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Microfinance companies · Lead generation

Find the women's groups and village leaders who are ready to borrow.

Lead generation for a microfinance company means finding villages, group leaders and individual borrowers before a competing lender reaches them, and recording each one the officer meets. GullySales works on the sources of leads, the field record that holds them and the follow-up that turns a first meeting into a formed group.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Microfinance institutions: show a real physical business scene illustrating Members, groups and centres. Record each member inside her group and centre, so member dues and the group total are worked from identical entries and never adjusted by hand.

What lead generation means

Lead generation is the combined work of every channel that brings in a new enquiry, whether from search, adverts, referrals or a stall at an exhibition. GullySales runs these channels together and reports the number of enquiries each one produced, not the activity behind it.

Also for microfinance companies

Sales and marketing for microfinance companies, the overview.

Last updated 18 Oct 2026. Rules for this trade differ by state and professional body, and they change. We describe restrictions in general terms, so check the current position with your own council or adviser before you publish anything.

For microfinance companies

Where it usually goes wrong, and what we would do.

  • “The best lead is a name from an existing borrower”

    A woman who has repaid well knows three neighbours who want a loan. If the officer never asks, that introduction goes to whichever lender asks first. The company needs a plain way to record who suggested whom.

  • “A village leader opens a whole group”

    The sarpanch, the anganwadi worker or the leader of a self-help group can bring ten households in one meeting. Marketing that only targets the individual borrower misses the person who decides whether the company is welcome.

  • “Leads die in the officer's diary”

    A household that said come back after the festival is written in one notebook. When the officer is transferred, the lead leaves too. A shared record keeps the promise with the branch, not with the person.

What we do

What we deliver for microfinance companies.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. Village and leader map

    A list of villages in each branch area with the leaders, groups and rival lenders noted by the field staff.

    Result: The branch manager sees which villages have no contact yet.

  2. Lead source record

    A short field entry showing whether a lead came from a borrower, a leader, a Maps listing or a walk-in.

    Result: You can see which source produces groups that complete training.

  3. Referral ask for the group meeting

    A line in the officer's meeting routine asking existing members who else in the lane needs a loan, with no reward attached.

    Result: Introductions are written down at the meeting, not remembered later.

  4. Language enquiry sheet

    A one-page explanation in the district's language that the officer leaves with a household that wants to think.

    Result: The household can show the sheet to the family before the next visit.

  5. Compliance-cleared wording

    Every message and sheet goes to your compliance head before use.

    Result: Nothing reaches a village that your own team has not cleared.

How the result is measured

  • Enquiries generated
  • Cost per enquiry
  • Enquiries by source

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full demand and lead generation page

Who it is for

This is written for these microfinance companies.

  • NBFC-MFIs working through joint liability groups
  • Self-help group linkage lenders
  • Microfinance companies in rural Karnataka and neighbouring states
  • Urban microfinance for small shopkeepers and home-based workers
  • Small finance bank microfinance arms
  • Microfinance companies adding individual business loans
  • Women's livelihood and dairy-linked lenders
  • Company branches opening in a new taluk

How it works

How the lead generation work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Understand your capacity

    We agree how many enquiries your sales team can actually handle well, so the system is not built to overwhelm it.

  2. 2

    Audit current sources

    We check what already brings in enquiries today, even informally, before adding anything new.

  3. 3

    Strategise the channel mix

    Content, search and paid channels are chosen based on where your buyers already look.

  4. 4

    Implement capture and follow-up

    Pages, forms and a follow-up process are built and connected end to end.

  5. 5

    Measure and optimise

    We track enquiry volume and quality and adjust the channel mix to match.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Do online ads find microfinance borrowers?
Rarely for the core group loan. Online advertising can reach urban shopkeepers and home-based workers who search on a phone, but a village group forms through a visit. Check the platform's current rules on financial advertising before any spend.
Can we pay existing borrowers for introductions?
Referral payments in lending raise regulatory and over-borrowing concerns, so GullySales does not build them. Advertising and conduct rules differ by lender type, so check with your compliance head or adviser before offering anything of value.
What counts as a lead for us?
A household or group that has met an officer and shown interest, with the village, the date and the source written down. A name without a source is a contact, not yet a lead.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

More for microfinance companies

Everything else we would do for you.

Closest to this: leads and follow-up

Also for microfinance companies

Or start from the overview: sales and marketing for microfinance companies.

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