MIp16-17_1009.qxd 23/9/09 17:14 Page 20
16 | Leads
How to
make money
Leadbay’s Grant Stevens explains how you can
successfully convert leads in order to make loads
of money!
ore advisers than ever are themselves, however, in the majority of cases, they could carry on looking for advice elsewhere.
M
registering to buy leads as they will do their research and then realise that It’s a bit like standing in your reception area
several surveys report they need help and advice after all. At this point, surrounded by adverts from your competitors.
worries about getting new if they are on the internet, they are likely to You don’t want to give them the chance to look
business. Lead generation is complete a form with all their details asking to elsewhere, so you need to make sure that it’s you
the perfect answer to those speak to a financial adviser. More often than not, that they deal with first by getting to them as
concerns as it delivers this will take them through to a lead generator quickly as possible within 5 minutes would be
hundreds of potential new clients to you, just who will introduce them to an appropriate optimum.
when you want them, to very specific criteria that adviser. You are likely to get a very favourable
you set. If you are the adviser who has bought that response if you respond immediately. Few
The challenge can arise for new lead buyers lead, you will then receive that consumer’s details people are used to receiving excellent service
when it comes to converting their lead into within seconds both by text and by email. At that so it’s usually a positive surprise when they
business. Some who buy leads manage to convert point, if it’s a mortgage or loan they are asking do.
over one in five of the leads that they buy, others for advice on, you know the following
struggle with much lower numbers. So why is information: Build the relationship
there such a difference and what can you do to 1. Their name, their contact details, how much With an internet generated lead you need to
improve your conversion? they want to borrow and what deposit they build a relationship as soon as possible. Treat
The good news is that it just takes a small have them as if they have just been introduced by
amount of tweaking to your sales approach to 2. they have proactively searched for information your best client. Even if you are working from a
become hugely successful at converting leads. and asked for advice call centre, the customer wants to be an
3. if they have come via Leadbay (but not all lead individual and dealt with as if they are your
Who is the consumer? generators) they will have seen your details only client. Occasionally people who have just
Consumers’ buying habits are changing; they are before they submitted their request so they asked for advice aren’t in a position to speak to
not only buying in different places but the way have expressly consented for you to call them. you straight away - especially if they are at
they buy is changing. Increasing numbers are At this point there’s more in your favour than work. In this case leave a polite and friendly
spurning the High Street and instead browse the if someone had just walked through your door as message, introducing yourself, saying you’ve
internet for the information that they need. And you know more about them. However from here received their request for advice and that you’ll
once there, the way people buy becomes quite you have to behave differently. phone again. Then follow up and phone when
different. you say you will so you’re already building up a
A borrower may initially think that a financial Respond quickly picture of your firm as professional and
product is something that they can sort out for Remember that if someone is on the internet reliable.
October 2009 Mortgage Introducer www.mortgageintroducer.com
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