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A mortgage lead is considered successful if the end result is the issuing of a mortgage loan. Leads that are brought to that conclusion mean profits for the broker or buyer who purchased them. Expenses are met, business continues. This is quality.

When a lead supplier receives and sends leads to a broker or buyer in sufficient quantity so that he or she has enough choices of which ones to purchase with little or no risk, this benefits both parties. The broker or buyer is able to continue to operate his or her business; the lead supplier maintains a good reputation and continues to enjoy business success also.

When the amount of money spent on a lead is such that the broker or buyer sees an increase in profits rather than just “breaking even” or, even worse, losing money, he or she knows that the purchase was well worth the cost. Again, the broker or buyer and the lead supplier see positive results when this occurs.

These three: quality, quantity, and cost, are ALL necessary for a good mortgage lead business. All must be present in order to ensure that a mortgage lead company is operating at its peak capacity. The absence of or weakness in any of these three will affect all aspects of the business.

A good mortgage lead company will constantly strive to keep these three areas in a constant state of balance. If a problem is seen or even anticipated in one of these, it is in the best interest of the company to immediately correct the situation or take steps to see that the problem does not occur to begin with.

However, a problem cannot be corrected or prevented at the expense of any of the three important areas. Again, balance and stability is the key. Any decisions must be made with consideration to quality, quantity, and cost.