In this webinar we focused on the best practices for managing third-party lead generation, maintaining strong relationships with lead aggregators, and implementing strategies to maximize conversions.
The discussion featured expert insights from Jim Geffkin (Bath Solutions, etc.), Ryan Pederson & Darrion Bunce (HomeBuddy), and Kristen from Hatch. Below is a detailed breakdown of the most insights shared.
Resources mentioned in the webinar
1. The importance of a strong lead aggregator relationship
Jim emphasized that your lead generation program is only as successful as your level of engagement with your lead provider. Simply paying for leads isn’t enough—you need to actively monitor, refine, and collaborate with your provider.
Key action items:
- Regular check-ins: Jim and Darrion initially met weekly when setting up campaigns. As their system matured, they reduced meetings to bi-weekly, then monthly. These meetings ensure real-time optimizations.
- Data sharing: Bath Solutions provides detailed reports to HomeBuddy, tracking lead quality, dispositions, and conversion rates.
- Feedback loop: If a campaign is underperforming, instead of assuming the leads are "bad", businesses should provide specific reasons and data to the lead provider to improve targeting.
2. Key metrics for evaluating lead performance
Jim outlined the four essential metrics used to measure the success of their lead sources:
- Set rate (Most Critical) – The percentage of leads that result in a scheduled appointment.
- Issue rate – The percentage of appointments that actually get confirmed.
- Demo rate – The percentage of issued appointments that result in a demo or presentation.
- Booked rate – The percentage of demos that convert into sales.
Example benchmark:HomeBuddy’s set rate for Bath Solutions is 22%, which is higher than their other lead sources, indicating a strong lead quality.
Takeaway: If your set rate is low, the problem is likely with lead quality. If later stages in the funnel (issue rate, demo rate) are low, the problem is likely internal (e.g., sales team, scripting, follow-up process).
3. The power of speed to lead
Ryan emphasized the importance of instant follow-up on new leads, citing industry data that shows that conversion rates drop significantly if a lead is not contacted within minutes, and that immediate outreach via multiple channels (text, email, call) leads to higher response rates.
Best practices for lead follow-up
- Multi-channel: Text within 30 seconds of lead submission; use email and phone call as well
- Multi-touch: Follow up persistently but not aggressively over several days.
- Use personalization & brevity
- Automate: Hatch integrates directly with HomeBuddy, triggering outreach immediately before leads even enter the CRM.
- Optimize: Test & iterate messaging: Short, friendly, and direct messages work best.
Case study insight:
Jim initially increased lead volume but noticed conversion rates declined. The fix? Better follow-up processes and nurturing existing leads rather than just increasing spend.
4. Choosing the right lead provider: What to ask
Ryan and Jim shared crucial screening questions to vet a lead aggregator before committing:
- What is your average Set Rate, Issue Rate, and Booking Rate for businesses like mine?
→ A good provider should have data on performance benchmarks.
- Are your leads exclusive or shared?
→ Avoid shared leads, as they increase competition and lower conversion rates.
- What’s your TCPA compliance policy?
→ Ensure they follow strict compliance to avoid legal risks.
- Do you have data on how my market performs?
→ A legitimate provider will know whether your budget is realistic for your area.
Red flag warning: Be cautious of providers offering cheap, bulk leads with no transparency—they are often resold multiple times and lower quality.
5. Forecasting lead needs & budgeting efficiently
Jim shared how he forecasts lead volume to match revenue goals:
- Define your monthly revenue goal.
- Work backward to determine:
- # of sales needed to hit revenue goal.
- # of demos needed to achieve that sales number.
- # of appointments needed to generate those demos.
- # of leads required to produce those appointments (based on set rate).
- Verify lead availability with the provider:
- Example: If you budget for 100 leads but HomeBuddy says only 70 are available, adjust expectations or expand targeting.
Key insight: More leads do not always equal more conversions. Quality and nurture matter more than volume.
6. Converting more leads beyond speed to lead
Kristen presented a full-funnel follow-up strategy to ensure maximum return on lead spend:
The full lead nurturing journey
- Speed to Lead → Immediate text, call, email.
- Appointment reminders → Reduce no-shows with SMS confirmations.
- Estimate follow-up → Texts and emails after a demo increase close rates.
- Rehash aged leads → Re-engage cold leads with discounts or seasonal offers.
- Post-install → Request reviews & referrals for long-term revenue.
- Ongoing engagement → Engage customers with new offers
Takeaway: Follow-up isn't just about setting the appointment—it’s about nurturing leads from first contact to repeat business.
Top 3 takeaways
- Track & share lead performance data with your provider—it’s a partnership.
- Speed matters—contact leads instantly through multiple channels.
- Optimize every stage of the customer journey, not just the first touchpoint.
This webinar provided a blueprint for improving lead quality, boosting conversion rates, and maximizing marketing ROI. If you need help refining your strategy, reach out to Hatch or HomeBuddy for tailored recommendations.
Want to learn more?
For past and upcoming Hatch webinars, check out our webinar page!