NBFCs · Financial services
Win the loan file before the borrower tries the next NBFC on the list.
A branch manager at a regional NBFC opens the day's list: forty files, eleven of them from DSAs, six from a dealer, the rest from walk-ins and the website. By evening four have disbursed. If nobody on your team can say which source sent the four, the loudest source gets the credit.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
In one paragraph
A non-banking finance company (NBFC) lends without being a bank, so its marketing has to win borrowers who have already been offered several loans. NBFC sales is the work between an enquiry and a disbursal: documents, credit checks, and the call that keeps a file alive. GullySales tracks every source, from DSAs to dealers to your own website.
NBFCs do not lack leads. They lack a way to see which leads were real, which partner sent them, and which files died waiting for one missing document. That is where the cost per disbursal goes up.
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How buyers decide
How NBFCs are chosen.
The borrower does not pick an NBFC by name. They pick a loan: a vehicle, a business expansion, a home improvement, a consumer purchase. They then compare how quickly the sanction comes, what documents are asked for, and what the EMI looks like against two or three others. A dealer, a builder, a DSA or an agent puts the first name in front of them.
So the NBFC is chosen at two levels. The partner who places the file decides whether you get the first call. The borrower decides on the quoted rate, the document list and how the executive spoke on the phone. Both need work.
Disclosure and advertising of loans are governed by regulator rules that apply to the product and to how the lead was gathered. They change, so check with your compliance head before any campaign wording or data use goes live.
The problem
What usually goes wrong for NBFCs.
What owners tell us on the first call, in their words.
“We cannot tell which source pays”
Leads arrive from DSAs, dealers, Google, WhatsApp and the branch, all in different sheets. The cost per disbursal by source is a guess, so partner commissions and ad money follow habit.
“Files die at the document stage”
The borrower says they will send the bank statement tomorrow. Nobody calls tomorrow. The file is rejected a fortnight later for inactivity, not for credit.
“Partners favour the lender who replies first”
A DSA or dealer sends the same applicant to three NBFCs. The one that calls first with a clear document list is the one the partner remembers when the next file comes.
“Digital leads are expensive and thin”
Paid lead forms bring many people who are not eligible, so the telecallers spend the day on calls that cannot convert.
“Brand is unknown outside branch towns”
In a new district, the borrower and the dealer have never heard of the company, so every file begins with a trust problem.
“Collections and sales do not talk”
A borrower who repaid well is never asked about a top-up loan, while a stretched one gets a sales call at the wrong time.
What we do
What we do for NBFCs.
Everything included for NBFCs.
One lead and file register
Every enquiry, from a DSA, dealer, website, walk-in or call, goes into one record with source, product, the next step and an owner, so a file cannot sit unowned.
Partner programme for DSAs and dealers
A written outline of how partners are onboarded, what documents they must collect, how quickly they hear back on each file and how they are paid, drafted with your credit and compliance teams.
Product pages for each loan
One page per loan type with who it suits, the document list in plain words and a call-back form, and wording cleared by your compliance head.
WhatsApp document chasing
Approved templates that ask for the next missing document, with a file reference, and a record of who has responded.
Telecaller scripts and lead filters
Questions that remove ineligible leads in the first minute and a short script that explains the document list and the next step without pressure.
Branch Maps and reputation set-up
Cleaned Google Business Profiles for each branch with correct timings and a steady way to ask settled borrowers for honest reviews.
How the result is measured
- Enquiries by source and product
- Cost per disbursal by source
- Time to first call back
- Files stalled at the document stage
- Share of files from each partner that disburse
- Repeat and top-up loans from existing borrowers
Recorded as a baseline before work starts, so every later report has an honest comparison.
Every service, written for NBFCs
Each has its own page: what it involves for NBFCs, what you get, and what it is measured on.
- Lead generationBring in loan enquiries from people your credit team can actually lend to.
- SEOBe the answer when a borrower searches for the loan they need.
- Local SEOMake each branch the lender a borrower finds when they search near me.
- Social media marketingUse social media to make an unknown lender familiar before the borrower needs money.
- Content marketingPublish the answers a borrower needs before they apply, and be the lender who gave them.
- Buyer personasDescribe the borrower, the dealer and the DSA well enough to call each one correctly.
