Doing more for the customers you have
Mortgage Introducer09-02-2008
In the lead generation industry you will often hear the phrase “all leads have value”. What this means is that every customer can be serviced in some way so every lead has a value to somebody. As an intermediary, the more options you have at your disposal to offer a customer the more likely you are to win their business. And the best way to add value to your business is to increase the amount of money coming in.
This way of thinking can apply to any business from the one man mortgage broker to the unsecured loan company with a fifty seat call centre. A quick flick through this magazine will no doubt turn up a few adverts from companies offering referral fees if you pass on business to them. If you have a customer with a large amount of unsecured debt looking for a mortgage and you can’t do anything for them then don’t just show them the door. Refer them to a debt management company and earn a referral fee when they get into a debt program. The more of these types of relationships you have, the more likely you are to be able to service the customer and the more money you will make.
The other key thing is to diversify. This will protect you when market conditions turn against you but also enable you to build new revenue streams. The easiest way to get into new markets is through lead generation. For example, if you are a mortgage broker then you might want to get into the secured loan market and lead generation is the best way to do this.
Essentially building value in your business is a combination of doing more for the customers you have and diversifying to find new customers.
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