Congratulations on becoming an Agency Owner (AO)! As a new AO, you are responsible for growing your business with leads (encouraging agent lead subscriptions, ensuring best practice education, and coaching on close ratios) as well as helping with lead administration (e.g. approving lead orders, covering credit chargebacks).

The data shows that agents who get started with leads from Quility’s Lead Marketplace early after joining tend to succeed more often (measured by tenure). New agents should get started with Bonus leads and focus on practicing how to work leads, getting comfortable selling, etc. As they gain experience, agents should add Digital Lighthouse Leads and finally, Analog leads.
For more information, visit our sections for New Ready-to-Write Agents: Introduction to Success and Seasoned New Agent: Taking the Next Steps.

Leads are the lifeblood of an agent’s business. Our data shows that agents should spend 1/3 of their target submit to achieve that goal or, conversely, reinvest at least 1/3 of their commissions into leads to fuel the next round of business. For example, if an agent is aiming for $10,000/month in submit, they should budget $3,333 for leads. Our leads are priced such that the typical agent will achieve over 3x Cash Return in Net Commissions ("CRiNC").

As your agents gain enough experience to add new lead types, continue to advise them to keep a diverse lead portfolio, including a mix of lead sources, levels, and types. This approach not only hones a diverse skillset ensuring agents can pivot to sell whatever a client needs, but also lowers lead concentration risk and increases fill rate likelihood. In your one-on-one meetings with your agents, you can review the agent’s lead mix on PerformDash to discuss opportunities to expand or increase their lead flow.

In your one-on-one meetings with your agents, review your agent’s close ratio on PerformDash. From here you can see not only how agents’ close ratio varies from each lead type they are working, but also how it compares to top performers working the same leads. This is a great way to stay engaged and discuss opportunities as needed such as additional training, attending calls and webinars or revisiting best practices and scripting available. There are a number of resources available in the training section in HQ as well as [Calls and Webinars Page in HQ] and [Available training scripts].

Make sure your agents are working the leads recommended for them based on their experience level. Confirm that they are working leads in Switchboard, utilizing Quility’s recommended campaigns for each lead level/type/source. Speed to lead and leveraging automation is essential. Recommend agents attend training calls regularly to stay fresh and up to date on the company, available tech, and best practices (Calls and Webinars Page in HQ). In addition, shadow your agent and share your expertise, identifying opportunities for improvement.

Remind agents that Quility Leads Marketplace prices leads based on value, meaning the typical agent gets 3x Cash Return in Net Commissions ("CRiNC") or better. Working leads succeeds based on training and consistency, so it’s important they keep a growth strategy, rather than cancel when they perceive a bad week (since a great week could immediately follow). Share success stories from other agents and ensure they are committed to ongoing training.

Digital Lighthouse and Call-In orders do not need approval. The other leads below (Mail-In A, Recruiting, and One-Time Inventory) require approval.

To approve a Standing Lead Order for Mail-In A leads, for a downline agent, the agent will fill out a Mail-In A Standing Lead Order form and send it to you for an approval signature before it is submitted to Leads support for processing.

In HQ, from the left Navigation Menu, select ‘Leads’ to expand the Lead Administration submenu. Then, choose ‘Orders Needing Approval’. From here, you will be able to view lead orders as well as approve or deny the order.

You will receive a pop-up notification in Opt! and email that a one-time order needs approval. From that communication, you can click approve or deny. 

Agency Owners are responsible for agents they bring on to their business. In the rare occasion that an agent refuses to pay for the leads they purchased and requests a credit card company reverse the charges for leads (“chargeback”), Quility will oppose the claim by providing proof of agreed terms. However, the cost of leads as well as any fees relating to the chargeback process are ultimately the responsibility of the AO. To help prevent chargebacks from occurring, AOs should provide lead training and set expectations for lead purchases.

When an agent submits a credit card chargeback, their HQ and Opt accounts are locked from being accessible until payment is made. Agency Owners will receive an email letting them know that one of their agents submitted a chargeback and that, as the AO, they will be responsible for covering the cost of leads charged back as well as a $25 chargeback fee. Invoices and payment plan options will be explained in the email, offering options for the AO to pay the charges or work out a repayment plan with the agent. AOs will then decide if they want to unlock the agent’s account.