The panelists discussed the risks associated with different communication channels in light of new FCC regulations. Outbound calling was identified as the riskiest option, especially prerecorded calls which require prior express written consent. SMS was also highlighted as risky when combined with calls due to various state rules.
Looking ahead, the panelists predicted that exclusive leads will become more valuable as shared leads are prohibited. However, costs for leads may initially rise as generators adapt to the new rules. Buyers will likely rely more on television, inbound leads, and direct marketing in the short term. Compliance was emphasized as paramount for mitigating legal risks.
Various strategies for compliance were debated, such as obtaining individual consent for each buyer or using checkboxes, but no consensus was reached. Joining trade organizations like REACH was recommended to stay up-to-date and advocate for the industry. Overall, the key takeaway was that companies should “lean into compliance” by obtaining legal counsel, certifying processes, and working with other compliant organizations to gain a competitive advantage during this period of regulatory uncertainty and transition.