What Leads are Best for Me?

That depends on many factors. Do you leverage the internet for life insurance sales? Are you a good public speaker? Do you do seminar selling? Going door-to-door in the Upper Peninsula of Michigan and in New York City are very different… where do you live? What is your lead budget? What is your target market?

In short, the type of lead that may work best varies from agent-to-agent based on a combination of the agent, the type of insurance and the target marketplace and the lead budget.

• Direct mail can produce higher quality leads because consumers must take the initiative to fill out the card, sign their name, and mail it back. Mail houses require minimum orders of at least 1,000 pieces, averaging about $450 per lead drop. Mailers typically generate a 1.5% to 1% return, which is 15 to 10 replies making each lead cost $30 to $45.
• Telemarketing leads are less expensive than direct mail, costing as little as $7 to $10 apiece, depending how many you order, as many lead providers offer bulk discounts. Plus, because phone calls are faster than snail mail, agents can start receiving telemarketing leads within a couple of days. Telemarketing leads offer a relatively inexpensive way to prospect.

Lead sources also can may include: calling door-to-door; cold calling; telemarketing leads; direct mail leads; internet leads; radio leads; TV leads; seminar leads; and referrals. Finding the right leads for your agents does make a difference.

One more point: Compliance! Not all lead cards are compliant with current regulations. The insurance carrier(s) you are selling as a result of from any lead drop should review that lead card for compliance. Some lead card vendors will make changes in their cards based on a carrier review.

AIPMA also can assist with compliance reviews of lead cards and mailers through our internal compliance team and coordinating with specific carriers, as needed. As part of Integrity, we recommend using LeadCENTER as this platform provides real-time, qualified leads and leverages a compliant lead acquisition process.

Disclaimer: We do not guarantee the accuracy or quality of any lead vendor services. Although we may promote and/or recommend the services offered by these companies, agents are ultimately responsible for the use of any materials or services and agree to comply with the compliance requirements of their broker/dealer, (if applicable), and the insurance carriers they represent.

Agents are not obligated to use these lead companies and may use any lead company of their choosing. AIPMA does not profit from or have any financial interest in, nor responsibility for the operation of any lead company or the results from any leads.