Lead By Example

Lead by example
Mortgage Solutions | 15 Feb 2010 | 09:00
Justin Rees
Purchasing leads is easy, but making a decent return on investment from lead generation is much more difficult, as Justin Rees points out
Whether you are a lead-generation veteran or buying leads for the first time, these 10 tips could help you make your lead buying a success.

1. Choose the right lead provider
Choose a lead provider that help you to make your lead buying a success. You should also choose one that has a simple platform. Don’t spend hours playing around with a computer trying to find the cheapest leads.

2. Make sure you have a good website
If you have a informative and clear website, by the time you speak to the client they will already have a good idea of your business and will be much more likely to convert. At the same time, if they don’t like what they will see, clients will often just go to another site and fill in another form.

3. Use filters
Using filters will give you a better chance of success.

4. Manage your own expectations
For your 1st lead-buying campaign you should set your expectations lower than these market conversion rates as you gain more experience with online leads.

5. A minute can make a difference
Always try to contact the lead as soon as you receive it. Studies have shown that even procrastinating for just one minute can affect contact and conversion rates.

6. Your processes are as important as your leads
Even with small volumes, assuming it might take more than 1 try to make contact with each consumer by the end of the first week, it can become unmanageable, so you need to have an automated system.

7. Every lead has value
Refer a customer to a company who can if you cannot provide service to the customer. There are thousands of pounds to be earned by referring business, and any revenue generated should be attributed back to the lead.

8. Commit a decent budget
You allot a budget that will allow you to get a large enough volume of leads to make a useful analysis of your lead-buying campaign.

9. Pay what you can afford
Calculate how much you can afford to pay for a converted customer and using a range of potential conversion rates work backwards to know what price you can pay for a lead.

10. Leads today, revenue tomorrow
Make sure you have the process to periodically contact leads that do not convert immediately. For every lead that you buy, you will pick up accumulative conversions over time if you have a contact process in place.
Justin Rees is the director of marketing and partnerships at LeadPoint UK

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