Website Closers® presents a growing 6-year Lead Generation Business that has been SBA Pre-Qualified for this acquisition. The business is a leader in its niche industry – providing lead generation services for the Medical Billing Vertical. They specialize in generating warm leads from medical practices looking to outsource their medical billing; leads get routed to 3rd party medical billing companies.
While they compete with roughly 5 different companies in their industry, they stand out by being one of the larger volume players in the market, with their product converting into paid clients at or below their client’s allowable customer acquisition goals.
Leads are generated through the customizability of their services, which includes geography/practice area, shared/exclusive routing options and fast setup. Once a partner takes an interest in their services, the brand requires them to prepay approximately one month’s worth of leads. Each time they route the partner, they deduct the price of that lead from their balance. The partners add more prepayments to their balance in order to continue receiving leads.
Their services have won over a healthy mix of both wholesale and retail clients, with about 40% of their volume routing to wholesale buyers and the rest being retail. They see little seasonality and enjoy consistent and stable earnings.
Business Broker Takeaways:
- They have a fully automated workload. The current ownership spends less than 5 hours a week on monitoring their numbers, meeting with their account manager, optimizing Google Ads accounts, maintaining/improving their websites, and volume allocation/optimization. The brand also employs a contractor who serves as their account manager and inbound sales rep, a bookkeeper/accountant, and an hourly-based development team that supports the websites.
- They have a straightforward marketing campaign. Their strong client base and reputation were built with the help of their marketing campaign, which consists of a mix of PPC on Google and Bing and SEO done on their various sites. One of their websites has thrived under their SEO strategies, and now sees high organic rankings for relevant terms such as “medical billing leads”. Their marketing efforts have given them a combined unique monthly visitor rate of over 12,000 across their websites.
- They operate throughout the US and have the potential to expand even further. The brand generates leads nationally and route leads locally to providers who can service the requests. While some service providers place geography restrictions on the leads, most will service medical billing for any practice in the US, giving the company a sizable reach. The new owner could expand the geographical coverage of buyers, adding to their pool of potential clients and making them an even more appealing option on the market than their competitors.
Scale Opportunities
Outside of expansion, the brand could also be bolstered through additional marketing. Paid search has produced the highest intent service requests thus far for the company, and their paid search accounts still have plenty of opportunity to get more granularity and capture more quality volume with additional investment. Additionally, as the brand has yet to make use of social media marketing, doing so could be an excellent tactic for attracting new leads.
Their improved marketing could also help the brand increase their number of pre-paid customers, which would, in turn, boost their monthly working capital.
Conclusion
This acquisition has a healthy amount of potential, and has been up to be a steady, turnkey source of income for their ownership. The light workload that the owner will need to run operations gives them ample time to focus on scaling or any of their other opportunities, providing them with valuable flexibility in their schedule. The ideal buyer would understand paid search, lead routing and account management, and could see the potential to lead this brand to even greater heights.
