Leads are the lifeblood of an insurance business. The agents who last are the ones who solved this early. Here's how the lead market really works and how to get a return on it.
The main types of leads
- Exclusive vs shared. Exclusive leads go only to you; shared leads are sold to several agents, so you're racing the competition. Exclusive costs more but converts better.
- Real-time vs aged. Real-time leads just raised their hand — speed matters enormously. Aged leads are cheaper but colder.
- Inbound calls. A prospect calling you is the highest-intent lead there is, and priced accordingly.
- Referrals. Free, warm, and the highest-converting of all — earn them relentlessly.
What leads actually cost
Prices swing by line and quality — from a couple of dollars for aged shared leads to $30+ for exclusive real-time or inbound calls. The right question isn't "how cheap?" It's cost per acquisition: a $25 lead that converts beats a $5 lead that never picks up.
How to spot junk leads
- Vague or missing source — you should know how the lead opted in.
- No TCPA consent trail (a compliance and quality red flag).
- Wildly low prices for "exclusive real-time" — if it sounds too good, it's recycled.
Speed-to-lead is everything
Contact rates fall off a cliff after the first few minutes. Call new leads immediately, then follow a multi-touch cadence (call, text, email) over the next week. Most sales happen on follow-ups, not the first dial — but only if you actually follow up.
The math that matters
Track three numbers: cost per lead, contact rate, and close rate. Improve any one and your whole business improves. A good CRM that auto-dials and reminds you to follow up is worth more than a cheaper lead source.
The best "lead source" of all
Producers who hit their numbers stop paying for leads. The strongest agencies reward production with free or funded leads, flipping the model so the harder you work, the less you spend.
That's exactly how Bridgepoint works: real-time, TCPA-compliant leads routed to your pipeline, bought in bulk so you pay less than you could alone — and free leads for producers who hit target. Apply and put a real lead engine behind your license.