February 10, 2012 — Are weekend leads worth the money? More importantly, is it worth staffing weekends to take advantage of these leads?
A recent study suggests the answer to these questions is YES and YES. Leads generated over the weekend convert 20% better than weekday leads, even if you do nothing more than buy them and work them during the typical workweek. What’s more, if weekend leads are worked with the same intensity as their weekday counterparts they have an even higher chance of converting. This is according to a new study conducted jointly by Leads360 and QuinStreet that looked at the performance of nearly a quarter million leads over a one-year period.
Weekend Leads by the Numbers
Contrary to what some may think, the findings from our research suggest more serious consumers are using discretionary time on the weekend to get work done and expect a timely response from lenders. Therefore, those lenders that staff up and more aggressively work weekend leads could gain an edge on competitors.
If a company works weekend leads with the same intensity as weekday leads, the weekend generated leads perform even better. If a weekend lead is contacted it converts 32% better, if it is quoted 51% better and if it is contacted in the first 5 minutes, it converts 100% better than weekday leads.
Despite the solid performance, fewer than 29% of lead purchasers in the study purchased more than 10 weekend leads per month and less than 4% had a significant weekend lead buying strategy purchasing more than 100 weekend leads per month. What’s more, weekend leads aren’t getting worked as hard. Response times to weekend leads were an average of 71% slower than weekday leads.
To learn more, download the study here.