Advisers Assemble - Lead Generation For Financial Services

Hosted by Alex Curtis

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373

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Jun 2026

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About the show

How to generate leads and market your financial services business. Alex Curtis from The Lead Engine interviews industry experts and marketing professionals to discuss how you can get more leads that create more business.

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60 recent

June 15, 20268 min

Be Boring And Get More Mortgage Leads

Summary: In this episode, we explore why "boring," straightforward, and simple content is far more effective for generating mortgage leads than "jazzy" or highly entertaining marketing copy. Mortgage clients aren't looking to be entertained; they are seeking safety, reassurance, and clear answers to their problems. We discuss why stripping back your content to the essentials helps you convert strangers into clients. Key Takeaways: The Path of Least Resistance: Users on search engines and social platforms are looking for quick, easy-to-read answers. Complex, wordy copy often feels like high effort and leads users to scroll past. The Power of "Boring" Content: Data from our experiments consistently shows that plain, factual, and direct content increases click-through rates on Google Ads and time-on-page metrics compared to more exciting, sales-heavy copy. Less is More: Extra words act as a tax on the reader's time. We discuss the benefits of short-form emails and direct, concrete language over abstract adjectives like "amazing" or "incredible." The Q&A Strategy: Building your content around simple, frequent questions (like "Joint Borrower/Sole Proprietor") provides immediate value. This approach builds trust and helps your content rank better in search and AI results. The "Well" Analogy: When a potential client has a mortgage problem, they are "stuck in a well." They don't need entertainment; they need a clear, direct ladder to get out. Brought to you by the team at The Lead Engine who specialise in generating mortgage leads.

June 8, 202610 min

Do Adviser Photos Get More Leads?

In this episode, we dive into a cost-free, highly effective strategy to boost your mortgage website's performance. We explore why adding a simple adviser photo is one of the most powerful changes you can make to increase trust and lead volume. Key Highlights: The Experiment: We break down a recent test on a mortgage broker’s website that compared identical web pages—one with an adviser photo and one without. The results? The page featuring the adviser's face generated 11% more leads. The Science of Trust: Ambiguity Aversion: People feel uncomfortable discussing private financial matters with strangers. Seeing a face reduces this uncertainty and builds immediate rapport. Hard-Wired for Connection: Our brains are evolutionarily designed to assess trustworthiness through faces, making them a more powerful trigger for trust than logos alone. Eye-Tracking: Studies show that when a user lands on a page, their eyes are naturally drawn to human faces immediately. Authenticity Wins: We discuss why generic stock photos are easily identified by users as "filler" and ignored. Real, authentic photos of your team members are essential for improving credibility. Practical Implementation: Every Page Counts: Don’t relegate your team to just the "About Us" page. Every page is a potential meeting point with a client. Equipment Doesn't Matter: You don't need a high-end photoshoot to start. A simple, well-lit photo taken on an iPhone is significantly better than no photo at all. Avoid the Fake: A genuine iPhone photo will always outperform an AI-generated image that looks "too perfect" or fake, as visitors are naturally wired to spot authenticity. The Bottom Line: While showing your face is a major conversion booster, remember it works best as part of a solid foundation that includes persuasive copy, 5-star reviews, and a clear call to action. Brought to you by the team at The Lead Engine who specialise in generating mortgage leads.

June 1, 202613 min

Do Rates Tables Get More Mortgage Leads?

The Problem with Too Much Choice Decision Paralysis: More choice makes it harder for people to make a decision, even though they may feel helped by having options. The Jam Study: An experiment showed that while 24 flavours of jam drew more viewers, only 3% bought. When only six flavours were offered, 30% bought jam (10 times the sales). Simplicity outweighs options when the goal is to influence a decision. The Mortgage Experiment Results The experiment compared a website with a mortgage rates table (offering many choices) against a simple web form (offering one choice: get mortgage advice). The rates table cut lead volume by 100%, meaning no calls or callback requests were generated. Presenting a selection of mortgages causes confusion for clients who are actually seeking expert advice. What Mortgage Brokers Should Do Instead The website should function as a tool to persuade people to book an appointment with an adviser, not to sell the mortgage itself. Offer a Single Choice: The only option presented on the website should be to get advice. Make the Form Prominent: Do not hide the form behind a button. The form should be at the top of every page, as many visitors are returning, and a prominent form leads to more conversions. Build a Strong Foundation: Removing the rates table is a major part of the solution, but it is not a "silver bullet" on its own. Successful pages in the test included a variety of elements alongside the form: Recent Five-Star Reviews: Google and Trustpilot reviews are crucial assets, as they are sources people know and trust. Persuasive Copywriting. Niche Content: Tailoring content to a specific mortgage scenario (e.g., first-time buyers with a self-employed partner) helps address the client's exact problem and increases their likelihood of reaching out. Brought to you by the team at The Lead Engine who specialise in generating mortgage leads.

