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How brokers are getting lead generation wrong (and how to do it right)

by Malavika Santhebennur11 minute read

A coach has outlined why being “boring” holds the key to generating leads rather than chasing the new and “sexy”.

James Veigli, the founder and chief executive of business coaching company Broker Ideas Group, has revealed that the most significant mistake he has seen brokers making with lead generation is “taking the easy option”.

“A lot of brokers enter the industry without realising that this is a sales industry,” he told The Adviser ahead of his session at the upcoming Better Business Summit 2023.

“We have to know how to sell ourselves to generate leads. But most brokers focus on how to be good at talking to existing customers and referrals.”

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As a result, brokers struggle to attract new clients, he said.

“Most of them take the easy option, which is often to hide behind a computer and hope that somebody else can do that work for them,” Mr Veigli continued.

“They’ll opt for buying leads, signing up to a service, or using a marketing agency to solve that problem, and that usually doesn’t work.”

The Broker Ideas Group founder made the observations to The Adviser ahead of his lead generation session at the 2023 Better Business Summit roadshow.

During his session at the Better Business Summit — taking place across five Australian capital cities in March — Mr Veigli will outline other key mistakes that brokers make with their lead generation strategies and why their efforts may fail to generate quality leads.

He will provide tried-and-tested strategies that can help brokers write more than $100 million a year in loans and share data-driven best practices from top-performing brokers.

New and exciting isn’t always the best

He remarked that most brokers are drawn towards “new, exciting, and sexy” trends to grow their business, including building a new website, posting on social media, or running social media advertisements.

However, Mr Veigli suggested that generating leads sometimes requires brokers to shift their mentality and focus on “boring” or “tried and tested” methods first.

Implementing a strategic sales process that covers a broker’s interaction cycle with new leads could convert them into clients, he said.

“When a lead comes in, ask yourself how you’re going to deal with that client. What are you going to say? When do you say it? How would you run the meeting? What material would you send them? How do you make sure that you take that lead, earn their trust, and win their business?” he asked.

“This requires consistency and repetition, which can be boring. “They’re not the latest flavour of the month, but they yield results.”

Mr Veigli advised brokers to build back-end systems that support consistency and repetition to successfully convert leads and thrive.

To use social media platforms effectively, brokers are required to refine their messaging, learn how to record themselves on video, and present themselves in a manner that can add value and attract new clients, he said.

He concluded that his session at the Better Business Summit would be a “wake-up call” to brokers and urged brokers to attend to learn how to tweak their lead generation strategies (including through the effective use of social media platforms) to save time and money.

To hear more from James Veigli about how to avoid costly mistakes and navigate the world of lead generation with consistency, come along to the Better Business Summit 2023.

It will be held in the following locations:

  • Brisbane, 2 March 2023, Brisbane Showgrounds
  • Perth, 9 March 2023, Crown Towers Perth
  • Adelaide, 16 March 2023, Adelaide Convention Centre
  • Sydney, 23 March 2023, The Star, Sydney
  • Melbourne, 30 March 2023, Melbourne Pullman Albert Hotel

To buy tickets and secure your spot, click here.

Did you know The Adviser Premium members go for free? Become a Premium member here.

For more information, including agenda and speakers, click here.

[Related: Why high-net-worth clients want broker partnerships: Coach]

james veigli broker ideas group ta xsr e

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