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Leadgeneration

Mortgage Strategy’s monthly guide to the lead generation companies brokers could be doing business with. Justine Tomlinson looks at the options available to intermediaries

Paaleads.com is one of the more established internet lead generators with a good reputation. Leads are generated through moneysupermarket.com, with customers completing an online enquiry form. Once this is complete customers are asked to click their consent to be contacted by an adviser. The client is then presented with a pop-up box informing them which company will be in contact. This is sent to the company via a SMS text and email within one minute.

What makes paaleads.com different is that it has its conversion rate independently verified . Currently 39%, or three to four leads out of 10, go through to business. I am not aware of any other generator that has undertaken this type of research. But there is no guarantee your leads will convert at this ratio as it depends on the performance of each area and how quickly the lead is dealt with. This can vary greatly. The other features of the service that stand out include no minimum level of leads and no upfront payment terms.

Paaleads.com is authorised by the Financial Services Authority via moneysupermarket.com Financial Group, so is likely to adhere to the rules. Complaints which could arise around the source of the lead would be down to paaleads.com. In any event, the enquiry form asks brief questions, express consent is obtained and the customer is notified which company will contact them.

Prices start from 32.50 for leads up to a mortgage value of 149,999, and go up to 52.50 for a mortgage value above 150,000. Pricing does not allow the flexibility to select remortgage-only leads but is generally competitive. There is also a clear refund policy.

I code paaleads.com as green as it does not present any concerns about business practice or compliance. And as there is no minimum commitment level, you can try it out.

BRG Direct provides a marketing and lead generation service. It buys in data from postal surveys conducting general questionnaires, which include a financial section. It then contacts 250 customers in the specified postcode area who have indicated an interest in a remortgage. During this telephone contact, provided the customer is happy to proceed, a form of fact-find is undertaken and the customer is informed which company will be contacting them.

The group is no longer a member of the Direct Marketing Association and is not authorised by the FSA. I have some concerns about the level of fact-finding conducted over the phone and then passed on to advisers. While the more information supplied the better, as it is helpful to advisers in terms of conversion, the more fact-finding a company conducts, the more likely it is also to be moving from ‘introducing’ to ‘bringing about a mortgage’ – a regulated activity most lead generators are not authorised for. You’d need to be certain how the source of the lead was obtained and have confidence you can obtain a copy of the survey relating to a customer.

The service costs 562.50 plus VAT for 250 customers to be contacted who have expressed an interest during the postal survey. BRG indicates that while it cannot guarantee the level of leads that may be generated, 10 leads per 250 is a reasonable expectation. If this level is achieved, that is a fairly competitive cost but when I asked, BRG Direct was unable to provide research to back up these figures.

I code this company as amber as you need to be satisfied the source of the data is legitimate. Remember, any complaints will be your responsibility.

I’m not convinced this form of lead generation will generally meet stated expectations so make sure you ask for contact details of users of the service.

Vanessa Blount, head of paaleads.com, says: “I am delighted the quality of the proposition we offer has been recognised in this review. We are a respected lead provider and our success has been based on our ability to meet the requirements of brokers and take a flexible approach to lead purchase. This ensures the appropriate provision of leads to suit all customers, whether this is providing daily leads to a sole trader or leads in bulk to a multi-site organisation.

“This service is cemented by transparency in our pricing and refund policies, and the experience of our team. This combination has created long-standing business partnerships with our brokers. Paaleads.com adds value for any adviser looking to increase their revenue.”

Dave Gardner, managing director of BRG Direct, says: “We provide testimonials from existing customers to support our result of around 10 leads for every 250 records, but past performance does not guarantee the same level of success in future. It is possible to achieve a good return on investment with a lower lead to records ratio and a higher conversion rate.

“Customers who derive the greatest benefit from our leads are those who act quickly. We provide a mortgage lead with guaranteed consent to call and a brief fact-find within hours of speaking to the prospect and recommend the broker follows up within 24 hours. In addition to telephone researched remortgage leads we also supply internet generated mortgage and remortgage leads direct from best buy website moneymuscle.co.uk. These are people who have requested contact with an adviser.”

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