- CRMGive every loan file an owner, a source and a next step in one record.
- Follow-up systemsCall tomorrow, as promised, so the file is still open when the documents arrive.
- WhatsApp marketingMeet the borrower on the app they already answer, and keep every file moving there.
- Digital marketingPlan digital spend against disbursals, not against clicks.
- WebsiteBuild a site that shows who you are, what you lend and how to apply.
Worth a page and a campaign of their own
Dealer and DSA partner programmes · Top-up and repeat loan campaigns to repaid borrowers · Branch visibility in a new district · Search visibility for specific loan products · Document collection and file-chasing on WhatsApp · Telecalling scripts and call back discipline · Partner onboarding and training · Lead quality filters before the call · Reputation and review management for branches
Priority campaigns
Campaigns for what NBFCs most want to sell.
Each one planned around when your buyers decide, and measured against the baseline.
Dealer network drive
A visit list and WhatsApp updates for dealers in a district, a one-page product sheet, and a call-back rule your branch heads agree for each dealer lead.
Repeat borrower top-up
A call and message series to borrowers with good repayment, within the consent they gave and the rules your compliance head applies.
New-district entry
Local search and Maps pages for the new branch, introductory meetings with local dealers and DSAs, and a launch event kept small.
Search campaign for one product
Paid and organic search for a single loan type in the districts you serve, sending enquiries to a call-back page.
Beyond search
Where we reach buyers of NBFCs, beyond Google.
Search matters, but it is rarely the only way this industry's buyers find a supplier.
DSAs and loan agents
The active agents in each branch area, each with a product note and a way to ask about file status.
Dealers and builders
Showrooms, machinery dealers and builders place the first finance conversation. They need a quick, clear lender.
Past borrowers
A borrower who closed a two-wheeler loan on time already knows your documents and your branch. Contact them only within the consent they gave.
Search and Maps
Borrowers searching for a specific loan near them decide on the first listing that answers.
Business associations
A trader or machine-shop owner asks a fellow member which lender released money for stock or a new lathe without a long wait. Your product note, handed to the association secretary, joins that conversation.
Who it is for
This is written for these NBFCs.
- Vehicle and two-wheeler finance NBFCs working through dealers
- MSME and business loan NBFCs working through DSAs
- Home loan and loan against property housing finance companies
- Consumer durable and personal loan NBFCs
- Gold loan NBFCs with a branch-led model
- Microfinance NBFCs working with groups of women borrowers
- Digital lending NBFCs partnering with apps and platforms
- Infrastructure and equipment finance NBFCs selling to businesses
- Regional NBFCs opening branches in a new district
Not for
It is not the right fit if.
- You want a guaranteed Google ranking or a guaranteed number of leads. Nobody honest can promise either.
- You need enquiries by next week and have nobody to answer them.
- You want posts and reach reported, not enquiries and orders.
How it works
How the work runs for NBFCs
The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.
- 1
Read the brief and the book
Your requirements brief, plus a product-by-product look at where recent disbursals came from.
- 2
Find where files die
A sample of files is traced from first enquiry to rejection or disbursal, and the point where each stalled is marked.
- 3
Choose the products and partners
The loan types and partner groups to work on first are picked together with your credit head.
- 4
Switch on the register and brief the branches
Register, pages, WhatsApp templates and scripts go in, and branch and partner teams are briefed on how to use them.
- 5
Measure against the baseline
Enquiries, files and disbursals by source sit beside the starting record, so each DSA, dealer and channel can be judged on its own.
Where this fits
Three pieces of sales work, in this order.
GullySales builds every engagement from three pieces of sales work. This page is not one of them, but the same three steps apply to the business behind it.
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.
Step 2
Sales process design
One written way to sell, from first enquiry to repeat order.
Start here if every salesperson sells differently.
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.
FAQ
Questions NBFCs ask before they call.
Not here? More answers, or ask on WhatsApp.
Do you work with NBFCs of all sizes?
Can you generate loan leads for us?
Will you handle DSA commissions?
How do you handle regulator rules on loan advertising?
We have a CRM already. Do we need another system?
How much does it cost?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
Part of Financial services. See the other industries in the sector.
Your next practical step
Tell us what you are trying to grow, and we will read it before we call.
Eight short steps, mostly taps. Skip anything you would rather answer on the call.