Exclusive vs shared business loan leads: what UK brokers should buy
Most UK commercial finance brokers have bought shared leads at some point. The price looks attractive until four other brokers call the same business owner inside ten minutes. This guide explains the difference and how to judge which model fits your brokerage.
What a shared lead really is
A shared lead is one enquiry sold to several brokers at once. Some suppliers also resell older enquiries weeks later. The business owner gets multiple calls, compares rates on the phone and often stops answering.
What an exclusive lead is
An exclusive lead is sold to one broker only, never resold or recycled. You are the only firm the business owner hears from about that enquiry, so the first conversation is about their needs, not about beating four rival quotes.
How the economics compare
Shared leads cost less per lead but convert worse, because pickup rates fall and the deal becomes a rate race. Exclusive leads cost more per lead but lift pickup and conversion. Judge suppliers on cost per funded deal, not cost per lead.
- Cost per lead: lower for shared
- Pickup rate: higher for exclusive
- Lead-to-deal conversion: higher for exclusive
- Cost per funded deal: usually lower for exclusive
What Lead Supplier brokers see
Brokers working with Lead Supplier see a 16% average lead-to-deal conversion, a 97% pickup rate and a 13x average ROI, with loans upwards of £27k. Every enquiry goes to one broker only and arrives in under 60 seconds.
Frequently asked questions
Are exclusive business loan leads worth the higher price?
For most brokerages, yes. The higher pickup and conversion rates usually produce a lower cost per funded deal than shared leads.
How can I check a lead is really exclusive?
Ask the supplier in writing whether any enquiry is ever sold to more than one firm or resold later. Lead Supplier sells each enquiry to one broker only.