has always surprised me.
Bill, you are the only one who can answer these questions I think.
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I will give you the standard disclaimer that I have made so many times in the past that I will just cut and paste it:
“Disclaimer: The Lead Marketwatch is a real time observation of mortgage lead application rates during a defined rolling measurement period. These mortgage lead provider application rates are the actual ratios experienced by mortgage loan officers within the Kaleidico network mortgage of lenders. All reported lead providers must have sourced at least 100 or more leads during the measurement period. Your actual performance rates with lead providers may vary from these benchmarks for a variety of reasons.”
Also, note because we have so many lead providers on the system providing to the network that the list grew beyond reasonable “gadget size.” Therefore, it is limited to the top 10 results at any time. Most likely the reason LeadPoint dipped off, or anyone does, from time to time.
Nick, thank you for reminding me to put the 7 day results back up. They were down because we thought there were games afoot again–it is the easiest results, of course, to manipulate.
Statistical significance is addressed in the standard disclaimer.
I will also assure you that much to the chagrin, obviously from your comments, of our Leads360 and LeadROI competitors our network continues to grow even in a challenging market.
I will, however, make one notable observation from our client base. We are seeing a trend in clients getting more creative and diverse in how they acquire leads for their loan officers and agents and how they capture and work those leads within icoSales. Going beyond the mono-strategy of Internet lead buying.
It is always exciting for me to see how Kaleidico sparks great discussion in the market!
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Nick / Bill.. you guys are the masters at plugging your products. I should do a better job of doing so on my posts. Bill, I’m not surprised you’re growing. You’re a great sales person and I commend you on your success. Nick, why don’t you share some of that statistically relevant sample size with me or are you going to make it hard for me to take your clients?
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Thanks for the explanation Bill! I had not seen your disclaimer before but it does make sense given that 100 leads is an excessively low sample size to reliably base a sensible buying decision on. I’m sure that’s not what you suggest neophyte lead buyers use this widget for or why you created the tool in the first place though anyway? I’m sure that, like Leads360, on a daily basis you draw upon considerable knowledge of the lead industry to consult with and educate your customers about the right mix of lead providers to work with given the lead buyers ultimate goals and requirements.
I’m fairly certain that our comments suggested we were not feeling chagrin about Kaleidico but, like Raj, I am very glad to hear that we are all experiencing considerable growth at the moment. The message is obviously getting through that using a lead management solution is an absolute pre-requisite to being successful with leads.
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Sounds like LP just isn’t selling 100 leads per month to kaladico clients, or, if they are, are,kt top 10 in closer lead sources
Case closed
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