Where to Buy Insurance Leads: Avoiding Pitfalls & Choosing the Right Partner
In the insurance business, the quality of your leads directly affects your bottom line. Agents who buy leads want prospects who are actively shopping for coverage—not stale lists or tire‑kickers. The marketplace for insurance leads is crowded with big vendors and aggregators, but not all leads are created equal. This guide explains the different types of leads you can buy, the pitfalls associated with the big lead platforms and why Filtered Quotes is a better option for independent agencies and captive agents.
Types of Insurance Leads
There are several ways to purchase insurance leads. Understanding the differences—and the typical price ranges—helps you decide which sources make sense for your budget.
| Lead type | Approx. cost per lead* | Key considerations |
|---|---|---|
| Aged leads | $2–$5 | Leads that are 30–90 days old; low cost but low intent; prospects may have been contacted multiple times. |
| Shared web leads | $10–$20 | Sold to multiple agents; lower price but high competition; quick follow‑up needed. |
| Exclusive web leads | $30–$80+ | Sold to one buyer; higher cost but less competition and better conversion potential. |
| Live transfer leads | $50–$130+ | Prospects are pre‑qualified and transferred via phone; high intent but the most expensive and require a strong phone sales process. |
| Real‑time filtered leads | $15–$40 | Delivered immediately after a prospect expresses interest; good conversion potential but more expensive than aged or shared leads. |
*Costs vary by product line and geographic region, but these ranges illustrate why lead quality and vendor choice matter.
The Dark Side of Big Lead Vendors
Large lead marketplaces and national aggregators often dominate search results when you look for insurance leads. They promise volume and sophisticated filters, yet there are significant drawbacks:
- High prices and hidden overhead. Many top vendors resell leads multiple times and spend heavily on advertising and call centers. As a result, the cost per lead can be much higher than alternative sources, especially for exclusive or live‑transfer leads. Telemarketing‑generated leads can be questionable intent. Direct‑mail leads include the cost of printing and postage, making them relatively expensive for uncertain returns.
- Inconsistent lead quality. Third‑party aggregators often blend leads from multiple sources. When you rely on them, you have little control over how leads are generated or qualified. Old “inventory” leads that are more than 90 days old are sold at a discount but are difficult to convert because the prospect may have already been contacted by many agents.
- Duplicate and recycled leads. Many platforms sell the same lead to several agents. For example, an industry comparison notes that in competitive markets, lead buyers can end up paying high prices and still encounter overlapping contacts. Customers also complain about receiving multiple calls and spam after filling out forms. Insurify’s 2025 review of a major lead aggregator notes that its Better Business Bureau rating is only 1.09 out of 5, with most complaints coming from consumers who were spammed and agents who said they didn’t receive high‑quality leads.
- Poor customer service and limited accountability. According to LeadSend’s analysis of the lead marketplace, agents often face low‑quality leads, high cost per acquisition and dependence on third‑party providers. When vendors change their sourcing methods or lower their quality standards, you have little recourse. Some platforms also provide limited support or inflexible return policies, leaving agents stuck paying for bad leads.
Why Filtered Quotes Is Different
Filtered Quotes was built by insiders who understand how frustrating low‑quality leads and poor service can be. Here’s how their approach differs:
- High‑intent leads. Filtered Quotes focuses on quality over quantity. Our leads come from targeted campaigns designed to capture consumers actively shopping for insurance with additional filters that typical lead companies don’t provide.
- Performance‑driven partnership. The business model is simple: Filtered Quotes only succeeds when you do. We take a “partnership” approach rather than selling anonymous lists, collaborating with your agency to refine filters and improve ROI. Testimonials speak to this hands‑on support—one Allstate agency owner says that the team “consistently provide[s] us with quality leads and go[es] above and beyond by proactively collaborating with our agency”.
- Transparent pricing and filtering. Rather than forcing you into rigid packages, Filtered Quotes customizes your campaigns and shares detailed performance metrics so you know exactly what you’re paying for. Our QC‑powered matching and AI bidding aim to maximize return on ad spend.
- Real support from industry experts. Filtered Quotes is run by insurance professionals who speak at industry conferences and provide resources tailored to agency growth. This expertise translates into better guidance and faster issue resolution compared with the call‑center style support offered by many big vendors.
How to Choose the Right Lead Provider
Whether you work with Filtered Quotes or another vendor, keep these tips in mind when buying insurance leads:
- Ask about sourcing and compliance. Make sure leads are generated through consumer‑initiated inquiries and that vendors follow TCPA and GDPR rules.
- Check the age and exclusivity of leads. Fresh, exclusive leads convert better than aged or shared ones. Always ask how many times a lead is sold and how quickly it will be delivered.
- Evaluate return policies. Reputable companies should credit obviously bad leads (wrong numbers, uninterested consumers). Read reviews to see how vendors handle disputes.
- Monitor your ROI. Track how many leads convert into quotes and policies. A $70 live‑transfer lead may be worth the investment if your conversion rate is high, while a $12 shared lead may waste your time. Or you may find that shared leads aren’t worked by other agencies as well as your team can work them. Take advantage of the lower cost option subsidized by inexperienced agents.
- Look for partnership and support. The best vendors act as marketing partners, working with you to refine campaigns. Avoid companies that treat you as just another buyer.
Conclusion
Buying insurance leads can accelerate your sales, but not all lead vendors deliver the same value. Large marketplaces often charge high prices, resell leads multiple times and provide minimal support. Reviews and industry analyses consistently highlight issues such as spammy follow‑ups, duplicate contacts, low‑quality leads and poor customer service. Before you invest, understand the true costs and ask tough questions about sourcing and your internal lead processes.
Filtered Quotes offers a better path. By focusing on high‑intent leads, transparent pricing and a partnership‑driven model, they help insurance agents maximize ROI while avoiding the common pitfalls of big lead platforms. If you’re tired of junk leads and want a team that cares about your success, consider giving Filtered Quotes a try.
Note: Cost ranges and examples are based on industry data and analyses from sources such as LeadSend’s 2024 report on insurance lead generation and EverQuote’s guide to lead types.
