In the broadest sense, a lead represents anyone who has expressed interest in life insurance: a potential client. Beyond the occasional cold sell approach that you might take with family, friends, or referrals, most of your business will come from leads. This can’t be overstated: leads are the lifeblood of your business. Leads will drive your income and help you climb the levels of leadership, so it’s essential to reinvest your commissions into leads to fuel your next round of business and growth.
Leads are generated from a variety of marketing campaigns that engaged the potential client and captured their expressed interest. These marketing campaigns could source leads from direct mail, online, or other channels. Within each lead source, the level of intent and client’s data quality could vary. Generally, the higher level of intent and higher quality of data increases the price of that lead, but so does the likelihood of purchase. Each lead could also have a different follow up approach based on where it was sourced from that agents will want to consider.