Lead Orders are categorized based upon the Order Method, Lead Level, Lead Channel, and Lead Type.
Order Methods
Standing Lead Order (SLO): A Standing Lead Order is a subscription-based order which renews on a scheduled basis. Leads are allocated to orders as inventory becomes available in the specified lead level, type, and location.
One-Time Lead Order (OTLO): A One-Time Lead Order is a singular, non-recurring order. Leads are purchased directly from the available Live Inventory.
Lead Channels
Leads are grouped into Channels based upon the method they were generated.
Mail-In (MI): Mail-In leads are generated when a prospective client receives a letter regarding their mortgage, then responds to it by returning the letter via mail, calling the 800 number listed, or scanning the QR code to request coverage information.
Call-In (CI): Call-In leads are generated when a prospective client receives a postcard regarding their mortgage, then responds to it by calling the 800 number listed to request coverage information.
Digital Lighthouse (DLH): Digital Lighthouse leads are high-intent leads that are generated through tightly focused search and social media campaigns such as Facebook, TikTok, and search ads.
Digital Economy (DE): Economy A leads are generated through search and social media campaigns such as Facebook, TikTok, and search ads. These leads often have not gone through all of the verification steps to be considered a high-intent Lighthouse lead.
External Vendor (EX): External Vendor leads are generated when a prospective client receives a letter regarding their mortgage, then responds to it by returning the letter via mail or scanning the QR code to request coverage information. Leads from External Vendors were distributed previously as A leads to non-SFG agents, then purchased by Quility as B-level leads.`
External Partner (EP): External Partner leads are purchased outside the Quility ecosystem through partners we have vetted and continue to specifically identify - Level Up Leads and Razor Ridge Leads.
Referral (R): Referral leads are manually entered into the system directly by agents. They are leads sourced by networking, agent-led social media campaigns, or any lead purchased outside the Quility ecosystem/Quility External Partners.
Lead Levels
Lead Levels are a combination of the Lead Channel and the Lead Level Category. For example, the A Level Category lead generated via a Mail-In Channel will display as the Lead Level MIA. When the same lead transitions to a B Level Category, it will display as the Lead Level MIB.
Lead Level Categories
Leads are categorized into Levels A through G.
A Leads: Level A leads are fresh, newly generated leads.
Bonus Leads: Levels B to G are Bonus leads with the categorization corresponding to the number of times a lead has renewed its availability. Bonus leads are aged and have possibly been contacted before without a policy sold.
Lead Types
Mortgage Protection (MP)
Spanish Mortgage Protection (SPMP)
Life Insurance (GL)
Final Expense (FE)
Infinite Banking (IB): Requires Certification to Order
Retirement Solutions (RS): Requires Certification to Order
Tax-Free Retirement (IUL): Requires Certification to Order
Recruiting (REC): Requires Agency Owner Approval to Order
Lead Names
Lead naming will be a combination of the Lead Channel, Lead Level, and Lead Type. For example, a Mail-In lead for Mortgage Protection at the B level would be notated as MIB MP.
Lead Order Types
Standing A Lead Orders
Order Type | Lead Level(s) | Lead Type(s) |
Mail-In A Mortgage Protection Standing Lead Order | MIA | Mortgage Protection |
Call-In A Mortgage Protection Standing Lead Order | CIA | Mortgage Protection |
Digital Lighthouse A [Lead Type] Standing Lead Order | DLHA | Mortgage Protection OR |
Digital Economy A Standing Lead Order | DEA | Mortgage Protection |
Recruiting Standing Lead Order | L or U | Recruiting |
Standing Bonus Lead Orders
Order Type | Lead Level(s) | Lead Type(s) |
Mail-In Bonus Standing Lead Order | MIB-MIG | Mortgage Protection |
Call-In Bonus Standing Lead Order | CIB-CIG | Mortgage Protection |
External Vendor Bonus Standing Lead Order | EXB-EXD | Mortgage Protection |
One-Time Lead Orders
Order Type | Lead Level(s) | Lead Type(s) |
Mail-In Mortgage Protection One-Time Lead Order | MIA-MIG | Mortgage Protection OR |
Mail-In Final Expense One-Time Lead Order | MIB-MIG | Final Expense |
Call-In Mortgage Protection One-Time Lead Order | CIA-CIG | Mortgage Protection OR |
External Vendor One-Time Lead Order | EXB-EXD | Mortgage Protection |