How to Choose an Insurance Lead Company: 8 Questions to Ask First

Every insurance lead company says its leads are exclusive, fresh and high intent. Those words cost nothing to write. What separates a good vendor from an expensive mistake is whether it can answer specific questions about where a record came from and what happens when one is bad.

Here are the eight questions worth asking any final expense, veteran, Medicare, mortgage protection or IUL lead vendor before you spend a dollar, and what a good answer sounds like.

1. Do you generate the leads, or buy them?

This is the question that matters most. A lead generator runs its own ads to its own landing pages. A reseller buys records from a generator or a network and sells them on with a margin added. Resellers are not dishonest, but they cannot tell you which ad produced a record, cannot raise volume on demand, and cannot fix a funnel when contact rates drop.

A good answer names the ad platforms and says the landing pages are on the vendor's own domains. A vague answer about a network of partners means you are buying secondhand.

2. What proof of consent comes with each record?

Ask where consent was captured, whose page it was on, and to see the disclosure language the prospect agreed to. A vendor who owns the form can show you all three. If a vendor cannot say where a record gave consent, walk away. Your compliance exposure is your own, not the vendor's.

3. How many times is each lead sold?

Exclusive means one buyer. Shared means several agents are calling the same person at the same time. Shared leads are cheaper for a reason. Get the number in writing, and ask how the vendor enforces it.

4. How fast is delivery?

Contact rates fall sharply in the first minutes after a form fill. Real-time leads should arrive in under a minute, pushed directly into your CRM or dialer. Batch delivery once or twice a day turns a real-time lead into an aged one at a real-time price.

5. What is the replacement policy, exactly?

A serious vendor publishes its replacement policy with specific reason codes, a time window and a cap. Look for disconnected numbers, duplicates, and records outside your ordered age range or states to be covered. Be wary of a policy that exists only in a sales conversation.

6. Can you filter by state and age?

You should be able to set your licensed states and your target age band on the order, and a record outside either one should be replaceable. If filters cost extra or are not enforced, you are paying for leads you cannot legally or practically work.

7. Are there contracts or minimums?

Good vendors let you test with a small order and scale with a standing order. Long contracts and large minimum buys protect the vendor, not you. A free or discounted test batch is a sign the vendor expects the leads to speak for themselves.

8. Can I talk to a person who runs the campaigns?

When contact rates slip, you want to reach the person who can change the ad creative that day, not a support ticket queue. A published phone number that reaches a decision maker is worth more than any testimonial.

Red flags

• Consent proof available only on request.
• No published replacement policy.
• Veteran ads or landing pages that imply a government or VA affiliation.
• Prices far below the market with no explanation of the source.
• Pressure to sign a contract before you have seen a single record.

How we answer these

RJ Lead Group generates every lead on its own Meta and Google ad accounts and its own landing pages. Consent is captured on those pages, real-time leads arrive in under 60 seconds, bad leads flagged within 72 hours are replaced under published reason codes, and there are no contracts. Your first order includes 10 free leads, so you can judge the records rather than the pitch.