A study on “Analysis of Lead Source Performance and Business Generation”

Abstract

              The success of a housing finance company depends largely on its ability to generate quality leads and convert them into successful business. This study aims to analyze the performance of different lead sources and their contribution to business generation in Home First Finance Company India Limited, Visakhapatnam Branch. The research focuses on evaluating various lead generation channels such as connectors, builders, referrals, digital marketing, walk-in customers, and direct marketing activities. Primary data were collected from 42 respondents using a structured questionnaire, while secondary data were obtained from company records, annual reports, journals, and official publications. Descriptive statistical tools such as percentage analysis, tables, and charts were used to analyze the data. The findings reveal that connector referrals and builder networks contribute significantly to lead generation and loan disbursements, whereas digital channels and walk-in customers show moderate performance. The study concludes that strengthening high-performing lead sources and improving customer relationship management can enhance business generation and operational efficiency. The study also provides practical suggestions for improving lead conversion and sustainable business growth.