By Freedom Marketing Group · Published
Many agencies have a CRM full of names and notes but can't answer a simple question: which lead source makes money? Capturing a few fields on every lead fixes that.
Fields to capture on every lead
| Field | Why it matters |
|---|---|
| Lead source / vendor | Lets you compare vendors and campaigns |
| Created timestamp | Starts the speed-to-lead clock |
| Lead format | Separates web leads, calls and transfers |
| Assigned agent | Shows agent-level performance |
| Attempt count | Shows follow-up effort |
| Disposition | Records the current outcome |
| Appointment date | Tracks appointment and show rates |
| Quote | Tracks quote rate |
| Application | Shows pipeline value |
| Sale / policy | Confirms the outcome |
| Revenue | Measures return |
| Campaign cost | Allows CPA and ROI by source |
Keep dispositions short and fixed
Use a fixed dropdown instead of free text. Eight to twelve outcomes is usually enough. See the follow-up guide for a sample list.
Review weekly
Pull a simple report each week by lead source: leads, contacts, sales, spend and CPA. Look for trends rather than reacting to a single day.
For software options, see Tools for Insurance Agents.
Related resources
Educational information only; not legal, tax or financial advice. Confirm regulatory requirements with qualified counsel and current official guidance.