posted by admin on Aug 10
Let’s look at our real estate example used previously. A lead is worth whatever a ready willing, and able buyer is willing to pay (lead buyer) to acquire that lead. Similarly, a lead’s value should increase with the more that the perspective customer / lead’s ability is qualified. The more qualification and / or validation of information that takes place, the higher the value that should be placed on the lead.
Why is that you might ask? Two main reasons are (1) the more validation that takes place, the more scarcity you are creating for a specific type of lead (supply and demand factor), and (2) the more validation required, the more overhead and cost to the lead generator. Validating zip codes, email, social security numbers, phone numbers, etc., require more programming, bandwidth, data storage, maintenance, and possible monthly expense for data or software updates.
