Are Online Insurance Leads Worth It? What to Know Before You Buy Your First One

Short answer: Yes, but not in the way most agents expect.

If you're asking yourself this question, you've probably heard mixed opinions already. Some insurance agents say buying online web leads helped them grow their client base. Others say they bought a batch, made a few calls, got nothing back, and never tried again. Both experiences happen all the time, but the outcome usually comes down to how the leads were sourced and managed, not the leads themselves.

Below, we break down the insights that make the difference between the two.

What an online insurance lead actually is?

When you buy an online lead, you are buying the contact information of a consumer who filled out a form asking for insurance quotes. They typed in their details because they wanted coverage and wanted agents to reach out.

That is the important part to understand before you spend anything. They are interested, and they are expecting a call. A successful agent calls well and calls first. Many online lead campaigns operate with a sort of paralysis due to a lack of transparency and a lack of control. For example, let's say you buy leads from a lead provider, but the quality isn't stellar.

You continue to buy leads from them, but you're also looking for the next lead provider that might be able to deliver better quality. It's a never-ending mission when seeking a steady stream of qualified leads. And there are several reasons why you struggle with it:

• Same Lead Sources: There are a lot of middlemen. Even though you're buying leads from multiple sources, many of them are coming from the same lead being sold and resold.

• Lack of Transparency: Your lead provider outsources some or all of their media buying. But they don't tell you how or where each lead is generated.

• Control: The tools you need to have full control of your lead purchasing campaigns (preferences, filtering, etc.) don't exist.

Over time, you're playing a guessing game by jumping from one lead provider to another, and the lead providers are the only ones that make money.

Thankfully, when you buy leads using PX, you know where your leads are coming from, and you can control how much you bid and filter for each lead source. It's the only platform that gives you the two ingredients needed to ensure you're successful: transparency and control.

How to know if online leads are right for you?

Ask yourself three honest questions:

1. Can you respond to a new lead within minutes during your working hours?

2. Will you follow up several times before moving on?

3. Can you work leads steadily rather than in one short burst?

If you answered yes, online leads are very likely worth it for you, and the math tends to work in your favor. If you answered no to any of them, that is worth fixing before you spend money, because the leads will only be as good as your ability to work them.