Broker maps out new lead gen strategy

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A successful GTA broker has gone miles further in generating mortgage leads than the competition – becoming arguably the first to set up a call centre in India specifically focused on contacting 15,000 Canadians a day.

“It’s something I personally set up seven years ago,” Nirvina Shamshudin, with Verico Northwood Mortgage told brokers at the annual IMBA conference last week. “There are now 14 people dialing 15,000 people for me a day.”

The call centre is, in fact, Shamshudin’s, and those 14 employees – she started with seven – also hers. The workers make cold calls from 9 a.m. to 7 p.m., using lists provided by their Canadian employer. They canvass prospective clients from across the country before passing them on to her, said Shamshudin. They do not arrange mortgages.

The daily calls volume generally results in as many as two to three funded deals, she told Shamshudin travels to India annually for in-person training in addition to the daily supervision she provides from her GTA office.

Shamshudin’s lead generating strategy is likely on the industry’s vanguard as more brokers look for new ways, outside of the web, to reach homebuyers as well as homeowners looking to refinance.

As it has for other industries, India is now attracting the attention of brokers looking to use its dedicated call centres to reach out to clients back here at home.

There are, in fact, two companies now mining that interest, although broker reviews have been mixed.

Shamshudin has opted to go it alone, rather than work in conjunction with another broker. But she was willing to help others explore their own options as conference-goers moved in to drill the panellist with questions at the close of her session.

  • Agent on 2012-04-25 6:14:31 AM

    I think you all should focus on your own business and not someone else.

  • Paul Therien on 2012-04-25 6:33:03 AM

    The complications for the do not call list, etc aside - I think that she should be congratulated for being proactive and trying something new. Time is always the true test for how effective it is, but history shows that telemarketing is a highly successful form of business solicitation. It's been proven in our industry that picking up the phone gets results. Sure people might tell you off, but you are not calling for them - you are calling for the two or three people that say yes.

  • Agent on 2012-04-25 7:01:42 AM

    Great Comment Paul. There’s no room for jealousy in this business .

  • Terrilyn Moore on 2012-04-25 7:56:42 AM

    I totally agree, we are working with probably the client's most important investment of their lives and you are telemarketing them. I think that is very distasteful. I myself, have built up my business on professionalism. I might not be a power broker, but my clients are well taken care of and I am making triple the money I made when I worked in a law firm.

  • Agent on 2012-04-25 8:34:53 AM

    I think all of you are too jealous of her , she doing well so suck it up people ,shes not the first one to have a call cantre ,,call you bank and you phone company and ask them where they are.

  • Virtual Mortgage Broker on 2012-04-25 12:10:02 PM

    Well, i like to congratulate her on her system, if she has being doingvforc7 years, im pretty surevher math makes her money.

  • Hamilton Broker on 2012-04-25 11:33:30 PM

    "It's' nice to be nice"! In this day and age, accessing all avenues of opportunities should be commended instead of ridiculed. Might not work for you, or me, but let's not stimy ideas and public disclosure.

  • Kevin J. Power, President Power Mortgages Inc on 2012-04-25 11:55:47 PM

    I understand people wanting to do well in any industry. My own personal feeling about un-invited, intrusive phone calls is not very positive. I must have been one of the first people in Canada to go not he Do Not call list. I truly hope that i do not get a phone call offering this service.

  • Agent on 2012-04-26 12:16:42 AM

    Great- since my number has been on the Do Not Call list for a while, if I get a mortgage telemarketing call, I'll know who to sue :-)

  • Agent on 2012-04-26 1:56:26 AM

    there are other Mortgage Brokers out there doing the same thing how can you brand her .

  • Hal on 2012-04-26 2:02:26 AM

    Hello Nirvina, I hope you are reading this. Can you call me at 1-800-381-4474? I would like to talk about, and get some advice, on how you are doing this.

  • Jake on 2012-04-26 3:59:47 AM

    the comments made by the most of you are so hypocritical and pathetic. Comment boards should be closed off permanently on websites like these. Most of you haven't added anything close to positive to the discussion.

  • agent007 on 2012-04-26 5:01:28 AM

    By the look of the negative comments there should be a few of the haters looking for a new line of work in the very near future..good luck in all you do!!!

  • Carl on 2012-04-26 10:24:44 AM

    Thia lead generation "strategy" is not new news. Brokers tried it more than seven years ago and the biggest barrier was language. If you add the do not call and privacy, it's a waste of time and money.

  • Carl on 2012-04-26 10:30:34 AM

    Language and privacy are the issue. This is not marketing. It's invasion of privacy. If I do not understand the caller on the other end, it's a quick hang up. Who are you kidding? If you like C deals go for it.

