Common questions asked about outsourcing telemarketing campaignsFrank D'Agostino and Marq Mellortelemarketing, outsourcing, lead generation, marketing
There are a handful of questions that most mortgage
professionals typically ask a teleservices agency when they are
considering outsourcing their lead generation campaigns. This
article is designed to address these questions to provide a clear
understanding of the benefits of outsourcing this service. Even
though telemarketing may not be the most glamorous method of
marketing, many mortgage professionals are benefitting from
including it in their organization's marketing mix.
Most common questions
What is the difference between one teleservices agency and the
other?
The more reputable agencies are not looking for a quick sale, but
rather a long-term relationship that will benefit both client and
provider. The teleservices agencies that will provide the best
returns on investment will be the ones whose philosophy is to
strive for lead quality versus the number of leads that they will
provide.
How long does it take to get a campaign started?
Typical call campaigns are up and running within seven to ten
business days of finalizing contracts and receiving payments.
However, any delay in receiving newly ordered call lists may push
back the start of a campaign.
How do we know you are not selling the same leads to other
companies?
To ensure exclusivity, a quality teleservices agency will de-dupe
(edit for duplications) all new call lists against current client's
call lists so that duplicate leads are not generated.
Can you provide me with a quality call list?
Most teleservices agencies that are entrenched in the mortgage
industry have access to the best lists available for your specific
calling campaigns.
How do we know that your lists will be targeting the right
people?
Most teleservices agencies know which list services can provide
maximum results with their client's target markets and specific
criteria. One should ask for lists that yield the best returns on
investment, stressing quality versus quantity.
How do you verify leads?
The quality teleservices agencies will have several procedures
designed to ensure that their client receives only leads of
homeowners who are interested and meet their specific criteria.
Agencies that require supervisors to verify all pertinent
information while online with the homeowner and quality control
departments that make sure that all leads meet client criteria
before they are sent out help to provide mortgage professionals
with better closing ratios.
Does your company use predictive dialers?
Most teleservices agencies do utilize dialers. However, all dialers
will not produce the same results. The more efficient dialers will
generate an average of .5 to 1.1 leads per hour, depending on list
location and screening criteria.
Who will be making the calls on my campaigns?
A successful teleservices agency takes the time and makes the
investment in not only their telemarketing staff, but also in the
structure of their teleservices operation. Better agencies have
strict hiring guidelines, extensive training programs, and low
turnover. One should ask how long and, to what extent,
telemarketers are trained.
Does it cost me any more for you to call outside of the
local calling area or cross-country?
There should be no additional charges for any calls made within the
United States.
What happens if someone who is called asks not to be called
in the future or asks to be put on a "do not call list"?
Most states require that teleservices agencies maintain a "do not
call list." All new lists are de-duped against updated lists.
Can I get a guarantee?
A quality agency should be able to offer you a conservative
guarantee on the average number of leads provided per hour. A
guarantee can often depict realistic goals for call campaigns.
How much will it cost me?
This question should actually be posed as, "What is my realistic
return on investment from this telemarketing program?" A quality
teleservices agency will yield a 10% to 15% closing ratio on a
typical program, dependent upon product availability and the amount
of experience a firm has working with telemarketing leads. Less
experienced firms tend to have more of a learning curve and close a
lower percentage of leads initially. Firms that have never utilized
telemarketing leads must be prepared to learn how to effectively
close this unique type of lead. Most reputable agencies charge by
the hour and not by the lead. Services range from $30-$40 an hour
dependent upon the number of hours contracted. Test campaigns
should not be conducted at less than 120 hours per program. Smaller
campaigns can generate unrealistic highs and lows.
Telemarketing is a numbers game, and a well-conceived budget and
campaign time frame can help you to reach your profit goals. It's
no secret that the most profitable Mortgage Brokers and bankers
include telemarketing in their marketing efforts. Many of them
outsource to minimize capital expense, eliminate risk, and avoid
the extensive time it takes to build a productive call department
or call center. Partnering with the right teleservices agency will
maximize the returns on investment on your marketing dollars.
Marq Mellor is the National Sales Manager and Frank
D'Agostino is the Marketing Manager with Line One Teleservices, a
mortgage telemarketing lead generation service. Robert Lovelace
also contributed to this article. For more information, visit their
Web site at www.lineonetel.com or call (800) 923-LINE.
