Balancing Consumer Intent and Volume

Posted by admin

August 10, 2008

“Good” debt leads are likely ones with higher probabilities of closing. While this can be sometimes perceived when reviewing the lead’s raw data the real test occurs when the debt strapped consumer receives contact from the debt counselor. Beyond contactability and legitimacy of his financial situation, the responsivity of the consumer is at the heart of a good lead.

Is the debt counselor welcomed or shunned? Is she warded off by the sound of an angry caller slamming the phone? Is she told that she’s the 20th person to call and begged to be removed from the list? Does she say she’s never completed the form or did so under false pretenses? Did she threaten a lawsuit or verbally abuse the goid intentioned debt counselor? These common occurances are happening at epidemic levels throughout the lead industry. At its heart is a very simple idea - consumer intent.

So how can consumer intent be measured? How can it be improved upon and filtered? Those who understand this underlying principle to success are greeted by debt laden consumers with appreciation, trust, relief and hope. The factors make for an entirely more positive experience benefitting all.

Are you in debt? How much? Do you need help? Would you truly like to speak with debt counselors who may be able to help you? Holding these simple questions at the center of one’s marketing campaigns can sift out the unmotivated and incentivised prospects. Money and competence are the key drivers as to why this isn’t taken to heart by the entire lead generation industry. In the end, it’s a choice made by company management… Higher quality cost more.