Lead Co-op allows advisers to see exactly where their leads have been generated from, giving advisers an advantage when initially making contact.
Once the adviser can see where their lead has come from they can then start to increase or decrease the amount they pay for leads from different website sources. This means that advisers can bid more for leads from websites that are delivering the higher converting leads and less for websites that are not performing so well. This gives advisers much more control over the quality of their leads than they have ever had before, according to Lead Co-op.
The source rank takes the raw data from changes advisers have made to their bids and translates this into a list of websites ranked in order of performance which all Lead Co-op advisers can see.
Simon Baker, who was a founder of Leadbay in 2004 but left in 2008, is the brains behind the new system.
He said: “Allowing advisers to see where their leads are coming from and vary the amount they pay for these leads incentivises the websites to generate high quality leads, not just a high volume of leads. This provides a better experience for everyone involved. The proof that this model is working is in the fact advisers are re-depositing funds with us. Having spent their initial balances they continue to buy leads.”
