As the lead generation industry faces the January 27, 2025 deadline for the FCC's 1:1 consent requirement, companies are split between those hoping for delays and those already transforming their processes to meet the new standards. If the Hail Mary happens and the FCC, or the courts, push back the 1:1 deadline or cancel it altogether, please do not celebrate (or mourn) quite yet. There are so many things that we as an industry have been forced to do in order to prepare for 1:1 and mostly they are good for the consumer and long term they are good for the lead generation industry.
But let us imagine that the Hail Mary has connected. If you did nothing to prepare for 1:1 maybe your smugness is currently a 10 of 10. There is an excellent South Park episode covering smugness so I will leave that analysis to them; however, I think by skipping 1:1 entirely, you have missed out on a learning experience. For those that did prepare, what was learned that can be kept and used to make our industry better?
If you are already generating 1:1 leads, I would consider keeping 1:1 as a differentiator. Stand out against the crowd. They are almost like proprietary campaign leads and we are pretty sure they convert better for your lead buyers. You can keep 1:1 leads as a separate lead type in your lead distribution software so you can sell both traditional leads and 1:1 leads. Charge more but also, be prepared if and when 1:1 does become law.
Professional litigators still exist. If anything maybe their activity has been lower than it could have been as they were also preparing for 1:1. 1:1 opened some opportunities for the TCPA litigators but the tried and true methods they have used for years are still there. Hopefully you already had a competent TCPA attorney review your terms but if not, please get that done.
I know many of you have learned a great deal about your lead vendors and traffic sources. Maybe some of those lead vendors you always thought generated their own leads are actually just resellers? Some vendors clearly took requests and wanted to move forward with 1:1 to maintain relationships while others ignored it altogether. What does that tell you about them as business partners? What about how much weight you put behind their word and whatever is in your agreement? Expand the good relationships you have found through this chaos and cut off the vendors you have doubts about.
Lead buyers please do not let the sellers off the hook. The TCPA risk is still there. Lead fraud is still there. Recycled leads are still there. Everyone needs to do better. Instead of backing away with a sigh of relief, lean in and see if you can keep the momentum moving forward. Yes, you will pay more but hopefully leads convert better and lawsuits go down. Start providing that feedback loop you always promised. Pay more for the 1:1 leads. Help the lead sellers help you.
At boberdoo.com, we've developed comprehensive solutions to help lead generators navigate the transition to one-to-one consent. Our dynamic consent form builder and API seamlessly integrate with your existing processes, allowing you to collect, verify, and distribute leads while maintaining compliance. Whether you're selling exclusively to retail buyers or working with complex broker scenarios, our system adapts to your needs while ensuring proper consent collection and documentation.
The preparation for one-to-one consent has pushed our industry to evolve in ways that benefit everyone - from lead generators to buyers to consumers. Even if the deadline changes, the improvements in lead quality, vendor relationships, and compliance practices we've gained through this process are invaluable. Don't let this momentum go to waste. Instead, use these advancements to differentiate your business and build stronger, more profitable relationships with your partners.
Ready to learn more about implementing one-to-one consent in your lead generation business?
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