Every insurance agency runs on leads, but not all leads are worth the same. The right lead type depends on your product, your team's capacity and how fast you can follow up. This guide compares the main kinds of insurance leads so you can spend your budget where it actually turns into policies.
The four main types of insurance leads
1. Live transfer leads
A call center screens the prospect for interest and eligibility, then transfers the call to your agent in real time. You get a 100 percent contact rate and a prospect who is ready to talk. Live transfers cost the most per lead, but they usually produce the lowest cost per sale for agents who can answer the phone consistently. See how our insurance live transfers work.
2. Real-time internet leads
A consumer fills out a quote form online and the lead is delivered to you within seconds. They're cheaper than transfers, but contact rates depend entirely on speed. Shared internet leads are sent to several agents at once, so the first caller usually wins. Exclusive internet leads cost more and are worth it if you can dial within a minute or two.
3. Callback and inbound call leads
The prospect calls a number from an ad, mailer or TV spot, or requests a callback. Inbound calls can be excellent quality because the consumer took action on their own. Pay-per-call pricing is common here. Buyers set a price for each call that lasts longer than a minimum duration.
4. Aged leads
Older inquiries, typically 30 days or more, sold at a deep discount. Aged leads suit agencies with strong dialing and nurture systems, but expect low contact rates and plan your follow-up accordingly.
How to compare lead costs the right way
Cost per lead is the wrong number to optimize. What matters is cost per issued policy:
- Contact rate: what share of leads you actually reach
- Quote rate: what share of contacts you quote
- Close rate: what share of quotes you write
- Persistency: what share of policies stay on the books
A cheap shared lead that you rarely reach can cost more per policy than a live transfer that's already on the line. Track all four numbers for every vendor and you'll quickly see which sources deserve more budget.
Insurance leads by line of coverage
All of our insurance leads are sold as exclusive live transfers on the Live Transfer Exchange, where you set your bid and only pay for calls that pass the 120-second buffer.
- Final expense insurance leads
- Medicare Supplement leads
- Health insurance live transfers
- Group health leads
- Life insurance leads
- Mortgage protection leads
- Auto insurance leads
- Annuity leads
- Insurance and financial services leads
Red flags when buying insurance leads
- The vendor can't explain where its leads come from or how consent was captured.
- Leads are labeled "exclusive" but you keep reaching consumers who've already talked to other agents.
- There's no recording or documentation available when you dispute a transfer.
- There's no clear return or credit policy for bad leads. Ours is spelled out in our lead credit policy.
- Prices that look too good to be true. Compliant, well-screened leads are expensive to produce.
Buy or sell insurance calls in real time
On the Live Transfer Exchange, agencies bid on insurance calls by vertical and state, and call centers sell their transfers to the highest bidder. You see real market pricing and only pay for calls that pass the 120-second buffer. Need help setting up your filters and bid? Call 1-800-622-4319 and our team will build your campaign with you.
Frequently asked questions
What are the best leads for insurance agents?
For agents who can answer calls during business hours, exclusive live transfers usually produce the lowest cost per policy because every lead is already on the phone. Agencies with strong dialing systems often add exclusive internet leads and aged leads for volume.
What's the difference between exclusive and shared insurance leads?
An exclusive lead is sold to one agent only. A shared lead is sold to several agents at the same time, which lowers the price but means you're competing to reach the prospect first.
How much do insurance leads cost?
It depends on the lead type, product line, state and filters. Aged leads are the cheapest, followed by shared internet leads, exclusive internet leads, inbound calls and live transfers. You can see current per-call bids on the Live Transfer Exchange.
Are purchased insurance leads compliant?
They should be, but compliance depends on the vendor. Ask how consent was obtained, whether numbers are scrubbed against Do Not Call lists, and whether recordings or consent records are available.