Since launching in 2006, lead generation company Leads 2 Trade has always placed its emphasis not just on lead volume but, more importantly, lead quality.

The Stockport-based business generates 5-6,000 leads per week for companies operating in the home improvement market. These leads are then double qualified by Leads 2 Trade's in-house call centre.

It's a tried and trusted method that has helped Leads 2 Trade become one the biggest volume suppliers of leads for the fenestration industry.

And, according to Andy Royle, co-founder and Director at Leads 2 Trade, it's one of the reasons why the company is staying ahead of competitors who are turning their back on the personal approach in favour of technology.

"It's always a challenge in any business to get the balance right of their sales lead generation activities both in-house and outsourced to third party's like ourselves," commented Andy.

"Recently we have noticed a shift change by a number of our competitors where they have decided to close down their call centre approach and let technology 'qualify' their leads by use of digital automation.

“They are using things such as SMS verification, telephone validation software, BOT driven on page chat and loaded algorithms to decide whether a lead is genuine or not.

“While this obviously allows online lead generation companies to generate increased volumes, we are finding that this comes at a cost of 'quality' which our own sales team are really capitalising on.

“Because we have our own in-house customer service operators that personally speak to and qualify all our leads, it means that quality is guaranteed to the customer.

“We don't send text messages or use automated dialling with computer algorithm generated questions to mimic a leads authenticity.”

To provide customers with unrivalled support, Leads 2 Trade also offer a dedicated appointment booking service and hot key telephone sales lead service for an immediate connection to a customer.

“The hot key telephone sales lead service dedicated appointment booking service really are the pinnacle of the premium service we offer that is unrivalled by our competitors,” said Andy.

“Each installer also benefits from a dedicated account manager whose job is to assist, support them and help them achieve an acceptable lead to appointment percentage and ultimately an acceptable cost of sale from buying our leads.”

Leads 2 Trade recently completed the acquisition of glazing industry sales-lead aggregator CloudGlaze to provide even better service for customers.

Andy added: “Since we formed Leads 2 Trade back in 2006 the digital lead generation market has changed enormously. However, there are some things that are constant and lead quality is at the top of that list.”