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<p style="margin: 0.0px 0.0px 0.0px 0.0px font: 12.0px Helvetica">Three simple ways to make buying leads more successful: Justin Rees
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<p style="margin: 0.0px 0.0px 0.0px 0.0px font: 12.0px Helvetica">The difference between an average lead generation campaign and a successful one can come down to small margins. While it takes time to perfect a strategy to maximise your conversion rates and ROI from buying leads, there are a few simple things you can do now to get ahead.
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<p style="margin: 0.0px 0.0px 0.0px 0.0px font: 12.0px Helvetica"><strong>Out of hours</strong>
<p style="margin: 0.0px 0.0px 0.0px 0.0px font: 12.0px Helvetica">The internet is a 24 hours per day, seven days per week business and when it comes to financial services things are no different. The fact is that if you only take leads from 9am to 5pm Monday to Friday, not only are you missing out on a large section of your potential customers, you will also end up paying a premium for the leads you do purchase.
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<p style="margin: 0.0px 0.0px 0.0px 0.0px font: 12.0px Helvetica">If you buy mortgage leads for example, and you have specific filters in place such as post codes, and a low maximum LTV there are only ever going to be a finite number of consumers that meet your criteria submitting their details online to receive advice. If you only purchase leads between 9am and 5pm that’s just eight hours out of a possible 24 hours when people are filling in forms. Looking at the statistics and how consumers use the internet there are genuine enquiries being generated at all times of the day. From the night worker that fills in a form at 6am when they come off their shift to the doctor who doesn’t have time to use the internet for personal use during the day so submits their inquiry at 8.30pm after they come home from work.
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<p style="margin: 0.0px 0.0px 0.0px 0.0px font: 12.0px Helvetica">Despite what many lead buyers think, there is no evidence to show that leads purchased outside of standard office hours perform any worse and in fact there are many lead buyers that swear by taking out of hours leads only. So leave your order on 24 hours per day to take advantage of these consumers. There is also less demand for these leads at these times so you might pick up leads for a few pounds less which over the course of a month can be a substantial saving.
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<p style="margin: 0.0px 0.0px 0.0px 0.0px font: 12.0px Helvetica">In addition to this, the same principle applies to weekend leads only the potential savings for lead buyers are even larger. People are increasingly going online looking for advice on the weekend and they have more time at their disposal compared to during the week so can spend longer researching their options before they submit their details to be contacted. This often means that as a lead buyer you can get a different type of customer on the weekend compared to the week.
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<p style="margin: 0.0px 0.0px 0.0px 0.0px font: 12.0px Helvetica"><strong>Know the rules</strong>
<p style="margin: 0.0px 0.0px 0.0px 0.0px font: 12.0px Helvetica">Don’t just assume that all lead providers are the same and the only difference between each one is lead price and performance. While there is at least some overlap between the majority of reputable leads provider, there are often differences that can be crucial for the success of the lead buyer.
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<p style="margin: 0.0px 0.0px 0.0px 0.0px font: 12.0px Helvetica">Many lead buyers assume for example that all lead providers offer the same filtering options for each lead product but this is not the case. Taking mortgage leads as an example, some lead providers set a maximum LTV of leads that they sell on to buyers and there is no way of controlling what you get while others let you explicitly select a maximum LTV for the leads that you purchase. In the current mortgage market, the mix of LTVs in your lead supply can often be the difference between success and failure.
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<p style="margin: 0.0px 0.0px 0.0px 0.0px font: 12.0px Helvetica">Another important difference between lead providers is their refund policies. While most providers do have some kind of refund policy, each one may have a slightly different set of rules on things like how to leave feedback, which feedback codes make a lead eligible for review and how many attempts are made to verify the buyer’s feedback. For example, some lead providers give you five days to leave feedback while others allow more time.
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<p style="margin: 0.0px 0.0px 0.0px 0.0px font: 12.0px Helvetica">When leads can cost £30+ in some verticals, you can potentially lose a lot of money if you don’t know the subtleties of the refund policy. Making sure you know the finer points of each provider’s refund policy is especially important if you work with multiple lead providers at any given time.
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<p style="margin: 0.0px 0.0px 0.0px 0.0px font: 12.0px Helvetica"><strong>Be Prepared to hear “No””</strong>