Business Accelerator: Fixing the friction in your lead generation

In this week's episode of Business Accelerator, Alex Whitlock and Jason Back unpack the mechanics of effective lead generation for modern brokers. The conversation explores why word of mouth remains the highest-quality source of new business and why most brokers fail to systemise it. Back outlines how to activate referrals intentionally, identify "super referrers", and avoid relying on one-off asks at settlement. They also examine the limits of unfocused social media, the ROI potential of well-run live events, and the importance of positioning yourself as the guide through structured, high-value content. Finally, the episode tackles the operational side: speed to lead, inquiry handling, qualification, and the critical difference between a lead, an inquiry, and a prospect. A practical discussion on reducing friction, improving conversion, and building a lead funnel that actually performs.