August 13, 2024
Why We Cut Third-Party Lead Aggregators and Have No Regrets
Cutting third-party lead aggregators can feel like a risk, but it was a game-changer for Brooke Saxon-Spencer and her team. In this Senior Living Minute, she shares how eliminating aggregator fees and investing in a stronger digital strategy led to higher-quality leads, happier sales teams, and significant cost savings.
Transcript: Why We Cut Third-Party Lead Aggregators and Have No Regrets
The second step in clearing the clutter was eliminating lead aggregators.
As a smaller company, we realized we were spending half a million dollars per year on aggregator fees. That made us take a step back and ask:
“If these leads didn’t come through aggregators, would they still find us?”
Instead of continuing with paid lead sources, we focused on improving our digital strategy. We updated our website and then cut ties with aggregators completely. The results?
- Non-paid leads increased by 53% over two years
- Overall lead quality improved
- Sales teams were happier with fewer unqualified leads to sort through
- We saved a significant amount of money
- Despite reducing paid efforts, our digital budget actually decreased by 20% year over year
We have no regrets. This shift allowed us to attract better leads, reduce costs, and empower our sales team—all while moving toward a more sustainable, organic marketing strategy.