By Freedom Marketing Group · Published
Every vendor says its leads are high quality. The only reliable way to know is to define quality for your agency and measure it lead by lead.
Six signals of lead quality
| Signal | What it means | How to check it |
|---|---|---|
| Intent | The consumer actually wants to talk about coverage | Conversation outcomes and dispositions |
| Consent | Contact permission was properly captured | Consent records per lead |
| Accuracy | Contact details are correct and reachable | Wrong-number and disconnected rates |
| Freshness | The lead reached you quickly after submission | Submission vs delivery timestamps |
| Exclusivity | You aren't competing with other buyers | Vendor terms and consumer feedback |
| Fit | The consumer matches what you can sell | Qualification and close rates |
Quality is shared between vendor and agency
The vendor controls source, consent and delivery. Your agency controls speed, follow-up and sales skill. Read how insurance leads flow to see where each side's responsibility begins.
Measure it
Track contact rate, qualified conversation rate, close rate and persistency by source. Our conversion metrics guide has the formulas.
Related resources
Educational information only; not legal, tax or financial advice. Confirm regulatory requirements with qualified counsel and current official guidance.