Even lending professionals who use Internet mortgage leads regularly may think there are just two kinds: live transfer leads and those delivered by email. Actually, there are at least five kinds of Internet mortgage leads. The value of each depends on how much time you can devote to calling, which loan products you specialize in, and how strong your sales skills are. Here is a primer on the kinds of leads that available today:

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Value has been defined as “benefit minus the cost of attaining it.” This is called “the value equation.” To see how the value equation works, consider three mortgage brokers.

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One skill that top sales professionals share is the ability to deliver effective presentations. The goal of a sales presentation is to overcome a customer’s inertia, moving him or her to act. Many successful presenters use Methodology Selling ™ techniques to spur customers into action.

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