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NBFCs · Lead generation

Bring in loan enquiries from people your credit team can actually lend to.

Lead generation for an NBFC is the work of producing enquiries from borrowers who fit a product, a ticket size and a pincode, rather than enquiries of any kind. GullySales works on the sources, the filter in front of your callers and the record that shows which source produced a disbursal.

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

A loan officer explains paperwork to a customer at a lending office

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 NBFCs

Sales and marketing for NBFCs, 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 NBFCs

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

  • “A cheap lead can be the dearest file”

    A form fill from someone outside your eligibility costs a telecaller a long call and ends in a polite no. The price per lead looks low on the ad report and high on the cost per disbursal, and only the second figure matters to a credit head.

  • “Each product has its own door”

    The two-wheeler loan comes through a dealer counter, the business loan through a DSA and a chartered accountant, the gold loan through a branch walk-in. One generic campaign treats these as the same buyer, so none of the three is served well.

  • “The borrower is shopping several lenders at once”

    An enquiry sent to your NBFC has gone to other lenders as well. The lender that asks the right two questions and names the documents first becomes the one the borrower stays with.

  • “Pincode decides more than the ad does”

    A lead from a town where you have no branch or recovery cover is a file you will decline. Geography has to be set at the source, in the ad, the listing and the partner brief, not discovered at the callback.

What we do

What we deliver for NBFCs.

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

  1. A source map for each loan product

    A list of every route a file arrives by for each product, written with your credit and branch heads, so effort goes where files are approved.

    Result: You can name the sources behind your last disbursals.

  2. A pre-qualifying form

    Questions on loan purpose, income type, city and existing obligations, placed before the callback so ineligible enquiries are marked early.

    Result: Callers open files that match your policy.

  3. Pincode and product rules in the ads

    Ad targeting and landing pages restricted to areas you serve and products you offer.

    Result: The enquiry list stops showing towns you do not cover.

  4. A single enquiry register

    One sheet or CRM view where DSA, dealer, web, Maps, WhatsApp and walk-in files carry a source field.

    Result: Cost per disbursal can be read for each source.

  5. A short call script for the first conversation

    A few questions that sort a serious borrower from a browsing one, with the document list read out before the call ends.

    Result: Fewer files stall at the first callback.

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 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

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
Should we buy lead lists?
We do not buy or sell lists. Bought numbers carry consent and quality problems, and lending calls to people who never asked damage the brand. We build enquiry sources you own instead.
Can you promise a number of disbursals?
No. Disbursal depends on your credit policy, your pricing and the borrower. We work on the volume and fit of the enquiries and on the record that lets you judge each source.
What can we say in a loan advertisement?
Advertising rules differ by product and change over time. Share every claim with your compliance head or adviser before it runs, and leave rates and approval promises out unless they have cleared them.
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 NBFCs

Everything else we would do for you.

Closest to this: leads and follow-up

Also for NBFCs

Or start from the overview: sales and marketing for NBFCs.

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