Business Accelerator: The difference between leads and prospects

By Robyn Tongol

25 September 2025

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Business Accelerator: The difference between leads and prospects

In a strengthening market, brokers might expect the phones to be ringing off the hook. But as discussed in this latest episode of Business Accelerator, a surge in market positivity doesn’t always translate to a flood of qualified clients.

The key to efficient growth lies in understanding the crucial difference between a lead and a prospect. According to Broker Essentials’ founder and director, Jason Back, this distinction is fundamental. Many brokers think they have a lead-generation problem when they actually have a conversion problem.

Ultimately, generating interest is one skill – converting that interest into settled loans is another. By focusing on transforming leads into qualified prospects through early and effective vetting, brokers can save time, increase conversion rates, and fast-track their business growth.