Set a daily cap that matches what your floor can dial within five minutes, and a delivery window covering the hours you are actually staffed. Fifty leads over ten business days is five a day and gets worked; the same fifty in two days arrives into a queue, and the ones at the back get the contact rate of an aged list you paid a premium for.
Pacing is the cheapest lever in lead buying and the one brokers most often leave at the default. It costs nothing, any competent vendor supports it, and it decides what proportion of an order gets the speed that makes it worth its price.
| Setting | Set it to |
|---|---|
| Daily cap | What your floor dials inside five minutes, not what it can eventually process |
| Delivery window | The hours you are genuinely staffed, in the merchant’s time zone |
Those two are the whole of it, and the second is the one people get wrong. A lead delivered at 7pm to a floor that finishes at 6 is dialled the next morning at best — it is a fresh lead that arrives aged, at the fresh price.
The temptation is always to get the order in quickly, because a bought order sitting undelivered feels like money doing nothing. It is doing considerably less nothing than an order sitting in a queue unworked.
A daily cap and a delivery window controlling how quickly an order reaches you. It is the cheapest lever in lead buying and the one most often left at its default.
To what your floor can dial within five minutes, counting the follow-up book — not to what it could eventually process. Ordering faster does not produce deals faster.
Because a lead arriving after hours is dialled the next morning at best. That is a fresh lead becoming an aged one overnight, at the fresh price.
Only if you staff them. A seven-day feed into a five-day floor puts roughly a third of your order into a period where nothing happens to it.
Treat it as information about their operation generally. Daily caps and delivery windows are basic controls, and a vendor without them is not built for buyers who care about speed.
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