New Lead Generation Partner – $150/lead :)

I’ve received some great feedback to my posts about some of the lead generation projects I’m working on so thought I’d share some of my latest discoveries. First let me start by emphasizing again that I am not a lead generation expert and I don’t make much money at all with lead generation, this is a new avenue of exploration for me and I’m learning new things every day. I know a few people who are very successful with lead generation and have been using their suggestions and advice to get started. Like anything in this business I don’t expect results overnight…but I do have big expectations.

As you may know one of the main niches that I focus on is debt settlement. What I like about this niche is that it is very consistent and has little seasonality and the payouts per lead can be incredible. Today I found-out about a new lead generation partner that pays $150 per lead for anyone that signs-up for their debt settlement program. In general I think it’s safe to assume that one in every one-hundred people that come to your site will fill-out a form. Of those maybe 10% will sign-up for the program but that might even be a bit high. This means that if your site only gets 100 visitors/month you might be waiting an entire year before you make a dime. Traffic is the key here and what makes lead generation such an exciting challenge for me is the heavy competition that exists within the search engines around these niches.

It definitely takes a lot longer to get on the first page of Google or Bing for debt settlement or car insurance than just about any other term in the world. Most of the sites on the first page are there because the owners have often spent tens of thousands of dollars in SEO. Other companies give-up, knowing they won’t rank and pay thousands a month to Adwords, since I’m and SEO guy I’m taking the harder road on this one.

I am yet to hit the first page of Google for any of the terms I’m targeting but have active link-building, article writing, etc. happening consistently. SEO in these highly competitive niches has to be looked at with a long term vision. If you want to win the battle in a month you will fail, thinking long-term and doing all the things your competitors are doing to rank well is the key to getting on the first page. It might take three months, it might take six months, but at some point with enough quality links, articles, etc. you will make it there. Like I said, I’m not there yet but I am definitely looking forward to the traffic explosion to come šŸ™‚

The #1 question I get about lead generation is who I sell the leads to. I started with LeadPile but since have been focused on (affiliate link) which seems to have much higher pay-outs and many more competitive options. ShareASale also has a pay-per-call program that I’m going to be using on one of my sites very soon, I think this is very important with debt settlement in particular where people just want to call someone rather than fill-out a form.

So that’s the latest in my lead generation adventures, as usual I’ll keep you posted as I progress.

{ 9 comments… add one }

  • JS November 24, 2010, 1:22 pm

    pay per call seems to be very interesting. I had never heard about this before.

  • chris November 24, 2010, 2:03 pm

    very useful information! I also have a debt related .co domain but I have not added much to it. Good tips and information. I do like what you have done with yout debt site!

  • 3ddi3 November 24, 2010, 2:32 pm

    thanks for sharing Morgan. i thought about going into insurance domains but these insurance companies have a big war chest when it comes to SEO. hope you make it with your debt domains.

  • Leonard Britt November 24, 2010, 3:05 pm

    One recommendation I would make prior to spending a lot of time on SEO efforts is to run a brief Adwords campaign and see how well the traffic converts on this platform. Buy 100-200 visitors max and if you see that 0% of the traffic converts, why waste your time trying to rank the site with a massive SEO effort? If on the other hand you surprisingly discover you can make more money buying traffic for certain keywords or utilizing the Google Ad network than the cost of traffic acquisition, you can expand the program.

  • George Pickering November 24, 2010, 5:58 pm

    The problem with highly competitive lead categories (like debt) is that the form conversion rates are very low because when a person searches on Google and 10 Lead Gen forms are presented – what makes them submit one form over the other. The reason the company is paying $150 is because they have a hard time getting leads because the space is so competitive. The great trap of lead generation is to focus alot of effort on high dollar, high competitive categories where there is so much competition you can’t stand out from the crowd. The right way to approach lead gen is to find an underserved niche – yes there are some out there or to go “wide” in competitive categories looking for under-utlitized traffic sources or keywords (ie geo+debt management, etc).

  • George Pickering November 24, 2010, 6:05 pm

    And BTW, another problem with lead generation affliate programs……you can’t control the form and are stuck with the conversion rate of your provider. I can show you two forms that have the same questions: one is a one column form and the other is a two column form (colors, boilerplate text…the same) and one form converts at 2% and the other at 10+%. The only difference is the layout.

    And multiple page forms, you might as well put a gun to head and shoot yourself in the foot.

    • Morgan November 24, 2010, 6:18 pm

      @George – great points and good analysis – thanks for sharing!

  • SR22 November 24, 2010, 7:32 pm

    The competitive nature of car insurance lead gen is why I’ve chosen to focus more on my SR22 Insurance dot us site going forward — SR22 is a niche (DUI-related insurance) that is easier to rank for than the generic “car insurance”. I’m in 3rd position on Bing which brings me low volume but highly qualified traffic that converts at — and I’m not kidding — a 33% to 50% conversion rate. And that’s with my stupid one pager and a multi-page form they must fill out at the insurance partner’s website. To George’s point, I might even do better if I controlled the lead gen form. I hate that I don’t. My insurance partner is woefully unresponsive to my desire to make the user experience more seamless and less jarring. They just want my traffic, thank you. I’m waiting until I can get volume up before I seek out alternatives that enable me to capture the leads myself on my own forms and sell the leads directly and multiple times, unless a buyer want to pay me a premium for exclusive leads.

  • George Pickering November 24, 2010, 9:03 pm

    If a provider gets 33-50% on their form, they really should purchase traffic from Google and Bing directly and bypass affliates. That is the reason we don’t offer an affliate program, because we get 10% to 15% on our forms and there is no reason to pay affliates to compete against our marketing programs when that conversion levels allows us to “buy out” most search engine traffic in our niche.

    There are execeptions to every rule, but in general you want a one page RFQ form.

    Insurance is one exception, because you have to ask more questions that can fit on a single page. When I worked for Intuit’s Insurance Division, the low conversion on our forms resulted in the Division being sold to Insweb because we couldn’t scale the lead volume with a 10 page car insurance form and 4 page life insurance form.

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