Harness the power of lead generation

18 January 2010

Last week I gave a few tips on what to look out for when buying leads. This week I’ll look at something all brokers are interested in and should consider when choosing which lead provider to go with - the lead price.

Don’t necessarily choose the provider offering the cheapest leads. Remember, lead generation is a marketing activity and the ultimate measure of success is return on investment. There is no point in buying 100 leads for £1 per lead if none of them convert into business.

Make sure you feel comfortable with the company before handing over any money.

Check the firm’s stance on Financial Services Authority compliance. Lead generation companies are not required to be authorised by the FSA but most reputable firms will work closely with compliance specialists to ensure they operate within the FSA guidelines.

Check the returns policy. Avoid any company that doesn’t explicitly state their returns policy or those who won’t refund invalid leads. For example, the lead provider should refund the adviser if a lead is invalid for a variety of reasons including wrong number or disconnected phone.

Lead generation offers advisers an effective way to source new business and generate significant revenues.

Many successful adviser firms use lead generation as a major source of business and there is a huge opportunity for advisers to be successful in 2010 by harnessing the power of lead generation.

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