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One in two brokers considers lead generation to be the most important factor in their decision to switch aggregators.
According to a recent straw poll conducted by Mortgage Business, 45.6 per cent of the 316 respondents said they would switch aggregators for the provision of leads, while 20.6 per cent said better technology and 19 per cent said sales and marketing support.
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Only 14.8 per cent said that being alongside high caliber brokers would prompt them to switch.
Aussie’s chief executive officer Stephen Porges said lead generation is critical to brokers because “without a lead there is no deal.”
According to Mr Porges, Aussie has a strong advertising presence in every medium which serves to not only build the brand but also generate leads for its franchises and mobile sales team.
“Every person that walks through the door is a lead,” Mr Porges told Mortgage Business.
“Once you sell them a loan, they become a customer. Up until that point however, they are a lead that has seen or heard another of our lead generation strategies.”
Loan Market Group executive director John Kolenda said effective lead generation helps brokers consistently reach a greater number of prospects.
“The more people you touch the greater likelihood you have of turning around greater volumes, which ultimately adds to your back pocket,” he said.
Mr Kolenda said lead generation was responsible for the majority of a broker’s business – whether generated by a referral partner, from an existing client or via advertising and marketing initiatives.
