View more on these topics

Advisers can score with summer leads

JUSTIN REES
JUSTIN REES HEAD OF MARKETING LEADPOINT UK

The World Cup is just around the corner and for fans the prospect of constant football for the next month is mouth-watering.

Unfortunately, it will also compound the summer slowdown for businesses as consumers’ attention turns to football.

The effects are often acutely felt in the financial services sector. Lead suppliers have to compete with hundreds of brands trying to occupy the same advertising space to align their brand with the World Cup.

This means it becomes more expensive to generate leads. For products in limited supply such as remortgage and life insurance leads, this affects lead prices.

If the summer ends up being a hot one, this effect could be more severe. But anecdotal evidence indicates that lead quality is higher in the summer compared with other times of the year.

For example, the first quarter is traditionally strong for online activity. But in terms of lead generation, at this time of year thousands of consumers fill in forms just to research their options rather than being ready to make a purchasing decision.

As overall online activity is lower in the summer months, consumers who become leads are more likely to convert to business.

For many advisers, online lead generation acts as the marketing equivalent of a credit card – enabling them to smooth the flow of new business across the year. And in the coming weeks hundreds of advisers will be activating their lead orders to keep the phones ringing over the summer months.

Recommended

PAUL SAMTER
3

Rates likely to stay low for some time

The change of government has brought the fiscal situation sharply into focus. Events in Europe have made clear the potential dangers of putting off difficult decisions and the new administration has already confirmed it will make efficiency cuts of £6bn this year. But the big fiscal squeeze will begin with the Budget in June. This […]

thimbnail

Almost nine in 10 employers admit failings with post-DRA compliance

The default retirement age (DRA) was abolished more than three years ago, yet new research from Jelf Employee Benefits suggests that the vast majority of employers still have some way to go to fully understand, comply and communicate the landmark legislation change that prevents older employees being forcibly retired on the grounds of age alone.

Newsletter

News and expert analysis straight to your inbox

Sign up