Eleven questions to ask a lead supplier before you spend anything

Buying leads is unusually easy to do badly, because the product looks identical whoever supplies it: a name, a number, a postcode. The differences only surface after you have spent money. These eleven questions surface most of them beforehand.

1 Distribution

• How many buyers receive this exact enquiry?
• Is it ever resold, recycled or re-offered later, at any price?
• Will you write both answers into the supply agreement?

If the third answer is no, treat the first two as marketing. This is the single most important area and the one where language is loosest.

2 Where the leads come from

• Which specific sites or campaigns generate these enquiries?
• Do you own them, or are you reselling someone else's?
• Can I see the form the homeowner completes?

3 Consent and compliance

• What consent wording did the homeowner see, and can you supply it with each lead?
• Do you screen against TPS and CTPS, and when?
• How long do you retain consent records, and what happens to them if I stop buying?

The responsibility for a marketing call sits with whoever makes it. You want these records because you may one day need to show the basis on which you called someone.

4 Terms that bite

• What exactly counts as a replaceable lead, and what is the window?
• How do I set and change my weekly cap, and how quickly does a change take effect?

Replacement policies are where vague language costs money. 'Invalid leads replaced' means nothing until you know whether a renter counts, whether an out-of-area postcode counts, and whether a homeowner who has changed their mind counts.

5 Getting out

• What notice do I need to give, and is there a minimum term or balance I lose?

A supplier confident in the product does not need to lock you in. If there is a minimum term on a pay-per-lead product, ask why it exists.

6 The eleven, in one list

• How many buyers receive this exact enquiry?
• Is it ever resold, recycled or re-offered later?
• Will you put that in the agreement?
• Which sites or campaigns generate these enquiries?
• Do you own them?
• Can I see the homeowner's form?
• What consent wording did they see, and will you supply it per lead?
• Do you screen TPS and CTPS, and when?
• How long are consent records retained?
• What counts as replaceable, and what is the window?
• How do I change my cap, and what notice ends the arrangement?

You do not need perfect answers to all eleven. You need answers that are specific, consistent between the sales call and the contract, and given without hesitation. Vagueness on any of the first three is the one that should stop you.