Internet Lead Buying Expectations

Having the right expectations when buying internet insurance leads is a vital part of a successful campaign.  You will hear agents complain about lead services and say things like, “half the leads I paid for were junk”.  The thing is they are probably right, yet that does not matter.  If there were companies that offered only good leads that are guaranteed to close then insurance agents would be lined up around the internet block waiting to pay hundreds of dollars each.  Reality is that most leads cost around $10 each and although many services tout how well they scrub their leads a lot of junk is going to get through in order to deliver in real time.  Most successful agents only covert around 3% to 10% of their internet leads to the book.  This varies on the line being promoted and some convert up to 15% or more, especially with P&C.  When it is all said and done the only thing that matters is ROI (Return on Investment).  Internet leads are about numbers and if you have a positive ROI and there isn’t a better use of your sales time then the leads are effective and profitable.  The key to this game is to test, track and repeat.  Internet leads aren’t golden sales tickets and they have to be worked hard or they will not be profitable.  It is simple as that.

Each lead company has it’s own strengths and we encourage agents buying insurance leads to test as many companies as possible to see which ones perform the best for their location and line of business.  Testing the top providers takes some time and effort but it is the best way to maximize your lead buying dollar and get the best bang for your buck.  You’ll probably find 2 or 3 companies that are profitable for you and  may want to consider using all of them on a regular basis.  Many services have free trial leads which are an excellent way to get started without paying too much.  However, we recommend getting at least 50 leads per service to get a good picture of what they have to offer.

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