Source: NYTimes, Aug 2012
Lead-generation sites like Bankrate.com, for example, offer rate calculators and other tools that prompt people to fill out forms with their names and contact information. The sites then transmit those consumers’ information to mortgage brokers, credit card issuers, car insurers and the like, offering access to these prospective customers, or leads, in return for a finder’s fee. The price varies. Lead generators may charge $8 for an insurance prospect; $35 for a finance lead; or $75 for a mortgage prospect, Mr. Meyer says.