Generating Leads: Invest in-house

1. Enhanced Control Over Volumes

Having an in-house media buying team allows you to maintain direct control of your lead generation activity.  Whether you are a lead buyer or lead seller, taking control enables you to meet the demands of the buyers or agents that you deliver leads to.  In the years that we have been working with customers, we have seen the reliance on external lead suppliers be an Achilles heel to their financial success.  It is our view that you should generate the majority of leads in-house.

2. Move Quicker

An in-house team can swiftly adapt to changing market conditions or demands from lead buyers or agents.  Being able to move quickly can mean the difference between success and failure in the short or long-term.  As a lead seller, it is not uncommon that lead buyers can open up their budgets overnight requiring more leads; your ability to meet those demands can result in great financial uplift.

3. Improved Compliance

Compliance is crucial!  You need to be able to respond to changes in industry regulation and the demands of lead buyers that may have internal compliance adjustments.  If you control the lead generation assets then you can adapt quickly as opposed to waiting on changes to be made by your lead suppliers.  Being able to demonstrate customer consent promptly should be a priority when selling leads to lead buyers.

4. Deeper Insights

In-house media buying provides direct access to detailed performance data and analytics, allowing you to gain a deeper understanding of campaign effectiveness. This direct insight is invaluable for optimising campaigns to deliver more relevant and higher-quality leads to lead buyers. By continuously analysing performance metrics, you can refine their strategies in real-time, ensuring that marketing efforts are not only generating more targeted leads but also optimising for Profit and Loss (P&L) efficiencies.  If you buy and sell leads, margins are often static.  If you control the media buying you can extend your ROI.

5. Financial Efficiency

While relying on lead suppliers to generate leads may seem risk-free in terms of upfront financial exposure, the benefits of an in-house media buying team far outweigh this perceived security. Investing in an in-house team enables businesses to have full control over their marketing spend and strategy, allowing for precise optimization of campaigns. This optimization extends ROI by focusing efforts on generating the most relevant and high-quality leads. An in-house team provides more transparent and effective budget management. Moreover, in-house teams are directly invested in the company's success and are more motivated to optimise spending, ensuring that every dollar spent contributes to overall performance and profitability.  Using AMEX is a great way to curb the cash-flow deficit too between the cost of generating the leads and when you get paid by lead buyers (if not upfront!)