For FMG’s sourcing approach and the details to agree before launch, see how we generate and verify insurance leads.
Where lead quality can break down
- Unclear or misleading advertising that attracts the wrong consumers
- Weak or missing consent capture
- Inaccurate contact details
- Delays between submission and delivery
- Calls routed to unavailable or unlicensed agents
- Slow or inconsistent agent follow-up
What the lead vendor controls
- Traffic sources and advertising
- Consent capture and documentation
- Validation and screening
- Routing rules and delivery speed
- Exclusivity
What the agency controls
- Agent availability and answer rate
- Speed of first contact
- Follow-up sequence
- Sales skill and needs analysis
- CRM dispositions and reporting
Why delivery speed matters
- Consumer interest fades over time
- In shared markets, the first contact often wins
- Measure delivery latency and agent response separately (speed-to-lead)
What agencies should track
- Timestamps for submission, delivery and first attempt
- Contact and qualified conversation rates
- Close rate and cost per acquisition by source
- Dispositions for every lead (CRM guide)
Questions to ask your lead provider
- Where do consumers come from?
- How is consent captured and documented?
- What screening happens before delivery or transfer?
- How fast is delivery, and into which system?
- Is each lead exclusive? (vendor checklist)