For loan officers and mortgage brokers on the market for mortgage leads, the quality of the lead should be a top priority when determining which company to invest in. For this reason, before you invest, be sure to do a little research. After reading about the lead company on their web site, be sure to call and speak with someone in customer service. The best way to find out about the quality of the leads before you purchase them is to ask some specific questions. Ask where they obtain their leads from. The best answer you can get to this question is that they own and operate the web sites where customers visit and fill out the on line form. If a lead company is obtaining their leads from a third party vendor and than reselling them to loan officers at a profit, than they are basically recycling leads. Better put, they are selling junk. And you never know how many times that third party vendor sold those leads to other lead providers. Another question to ask is about their delivery method. The most efficient way to have leads delivered is by way of e-mail. Especially if you are purchasing real time leads, the lead will literally end up in your mail box within seconds of the customer hitting the submit button on the on-line form. To sum it all up, a good quality lead is one that is fresh, not dated, or recycled. And remember, you work hard for your money, so make sure you are getting what you pay for.