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Apr
2
Why build a lead marketplace?
Posted by Payam Zamani, Chairman & CEO
Filed Under Lead Marketplace
At any given moment, there are millions of consumers using the Internet to research products and services, and there are countless businesses trying to reach those consumers. At Reply.com, we see a multi-billion dollar opportunity in providing access to businesses that need to speak with online consumers to close a deal.
- We understand that clicks don’t walk into a store or call on the phone.
- We realize a consumer that requests to be contacted is significantly more valuable than a visit to a website.
- We believe it is time for businesses to Go Beyond the Click™.
There is a tremendous opportunity to drive the evolution from CPM to CPC to CPL (Cost-Per-Lead), but there are significant problems with how lead generation is done today.
Problems with lead generation today
- Generating leads requires a significant investment in the right talent and infrastructure. Companies that engage in their own lead generation often find it difficult to develop controls that optimize their advertising spend and acquire the right quality, volume, price, and ROI. These internal lead generation efforts often result in a large number of unmonetized and under-monetized leads, which then requires a business to build and maintain a network of retail and wholesale buyers to help offset their acquisition costs.
- Companies that purchase leads through external, third-party (and often single category-focused) providers often find it difficult to get to their desired ROI. As a result, these companies frequently switch between providers in search of that ever-elusive “profitable cost-per-sale.”
- Today, there are limited controls for both buyers and sellers:
- Pricing is generally static and does not respond to changing market conditions in an efficient manner.
- Quality is not communicated effectively, delivered consistently, or reflected in price paid for leads.
- Controls over volume, price, quality, and ROI are missing.
Problems for Lead Sellers (Publishers)
- Significant unsold or undersold inventory of leads
- Sub-optimal pricing on sold leads
- Limited incentive to improve quality
- No reliable way to align lead generation efforts with lead demand
- Expensive to build and maintain retail and wholesale relationships
Problems for Lead Buyers (Advertisers)
- Limited control over pricing, quality, and volume of leads received
- Static prices don’t reflect the current value to a buyer
- Quality not consistently known or communicated
- No reliable way to manage lead flow and return on investment (ROI)
The Reply! Solution
- A patent-pending platform that facilitates efficient, market-driven pricing and distribution of online leads
- Dynamic pricing that responds to market conditions
- Sellers will find liquidity to maximize under-priced, unsold, and undersold inventory
- Buyers have control to set and change price based on today’s value
- Rating system to communicate lead quality
- Controls to maximize results (budget, geography, quality, lead age, etc.)
- Liquidity in many categories, access to thousands of buyers and sellers, and over one million leads-per-month. Available lead types include:
- Automotive: New Vehicle Purchase, Special Finance
- Real Estate: Home Buyers, Home Sellers
- Mortgage: Purchase/Finance, Refinance, Home Equity Loan
- Insurance: Home Owner, Automobile
- Many more categories coming soon!
The Reply! Difference
Lead Sellers (Publishers)
- Earn a premium price for quality leads
- Increase revenue for under-priced leads
- Eliminate unsold and undersold leads
- Generate leads with our no-cost, plug-and-play technology
- Many lead types available
Leads Buyers (Advertisers)
- Measure results and increase ROI
- Control price, quality, & volume
- Buy leads only when needed
- Cancel anytime without cancellation fees
- Many lead types available
Go Beyond The Click™ and unlock the potential of the Internet with ROI-based marketing. You’re in control of Price, Quality, Volume, and the profitable acquisition of customers.
Comments
13 Responses to “Why build a lead marketplace?”
Leave a Reply
would like to learn more. high level of interest.
John – please feel free to contact the appropriate area of Reply and we will make sure you get a quick response.
Brian
Not sure this works in our area. We are not an over depressed area of the country?
good comments
Hi I’m a real estate agent and I want to know more on how I can control the quality of my leads. I would like to see more info instead of just clicking on 4 stars or 5 stars.
As an example, I would only like to receive leads for buyers who are interested in Green or Energy Efficient homes in my area. Please post your response here or another page online where myself and others can view the response.
I can see the potential of your lead product but you don’t explain the parameters of the system clearly enough. I always find it better to be proactive in dispensing information rather than having someone asks more questions about what is offered. Thanks Brian
I agree with Brian about information. Lead generators promise a lot but fall short on production and charge a lot for what they produce. I tried two big named companies and received nothing in return except promises. Now I stick to my own lead generation.
Brian,
Your question about quality is an important one that I want to address briefly here and then will also make myself available to discuss one-on-one as needed.
Our quality rating system creates a simple, consistent way of communicating the quality of the leads in the marketplace across multiple verticals. The system provides a relative ranking of 1 to 5 stars for each seller campaign set up in the system. The applicable star rating reflects the system’s assessment of the likelihood of converting leads from that source. We consider a number of factors to generate the star rating, including the validation rate of lead source, the quality of the data provided by the lead source, and feedback from the buyers of the leads. Over time, we will add additional elements to the rating system in order to make the system even more effective in helping buyers of leads segment for the quality they are looking to purchase.
As for your desire to only purchase leads for prospective home buyers who want green or energy-efficient homes, we do not currently offer that as a filter in the system. In most cases, lead generators do not ask the consumer if they are only looking for green homes and as a result we don’t offer it as a filter in the system. We do allow for buyers of real estate leads to filter based on such factors as age of the lead, reported time frame to buy, and the minimum amount the consumer is willing to pay to purchase a home.
In sum, the quality rating system focuses on data integrity of the leads provided by a particular seller campaign and the likelihood of conversion based on that information. In contrast, the additional filters provide the buyer with the ability to cut out specific types of leads (like a consumer who wants a $100k home in a zip code that requires $250k) that do not meet their needs. Ultimately, the system is built to allow the lead buyer to focus in on those types of leads that work well for their business and cut out those that do not. As a result of implementing this segmentation strategy, lead buying in the marketplace should become highly effective and driven by the actual return on investment (not empty promises like the ones George mentions).
If you want to discuss in more details, shoot me an email to sean@reply.com and we can set a time to talk.
Sean Fox
Chief Operating Officer
Reply! Inc.
i can control the quality of my depart.I always find it better to be proactive in dispensing information .
I just found this article today searching google and found it very interesting. I have paid for leads in the past but never seemed to make it payoff or something always went wrong either on my end or the customers.
thank you so much for these informations
Having any business it is important to network an excellent list. Many Thanks
thank you for sharing .
I really appreciate this post, and agree with you.