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Aggregator takes lead generation ‘to the next level’

by James Mitchell & Huntley Mitchell3 minute read

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One of Australia’s fastest-growing mortgage aggregation groups is using innovative technology and strategic partnerships to deliver hot leads to brokers.

The partnership between eChoice and Fairfax-owned real estate group Domain involves educating prospective home buyers on the benefits of a using broker and the mortgage products currently available to them.

According to Domain’s 2015 investor briefing, partnerships with mortgage groups such as eChoice were responsible for an 81 per cent increase in lead generation revenue in the 12 months to February.

Peter Andronicos, chief executive of eChoice, said the aggregator has taken its partnership with Domain “to the next level”.

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“It’s not just about generating a name, a number and an email address,” Mr Andronicos told The Adviser.

“We have forms on Domain that customers can complete, and the data they enter is cross-referenced using eChoice’s management system.

“The customer is then given an assessment based on the data they’ve provided on the form as well as information we gather on the lenders from our mortgage platform. We then call the customer and qualify them over the telephone, and pass that information onto Domain.”

Mr Andronicos said eChoice’s strategic partnership with Domain is based on an online qualification system that is leading the industry in terms of lead generation.

“If Domain would like us to, we can even qualify them even further over the phone and refer them directly to a lender or another mortgage business,” he said.

“We work with a number of other companies in a similar way to the way we work with Domain.”

Mr Andronicos said eChoice is continually looking for new opportunities to integrate its broker technology with other companies.

“We go out there and monetise our existing broker database,” Mr Andronicos said.

“For example, a broking firm may come to us with a database that they don’t know what to do with.

“We will run it through our concierge service – cleanse it, manage it – and generate new, hot leads for those brokers.”

[Related: Firstfolio rebrands, restructures leadership team]

Aggregator takes lead generation ‘to the next level’
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