Top tips for converting leads

We all know that responding to customer's request for advice should be dealt with promptly and professionally but what else can we do as sales people to ensure that we convert our leads in to customers who come back to us time and again for advice?

We spoke to our top performing advisers and found out their top tips for converting leads, that can be easily implemented by you and your sales team.

1)     Prompt contact

Contact the customer within 3 minutes of receiving the enquiry. All SO leads you receive will be sent in real-time, so getting the customer on the phone, possibly whilst they're still online researching mortgage rates and seeking advice is vital. Get hold of them whilst they are in the mindset of reviewing their mortgage and have their undivided attention!

2)     Keep dialling!

Not everyone will answer on the first or second call attempt. We recommend trying customers 3 times a day, along with text and emails over 4 days. People can be busy but persistent effort can really boost your contact rates.

3)     Call backs

Leave a message and call back at a given time.  If you can't get hold of the customer on your first attempt, leave a message letting them know when you will call back, ie 'I'll try and reach you again at half 10" that way, when the customers phone rings again they will know it's you calling, regarding mortgages.

4)     Build rapport

Be professional and polite at all times but it's also important to build a relationship with your customers. If they are using a very relaxed and friendly tone with you, then go with it too. Similarly if a customer wants to keep things formal then match this.

5)     Don't rush

Check the customer has the 10 minutes or so, required for the initial fact find as a distracted customer will not be taking in the information they need to or buying in to your advice.

6)     Signpost

When setting up follow up calls or communications, set time limits and expectations.  That way the customer will know what to expect from you and when, and also what they need to do to keep the enquiry moving forward at the required pace.

7)     Clear contact details

Are your contact details clearly shown on all communications? Have you reviewed your email footer, business card or letter head recently? Have they all got the most up to date details for you or your office on, if not get this changed ASAP - there's nothing more annoying as a customer then having to search an email thread or for that one piece of paper where your mobile number was printed.

8)     Personalisation

Personalise all communications - it's not great as a customer to see really generic emails or letters, so always personalise as many of your communications as possible to give the customers the feel that you are committed to them individually.

9)     Check their understanding

Follow up your communications and ask the customer "have you had time to review the options, did everything make sense to you".  Allow the customer the opportunity to ask simple questions they may feel embarrassed to ask - the mortgage market can be a minefield for those who don't eat, sleep and breathe it every day!

10) FAQs

Do you have an FAQs section on your website? It could be handy and save you time in the long run if customers are made aware of an FAQs page they can refer to for general enquiries, cutting down the number of customer enquiries and freeing up your time answering everyday questions.

11) Ask for the sale!

It's the oldest sales technique in the book, yet many of us still don't use it. Once the customer has and understands all the options available to them, ask them to move ahead with their preferred option - you'll find customers don't mind being asked this question and many will be happy to say "yes I'm happy to proceed today with the 2 year fixed option" for example.

12) Don't forget your Ps and Qs!

Don't forget to say thank you. Once you have your completion from the lender and your customer is (hopefully) very happy with their new deal and your service, follow up within a week to ask if they have any other questions and thank them for the business - yesterday's customer will be tomorrow's so keep this in mind once the sale is complete!


We hope you found the above tips useful, probably many you're already familiar with but at SO Leads we always find a reminder now and then is a great way of keeping both great customer service and sales at the forefront of our agent's minds.

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Wealth & Finance Magazine Finance Awards 2015

Most Trusted Lead Generation Firm 2015 - UK

Acquisition International 2014 Finance Awards

Most Outstanding Lead Generation Firm 2014 - UK

Wealth & Finance Magazine Finance Awards 2014

Best Network for Mortgage Brokers

Wealth & Finance Magazine Finance Awards 2014

Recognised Leader in Lead Generation

Acquisition International 2013 Finance Awards

Most Outstanding Lead Generation Firm 2013 - UK

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SoSmart Money, our own online comparison site, provides thousands of consumers with a free and simple way to shop online for a number of different personal finance products, including mortgages and insurance.

As a reliable comparison site, the mission of SoSmart Money is to provide information, articles and guidance for consumers on finding the best products for them, whilst working closely with brokers to ensure they are being provided with the best quality leads.

SoSmart Money has a trusted relationship with a wide network of partners – yet consumers just need to fill in one easy, secure form to access quotes or speak to a professional adviser. The customer journey is kept simple for the consumer – and keeping this transparent for the broker allows you to maximise conversion once you pick up the enquiry from the customer.