Persistence will pay off with leads

Mortgage Strategy
07-13-2009 

As the summer gets into full swing many advisers will be turning to lead generation to help them through this traditionally slow period.

Online lead generation can make a lot of money for advisers but anyone thinking of making their first foray into the world of lead buying should be aware of what lies ahead if they want to make a success of it.

Any lead buyer who is not prepared to call every lead up to four times a day on at least four days of the week will probably not get much out of it.

Although every lead should be delivered to brokers within seconds of consumers submitting their details online, the reality is that some do not answer the phone.

Advisers need to have the processes in place to maximise contact rates as zero contact equals zero conversion. This applies to all advisers, whether they are buying one lead a day or 100.

They should also be aware that consumers who fill in forms online can be fickle.

Leads are not converted customers, they are just consumers who have expressed an interest in being contacted about a financial product or service.

Brokers have just seconds to build a rapport or consumers will go back online.

The brokers who best adapt to these harsh realities are the ones who will succeed. 

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