  • Michael on 2012-04-27 3:36:57 AM

    It is not invasion of privacy, it is a marketing tool, one that has been used since the inception of the telephone. Telephone marketing may not have the glamour for sales that it once did, but it has always proven to be an effective tool. We don't know how the calls are handled, what is said, etc. It is inappropriate to automatically assume the worst here, and shameful that this broker should be attacked or vilified for doing it. How do you think many of the most successful brokers grew their business years ago? By picking up the phone book and calling people, that is how.

  • MP on 2012-04-27 6:39:40 AM

    I wouldn't be proud of taking work away from Canadians. Shame on you for not using a Canadian workforce.

  • Agent on 2012-04-28 1:06:41 AM

    This is for MR MP , Go tell that to your Bank and all the other big companies that take thier business out of the country .

  • Linda on 2012-04-28 4:04:45 AM

    I don't appreciate getting calls from telemarketers, no one does. So why would I want to engage in a practice that people find offensive.

  • Joseph Hajek on 2012-04-30 5:35:02 PM

    I also make 15000 calls per day... and my conversion is much more than one to two per day, as someone that has been doing this for 11 years Im insulted that you did not put any effort into research. The 15000 calls are made by a predictive dialer not the contat ratio, my call center is located in Canada... we convert 10-20% of the leads generated... we generate aprox 125 leads per day... but we dont deal with canadian mortgages, there is a larger pond with more fish to exploit just south of us. One more thing... you dont have to be a US citizen to be a mortgage broker there ;)

  • Ron Butler on 2012-05-01 2:16:02 AM

    Although people are entitled to their opinions about telephone cold calling (I am no fan either) the anonymous attacks on a mortgage broker who is hardworking, creative and dedicated to her clients are just wrong.

  • Paul Myers on 2012-07-24 12:27:39 AM

    I think everyone needs to realize that anonymous and jealous comments don't help you. Put your jealousy aside and focus on your business. This broker has done just that and has built a system that works for her. So why are you knocking it? Let the 2-3 funded deals she gets per day inspire you, not make you jealous.

  • Carol Lynn on 2012-04-25 4:49:08 AM

    She calls 15,000 people a day or 300000 people a month (on a 5-day-week) to generate 2 to 3 funded deals?

    If that’s the number of monthly deals she’s getting from these calls, that’s a 0.001% conversion. And since when telemarketing is a good strategy?

    I bet web leads, client referrals and other lead generation strategies which are initiated by the customer have way better conversion rates than this.

  • Nirvina Shamshudin on 2012-04-25 5:09:18 AM

    Its call an auto dialer , and it works for me .

  • Ed Zahodnik on 2012-04-25 5:10:05 AM

    What about the do not call list. Do she not have to have consent from customer prior to phoning them. Is this just throwing (xxxx) at the wall and what ever sicks she gets? What a poor marketing plan and gives the professional mortgage industry a cut above the used car salesperson. Who allowed this to be put as a mortgage broker news tool.
    Where is the editor?

  • Nirvina Shamshudin on 2012-04-25 5:17:31 AM

    the numbers work for me for the last 7 years . i didn't make an offer to anyone else , i do the selling .

  • Donna on 2012-04-25 5:20:56 AM

    I take that to read 2-3 funded deals/day. I'm sure it's working for her if she's been doing it for so long.

  • Nirvina Shamshudin on 2012-04-25 5:42:06 AM

    I do follow all the rules Ed

  • Broker on 2012-04-25 5:54:34 AM

    Hey, at 15,000 calls a day, they will have called every mortgage holder in Canada in 200 days. We should all close up shop as ot looks like she has all of Canada covered. This has to be the dumbest idea I have ever heard of.

  • Jim on 2012-04-25 3:12:59 AM

    I love how people in this industry exaggerate! 14 People making 15,000 calls per day? Let’s do the math: 14 people x 8 hours per day = 112 total men hours per day. So that means each telemarketer will have to make 133 calls per hour to be able to do 5000 calls! Also the other issue is the fact these individuals soliciting mortgages in Canada from Overseas when they are not licensed in any of these provinces!

  • Steve the broker on 2012-04-25 4:06:59 AM

    Way to go Northwood Mortgage..? uh, no thank you... why not offer carpet cleaning services and a newspaper subscription while you're at it..

  • Blair Anderson on 2012-04-25 4:22:11 AM

    She suggested they are working 10 hours per day, so it's a little less onerous at 107 calls per hour?? That's an average of roughly 30 seconds per call. Not sure I like those numbers.

  • Agent on 2012-04-25 5:56:37 AM

    How so Nirvana? Do your 15 callers have an up to date 'do not call' list. I think not.

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