If you are a loan officer or a mortgage broker, and you are currently using a mortgage lead provider, or you are considering investing with one, one of the most important things you should take into consideration, is the closure ratio.

If you are closing anywhere from 5% to 12% of the leads you purchase, than you are doing very well according to the industry's standard.

Here are a few helpful hints to increase your closure ratio.

Keep in mind that a lead provider does just that, they provide leads. It is entirely up to you to make the sale. Just because you were provided with a fresh lead doesn't mean you don't have to work to close the deal.

Most lead companies will sell their leads up to five times, so you are competing with other loan officers.

So, if you come across an objection over the telephone such as 'I am no longer interested,' it is most likely because they are dealing with somebody else at that point.

Here is something you can counter with . . .

Oh, that's to bad, after looking at your on-line profile, I was able to fit you into a really nice mortgage program with one of our lenders.

I can just about guarantee this will get their attention.

If this approach does not work, e-mail them with some attractive programs that you offer, or mail them out a flyer with a list of your products.

Whatever you do, do not give up after the first objection.

Remember, home buyers, and people refinancing their existing homes are very apprehensive, they are embarking on perhaps the largest financial transaction they have ever made, so put yourself in their shoes.

So, the friendlier you come off, and the more knowledgeable you sound, the better your chances of making the sale.

If you fail to have someone answer the telephone, and you have to leave a message, make sure the message is short, friendly, and informative.

Ask them to call back at their convenience to discuss a great product you know they will be interested in.

Remember. It is all in the approach and the inflection in your voice. The lead provider can provide the lead, but you have to work to get the sale. Best of luck with your leads.