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Spot the difference with online leads

Many advisers are attracted to lead generation by the high conversion rates experienced by lead-buying colleagues.

Conversion rates for finance leads are high for products and buyers are reporting conversions of over 20% for life insurance leads.

Unfortunately, many buyers are destined never to achieve these conversion rates not because the leads aren’t good quality but because they have the wrong mindset.

The golden rule is to remember that online leads are not guaranteed sales, they are just consumers who have expressed an interest in being contacted about a financial product. Being aware of this will shape how advisers process leads and talk to clients.

Advisers often treat leads in the same way they would consumers walking into their offices but the two couldn’t be more different.

Consumers walking into advisers’ offices are often close to making a purchasing decision. In contrast, consumers filling in online forms are not usually searching for particular advisers - they are looking for information and advice.

They are at an early stage in the process so it is useful to consider what they have not done - they have not chosen to look for local advisers.

When lead buyers recognise the difference and adjust their processes accordingly they will improve the performance of their lead-buying campaigns.

Solutions

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