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Gold loan and NBFC lenders · Lead generation

Borrowers reach you at the counter, the landline and the dealer, so record all three.

Lead generation for a gold loan or NBFC lender brings enquiries from walk-ins, calls, the map, dealers, jewellers and village field visits, and records each one with its source. GullySales sets up the sources that suit your branches and the record that shows which ones end in a pledge or a disbursed loan.

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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 gold loan and NBFC lenders

Sales and marketing for gold loan and NBFC lenders, the overview.

Last updated 17 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 gold loan and NBFC lenders

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

  • “Walk-ins are never written down”

    A borrower asks the rate, hears the amount for the chain and leaves. Nobody notes a name, so there is no lead to follow and no reason recorded for the loss.

  • “Bought loan leads rarely hold gold borrowers”

    Personal loan lead lists sell the same salaried applicant to several lenders. A gold loan borrower is local, in a hurry, and does not fill in comparison forms.

  • “Field officers carry leads in their heads”

    The officer who visits villages and dealers knows who needs a loan after harvest. Unless it is in the system, that knowledge leaves when the officer does.

What we do

What we deliver for gold loan and NBFC lenders.

The work available for this need. We agree the deliverables and responsibilities for your engagement in writing.

  1. A walk-in enquiry slip

    A half-page slip at the counter for anyone who asks but does not pledge: name, mobile, product, the reason they did not proceed and consent to call.

    Result: Walk-outs become a list somebody can ring.

  2. Source recorded on every new loan

    A field on the loan entry, picked from a short list: walk-in, Maps, call, WhatsApp, dealer, jeweller, field visit, referral or ad.

    Result: Head office can see which sources end in pledges.

  3. A partner enquiry form for dealers and shops

    A simple WhatsApp or paper form for two-wheeler dealers and agri input shops to pass on a buyer's name, need and consent to your branch.

    Result: Partner leads arrive with what the branch needs to call.

  4. Field visits planned around shandy days

    Visits timed to markets, SHG meetings and harvest, with every conversation logged as a lead when the person agrees.

    Result: Field work produces names, not just goodwill.

  5. A rule for duplicate enquiries

    One owner per borrower when the same person rings two branches or arrives through a dealer and a call, decided by first contact.

    Result: Branches stop arguing over the same borrower.

  6. Enquiries and loans by source

    Enquiries, pledges and disbursed loans by source and branch, against the baseline taken before the work starts.

    Result: Staff time goes to the sources that lend.

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

Where enquiries come from

Where a gold loan or NBFC branch hears from borrowers, and what to note for each.

Walk-in at the counter
Note the name, mobile, product and what was offered, even when the borrower leaves. Ask why they did not go ahead and write the answer as they said it.
Call to the branch landline or from Maps
Record the caller, what they asked about and the branch they can reach. Give the branch hours and the documents to carry before the call ends.
Two-wheeler or used vehicle dealer
Log the dealer, the model, the buyer's income type and the down payment discussed. Ring the buyer the day the name arrives and tell the dealer you did.
Jeweller or goldsmith introduction
Record the jeweller, and whether the customer meant to sell or only needed cash for a while. Keep the arrangement inside your rules on referrals.
Field officer at a shandy or SHG meeting
Write down the village, the meeting and the need, such as sowing money or stock for a shop. Take consent to call before taking the number.
Takeover enquiry from another lender's borrower
Note the current lender, the release amount the borrower mentions and the scheme they want. Explain the steps and what to carry, without running down the other lender.

Who it is for

This is written for these gold loan and NBFC lenders.

  • Gold loan NBFCs with a regional branch network
  • Single-branch and family-run gold loan companies
  • Licensed pawnbrokers and money lenders
  • Nidhi companies lending to their members
  • Credit cooperatives and souharda societies offering jewel loans
  • Two-wheeler and used vehicle finance NBFCs
  • MSME and small business loan NBFCs
  • Microfinance lenders working with women's groups

Not for

It is not the right fit if.

  • Branch staff cannot call a new enquiry back on the day, so the names you gather would go cold in the register
  • You have no single place where a walk-in, a call and a dealer introduction are written down, so leads would be counted twice or lost

Before you decide

Agree the work. Know how to judge it.

Lead generation for gold loan and NBFC lenders: use these checks to prepare, choose the scope, and review what changes.

Bring the right evidence

Define the organisations or buyers you can serve and the reasons they would consider a conversation. Bring examples of accepted and rejected prospects so the selection rule is visible.

Make the scope clear

Agree the research sources, contact approach, qualification rules, and handover. Clarify which meetings count as accepted and what happens to replies that are not ready to buy.

Check the work in use

Review why a prospect was selected and what was learned from the response. Count held, relevant conversations separately from contacts found, messages sent, or meetings booked.

Know when to change course

If the same objection appears repeatedly, adjust the offer or buyer group before increasing outreach. Respect a request to stop contact and keep the exclusion in the record.

These are discussion points, not a fixed package. GullySales confirms the deliverables, responsibilities, fee, and term in writing after reading your brief and speaking with you.

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

    Requirements and capacity decision

    Send the requirements brief, then discuss your offer and available sales capacity with us. You receive the scope, fee, and term in writing before committing to the work.

  2. 2

    Source review and baseline approval

    We review available enquiry records and channel dashboards. You confirm the starting figures for enquiries by source, reply time, conversion, and cost per order, including gaps in the records.

  3. 3

    Offer and capture approval

    Your sales lead approves the audience and the questions needed before a call. Page copy and contact-use wording go through your internal review before publication.

  4. 4

    Test enquiry and sales handoff

    We test the agreed routes from submission to the shared record and first reply. The person responsible for sales checks that the record contains enough information to act.

  5. 5

    Launch and source decisions

    Traffic starts on the approved channels. We compare enquiry quality with the baseline and use your sales outcomes to decide which sources need changes or less spend.

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 loan leads from aggregator sites?
For gold loans, rarely, since the borrower is local and decides at a counter. For vehicle or business loans, test one source in one region, call every lead fast, and count disbursals rather than leads before buying more.
What counts as a qualified gold loan enquiry?
Someone with gold to pledge, a need in the coming days or weeks, a branch they can reach and KYC documents. For NBFC loans add the product, the income type and the town. Record the reason whenever an enquiry does not qualify.
Are village visits and market-day stalls still worth doing?
Yes, for farm and small-trader borrowers who never search online. Log every conversation with consent, and judge the visit by the pledges and loans that follow, not by the pamphlets handed out.
Can jewellers send customers to us?
Yes, if the arrangement is open and within your rules on referral payments. Some lenders pay jewellers nothing and rely on the relationship. Record each introduction with the jeweller's name, and ask your compliance officer before offering anything in return.
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.

From the blog

Further reading for gold loan and NBFC lenders.

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Or start from the overview: sales and marketing for gold loan and NBFC lenders.

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