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In the background your lead generator If you are unfamiliar at dealing with leads, do client make sure you offer the best service you
should also be doing its bit to make sure the not expect the first borrowers you speak to, to can as that one lead can result in much more
consumer knows your firm and has a positive convert to business. Practise does help and the than just one client.
impression of you. As soon as the consumer has more leads you deal with, the more successful
asked for advice we, for example, will send them you will be. Regular contact
a text with your company name, reminding them Fifty leads is usually a big enough sample to be It is possible that you can’t help your lead
you will call; they will also receive an email, able to judge how well you will do with internet straight away, however, if you keep in touch
carrying a message from you, telling them about leads, but if you have had no success after twenty with them and keep them up to date with the
your company. then warning bells should sound; either changing market then you will be best placed
something is not right with the source of the when the time is right to do the business.
What if you’re not available? leads or something is wrong with the sales
There is a possibility that when a lead comes process you are using. Return on investment – buy just
through, you will be busy, either seeing another the leads you want!
client or on the road. Therefore it may not be Work on the client’s terms Leads converted properly can yield a huge
possible for you to have a detailed call with Some clients are happy to meet with you, and return on investment and can quickly become
your new contact; however the most successful indeed would not be satisfied if they didn’t. the most cost effective way you have of growing
advisers make a quick call to say they cannot Others would prefer to deal with you purely by your business. So make sure you buy from a
talk in detail now, but arrange a time to call phone or by email. Work on their terms and if lead generator who will let you specify just the
them later. you need to meet with them, let them know leads you want. The closer the lead meets your
Most potential borrowers are very impressed why and arrange a time that is convenient for requirements, the more likely you are to
if they receive a phone call almost as soon as them. convert it.
they have completed their enquiry, and even a Remember however, the customer is bound
short call can be enough to ensure that they do Ask for referrals to have other needs so seek to look after them
not look for advice elsewhere. Referrals can significantly increase your overall too. Sometimes this business will convert faster
profitability. Even if you cannot do business than the initial enquiry and it all adds to a
Use your best advisers with a client, for whatever reason, it is still greater return on investment.
Use your best and most experienced brokers to worth asking whether they know anyone else in As you become successful at lead generation,
deal with the leads to refine your process. They need of advice. Our top advisers say many you will write more business and successfully
will be more used to dealing with new clients and clients are happy to give a referral especially if increase your client bank, so that the question
will achieve a better conversion rate than a you have been professional and done a good of ‘how do I get enough new business?’ is never
trainee. job for them. So even if you cannot help a a concern of yours again.
www.mortgageintroducer.com October 2009 Mortgage Introducer
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