"We track how many people sign up for the pool under each individual agent through a banner on their website (and) each agent can also view a list of who has signed up for the pool," Cindy Freiman of Dominion Lending Centres told MortgageBrokerNews.ca.
"We also have permission-based marketing through the sign-up that enables the agents to continue marketing to those who give their permission -- this has been a very successful tracking device for us."
It's a way for the brokerage to not only connect with potential clients but to strengthen the brand as well - by tapping into a passion shared by many Canadians.
"The free hockey pool is just one more way Dominion Lending Centres
is reaching out directly to Canadians and building our brand and, to date, it is an extremely effective marketing and branding tool," Freiman
This is the second installment of DLC's hockey pool and the first to be held during the regular season.
"Our first pool, which was a playoff pool for last season, saw more than 12,000 Canadians sign up across the country," Freiman
"Many agents are also holding their own pools within this pool and awarding additional prizes for their mini-pools," Freiman