Paying for the leads does not mean you own the system producing the leads.
If the leads stop tomorrow and your only move is calling the company running the ads, somebody else still controls the machine.
That is the problem with how most agents have been taught to think about lead generation. Send money, receive names, work the leads, repeat.
It works until something changes.
Then "lead quality" becomes the explanation for everything.
But a lead is the end of a process. Before that person appeared in your CRM, they saw a message, responded to a specific situation, clicked, filled out a form, and entered the sales conversation with an expectation.
If you cannot see those pieces, you cannot tell which one broke.
And that is the difference between buying leads and owning an advertising system.
Nick
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