MIp17-18_0210:MI 12 Jan 21/01/2010 15:23 Page 21
Leads | 17
Key to
good
leads
Grant Stevens, MD of Leadbay, lets
us in on the secret of what to look
out for in a lead generator
ead generation is becoming ever quicker, better quality leads across many
L
more popular as advisers seek an different product lines, as in any business
easy and cost effective way to sector, there are also some issues to look
grow their businesses, but just as out for.
little as ten years ago, lead While the top lead generators can
generation in the form we now appear to be very similar, they have quite
know it, didn’t even exist. different offerings, so what you get from
Since then, many lead generators of varying one lead generator can be substantially
repute have come and gone and advisers different from what you get from another.
dealing with less reputable companies have There are some key questions you should
had their fingers burnt. ask before dealing with a lead generator to
But the last few years have seen the lead make sure that you work with a company that
generation market clean up its act. Advisers provides you with high quality, compliant
can now buy high quality leads at a price that leads in a way that suits your business.
often makes lead generation more cost
effective than any other marketing method and 1. Express consent
a fundamental addition to any mortgage The most important thing to look out for
adviser’s marketing strategy. when choosing a lead generator is that the
The lead generation market continues to leads you receive are compliant, and express
evolve, and the rate of change shows no sign of consent is a hot topic.
slowing which is good news for advisers. Few lead generators currently carry out
However along with the positives of cheaper, express consent in a way compliant with FSA
www.mortgageintroducer.com February 2010 Mortgage Introducer
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