Prospecting Playbook

Welcome to the team,
James Young.

Two fresh industries, the exact terms to find them, what to say when they pick up, and how to handle the brush off. Built so you can pick up the phone on day one and start booking meetings.

80 to 100
Cold calls a day. This is the number that makes everything else work. Dials drive meetings, meetings drive proposals.
1 a day
Meeting booked per day to run over a proposal. That is the whole job in one line. Five a week and you are flying.
2 lanes
One high ticket lane you build in the background, one quick win lane for fast closes and early momentum.

Mortgage & Finance Brokers

Brokers earn upfront plus trail commission on every settled loan, so one client is worth thousands to them over its life. They already think in cost per lead, which makes them the easiest people in the world to sell ROI to. This is your slow burn pipeline. Keep dialling it daily even while the quick wins close.

Target Retainer
$2,500 to $5,000+
ex GST per month · no lock in
1

How to find them

Search in Google Maps & Google, then build your list
mortgage broker [LOCATION] finance broker [LOCATION] home loan broker [LOCATION] mortgage advisor [LOCATION] refinance specialist [LOCATION] first home buyer loans [LOCATION] commercial finance broker [LOCATION] car and asset finance broker [LOCATION] best mortgage broker [LOCATION]

Swap [LOCATION] for the suburb or city you are working that day, for example "mortgage broker Brisbane" or "home loan broker Gold Coast". The ones already running Google Ads are warm: they spend money and they get the value. The ones with a weak website or no Maps presence are your room to add value. Note both on your list.

2

Potential opening lines

Pattern interrupt, reason for calling, soft ask
The direct one

Hi, is that [Name]? Good, I will be quick. My name is James from Fresh Digital. I work with mortgage brokers to bring in more loan enquiries through Google. The reason I am calling is I noticed a few of your competitors in [LOCATION] are sitting above you on Google. Have you got thirty seconds for me to explain why?

The numbers hook

Hi [Name], James from Fresh Digital here. Quick question, do you know roughly what you are paying right now for each new loan enquiry that comes in? The reason I ask is most brokers I speak to have no idea, and they are leaving settled loans on the table because of it. Mind if I ask how you are getting your enquiries at the moment?

The honest cold call

Hi [Name], I will be honest with you, this is a cold call, but give me twenty seconds and then tell me to go away if it is not relevant. We help finance brokers in [LOCATION] get found on Google and turn that into booked appointments. Are you the right person to talk to about bringing in more business?

You are not selling on the call. The only goal of every dial is to book the meeting where you run over the proposal. The moment they show interest, go for the calendar.

3

Objection handling

Acknowledge, reframe, ask for the meeting
I get all my business from referrals
That is great, referrals are gold. The brokers doing best right now are the ones who have referrals AND a steady second stream coming in from Google. Referrals slow down, Google does not. Worth a quick look at how that could sit alongside what you already have?
I already have someone doing my marketing
No problem, most brokers worth talking to do. What I find is half the time the current setup is not actually tracked against settled loans. I am happy to take a quick look and tell you honestly if they have got it right. If they have, I will say so. Worth fifteen minutes?
I am too busy right now
Totally understand, and that is actually the point. You are too busy to chase leads, which is exactly what we take off your plate. I am not asking for time now, I am asking for a short call later this week. Does Thursday or Friday morning suit you better?
Just send me an email
Happy to, and I will. But an email cannot answer your questions, and a generic one goes in the bin, you know that. Give me fifteen minutes on a call, I will tailor it to your business, then send you something actually worth reading. What does your Thursday look like?
How much does it cost
Fair question, and it depends on what you actually need, which is why I do not quote blind. Most broker retainers with us sit between $2,500 and $5,000 a month, month to month with no lock in. Let me show you what that buys on a quick call and you can decide if the numbers work. Thursday or Friday?
4

Lead with these angles

What makes a broker lean in
Cost per settled loan

They live and die on this number and most do not track it. Frame everything around lowering the cost of each loan they write, not "marketing".

Trail commission lifetime value

One loan pays upfront plus trail for years, so one extra client a month from us compounds. Help them see the long tail.

Competitors outranking them

Show them they are losing enquiries to the broker two suburbs over who simply shows up higher on Google. Loss aversion sells.

Month to month, no lock in

Our biggest trust builder. They are risk aware by nature. No contract removes the single biggest reason to say no.

Pest Control

Urgent, high intent demand. People search "pest control near me" ready to book today, the owner answers the phone himself, and Google Ads plus Google Business Profile turns into visible bookings within days. It is also recurring revenue through termite inspections and ongoing treatments, so they stay. This is your quick win lane for fast closes and early commission. These blokes have a sense of humour, so have a laugh with them.

Target Retainer
$999 to $1,990
ex GST per month · no lock in
1

How to find them

Search in Google Maps & Google, then build your list
pest control [LOCATION] termite inspection [LOCATION] termite treatment [LOCATION] pest control services [LOCATION] cockroach control [LOCATION] rodent control [LOCATION] exterminator [LOCATION] ant control [LOCATION] pre purchase pest inspection [LOCATION]

Swap [LOCATION] for the suburb or city you are working that day, for example "pest control Ipswich" or "termite inspection Logan". Look for owner operators with a thin website or low Google reviews. They are the easiest to reach, the fastest to decide, and the quickest to see results.

2

Potential opening lines

Make them laugh first, then pitch
★ The icebreaker that already worked

Hi, is that [Name]? Ha, look, I will be honest with you, I am a bit of a pest myself, reckon you can control me? Anyway, the reason for my call is we help pest controllers get more jobs through Google. Got twenty seconds?

The persistent pest

Gday [Name], James from Fresh Digital. Fair warning, I am harder to get rid of than a termite in a Queenslander, but I promise I am quicker. We get pest controllers in [LOCATION] more jobs through Google. Have you got a sec or should I scurry off?