March 10, 202642 min

Convert More Mortgage Leads - David Thomson - Suada

Handling Leads and "Flash to Bang" Time: Learn why contacting a lead instantly is "massively important" to prevent competition. David explains how to open the call with high energy, demonstrating that you are an expert and are "cool, social, relevant, interesting and intriguing".1 The Science of Sales: Understand how to utilise principles of influence, such as reciprocity, framing, negotiation, and future pacing, so clients say yes to your requests at a higher case value.1 Protection Conversation: David shares his highly effective technique for introducing protection early by asking, "If you lent me £250,000 and I died, would you want your money back?". He stresses the need to always present a client with three choices: a good, a better, and a best option.1 The Open Loop Referral System: Discover how to get more recommendations than you can "ever dream of" by neutralizing reciprocity. The system involves telling a client, "Don't thank me now, Alex," and setting up an "open loop" for them to repay the favor later by providing referrals.1 Recruiting and Training: David explains that he looks for four key traits in advisors—energy, an edge, the ability to execute, and a winner’s attitude. He details how systemised training, using models he learned as a top financial advisor, can get an advisor banking £12,000–£15,000 a month within two to four months.1 If you're ready to build a strong, systemised business that can scale and sell, this is essential listening. Brought to you by the team at The Lead Engine who specialise in generating mortgage leads.

February 11, 202639 min

Book More Mortgage Appointments - Mortgage Lead Management & Protection Sales Processes With Terry Blackburn From The Wealthy Adviser Club

Your phone just pinged with a new lead—now what? Stop losing potential revenue by waiting. This episode with Terry Blackburn reveals the critical, almost instantaneous action you must take to increase your conversion rate by up to 80%. You will learn the secrets of a repeatable phone process, including how to master six different tonality types to immediately influence the conversation and why speed to the appointment is as crucial as speed to the call. Discover the single closing technique that eliminates objections, ensuring clients book the fact-find immediately. Finally, find out why leaving a descriptive voicemail is one of the biggest mistakes you can make, and the simple, counter-intuitive calling strategy that guarantees a return call because, as Terry asserts, a lead is never truly dead until one specific condition is met. Terry Blackburn is the founder of The Wealthy Advisor Club, a community and group coaching platform for brokers that has grown to over 692 members in just over eight months. After selling his firm, bespoke, Terry started the club to coach and help more brokers. The club offers three training sessions a week, typically covering lead generation, sales training, and other industry-related topics like mindset, habits, or building a property portfolio. Terry shared testimonials of clients who have seen significant results after implementing his processes: Two businesses doubled their revenue within three months, adding hundreds of thousands of pounds to their turnover. One advisor increased his biggest ever written commission month from £40,000 to over £100,000 as part of the Sesame Network. The ROI for the paid version of the club ($97 a month) is described as overwhelmingly high. The Wealthy Advisor Club can be found by searching on Google, LinkedIn, Insta, or Facebook, and is hosted on the SKOOL platform. A free version is available, which provides one training session a week. Brought to you by the team at The Lead Engine who specialise in generating mortgage leads.

December 8, 202512 min

Show your face, get more leads - Lead gen experiment results for a mortgage leads google ads campaign

Tune in to discover:The Experiment: Learn about the A/B test that compared a webpage with a financial advisor’s photo to one without, and what this revealed about immediate user trust.The Psychology of Trust: We explore the science behind why the human face is the most powerful and immediate trigger for trust, and how ambiguity aversion impacts your call-back requests.Authenticity is Key: Find out why stock photos and generic AI images won’t cut it, and how to ensure your photo improves credibility and conversion rates.Actionable Next Steps: Get practical advice on where to place your team photos for maximum impact, what type of photos to use (smartphone or professional), and the critical elements that must be in place along with your photo for a successful lead generation strategy.Don't miss the insights that could transform your website from a generic landing page into a personal, trust-building lead machine. Brought to you by the team at The Lead Engine who specialise in generating mortgage leads.

