All Things Mortgage! A Conversation with LeadsCon Live Host, Michael Ferree

Earlier this year, I had the pleasure of keynoting the opening general session at LeadsCon 2015 in Las Vegas. Prior to that presentation, Michael Ferree, Director of LeadsCouncil, invited me to join him for a conversation titled ‘All Things Mortgage!’ for LeadsCon Live—a podcast that taps into expert insights on how to maximize your leads and soar your production.

As LeadsCon focuses predominantly on the buyer atmosphere and connecting businesses with producers and providers that furnish leads that generate great results, I spoke with Michael about how to put people and systems in place to maximize lead conversion and dominate the market.

The best way to do this is to build a salesforce that produces outstanding results!

If we see the lead conversion process as a spectrum, on the one extreme you have marketing, and on the other you have sales. Although we hear ‘sales and marketing’ used interchangeably, they are NOT the same. In fact, sales and marketing are very different, but complimentary, parts to what needs to be a fluid process for optimal lead conversion.

Marketing’s role is to drive in leads and sales is to convert them!

One does not work without the other, but sales are the more important of the two because if the leads aren't being converted, there's not going to be any revenue to acquire them in the first place!

It’s a simple fact; even if your leads are the best available, without a highly trained and effective sales force to convert the leads, you’re simply throwing good money at bad!

I cannot tell you how many companies I have spoken to in my 20 years consulting and training who spend hundreds of thousands, even millions, on marketing and little to nothing on training for the people who ultimately determine the success of the leads! In today’s highly commoditized mortgage industry and business environment, it’s all about creating a great customer experience.

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