When you are kicking off a lead generation campaign there are many issues that need to be considered. But first and foremost, you need to be ready to carefully experiment and track your results at a detailed level. Now when I say experiment, I mean that you should try a variety of lead types, including direct mail, internet or web-based and TV and radio. There is no doubt that the market is going to internet based leads because the days of passive TV or radio ads are slowly going away.
But whatever lead type you choose, make sure that you extensively test and track the results of the lead campaign. I have seen tax mitigation firms have success paying top dollar for leads that are relatively easy to close. But remember – the cost of these leads may be too high for the average lead buyer. Alternatively, I have seen other firms have success with lower quality leads that have a lower price point. The issue here is that you need a good quantity of leads and a follow-up system in place so that you can monetize the leads. These leads will tend to have a longer sales cycle, so make sure that your sales reps or tax professionals can stay in contact with the prospects over this lengthy sale cycle. This lower quality tax lead can lead to favorable results if you have an adequate price point.
Most lead generation firms will want a retainer up front. These retainers may start at $500 or so and remember that tax leads are more expensive than your average leads. So make sure you do your own due diligence.
Tax leads come in all shapes and sizes, so do your homework. Start with a campaign that won’t break the bank. This will give you a chance to generate some income before you go broke. The best quality leads won’t do you much good if you are out of business.