15 years and two million leads

Leads 2 Trade is celebrating its 15th anniversary.

Having spotted a gap in the market that would provide double-qualified leads for companies at a competitive price, Andy Royle, John Cohen, and Alan Gray built a series of websites that would capture consumer enquiries.

The Trusted Local Supplier brand was created in November 2006.

They then set about creating a national network of reputable home improvement companies that could offer consumers a free, no-obligation, quote before building a UK call centre where staff could immediately react to the web enquiries and qualify them before being sent out to their members.

In 2007 Leads 2 Trade moved from partnerships and commissions to a cost-per-lead model, before adding renewable energy products to its offering in 2010, with boiler replacement leads not far behind in 2012.

The company acquired the ‘Compare Companies’ brand in 2013 and, after celebrating 10 years in 2016, they moved to larger business premises just a year later and won highly commended at the Stockport business awards.

Then in 2018 the company acquired CloudGlaze, which included market leading online brands, ‘Double Glazing on the Web’ and ‘Conservatory Online Prices’, to complement its other consumer facing brand Trusted Local Suppliers.

The company has also introduced several developments for members over the years, including pre-qualified hotkey telephone leads, a ‘no pitch no fee’ confirmed, pre-arranged appointment lead service, and the L2Tapp, which was launched in 2021.

Andy Royle said: “What has been instrumental in staying at the top has been our ability to adapt our offering to our members’ needs, not only what they want from a lead but how they want that lead delivered while keeping the comparison service the consumer wants.”

Leads 2 Trade hit the half a million leads generated mark by 2014 and then hit the one million milestone by 2017. The company continued to generate thousands of leads and support clients throughout lockdown and the pandemic in 2020, and hit the two million lead mark this year, with 65% of all leads now being supplied to its clients as confirmed appointments.

“We have everything in place to continue to provide national, regional and smaller installers with all the leads they need to grow their businesses in the future,” Andy said.

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