By Freedom Marketing Group · Published
A shared lead is sold to more than one agency. An exclusive lead is sold to one. That single difference affects price, competition, consumer experience and how your team needs to work.
How each works
With shared leads, a consumer's information goes to several buyers, often at once. The cost is split, so each buyer pays less, but every buyer is calling the same person.
With exclusive leads, one buyer receives the record or call. You pay the full acquisition cost, but you aren't racing other agencies to the consumer.
Comparison
| Exclusive | Shared | |
|---|---|---|
| Competition for the consumer | None from other buyers of the same lead | Several agencies may contact the same person |
| Speed pressure | Still important | Critical; first contact often wins |
| Price per lead | Higher | Lower |
| Consumer experience | One agency reaches out | May receive many calls |
| Best fit | Teams focused on contact quality | High-capacity dialing teams |
The economics
A shared lead is cheaper, but if your contact and close rates fall because of competition, your cost per sale can end up higher. Compare both using cost per acquisition in the calculator.
What buyers should verify
- Exactly how many buyers receive each lead or call
- Whether exclusivity is guaranteed in writing
- Whether the lead is ever resold later as an aged lead
- How consent was captured and for whom
- What happens to records that turn out to be duplicates
Related resources
Educational information only; not legal, tax or financial advice. Confirm regulatory requirements with qualified counsel and current official guidance.