By Freedom Marketing Group · Published
Most bad lead experiences trace back to questions that weren't asked up front. Use this checklist on every vendor, including us. A good vendor will answer these clearly and in writing.
The vendor checklist
| Area | What to ask |
|---|---|
| Lead source | Where do consumers come from? Owned media, affiliates or both? |
| Consent | How is consent captured, and can you provide documentation per lead? |
| Exclusivity | Is each lead or call sold to one buyer or several? |
| Lead age | How old is the lead at delivery? Is it ever resold later? |
| Qualification | Which criteria are confirmed, and how? |
| Delivery speed | How many seconds from submission to my CRM? |
| Targeting | Can I control states, hours, age ranges and other filters? |
| CRM integration | Can you post directly into my CRM or dialer? |
| Call recording | Are calls recorded, and can I access recordings? |
| Reporting | What data do I get per lead and per campaign? |
| Replacement terms | What qualifies for a credit or replacement, and how fast? |
| Pricing transparency | What exactly am I billed for, and when? |
Start with a controlled test
Begin with a defined budget and a fixed period. Track every lead in your CRM with its source, then compare vendors on contact rate, close rate and cost per acquisition. Our conversion metrics guide lists the formulas.
Red flags
- No clear answer about where leads come from
- No consent documentation available
- Prices that look far below the rest of the market
- Vague replacement terms
- No way to export or audit lead data
Related resources
Educational information only; not legal, tax or financial advice. Confirm regulatory requirements with qualified counsel and current official guidance.