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Getting Quality Leads By Anthony Garritano Finding a good lead generation company can be a hit or miss proposition. You never really know about the quality of the leads until you follow up, which costs the broker valuable time. As a result lead company Kaleidico has partnered with Targus in an effort to ensure lead quality. "We fit in the lead management side," explained Bill Rice, CEO at Kaleidico. "We facilitate the management and cultivation of leads once people buy the leads. We're an on-demand 'Software as a Service' model. That's how we license and host our technology on behalf of our clients. "There has been a lot of commentary swirling around lead content quality," he noted. "Lenders and brokers are looking to emphasize their sales and marketing. There has been a lot of concern about lead quality. We can compare leads and judge them based on quality. "With this partnership we're bringing Targus in as a partner to improve lead quality. They will verify all the leads before they even hit the loan officer. If the lead is fake or unreachable that will be recognized before anyone wastes their time. This way the industry will be assured that they're getting viable leads." For its part, Targus has placed its efforts on educating the mortgage industry about bogus leads, said its general manager, interactive markets, Dave Wengel. "The leading issue is lead quality. What excited us about working with Kaleidico as the exclusive lead management provider with Targus built in is that the solution they built will enable our clients to more efficiently return bogus leads. This partnership will create a simple dashboard so users can rank their lead providers and more efficiently return false leads." Kaleidico saw Targus as the only company in the market capable of validating leads. Said Mr. Rice, "This way the user doesn't even encounter these false leads at all. We want to make the loan officer as profitable as possible. They need to squeeze the last penny out of those leads. Not only does this disqualify bad leads, providers get more out of their leads due to the verification process. It increases pull-through." When the lead comes through Targus triangulates that data to support or refute its validity. People used to just use post office standardization but they didn't know who, if anyone, was living there in real time, according to Mr. Wengel. "There are only a handful of people that have the experience level of Kaleidico. We see that as opening up a great market to us without the user having to integrate us as a standalone. It's a great value prop," he said. Mr. Rice said choosing Targus was easy. "We were looking for the quality and reputation of the dataset. Targus has worked with a lot of the lead generators. We see this as a way for the lender and broker to get a quality lead with just a click of a button. Lead quality is a huge topic as everyone focuses on sales. The fact that our clients get this differentiator just by having us without having to integrate any additional software is a big differentiator."

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