Lead generation was the marquee topic at the Internet Mortgage Marketing Summit July 26, held by Real Estate Connect at San Francisco's Palace Hotel.Back-to-back mortgage sessions took up search engine and portal marketing, pay-per-call, lead validation, going beyond online loan applications, how to work Internet leads, and best practices for Internet lead providers. As mortgage originators deal with a declining market, lead generation becomes more critical, and several mortgage company executives and loan officers took the opportunity to publicly upbraid their vendors for sending them poor leads. Several panelists reminded mortgage professionals that Internet borrowers value speedy service and that the shelf life of Internet leads can be minutes rather than hours, much less days.

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