Lead-management specialist Kaleidico has reported a tripling of website traffic since the beta launch of a new Lead Marketwatch widget on its homepage that ranks lead providers in order of their conversion of leads to loan applications.The data reflect the current weekly moving average of icoSales client results. A Kaleidico representative said lenders and lead providers alike are using the site to gauge the effectiveness of mortgage lead campaigns. At MortgageWire's deadline, the widget -- which reflects the total of all leads in the icoSales system -- showed LendingTree achieving a 10.53% conversion rate with its long form, followed by Loan Web at 6.67%. Kaleidico says it integrates with every lead provider "that we determine is a viable entity," with the requirement that a provider must tally at least 100 leads in the week recorded. The company can be found online at http://www.kaleidico.com.

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