November 24, 202544 min

Get More Leads Using The Science Of Persuasion - Online Influence - Bas Wouters

The episode centres on the application of behavioural science, particularly the work of Bass Wouters and Dr. Robert Cialdini, to marketing, sales, and lead generation, emphasising how small, costless changes can lead to massive results.Key Topics Discussed:Behavioural Science vs. Market Research: Bass Wouters explains that behavioural science is fact-driven research on how humans actually make choices, contrasting it with traditional market research where people often inaccurately predict what will influence their behaviour. Case studies, such as the social proof message on UK tax payments and hotel towel reuse, demonstrated that appeals based on what peers are doing are far more persuasive than rational or environmental appeals.Daniel Kahneman's System 1 and System 2: The discussion explores Nobel laureate Daniel Kahneman’s concept of two decision-making systems:System 1: The fast, instinctive, shortcut-based brain that makes the vast majority (90-98%) of decisions.System 2: The slower, rational, effortful brain.Wouters emphasises that persuasive efforts should focus on triggering System 1, which "runs the show," rather than System 2, which is targeted by rational arguments.BJ Fogg’s Behavioral Model: The Fogg Behavioral Model is introduced as a framework for designing desired behaviour. Behaviour occurs when three factors converge at the same moment: Motivation, Ability (ease of the action), and a Prompt (trigger). Bas notes that most people incorrectly push for more motivation when they should be focusing on increasing ability (making the action easier) and ensuring the prompt occurs at the right moment (when motivation is high).The Power of Conciseness ("Word Jenga"): Wouters discusses the concept of "Word Jenga"—removing unnecessary words to reduce mental effort. Case studies show that shortening copy, even from three sentences to one, can lead to significant conversion increases (e.g., 46% increase on a landing page). They suggest communicating digitally with the simplicity required for System 1, which is compared to speaking to a "child of seven."Online Influence Lab and Workshop:Bass Wouters announces the launch of the Online Influence Lab on October 9th and a free workshop focused on practical, real-life case studies demonstrating how to design a winning prompt, increase ability, and boost motivation. He uses the case of "the Dutch Amazon" (bol.com) increasing product reviews by 400% as a workshop example. The online presence for the work is at onlineinfluence.com. Brought to you by the team at The Lead Engine who specialise in generating mortgage leads.

November 11, 202510 min

Bing Ads Vs Google Ads - Which got cheaper mortgage applications? Lead Gen Case Study

Many people assume Bing is cheaper due to less competition, while others dismiss Google Ads as too expensive. We put those assumptions to the test with comparable budgets to see which platform truly offers the best value.What you will learn by listening:The Shocking Cost Difference: Discover which platform was the "clear winner" in this specific campaign and how one delivered new clients for less than half the cost of the other.The Key Metrics: We break down the data on average Cost-Per-Click (CPC) and traffic volume, revealing a nearly two-fold difference in efficiency.The True Measure of Profitability: We calculate the final, eye-opening Cost to Acquire a Customer (CAC) for both platforms—the data that dictates profitability.The Ultimate Takeaway: Find out why the core lesson of this experiment isn't just about which platform won, but why you must never rely on industry assumptions and the crucial role of continuous, dedicated testing in financial services lead generation.Don't guess where to spend your budget. Listen now to get the concrete data and insights you need to make profitable decisions. Brought to you by the team at The Lead Engine who specialise in generating mortgage leads.

May 12, 202517 min

How Google reviews generate leads

Prof. Robert Cialdini author of "Influence" says: " People follow the lead of many others." Richard Shotton who references Cialdini's work in his book "The Choice Factory" says: "People are deeply influenced by others." Social proof is a highly effective strategy for businesses. It can even help convince people to do something that they probably don't want to. Like paying their taxes on time. Getting regular 5-star Google reviews lets people know your business is popular. In the words of Cialdini "it reduces their uncertainty and gets them off the sidelines". If you want to generate consistent high quality leads then you'll want to start building social proof. Brought to you by the team at The Lead Engine who specialise in generating mortgage leads.

March 24, 202546 min

4 Brokers & 10 Experts Share Video Marketing Tips To Get Mortgage Leads

Why do video marketing, what can you expect and how to be consistent with it? Mortgage Brokers Dan Howell, Thomas Honour, Alex Kerr and Anthony McQuilliam give us their top tips for video marketing success. You'll also hear from Chris Targett, Ash Borland, Louise Brogan, Luke Sherran, Valerie Morris, Joseph Bojang, Arthur Maskew, Tom Martin and Sarah Robinson with their best advice too. Brought to you by the team at The Lead Engine who specialise in generating mortgage leads.