Are you treating all your leads the same?

Advisors would like to believe that all leads are equal—that leads from the web are the same quality as those from referrals or other high-trust marketing activities like speaking engagements. But this simply isn’t the case.

Web leads are less often qualified and are frequently shopping around. In contrast, leads from high-trust sources are more likely to be qualified and are often only considering you. As a result, you need a much higher volume of web leads to generate the same number of clients as you would from high-trust sources.

This doesn’t mean one approach is better than the other, but it does mean your strategy needs to align with the type of leads you’re aiming to generate.

If You’re Focused on Volume (Web Leads)

When your pipeline depends on volume, you need to lean heavily on your marketing systems.

Follow-up must be fast and consistent.
Qualification processes should filter out poor fits early.
Nurture sequences need to be reliable and well-timed.

Success in this model depends on how efficiently you can attract, sort, and convert.

If You’re Focused on Quality (High-Trust Activity Leads)

High-trust leads arrive warm, but they still require reinforcement.

Your marketing should validate the trust already extended.
Systems must support deeper engagement and timely follow-up.
Each lead carries more weight, so every touchpoint should feel intentional.

In this model, success comes from depth, not speed.

We Want Your Take! Where are most of your leads coming from today—volume or trust-based activities? And more importantly, is your marketing strategy built to support that? We’d love to hear how you’re thinking about lead quality in your firm. Join the conversation and share your experience at the OnNiche® Public Square!