The "not selling spray" opener

Hi [Name], do not hang up, I am not flogging bug spray, you have got plenty of that. I actually get pest controllers more jobs through Google, and I will be in and out faster than you clearing a wasp nest. Are you the owner?

Lead with the laugh, then land the hook. Pest controllers buy on speed and results, not theory. Once they have had a chuckle, get them picturing the phone ringing, then book the meeting to run the proposal. Do not pitch the price on the dial.

3

Objection handling

Acknowledge, reframe, ask for the meeting
I get enough work already
Good to hear, that is the position you want to be in. But work dries up, seasons change, and the time to set up your next stream of jobs is while you are busy, not when it goes quiet. Let me show you what is sitting there for you. Fifteen minutes this week?
I tried Google Ads and it did not work
I hear that a lot, and nine times out of ten it was set up wrong and burning money on the wrong searches. Done properly, pest control is one of the best industries for Google because the intent is so high. Let me show you the difference on a quick call. Thursday suit?
I do not have time for this
No worries, and that is exactly why this works, you keep doing the jobs, we keep the phone ringing. You do not lift a finger. I am only after fifteen minutes later this week to show you how. Morning or afternoon better for you?
Just text or email me the info
Can do. Thing is, a generic email will not show you where you actually rank in [LOCATION] right now. Give me a quick call instead, I will pull it up live and tailor it to your patch, then send you something worth keeping. What is your Thursday like?
How much is it
Fair enough. For pest control it is usually around $999 to $1,990 a month, month to month, no lock in contract. But the real question is what it brings back in, which is what I will show you on a quick call. When works, Thursday or Friday?
4

Lead with these angles

What makes a pest controller lean in
Near me searches are red hot

Someone searching pest control wants it booked today. The intent is the highest in any trade. Frame it as catching ready to buy customers.

Be the first call, not the third

Whoever shows up first on Google gets the job. Show them they are missing calls to whoever ranks above them right now.

Recurring revenue

Inspections and ongoing treatments mean one customer comes back. Each new job is worth more than it looks, so the spend pays off fast.

Fast, visible results

Unlike slow SEO plays, Ads plus a tidy Google profile shows movement in days. Perfect for an owner who wants proof quickly.

Getting started

Cold calling is a numbers game won by discipline, not luck. The maths is simple. Hit your dials, the meetings come. Hit your meetings, the proposals come. Hit your proposals, the clients come. Here is how to run your 6:00am to 2:30pm day so the numbers stack up.

The only two numbers that matter

80 to 100 cold calls a day. This is the engine. Everything downstream depends on it. Some days you will get knocked back early and often, the dials are what carry you through.

1 meeting booked a day to run over a proposal. That is the scoreboard. One a day is five a week and twenty plus a month. From there it is just conversion. Protect this number above all else.

Step 1

Build the list the day before

Never start a 6:00am day without a list ready. Use the search terms in each industry tab with your [LOCATION] for the day.

  • Pull 100 to 120 numbers so you never run dry mid morning.
  • Capture name, business, phone, and whether they already run Google Ads.
  • Mix both industries so a slow run in one does not stall your day.
Step 2

Work the clock to your advantage

The early start is a weapon. Tradies and pest controllers are up at sparrows, so hit them first before they are on the tools.

  • 6:00am to mid morning: pest control and trades, before they head out.
  • From around 8:30am: brokers warm up, push them mid morning.
  • Call in 50 minute sprints, then a 10 minute reset to keep the energy up.
Step 3

One goal per call: book the meeting

You are not selling on the phone. You are not quoting on the phone. The single job of every call is to book a short meeting to run over the proposal.

  • The moment they show interest, go straight for the calendar.
  • Offer two specific times, "Thursday or Friday morning", never "when suits you".
  • Confirm by text or email straight after so it sticks.
Step 4

Log everything and follow up

Most meetings come from the second, third or fourth touch, not the first. A clean record is what turns dials into a pipeline.

  • Note the outcome of every call, even the no answers.
  • Set callbacks for anyone who said "not right now".
  • A "no" today is often a "yes" in six weeks. Keep them on the list.
A day that hits the numbers 6:00am to 2:30pm
6:00 to 6:30
Warm up. Review your list, check yesterday's callbacks, line up your two industries. First dials by 6:30 sharp.
6:30 to 9:30
First power block. Hit pest control and trades early before they are on the tools. Get the bulk of your dials done here while you are fresh.
9:30 to 10:00
Admin reset. Log everything, send your confirmations, set callbacks. Grab a coffee and reset for the next block.
10:00 to 1:00
Second power block. Brokers are warmed up by now, so push them here. Finish your 80 to 100 dials across both industries.
1:00 to 1:45
Mop up and callbacks. Chase anyone who said "call me later" and have another crack at the gatekept ones. This is where extra meetings hide.
1:45 to 2:30
Wrap and prep. Confirm tomorrow's meeting, build tomorrow's list, log the day's numbers. Leave ready to run at 6:00am.
Mindset that keeps you in the game

Rejection is not personal, it is the toll you pay to reach the yes. Most people will say no. That is the job working exactly as designed, not a sign you are doing it wrong.

Every no gets you closer to the meeting. If it takes 90 dials to book one, then each no was worth about a ninetieth of a client. That is a good trade. Keep dialling.

The Fresh Digital edge to lean on

Whatever the industry, two things win the meeting nearly every time. One, month to month with no lock in contract, which kills the biggest fear a business owner has. Two, we tie everything back to enquiries and jobs, not vanity metrics.

You are not selling websites or "marketing". You are selling more phone calls, more enquiries, more booked jobs. Speak their language and the meeting books itself.