If you’ve been following TCPA regulations, you may have seen that last week, a court ruling effectively overturned the FCC’s “one-to-one consent” rule, which had been set to take effect on January 27, 2025. For lead generation companies, this decision has significant implications, and understanding its impact is important when adapting your strategy.
Impact on Lead Generation
Throughout 2024, we, along with the companies we work with and many others in the home services industry, have been preparing for this regulatory shift. Every advertiser approached compliance differently, but nearly everyone took steps to ensure they were acquiring leads in a way that met the anticipated requirements.
Our advice to customers was to prepare for a shift in competition. We expected advertisers to increase their investment in channels like Paid Search and Local Service Ads to offset potential lead volume loss, which could drive up costs. That’s why we emphasized the importance of having strong SEO strategies, diversified acquisition channels, and a plan for managing potential CPC inflation.
Now, with the rule struck down, advertisers may feel a temporary sense of relief, however, the principles behind the regulation remain relevant.
What Now? Our Point of View
Our stance hasn’t changed: Transparency, consumer trust, and quality lead generation practices should always be a priority.
Regardless of regulatory changes or delays, the core intent of the FCC’s ruling was to create a clearer, more user-friendly experience in an industry where trust has often been lacking. Whether you’re an advertiser or a lead provider, your approach should be guided by these principles and not just by compliance deadlines.
What’s Next?
With this ruling, advertisers will retain more flexibility in how they acquire leads in 2025. This is a good thing, however, we encourage our customers to stay focused on quality over quantity.Here’s what we recommend moving forward:
- Continue optimizing high-quality lead sources. If a channel has consistently delivered qualified leads and strong conversion rates, invest in improving it rather than chasing sheer volume.
- Leverage post-lead data. Don’t just evaluate success based on lead count - Track appointments, sales, and revenue to refine your strategy.
- Be prepared for potential future changes. Regulatory landscapes shift, and staying ahead means maintaining ethical and effective lead generation practices.
At EverConnect, we help businesses navigate changing TCPA regulations with smart, ethical lead generation strategies. From optimizing high-quality lead sources to tracking performance beyond lead count, we’re here to support your success. Want to stay ahead in an evolving landscape? Let’s connect.
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