Following earlier calls for regulation of the lead generation sector within the market, AMI has begun its drive to increase accountability from leads generation firms with the formation of a code of practice, to which firms can sign up.
Explaining the code of practice, Rob Griffiths, associate director at AMI, said: “The lead generation code of practice plans to give AMI members an extra layer of confidence when using the service of lead generation firms. It is a code for reputable firms in the market, and distinguishes between firms in it for the quick buck as opposed to those in it for the long haul.”
Vanessa Blount, head of paaleads.com, hoped the formation of a code of practice would help instil confidence in the market. She said: “I fully support AMI in taking the initiative to draw up a code of practice for lead generation firms, which I believe is long overdue. This is a fantastic opportunity to establish clear benchmarks that will finally separate the wheat from the chaff. However, as with many incentives, its success will lie in the detail”.
Nat Daniels, managing director at Mortgage Angels, added: “Bring it on. Some time ago I called for the regulation of lead generation and this code will go some way to giving the industry a better level playing field.”
Peter O’Donovan, mortgage manager at Bestinvest, said the move was a step in the right direction. “A code of practice for lead generation is a good idea. I don’t think regulating the sector will be necessary but it’s good to have something that differentiates the firms, which this code of practice will give.”
