The lead generation industry saw significant changes on Friday, January 24, 2025, when two major developments occurred regarding the FCC’s one-to-one consent ruling. Initially, the FCC announced a postponement of the one-to-one consent implementation. Later that same day, based on the hard work of The Internet Marketing Coalition (IMC), the Eleventh Circuit Court delivered an even more impactful ruling, striking down the one-to-one consent ruling and the "topical and logical" restrictions on call topics.
The court decided the FCC had exceeded its statutory authority under the TCPA in attempting to implement these changes. As a result, the one-to-one ruling did not take effect today, January 27, 2025, as originally planned. Even though it was struck down, similar requirements could return in a different form in about a year. Additionally, the TCPA remains fully in effect and must still be followed. Also, the CMS's Medicare one-to-one consent ruling is still in effect.
One-to-one consent still presents an opportunity to differentiate your business in the marketplace. Consider maintaining one-to-one consent as a premium offering to create higher-value leads and stronger buyer relationships.
Shared scenarios represent another significant opportunity, particularly in verticals that previously operated exclusively. While this approach might result in slightly lower conversion rates, many clients have reported higher overall revenue due to consumers' natural desire to comparison shop. Engagement often increases across multiple providers when consumers can view and select from multiple sellers.
When managing lead types, you have two primary approaches to consider. The first involves creating separate lead types for premium and standard leads, which provides cleaner separation and simplified reporting but requires maintaining multiple paths. The alternative is using a single lead type with labels, offering unified management but requiring a more careful initial setup.
Form integration can be maintained by keeping existing one-to-one consent forms while configuring multiple outcome paths. This approach allows for flexible routing based on buyer preferences and maintains the higher standard of consent collection that many buyers have come to value.
A brand-building platform can serve as an additional revenue stream by developing a directory model that monetizes consumer research actions. The PingPostConsent API and form flow enable a more interactive consumer experience while creating opportunities to monetize various consumer actions, such as website research or direct calling.
Cross-marketing becomes more manageable under a one-to-one framework by providing better control over the calls consumers receive for each request. This reduced risk of reprocessing or backdoor lead selling allows for more strategic presentation of offers to individual leads.
To implement these strategies effectively, evaluate your current setup and identify premium opportunities within your market. Consider your buyers' requirements and preferences, then configure your systems accordingly. The key is maintaining the quality improvements and efficiencies gained during the one-to-one consent preparation while adapting to the new regulatory landscape.
Monitor your performance through conversion metrics and buyer feedback, making adjustments as needed. This data-driven approach will help you optimize your revenue impact while maintaining high standards for lead quality.
While one-to-one consent is no longer mandatory, maintaining aspects of this approach as a premium offering presents significant opportunities for differentiation and growth. By thoughtfully implementing these strategies, you can create competitive advantages while preparing for potential future regulatory changes.